Excel Beef Wins '2023 Brand of the Year' Award...A Remarkable Achievement Following 6 Consecutive Years as Market Share Leader

- Excel Beef Easily Found at Famous Domestic Restaurants... Selected as Brand of the Year 2023
- Excel Beef Maintains 1st Market Share for 6 Consecutive Years, Strengthening Brand Status

Global company Cargill Protein Group (Korea Branch Manager Hajintae), which provides high-quality food to people worldwide, announced that its premium beef brand Excel Beef has won the ‘2023 Brand of the Year Award’ hosted by the Korea Consumer Forum.

Excel Beef, boasting excellent marbling, tender texture, rich juiciness, and flavor, is safely managed through a scientific and systematic 7-step customized system certified by the USDA of the U.S. Department of Agriculture. It has gained a reputation as a premium beef used in three major steak houses in New York, USA, attracting attention from both the domestic industry and consumers.

In particular, Excel Beef has been recognized for its high quality and has secured the number one market share in the domestic U.S. beef market for six consecutive years. According to the U.S. PIERS (The Port Import/Export Reporting Service) report, Excel Beef’s domestic market share among imported U.S. beef has ranked first for six consecutive years from 2017 to December 2022.

This consistent brand power is evaluated to have been effective by diversifying distribution channels and product composition while shifting brand marketing methods from B2B to B2C targets in line with meat consumption trends.

Recently, Excel Beef has continued collaborations with popular restaurants favored by different generations such as Bonsuwon Galbi, Gabojeong, Cheonggiwa Town, and Texas Roadhouse, and rapidly expanded online sales to align with the non-face-to-face trend for B2C target expansion. In addition to building an exclusive brand mall for Excel Beef, it quickly entered distribution platforms such as Coupang, Baedal Minjok B Mart, and GS Fresh.

It is also responding swiftly to market changes due to the diversification of consumer lifestyles. Along with launching the small-packaging brand ‘Excel Cut’ in response to the increase in single-person households, Excel Beef introduced four classic steak types (Tomahawk, Ribeye, Striploin, Flat Iron Steak) to popularize steak. Furthermore, new small-packaged products and HMR/convenience food products such as Excel Beef Bulgogi, Usamgyeop, Shabu-shabu, and Chadolbagi are also under development.

An Excel Beef representative stated, “We consider this award meaningful as it provides an opportunity to feel consumers’ affection for the brand following the achievement of six consecutive years as the number one in the U.S. beef market share. We will continue to strive to grow Excel Beef into a consumer-tailored brand that everyone can conveniently enjoy and always trust and choose.”

Meanwhile, Cargill is a global leader in the agricultural and livestock food industry with a 150-year tradition. Cargill Protein Group, Cargill’s meat business division, produces and processes high-quality meat products and supplies them worldwide. Through Cargill’s advanced technology and specialized processes, it provides premium meat products tailored to the tastes of people around the world.