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Mexico Market Update

Mexico Market Update. Chad Russell Regional Director Mexico, C. America, D.R. Overall Trends in Mexico. Consumers more price sensitive U.S. pork relatively less expensive than U.S. beef Consumers significantly replacing beef with pork

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Mexico Market Update

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  1. Mexico Market Update Chad Russell Regional Director Mexico, C. America, D.R.

  2. OverallTrends in Mexico • Consumers more price sensitive • U.S. pork relatively less expensive than U.S. beef • Consumers significantly replacing beef with pork • Importers/distributors of beef now adding pork to operations • Shortened credit terms

  3. Overall Trends in Mexico (MT)January-August

  4. PercentChange Mx Peso Price2009 versus 2008

  5. Overall Trends in Mexico • More meat purchases at supermarkets • Sales of pork growing fastest in meat case • Processed meats performing well • Deli departments doing well • Leading supermarket purchases more domestic beef

  6. Overall Trends in Mexico • Major supermarket chain moving to case-ready operations • Interest in value cuts but importers/distributors hesitant • Meat sales to tourist areas down 30% • Many restaurants lower meat quality • High-end hotels maintain meat quality • Fewer & smaller meals purchased at restaurants • AD duties applied to Tyson may be lifted

  7. The Competition • Mexican beef & pork production flat in 2009 & 2010 • Worst drought in Mexico in 60 years • Increasing slaughter means more domestic beef & pork in market in fall & winter 2009 • However, less domestic product in spring 2010 • Mexican government promoting Mexican pork post H1N1 outbreak • U.S. continues to take market share from Canada • CBEF invests resources in ads, shows & teams

  8. USMEF Responds to Crises • Pork • Aggressively promoting pork at retail • New regions, supermarkets & retail outlets • Renewed efforts to promote U.S. pork at restaurants • Numerous promotions to leverage holiday season • Aggressive H1N1 consumer ed. campaign • Beef • Aggressively promoting beef value cuts • Launch Loyalty Program for restaurant clients • Consistently differentiating and supporting U.S. beef at 200 retail outlets throughout the year

  9. USMEF Responds to Crises • Pork & Beef (both) • Doubled Sales Force Training Seminar program • Expanded Meat Consultants to include Guadalajara • Portion control seminar for food service sector • Deploying nutritionists at retail points of sale in greater Mexico City • Targeting importers of other foreign suppliers of beef and pork

  10. Central AmericaRegion Gerardo Rodríguez Director, TradeDevelopment

  11. Central America and Dominican Republic

  12. REGIONAL BEEF IMPORTS AND SUPPLIER SHARE 2008 TOTAL BEEF IMPORTS 40,527MT $144.2MillionUSD SUPPLIER SHARE TO THE REGION

  13. REGIONAL PORK IMPORTS AND SUPPLIER SHARE 2008 TOTAL PORK IMPORTS 51,375 MT $99.7 Million USD SUPPLIER SHARE TO THE REGION

  14. Competitors BeefExports(MT) 2008 vs. 2009 28,002 MT • NICARAGUA • Turnsto Venezuela • PoliticalProblems • COSTA RICA • ProductionProblems 26.5% 20,624 MT

  15. Marketing Activities2009 • C. Americans attend the Sales Force Training Seminar • Launched generic pork campaign • Developed collaborative relations with pork producers • Worked to develop supplier relations with Panama buyers

  16. Market Opportunities • Panama Free Trade Agreement (Higher Value Market) • Honduras pork market • Costa Ricanmarket[Canada (pork) and Nicaragua (beef) mainsuppliers] • El Salvador beef market • Guatemala beef value cuts (California, Texas and petite tender steaks)

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