This week: WHAT HAS THE CHECKOFF’S FOREIGN MARKETING PROGRAM AREA DONE FOR ME LATELY?

 

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, which currently are managed for checkoff investors by the U.S. Meat Export Federation (USMEF).

 

 

Product Showcase — USMEF teams of chefs and buyers from China, Mexico, South Korea, the Caribbean, Taiwan, the European Union and the Association of Southeast Asian Nations (ASEAN) converged on the USMEF Product Showcase in Las Vegas in May. The showcase followed a farm-to-table tour of ranches, feedlots, packing plants and portion-control facilities designed to showcase every detail of the U.S. beef industry. For the complete article, go to: Vegas Showcase.

 

Middle East — Enthusiastic consumer participation in an April U.S. Beef Checkoff promotion in supermarkets in Egypt and the United Arab Emirates (UAE) pushed sales well beyond forecasts. Supermarket managers reported the biggest impact on the overall sales performance of U.S. beef since its first reentry into their stores in March 2005. The UAE promotions produced sales increases ranging between 160 percent and 180 percent during the promotion and 35 percent to 45 percent the week after. Sales in all four participating stores in Egypt recorded increases between 140 percent and 200 percent during promotions and 75 percent to 90 percent a week later, when compared to the pre-promotion period.  For more, go to: Middle East. 

 

Japan — Aeon, the largest retail company in Japan, reintroduced U.S. beef for the first time since December 2003 at its Shinagawa Seaside outlet on April 30. More than 40 journalists were on hand, and checkoff-funded efforts to educate and convince Aeon to begin sales of U.S. beef bore fruit. One of the most conservative retailers in Japan, Aeon is actively using the checkoff’s “We Care” promotional materials, and its endorsement promises a positive effect on other retailers and consumers.  For more information, go to: U.S. Beef in Japan.

 

Russia — Russia is a key market for the checkoff’s U.S. beef promotional activities, with U.S. beef and beef variety meat exports to Russia totaling 3,986 metric tons (8.8 million pounds) between January and April 2008. Based on USDA’s recent 10-year forecast, Russia is projected to increase annual beef imports to 1,398,000 metric tons (3.08 billion pounds) by 2017, an increase of 33 percent! While Brazil currently supplies nearly two-thirds of all Russian beef imports, this is a huge market with significant growth potential for the U.S. beef industry. In 2008, 46 percent of Russian beef consumption is expected to come from imports as its long-term decline in beef production continues. For more details, go to: Opportunities in Russia. 

 

 

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