Central America | U.S. Beef Takes Root In Guatemala | Guatemala, slightly sm...

Central America

U.S. Beef Takes Root In Guatemala

Guatemala, slightly smaller than the state of Tennessee, is the largest and most populous Central American country with a per capita income roughly one-half that of Brazil, Argentina, and Chile. The agricultural sector accounts for approximately one-fourth of GDP, two-fifths of exports and half of the labor force.

“Prices of U.S. beef are high in Guatemala compared to the domestic beef products, so many consumers are unable to afford U.S. beef,” said Ricardo Vernazza-Paganini, USMEF director of the Central and South America regions.

To address this market condition, Vernazza-Paganini created a three-phased program to train a USMEF partner company in Guatemala to fabricate beef sub-primal or value cuts, introduce these cuts to casual dining restaurants and then work with those restaurants to promote the value cuts to consumers.

The promotion phase kicks off in May and runs through October. To read more, see the USMEF news release.

Central America

U.S. Beef Takes Root In Guatemala

Guatemala, slightly smaller than the state of Tennessee, is the largest and most populous Central American country with a per capita income roughly one-half that of Brazil, Argentina, and Chile. The agricultural sector accounts for approximately one-fourth of GDP, two-fifths of exports and half of the labor force.

“Prices of U.S. beef are high in Guatemala compared to the domestic beef products, so many consumers are unable to afford U.S. beef,” said Ricardo Vernazza-Paganini, USMEF director of the Central and South America regions.

To address this market condition, Vernazza-Paganini created a three-phased program to train a USMEF partner company in Guatemala to fabricate beef sub-primal or value cuts, introduce these cuts to casual dining restaurants and then work with those restaurants to promote the value cuts to consumers.

The promotion phase kicks off in May and runs through October. To read more, see the USMEF news release.