PARIS – The US red meat industry and the US Meat Export Federation will be on hand at this year’s SIAL 2010, which is one of the world's biggest trade shows for food industry professionals. Taking place Oct. 17-21 at the Paris-Nord Villepinte Exhibition Centre in France, the event is expected to attract approximately 150,000 visitors from 185 countries.

"The US Meat Export Federation, accompanied by more than a dozen US processors and exporters, will be presenting high-quality US beef, pork and lamb for an audience that is demonstrating a growing appreciation for American red meat," said John Brook, USMEF director for the European Union, Russia and the Middle East.

USMEF organized the US industry's presence – a US Meat & Poultry Pavilion – in conjunction with USAPEEC (US Poultry and Egg Export Council).

USMEF representatives and members will meet with key buyers at the show to explain the benefits of US meat and promote a wider range of cuts. A chef will be on duty throughout preparing specific US beef and pork cuts promoted by USMEF members for sampling by visitors to the US Pavilion.

During this year's SIAL show, one new feature is a "US Beef Challenge" that will enable visitors to sample US beef in a blind taste test side by side with the same cut from European and other global suppliers.