Being nimble and adjusting to the unknowns in the global marketplace remains on the minds of staff of the U.S. Meat Export Federation, says Dan Halstrom, USMEF president and CEO.
“When you see something like China happen, where we’re pivoting on the demand side, this is what our membership expects of us,” he says. “They’re all well aware of the of the problems. You know, 150% tariff on beef into China is a big problem, but we try to come with solutions, or at least partial solutions, to help them out on the demand side, and that’s our role.”
With offices all over the world and 105 employees in 20 regions, the organization’s ability to adjust and pivot was highlighted during the spring conference, May 21-23 in Fort Worth.
“USMEF’s focus is on bringing solutions to the table,” Halstrom says.
During the event several speakers shared about the new markets being targeted to continue to move U.S. red meat.
Southeast Asia
Jihae Yang, USMEF vice president for the Asia Pacific, notes the organization has been aiming at alternative markets due to high tariffs and other barriers limiting pork and beef exports to China.
For example, USMEF partnered with a major retailer in South Korea for a promotion of U.S. beef short plate, after uncertainty over plant eligibility and higher tariffs made the product more difficult to move in China. She said if the trade impasse continues, she sees more U.S. short plate being available to importers in Southeast Asia.
Another avenue for U.S. red meat is working with a Korean meal kit manufacturer and a Japanese distributor to develop and promote items featuring U.S. pork bung. U.S. pork tongue trimmings are also being promoted in popular dishes in Japan’s casual dining sector, Yang added.
Mexico
Gerardo Rodriguez, USMEF director for Mexico, Central America and the Dominican Republic, explains that while Mexico has been developed into the largest destination for U.S. red meat, the U.S. industry now faces unprecedented levels of competition in the Mexican market. He noted that it is more important than ever to differentiate U.S. red meat from other suppliers’ products and educate consumers about its unique attributes.
“Right now a major focus for USMEF is to establish loyalty in the next generation of consumers, developing several programs for the future customer,” Rodriguez says. “With Mexico being a trading partner for so long, it can be easy to think of it as a mature market. But there are always new markets within the market that we can expand, and new tactics we can employ. Our mobile grill academy is a good example, where we highlight the unique attributes of U.S. red meat all across the country.”
Latin America
USMEF Latin America Representative Homero Recio explains the efforts to overcome Columbia’s restrictions on beef, which were imposed after highly pathogenic avian influenza was found in dairy cows last year. The ban, which eventually extended to beef from 14 U.S. states, was lifted in September 2024, but the impact has persisted. When U.S. beef was unavailable, Columbia turned to importing Canadian beef.
“This really gave us the resolve to say, ‘we’re going to get this back, we’re going to fight back,’” Recio says about reclaiming market share. “In the past, we often talked about ‘our importers.’ Well, you know what? ‘Our importers’ went and bought Canadian beef. So we have to go to the next level, whether it’s with a supermarket chain or a foodservice chain, and develop a further, stronger relationship with them and really tie them to a brand.”
John Newton of Terrain also spoke to attendees about his trade outlook. He believes the U.S. will get to a Phase Two deal with China.
“I don’t know when it’s going to happen, but I think it’s going to happen,” Newton says. “I think what President Trump has to do is, by March of next year, he’s got to show real progress on the Big Beautiful Bill, real progress on trade deals, real progress on the economy. Because what happens in March next year? Right into the midterms.”
Newton also explains the process the Big Beautiful Bill will go through in the Senate. He foresees it having modifications. They goal is to have it passed by July 4.
An increase in funding for USDA’s export market development programs are critical support for America’s farmers and ranchers, Newton says.
“The world becomes more competitive each year, so, it’s really important for us to get out and find those new deals to help the farm economy,” Newton explains.
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