Global Market Development Highlights

Lauren Maehling | January 14, 2021

Did you know, there are currently 9 national contractors to the Cattlemen’s Beef Board implementing Beef Checkoff-funded programs? Working in the realm of foreign marketing, the U.S. Meat Export Federation, as a contractor to the Beef Checkoff Program, develops international markets for U.S. beef through programs aimed at expanding market penetration, gaining new market access, improving global consumer perceptions, and building trust in U.S. beef. 

4th Quarter Global Market Development Highlights  

U.S. Meat Export Federation (USMEF): While COVID-19 has created market disruptions in 2020, there are signs that restrictions, especially in the foodservice sector, are starting to ease. USMEF is working to capitalize on these opportunities, and below are examples of how the Checkoff is increasing beef demand around the world. 

  • China: Japanese cuisine has a growing interest within China's bar and restaurant scene, so USMEF worked with chefs and bar/restaurant owners to promote U.S. beef at a recipe-development seminar in Shanghai. 
  • Dubai: "American Beef Night" activities were conducted at Chamas Churrascaria & Bar, a well-known steakhouse in Dubai. For consumers that dined at the steakhouse, the promotion highlighted more than a dozen U.S. beef cuts utilized in dishes selected by local chef Christophe Prud'homme. 
  • South Korea: This video discusses the surge in online grocery shopping and adapting retail beef promotions to meet Korean consumers' changing needs.  
  • Peru: Reminding consumers in South America that U.S. beef liver is a nutritious, accessible and “budget conscious” protein choice, USMEF enlisted a social media influencer to share recipe ideas and cooking tips to a broad audience in Peru. The activity also provided importers with newly updated U.S. beef liver educational brochures that can be shared with clients in the market. “The pandemic has created an economic challenge for many consumers in Peru, and the situation has them looking for healthy protein options that are affordable,” said Jessica Julca, USMEF representative in South America. “U.S. beef liver perfectly fits these demands.” Rocio Oyanguren – she is known as “Yo Madre” – shared recipes that promote U.S. beef liver as a center-of-the-plate item. The campaign had nearly 100,000 social media engagements. 
  • Japan: U.S. beef cuts have strong demand in Japan and the Asia Pacific. Flavorful Outside Skirts and Hanger Steaks exported to Japan equated to a value of $9.53 per head of fed cattle slaughter in 2019.  
Additional information about U.S. beef cuts and variety meat can be found here, and international market updates can also be viewed on the USMEF YouTube channel.