Foreign Marketing

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.

About the Foreign Marketing Program

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.

Contractors With Projects Funded Under Foreign Marketing

National Cattlemen’s Beef Association (NCBA) / U.S. Meat Export Federation (USMEF)

USMEF, through Beef Checkoff contractor NCBA, increases exports of U.S. beef to consumers across the globe. Fiscal Year 2020 initiatives include:

  • Capitalize on evolving consumer trends to gain market share and educate consumers about the quality and safety behind U.S. beef.
  • Develop region-wide programs with large regional retailers such as Walmart and local retail chains.
  • Demonstrate the attributes of utilizing U.S. beef items (such as short plate, cow rib roll and beef loin tail) to highlight consistency, taste profile and cost efficiency to processing sectors.
  • Maintain a presence for U.S. beef on restaurant menus by illustrating the cost benefits of purchasing underutilized U.S. beef cuts at the highest possible/affordable quality grade.
  • Demonstrate a variety of grilling techniques to chefs, retailers and their customers to increase sales of appropriate mainstream and lesser-known U.S. beef cuts suitable for grilling.
  • Grow Korean imports of U.S. chilled beef through increased coordination with major retail chains and key distributors.
  • Position U.S. beef muscle cuts as the highest quality grain-fed option throughout the Middle East.

2020 Funding: $8,279,846

The Export Growth Committee was identified in the Long Range Plan to oversee projects for this program.

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