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Building International Demand For U.S. Beef

Building International Demand For U.S. Beef. Philip Seng President/CEO U.S. Meat Export Federation. USMEF Worldwide. St. Petersburg. London. Denver. Moscow. Tokyo. Seoul. Monterrey. Beirut. Mexico City. Shanghai. Guangzhou. Taipei. Hong Kong. Singapore.

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Building International Demand For U.S. Beef

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  1. Building International Demand For U.S. Beef Philip Seng President/CEO U.S. Meat Export Federation

  2. USMEF Worldwide St. Petersburg London Denver Moscow Tokyo Seoul Monterrey Beirut Mexico City Shanghai Guangzhou Taipei Hong Kong Singapore

  3. Leveraged Checkoff Dollars $6.3 Million Beef Checkoff Investment Buys … $15.5 Million In Beef Foreign Marketing Based on FY’06 Estimates

  4. Current JIMC Priorities • Regain lost ground • Develop comprehensive trade strategy to prioritize markets • Enhance product/carcass value • Leverage competitive advantages: corn-fed, sell selected cuts in large quantities, variety meat availability • Provide trade information

  5. Success Stories

  6. Middle East • Exports to ME likely > 85,000 mt in ‘06 • Why? • Egypt: • Regained access 3/05; 28,868 mt sold in ’05 • MAP-funded shelf-life study during ’05; data presented at end ’05 • Egypt changes regs in spring ‘06 U.S. Beef & BVM Exports (1,000 mt)

  7. Japan • ‘We Care’ builds consumer confidence • Research-based message • Built on 30 years of in-country experience • Consumer receptivity not the problem that some expected • Supply inadequate to meet demand • Moving from 20 moa standard remains domestic issue

  8. Japan

  9. Mexico • USMEF has 15-year presence • No. 1 U.S. beef destination • 339,035 mt YTD exceeds ’03 total • $1 billion YTD is 122% of ’03 value • First country to re-open after BSE • First to allow bone-in product

  10. Being A ‘Good Neighbor’ • In sector: • Butcher certification • ‘Mystery Shopper’ • Chef competition • In-store training/demonstrations • Consumer-directed: • Mother’s Day • Diabetes foundation • Youth programs on obesity/nutrition

  11. Collaborative Effort • How will it benefit U.S. industry? • Improved access? Fewer challenges? • Sales growth short-/long-term? • Higher volume? Higher price? • Additional benefits to local industry? • Total demand growth? • Improved product skills? • Improved product image?

  12. Collaboration In Mexico • Build public receptivity to U.S. beef • Offset negative image portrayed to public by Mexican industry • Improve business atmosphere • Bottom Line: Reduce cross-border tensions to lessen likelihood of antidumping or other trade restrictions

  13. Questions?

  14. Global Planning Dennis Erpelding Chairman U.S. Meat Export Federation

  15. Beef Industry Vision A beef industry that is profitable, growing and sustainable for future generations 2

  16. Results Succeed against international competition: • Increase U.S. beef exports from 1.0 billion pounds in 2005 to 3.0 billion pounds by 2010 (including bvm) • Improve the balance of trade by becoming a net value exporter by 2010

  17. USMEF Planning Process Analysis & Forecasts Evaluation & Country Progress Reports Strategy Planning & Strategic Market Profiles Implementation Funding Approved Market Intelligence(24-7-365) Industry Discussionof SMPs Funding ProposalsReviewed Performance Measures Developed Funding ProposalsDeveloped Tactical Planning & Budgets Developed Forecasts Updated

  18. Global Planning • Collaborative effort between USMEF, NCBA, CBB, Cattle-Fax and exporters • SWOT • Strategic ‘themes’ • Organizational implications

  19. Opportunities Growing global populations/ incomes Desire for high-quality protein Proficient U.S. producers, marketers U.S. product advantage Challenges Growing world competition Limited access to important markets Public and consumer issues A ’90/10’ U.S. industry mindset SWOT Found

  20. Strategic Priorities • Optimize: • Beef carcass utilization • Market penetration • Gain/maintain key market access • Address global consumer issues • Industry image that builds trust

  21. Critical Factors To Success • Become globally responsive by addressing “90/10” mindset • Develop knowledge needed for sound market decisions • Achieve greater collaboration among USMEF, NCBA, U.S. exporters and multi-national companies

  22. Next Steps • Discussion here • Further refinement of plan details • Seek input from industry • USMEF Strategic Planning Task Force • Operating Committee discussion • Industry adoption (USMEF May BOD; July beef industry summer meeting)

  23. Questions?

  24. Committee Priorities • Optimize: • Beef carcass utilization • Market penetration • Gain/maintain key market access • Address global consumer issues • Industry image that builds trust

  25. www.usmef.org For additional information:

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