USMEF Promotes Underutilized Beef and Pork Cuts to Global Market

Tue, 28 May 2024 17:36:08 GMT

Building red meat demand in the international market using underutilized cuts of beef and pork was the hot topic at the USMEF spring conference, which wrapped up May 24. Representatives working in Mexico, South America, Japan, South Korea and Taiwan served on a panel highlighting marketing efforts showcasing the qualities of cuts that have less domestic use, but have international appeal.

“The export side adds pricing competition, potential customers and ultimately brings added value to these underutilized cuts,” said USMEF Director of Trade Analysis Jessica Spreitzer, who moderated the panel.

Spreitzer discussed USMEF strategies to develop demand for cuts specifically from the pork loin and beef round primals, pointing to estimates that loin exports now account for about 20% of U.S. production, up from roughly 10% five years ago. For underutilized beef cuts, she noted that export markets account for 42% of the total U.S. production of the gooseneck round, 30% of the chuck shoulder clod and 18% of top inside round.

Lorenzo Elizalde, USMEF’s director of trade and marketing in Mexico, highlighted USMEF’s mobile training program, which utilizes a variety of U.S. meat promotional vehicles to educate importers and distributors, and their customers, on underutilized cuts. Elizalde described how USMEF is also utilizing these vehicles for month-long promotional campaigns for specific cuts such as U.S. pork loin, beef knuckle and outside round. The U.S. meat trucks also park outside major supermarket outlets, sampling and promoting the cuts that are displayed inside the stores.

USMEF Latin America Director Homero Recio focused his comments on merchandising of underutilized cuts in Colombia, Peru and Chile, and how USMEF is working to promote new uses for U.S. pork and beef in these markets. Recio highlighted a USMEF research effort in Chile designed to promote rotisserie pork, using loin rib-end. In Colombia, where beef liver is popular, USMEF is promoting new dishes such as beef liver brochettes with pineapple.

“For U.S. pork as an example, we’re working to move the trade beyond simply offering ‘pork chops’ to packaging and merchandising U.S. pork ribeyes and cowboy steaks,” said Recio. “We’re also encouraging the trade and their customers to utilize pork in new products such as pulled pork in a waffle cone and Boston butt in a ground pork burger.”

Japan Marketing Manager Taichi Uemura explained that the majority of Japan’s chilled pork imports are loins, mostly sold thinly sliced at retail for use in popular Japanese dishes. Uemara described USMEF’s new roast pork initiative in which USMEF is working to expand consumers’ usage of the U.S. loin. Explaining that many Japanese households do not have ovens, he said the new marketing program works to teach consumers how to create a roast pork dish using U.S. pork loin slices.

Taiwan’s beef import market is traditionally competitive and price-sensitive, and USMEF has been aggressively promoting a range of alternative U.S. beef cuts for about 10 years. Alex Sun, USMEF’s senior marketing manager, said the strategic focus for the foodservice sector in 2024 is on the outside round flat and the top round. Sun explained that importers are typically not familiar with the versatility of these cuts, so USMEF conducts educational seminars showing them how to fabricate them for foodservice. The importers’ foodservice customers are then presented with ideas for new dishes utilizing the cuts.

Elly Sung, senior marketing manager in Korea, reported that USMEF is working to expand U.S. pork’s usage by comparing its quality and versatility alongside domestic product for importers, distributors and their customers. USMEF is also promoting usage of U.S. pork with home meal replacement and restaurant meal replacement companies, pointing out a recent product development success in which U.S. pork is utilized in a crispy, cheesy pork cutlet that is gaining popularity with Korean consumers.

Insights from consumer experts, at home and overseas

Thursday’s general session featured U.S. consumer insights from Anne-Marie Roerink, meat consumer expert and author of the Power of Meat report. Joining her for a panel discussion were USMEF Vice President of Economic Analysis Erin Borror and USMEF representatives from Japan, Central America and South Korea who shared market observations and described how consumer trends guide market development strategies and tactics.

Consumer behaviors, both domestic and international, have changed due to inflation and the sharp rise of food costs since 2019. People are adjusting household budgets and trying to do more with less, Roerink shared.

“We see some massive differences in where people are getting their meal inspiration ideas. Gen Z, it’s all about the visual and it’s all about the digital – Tik Tok, YouTube and Instagram,” Roerink said. “Then you look at some of the older generations and you’ll see it’s all about routine. So, the big question is, how can we make meat a routine in those younger generations as well?”

