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Interest in U.S. Beef, Pork Sizzles at World Food Moscow

Published: Oct 15, 2012
USMEF recently took part in World Food Moscow 2012, one of Russia’s largest food and beverage industry events. World Food Moscow attracts more than 25,000 food industry attendees and approximately 1,500 exhibitors from 70 countries. The USA Pavilion was one of the most active and diverse exhibits at this year’s trade show, featuring more than 70 products. USMEF’s participation was supported through the Pork Checkoff, the Beef Checkoff Program and the USDA Market Access Program (MAP).

Interest in U.S. beef and pork is surging in Russia. Through August, beef and beef variety meat exports to Russia were 8 percent ahead of last year’s record pace in volume (52,907 metric tons or 116.6 million pounds) and up 31 percent in value ($214 million). Pork and pork variety meat exports were 30 percent higher in volume (63,699 metric tons or 140.4 million pounds) and 22 percent higher in value ($182.9 million).

“This was just an outstanding event for U.S. red meat products, one of the best I have ever attended in Russia,” said Thad Lively, USMEF senior vice president for trade access. “Russia’s demand for U.S. beef and pork has traditionally centered around the processing sector, but interest is really expanding rapidly into the foodservice and retail sectors as well. Opportunities are growing here for a wide range of products.”

U.S. Ambassador to Russia Michael McFaul visited the USMEF booth at World Food Moscow, accompanied by Minister-Counselor for Agricultural Affairs Holly Higgins and Agricultural Trade Office Director Deanna Ayala. This presented an excellent opportunity to discuss the current business climate for U.S. beef and pork in Russia, as well as market access and trade issues.

To capitalize on Russia’s growing interest in outdoor grilling, USMEF partnered with the Weber Grill Company for the first international “Barbecue Expo 2012” held in conjunction with World Food Moscow.

“In Russia we have seen a dramatic increase in grilling as an outdoor leisure activity and a healthier method of preparing food,” said Galina Kochubeeva, USMEF Moscow manager. “Partnering with Weber afforded us a great venue for showcasing U.S. beef and pork cuts that are perfect for grilling, which really caught the attention of retail buyers.”