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 logoUSMEF, through Beef Checkoff contractor NCBA, increases exports of U.S. beef to consumers across the globe. Fiscal Year 2019 initiatives include:

  • Exploring the untapped market opportunities in Laos, Cambodia, and Myanmar with initial trade servicing to gather information on current market needs.
  • Working with processors in the Dominican Republic to target the “local” population with more affordable, processed products.
  • Educating the trade on applications for new-to-market underutilized cuts in Hong Kong, Macau and mainland China.
  • Demonstrating to EU importers and distributors that the U.S. beef industry is committed to the EU market despite short-term uncertainties with market access.
  • Demonstrating the positive attributes of a protein-dense diet to seniors and educating active seniors on the benefits of U.S. beef in the diet as Japan’s population ages.
  • Growing Korean imports of U.S. chilled beef through increased coordination with major retail chains and key distributors.
  • Showcasing U.S. beef variety meats in front of hundreds of buyers at Mexico City’s huge Central de Abasto market and similar markets in Monterrey, Guadalajara and Aguascalientes.
  • Positioning U.S. beef muscle cuts as the highest quality grain-fed option throughout the Middle East.
  • Maintaining long-term relationships and regular contact in Russia to regain share when the market reopens.

2019 Funding: $8,300,000

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

Related Content