Lucia Ruano, USMEF representative in Central America and the Dominican Republic, brought up a recent survey in Guatemala showing that family, friends and social media are the top three influences in consumers’ food purchasing decisions. Ruano described how USMEF utilizes social media in the region to establish itself as a trusted resource for consumers on nutrition, food handling and safety, sustainability and how to properly prepare pork and beef to get the best eating experience.

Taz Hijikata, USMEF’s senior director of consumer affairs in Japan, discussed the country’s overall awareness about protein’s importance, especially in the aging population but also among younger generations. USMEF targets Japanese consumers through social media, often with content from influencers that includes messaging about how U.S. beef and pork can meet their daily protein needs.

Jihae Yang, who is based in Korea and serves as USMEF’s vice president of the Asia Pacific, said it is critical for the red meat industry to monitor and understand the evolving purchasing behavior of younger generations and to evolve along with them.

“Across all markets, younger consumers are looking for convenience, nutrition, quality and to reduce food waste and save money,” Yang said. “And there are foodies who are also looking for professional information about cooking. We are increasingly using social media influencers, which is a cost-effective way for us to reach younger audiences with relevant information and the right messaging about U.S. beef and pork.”

Thursday’s program also included meetings of USMEF’s standing committees, examining issues of specific interest to the pork, beef, feed grains and oilseeds and exporter sectors. Differentiation and long-term investments were highlights from the conference’s opening day.

USMEF members will next meet at the organization’s Strategic Planning Conference, which is set for Nov. 6-8 in Tucson, Ariz.

Next Consumer Trend? Upcoming Summit Focuses on Staying Ahead of the Wave

Thu, 20 Jan 2022 16:17:15 GMT

What do consumers want? It’s a question that looms in the minds of many in agriculture. In a world that is constantly changing and consumers’ attitudes swaying with the latest fads and trends, it can be nearly impossible to keep up with the curve, let alone be ahead of it.

Author, food futurist and CEO of Futurity Jack Bobo specializes in this ongoing question. Set to present his keynote at the Animal Agriculture Alliance’s 2022 Stakeholders Summit, Bobo will dive into the behaviors of growing populations, changes in demographics and consumer demands for healthy and sustainable food products.

Bobo’s experience in the food industry spans through many years and waves of consumer preferences. At Futurity, Bobo advises on emerging food trends and consumer attitudes and behaviors and has authored “Why Smart People Make Bad Food Choices.” He was named Scientific American’s one of the 100 most influential people in biotechnology and served as chief communications officer and senior vice president for global policy and government affairs at Intrexon Corporation. He also worked at the U.S. Department of State as a senior advisor for global food policy.

The Animal Agriculture Alliance’s annual event brings together innovative agriculture leaders and food organizations to discuss related issues and new ideas. This connection of farm to table encourages conversation and protection for the future of animal agriculture, the organization said in a release. This year’s theme, “Come Together for Animal Ag: Be Informed, Be Ready, Be Here,” encourages the need for animal agriculture to prepare for the next wave of consumer preferences, while engaging in the ongoing conversation of advocating for the industry.

The Stakeholders Summit is scheduled for May 11-12 in Kansas City, Mo. In-person and virtual attendance options will be available. More information about the summit can be found on their website.

Norbrook® Launches Cefenil® RTU Generic Injectable

Fri, 05 Mar 2021 18:08:21 GMT

Norbrook, Inc. has launched Cefenil® RTU – the industry’s first ready-to-use, veterinary-prescription, generic ceftiofur hydrochloride injectable. It’s a quality, affordable way to treat common diseases like swine bacterial respiratory disease and foot rot, bovine respiratory disease and metritis in cattle.

“Farmers and ranchers want to do the right thing for their animals,” says Bruce Brinkmeyer, Product Manager, Norbrook. “Cefenil RTU provides them and their herds with the same effective treatment as other ceftiofur hydrochloride injectables on the market at a better value.”

In addition to being an effective and great value compared to the pioneer product, Cefenil RTU was designed to be easy to use – with the formulation and how it’s used.

“From a herd management perspective, Cefenil fits in well with existing protocols,” says Dr. Eric Moore, Product Manager, Norbrook. “This is another value tool in their toolbox to fight disease.”

Cefenil RTU is available in 100 mL and 250 mL vials and will be available in June.

Beef New Products

USMEF Promotes Underutilized Beef and Pork Cuts to Global Market

Next Consumer Trend? Upcoming Summit Focuses on Staying Ahead of the Wave

Norbrook® Launches Cefenil® RTU Generic Injectable