USMEF conference looks at market diversification and new opportunities

During the second half of the U.S. Meat Export Federation’s (USMEF) Annual Meeting, held Nov. 6-8 in Tucson, Ariz., speakers discussed market diversification and shared insight from overseas markets.

Market diversification

On Nov. 7, the closing business session included a USMEF staff panel focused on the importance of market diversification and developing new opportunities for U.S. pork, beef and lamb in emerging destinations. 

Scott Reynolds, assistant vice president of marketing programs, described how USMEF categorizes markets for beef and pork and showed how allocations of USMEF investments in new and emerging markets has grown by 22 percent in the past five years. 

These are markets with less current volume but greater upside potential. New and emerging markets can also help manage risk when market access issues occur in the leading markets for beef or pork.

In terms of new, untapped markets for U.S. red meat, Africa tops the list. 

USMEF Africa Representative Matt Copeland focused on population and economic growth and reminded the audience by 2050, one in four people in the world will be African. 

“It will take time, but we can’t underestimate the importance of this economic evolution in Africa,” said Copeland.

“The geographic reach is immense. It is more than 7,000 miles from Casablanca, Morocco in the north, down to Cape Town, South Africa. One of the world’s finest beef restaurants will open in Marrakesh, Morocco in September 2025 and will showcase U.S. beef,” he added.

“In December, Marble is opening its second restaurant in Johannesburg, South Africa and the flagship item on their menu is Prime-grade beef from Snake River Farms,” said Copeland. “In between, we’re launching an event in Ghana, West Africa in April 2025 which will be a wonderful opportunity to meet the entire West African trade.”

New opportunities

USMEF Latin America Representative Homero Recio addressed recent initiatives to develop new opportunities in South America, including a new product launch in Colombia.

“Colombia is a growing market for U.S. pork, made up of trimmings, hams, loins and ribs. But how do we grow tonnage? There are different ways to do it,” said Recio. “First, sell more of what we already sell. Second, introduce new items. This is what we’ve been working on with the Boston butt ‒ pork’s best-kept secret.”

The new product with the most immediate potential in Colombia’s foodservice sector may be a pork burger derived from the Boston butt.

“We’ve tested the burger in Colombia and the reaction was off the charts. We are now promoting it to the trade as Boston butt burger,” said Recio, who noted USMEF is also testing a variation of the burger in Chile.

USMEF Association of Southeast Asian Nations (ASEAN) Director Sabrina Yin discussed the diversity of her region and its varying stages of market development, contrasting the highly-developed market of Singapore with emerging markets such as Vietnam and Cambodia.

Yin explained in several ASEAN markets, much of USMEF’s work is directed at overcoming technical barriers and working with the trade on supply chain development, capacity building and imaging U.S. product. 

Where possible, USMEF continues to utilize sampling programs for U.S. beef and pork toward growing retail shelf space. 

Yin described how USMEF is evolving to more of a business-to-business approach with promotions, utilizing sales contests for U.S. red meat with importers and distributors.

Insights from overseas

The previous day’s program featured a panel discussion titled “Building Connections and Creating Opportunities,” in which livestock producers shared firsthand experiences and insights from engaging with red meat buyers, consumers and government officials in overseas markets.

Randy Spronk, who served as USMEF chair over the past year, kicked off the discussion by recapping his first market visit to Japan 25 years ago, traveling with then Gov. Jesse Ventura. 

He highlighted the U.S. pork industry’s success in developing the Japanese market while also expanding demand in other Asian markets and the Western Hemisphere.

“One of the biggest takeaways for me was exports are not something we do in six months or in 12 months,” said Spronk. “It’s a long-term strategy to continue to grow a market and to be present in the market.”

Bob Ruth, a pork producer from Pennsylvania and past president of the National Pork Board, participated in a USMEF Heartland Team Tour of Japan in September.

“I was amazed with the Japanese’s attention to detail and quality – quality in how they cut the meat, in how they package it and how they present the meat to customers,” said Ruth. “I’m talking pork in general, but they did it with all of their red meat. A big take home message for me was how we could do better here in the U.S. to boost demand, based on what I saw in in Japan.”

Cattlemen’s Beef Board Member Ross Havens, a cattle producer from Iowa, appreciated seeing the popularity of products which have little demand in the U.S.

“Tongues are one of the top beef products we export to Japan,” said Havens. “Most people in the U.S. have no interest in trying beef tongue, but in Japan the way they cook it and prepare it, beef tongue is really delicious. It’s a great example of how international markets add value to the carcass. Shipping beef products to where somebody really values it is a great return on our Beef Checkoff investments.”

Don Pemberton, former president of the Kentucky Cattlemen’s Association and a participant in a Heartland Team Tour of Korea and Japan in 2023, talked about his experience grilling steak for social media influencers in Tokyo and the great interest they showed in his technique. 

He also shared his surprise at how much attention he received upon his return to Kentucky.

“When I got back to Kentucky, I prepared a trip report and presentation for Kentucky cattlemen and the Kentucky Beef Council. The next thing I knew, I was on a speaking tour around the state because I’d spent 48 hours in Seoul and 48 hours in Tokyo, I was now considered an expert on foreign trade,” laughed Pemberton.

“As I presented at more of these meetings, I realized their great interest in how global trade affects them, and more importantly, their checkoff investment. With what I was able to share, they could better understand how their checkoff dollars are invested in global marketing and what a difference this is making,” he added.

While the panel freely shared their observations and insights with conference attendees, they also encouraged members to consider visiting an international market through a USMEF trade mission.

“My advice would be, take a trip. The intelligence you pick up in the markets is a very valuable experience,” said Ruth. “The other thing is our customers want to hear from you, the producer. The influence you have is phenomenal, and your presence there really helps USMEF. It’s going to be valuable for you, and it will be valuable for our industry as well.”

USMEF collects and analyzes market intelligence, implements promotional programs and collaborates with industry stakeholders and governmental agencies to increase U.S. red meat exports. This article was originally published on Nov. 8.