European Meat Industry Representatives Visit USMEF

European Meat Industry Representatives Visit USMEF

On Sept. 24, USMEF hosted leaders of the International Meat Club – an organization representing the meat, poultry and fish industries of several European nations. The 11-member delegation included industry representatives from Belgium, France, Italy, the Netherlands, Spain and Switzerland.

In Colorado, the group learned more about the international promotional activities conducted by USMEF, as well as the structure and history of the organization. Rich Otley, director of evaluation for the Cattlemen’s Beef Board, spoke to the delegation on the history, mission and successes of the Beef Checkoff Program. The team also visited the JBS Swift processing plant and U.S. headquarters in Greeley.

Thad Lively addresses representatives of Europe’s International Meat Club about strategies the U.S. livestock industry uses to maximize carcass value. Also pictured is Rich Otley of the Cattlemen’s Beef Board (standing), who briefed the group on the Beef Checkoff Program.

“Our group discovered much more about what the beef industry in the United States is doing to build exports, and for the development of beef consumption in the United States as well,” said Xavier Macquet (pronounced Mah-KAY), president of the International Meat Club. Macquet is general manager of ETS Macquet – a French lamb processing and packing company France.

Macquet added that livestock producers in Europe are facing many of the same challenges as their counterparts in the United States – especially the rising cost of feedgrains — but he noted some distinct differences in how the industries approach these circumstances.

“In France and Europe, we think more about volume – how we can increase our volume,” Macquet observed. “Whereas what we’ve learned here is that the focus is more on value – how to derive more benefit from what you produce.”

European Meat Industry Representatives Visit USMEF

On Sept. 24, USMEF hosted leaders of the International Meat Club – an organization representing the meat, poultry and fish industries of several European nations. The 11-member delegation included industry representatives from Belgium, France, Italy, the Netherlands, Spain and Switzerland.

In Colorado, the group learned more about the international promotional activities conducted by USMEF, as well as the structure and history of the organization. Rich Otley, director of evaluation for the Cattlemen’s Beef Board, spoke to the delegation on the history, mission and successes of the Beef Checkoff Program. The team also visited the JBS Swift processing plant and U.S. headquarters in Greeley.

Thad Lively addresses representatives of Europe’s International Meat Club about strategies the U.S. livestock industry uses to maximize carcass value. Also pictured is Rich Otley of the Cattlemen’s Beef Board (standing), who briefed the group on the Beef Checkoff Program.

“Our group discovered much more about what the beef industry in the United States is doing to build exports, and for the development of beef consumption in the United States as well,” said Xavier Macquet (pronounced Mah-KAY), president of the International Meat Club. Macquet is general manager of ETS Macquet – a French lamb processing and packing company France.

Macquet added that livestock producers in Europe are facing many of the same challenges as their counterparts in the United States – especially the rising cost of feedgrains — but he noted some distinct differences in how the industries approach these circumstances.

“In France and Europe, we think more about volume – how we can increase our volume,” Macquet observed. “Whereas what we’ve learned here is that the focus is more on value – how to derive more benefit from what you produce.”