Building Beef Demand

BUILDING BEEF DEMAND 1986-2016

FOREIGN MARKETING , as defined in the Beef Promotion & Research Act , means promotion , research , consumer information and industry information conducted in foreign markets . This includes checkoff-funded market development and promotional programs worldwide .

Chilled U . S . Beef Shines

Checkoff-funded global promotional efforts helped U . S . beef exports to Asia rebound impressively in 2016 , posting solid year-over-year volume growth in Japan , South Korea and Taiwan . Performance was especially strong for U . S . high-quality chilled beef cuts , which command a premium over frozen beef in these markets . While U . S . beef exports to Asia are traditionally led by cuts such as short ribs , short plate and chuck roll , campaigns funded , at least in part by the beef checkoff , fueled increased demand for additional barbecue cuts and high-quality middle meats . Educating consumers about convenient methods for preparing and serving these cuts not only allows the U . S . industry to capture market share from competitors and capitalize on increasingly tight domestic beef supplies in Japan and Korea , but also to expand overall beef consumption in these locations .

Results : U . S . chilled beef exports slowed in early 2015 because of congestion in the West Coast ports , but posted a strong recovery in 2016 . By September , the U . S . recaptured its position as the world ’ s largest exporter of chilled beef , surpassing Australia by a wide margin . The U . S . led in chilled exports to Japan ( 154.6 million pounds , up 43 percent ), Korea ( 31.4 million pounds , up 37 percent ) and Taiwan ( 22.3 million pounds , up 11 percent ).

Expanding Demand in Latin America

While several countries in Central and South America are well-established destinations for beef variety meats and economical beef cuts , the region has developed into a strong growth market for higher-value , center-of-the-plate items , which are increasingly popular there . The checkoff helps conduct an annual Latin American Product Showcase , where beef exporters connect with scores of buyers from Latin America . The 2016 showcase attracted about 120 key buyers from 14 countries . The checkoff also supports U . S . beef retail and foodservice promotions that are customized to meet the needs of targeted companies in the various Latin American countries . Educational seminars and hands-on demonstrations that showcase the quality , consistency and versatility of U . S . beef to chefs , foodservice managers and other key decision makers are also conducted throughout the year .

Results : In 2016 , exports of U . S . beef muscle cuts to Central and South America increased 21 percent , to more than 32.8 million pounds by September . Exports more than doubled to Colombia ( up 111 percent ) and achieved impressive growth in Chile ( up 8 percent ), Guatemala ( up 35 percent ), Panama ( up 58 percent ), El Salvador ( up 34 percent ) and Honduras ( up 52 percent ).