Heartland Team Sees Demand Drivers for U.S. Beef and Pork in Korea
USMEF hosted a team of 21 farmers and ranchers in Korea in early September to see firsthand the top export destination for U.S. beef and third leading market for U.S. pork muscle cuts.
The group toured a wide variety of key locations ranging from the Port of Busan and importer Highland Foods to retail and foodservice visits. One of the stops on the tour was Coupang, the largest e-commerce company in Korea with a large grocery distribution division where online orders placed before midnight are delivered to consumers doors by sunrise the next morning. The company is looking to expand its U.S. beef and pork offerings.
The producers on the Heartland Tour saw promotions at retailers Costco and Emart and sampled new products with fast food chain Frank Burger.
While Korea purchased more U.S. beef in 2024 than any other export market at $2.2 billion, and U.S. pork exports to Korea reached a record $728 million, Heartland participants saw additional growth opportunities for both U.S. beef and pork.
“I think the growth is there,” said Cattlemen’s Beef Board Chair Ryan Moorhouse. “They like our product. They like American products in general. It's a very competitive market, but it's also a market that they eat a ton of protein, and I think they'll continue to eat more and more.”
The Heartland Tour was made possible through support by USDA, the Beef Checkoff, the National Pork Board and the Soybean Checkoff. Participating organizations included Agri Beef, the Arkansas Beef Council, Cattlemen’s Beef Board, Iowa Corn Promotion Board, Kansas Beef Council, National Pork Board, Nebraska Corn Board, North Dakota Beef Commission, South Dakota Soybean Checkoff, Texas Beef Council, Texas & Southwestern Cattle Raisers Association, United Soybean Board, Kentucky Cattlemen’s Association, Nebraska Beef Council, Illinois Corn Growers Association, Kansas Soybean Commission, Missouri Corn Merchandising Council and Indiana Pork.