ABU DHABI, UAE – Representatives of Canada Beef Inc. will be traveling to SIAL Middle East food and beverage trade show to spread the word about Canadian beef and veal products.

Canada Beef will be sampling Canadian beef and veal produced by St. Helen’s and Ryding Regency, Ecolait, Montpak and Kobe Classic. Further processed products to be featured at the show include Paradise Farms meatballs, source grinds, breed specific burgers and meatloaves, as well as pre-portioned steaks.

“To ensure in-market presence is maximized, Canada Beef is also working in cooperation with the Canadian Embassy in Abu Dhabi to host a tasting seminar, featuring Canadian beef and veal samples to premium retail and food service decision makers,” said Robert Serapiglia, director of market development and innovation at Canada Beef.

The organization also will be supporting a high profile retail promotion with LULU Hypermarkets, a leading retail chain in Middle East. The chain is launching a fully branded Canadian beef program in all 58 stores throughout Abu Dhabi. As part of the program, LULU staff members will receive hands-on technical product training and education around the Canadian Beef Advantage initiative.