Foreign Marketing
With 95 percent of the global population and 80 percent of the global buying power being located outside of U.S. borders, foreign marketing of U.S. beef is necessary in order to increase beef sales around the world. Add to that, the global population is projected to nearly double by 2050. Combined, these factors clearly showcase that exports of U.S. beef represent a growth opportunity for U.S. beef producers. The Beef Checkoff’s foreign marketing efforts seek to increase the movement of U.S. beef into exports by developing new markets and new sectors in existing markets, displacing the competition and defending the U.S. market share against aggressive competition by beef exports worldwide.
Developing New Beef Products to Meet International Trends
A market development initiative which began in Japan took hold in several international markets for U.S. beef in 2019. With funding support from the Beef Checkoff, USMEF is working closely with U.S. beef suppliers to develop new products for packaged meals and protein snack items for burgeoning convenience store sectors in several leading export markets. Worldwide, per capita spending on foodservice products at convenience stores is exploding, and in particular, pre-cooked meat dishes are growing in popularity as more and more people turn to convenience stores for fast and easy meals.
With Beef Checkoff support, USMEF partnered with South Korea’s second-largest convenience store chain and a U.S. supplier to launch a promotion aimed at consumers who pick up their lunches at convenience stores. The “Cube Steak Lunch Box” was offered at GS25 convenience stores, a chain with 12,500 locations in Korea. Based on the success of this promotion, USMEF is working to expand this concept to additional convenience store chains in 2020.
Results
Through November, exports to Korea were up 6% in both volume (234,310 mt) and value ($1.69 billion) from 2018’s record pace. Since 2012, when Korea began reducing tariffs on U.S. beef, annual per capita beef consumption in Korea has jumped from 22 to 27.5 pounds.
Regional Showcase Brings Buyers from 23 Countries to U.S. Suppliers
With support from the Beef Checkoff, USMEF held its ninth annual Latin American Product Showcase in San Juan, Puerto Rico. The event promotes the quality, consistency and profit potential of U.S. beef and attracts over 400 participants, including 190 buyers from 23 countries across the Caribbean, Central America and South America. The showcase grows larger every year, with 64 companies promoting U.S. meat products in 2019.
Results
U.S. beef exports to the region have doubled in value since the showcase began in 2011, when exports to Central and South America and the Caribbean totaled 52,205 metric tons valued at $202.8 million. In 2019, U.S. beef exports to the region will exceed 70,000 metrics tons valued at about $400 million.
Contractors Key
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AFBFA
American Farm Bureau Foundation for Agriculture
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CBB
Cattlemen's Beef Board
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FMPRE
Foundation for Meat and Poultry Research and Education
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KSU*
Kansas State University
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MICA
Meat Import Council of America
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NAMI
North American Meat Institute
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NCBA
National Cattlemen’s Beef Association
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NEBPI*
Northeast Beef Promotion Initiative
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NLPA
National Livestock Producers Association
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NIAA*
National Institute for Animal Agriculture
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USCA
United States Cattlemen’s Association
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USMEF*
United States Meat Export Federation
*Subcontractor
Figures presented within this report are based on data compiled by individual contractors. Unless indicated otherwise, results are based on October 1, 2018 to September 30, 2019 data.