BEEF CHECKOFF 
H I G H L I G H T S
Africa remains an emerging market for U.S. beef, but  
USMEF sees long-term potential as economic development, 
urbanization and demand for higher-quality protein continue  
to grow across the region. Here are some of the recent  
efforts conducted in the market:
G H A N A : 
After a successful 2025 trade mission, USMEF is working with 
USDA’s Foreign Agricultural Service to build on the momentum 
following the mission. Recent efforts include beef muscle cut 
events for the restaurant and hospitality industry and work with 
a Ghanaian retailer to feature cuts suited to the market. 
S O U T H  A F R I C A :
 As the most active African market for U.S. beef variety meat 
exports, South Africa requires support from USMEF to help 
buyers get product through the import process and into the 
marketplace. USMEF also sees foodservice opportunities for beef 
cuts suited to smoking and prime cuts for high-end restaurants. 
N E I G H B O R I N G  M A R K E T S : 
In Lesotho, Eswatini, Zimbabwe, Botswana and Mozambique, 
USMEF is training neighborhood restaurants and butcheries on 
the nutritional value and profitability of U.S. beef variety meats. 
A D D I T I O N A L  O P P O R T U N I T I E S : 
USMEF is supporting high-end beef demand in Morocco and 
Senegal, building trader relationships in Côte d’Ivoire and 
exploring eligible processed beef opportunities in Nigeria.  
C O N T I N E N T - W I D E  S U P P O R T : 
USMEF’s Durban office tracks market access issues,  
conducts research and hosts African buyers in the U.S.  
to build familiarity with U.S. beef.
AFRICA
 L O N G - T E R M  G R O W T H 
O P P O R T U N I T Y  F O R  U . S .  B E E F 
You Asked. We Answered.
To better understand what matters most to 
today’s cattle producers, the Cattlemen’s Beef 
Board recently conducted qualitative research 
interviews with beef producers from across the 
country. Here’s a look at some of the questions 
and concerns we heard directly from you. 
Keith from North Dakota asked: 
When the Checkoff helps create more 
demand for beef, how does that value 
make its way back to producers?
When consumers are willing to pay high 
prices for beef, that demand helps support 
cattle prices. A 1% increase in retail beef 
demand can boost fed cattle prices by 
1.52% and feeder cattle prices by 2.48%, 
meaning demand growth can translate  
into stronger returns for producers.1 
That’s why the Beef Checkoff focuses on 
promotion, research and education that 
keep beef top of mind with consumers  
and help protect long-term demand.
1 – The Drive, “What’s Demand Got to Do with It?,”  
Cattlemen’s Beef Board, July 21, 2025.
Gary from Missouri asked: 
How can we help consumers better 
understand how ranchers care for 
cattle and produce quality beef?
One of the best ways to help consumers 
understand beef production is by sharing 
real stories from real producers. Through 
Checkoff-funded education and outreach 
efforts — including the Raising Beef and 
Cattle Calling video series, ranch tours 
for educators and dietitians, classroom 
resources and consumer education 
around beef nutrition and sustainability — 
consumers can see how ranchers care for 
their cattle, protect natural resources and 
produce a high-quality protein for families.

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