Meat Consultants Help Bolster U.S. Beef, Pork Sales in Mexico
Meat Consultants Help Bolster U.S. Beef, Pork Sales in Mexico
USMEF’s meat consultants program has made important contributions to the success of U.S. beef and pork in Mexico. Created with support from Beef Checkoff, Pork Checkoff and Market Access Program (MAP) funding, its objective is to penetrate new segments of Mexico’s red meat market by working with selected importers, distributors and processors – as well as their customers - to recommend better yielding processes, boost profitability and ultimately increase U.S. beef and pork sales.
The program was founded in 2008, when consultants began visiting butcher shops and wholesale outlets to talk with owners and employees about the attributes of U.S. beef and pork. That first year, six meat consultants visited 1,050 butcher shops and meat boutiques in Monterrey. In 2009, a consultant was added in Guadalajara.
USMEF’s Gerardo Rodriguez addresses importers and distributors at a recent seminar in Guadalajara, Mexico
In 2010, USMEF has three consultants in Monterrey working with seven importers and 140 of their customers – not only in Monterrey but also from the states of Nuevo León and Coahuila. The Guadalajara consultant is working with three importers and 20 of their customers, who were chosen based on data collected last year. This consultant is also working with customers from the states of Jalisco, Michoacán and Colima.
USMEF is also developing a new meat brochure to be published every other month for distribution by the meat consultants. The first edition, set for publication in May, will focus on food safety. This will be followed by a merchandising edition.
USMEF recently organized a seminar in Guadalajara titled “Correct handling of U.S. pork and beef.” USMEF Trade and New Businesses Director Gerardo Rodriguez spoke about the attributes and characteristics of U.S. beef and pork, meat composition, grain-fed animal characteristics, and the U.S. inspection and grading system. Attending the seminar were the importers and distributors with whom USMEF has developed relationships through the meat consultants program. Also attending were many customers of these importers and distributors, including butcher shops, retailers and wholesale representatives.
“The meat consultants program is producing very positive results in Mexico by allowing us to build our network of key industry contacts,” said Rodriguez. “In turn, this allows us to reach out to a wider range of customers and deliver the products that interest them most.”
Through February, Mexico is this year’s leading market for U.S. beef/beef variety meat exports with 39,364 metric tons (86.8 million pounds) valued at nearly $124 million. It also is the leading volume market for pork/pork variety meat exports with 99,768 metric tons (219.9 million pounds) valued at $173 million.
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The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.
Meat Consultants Help Bolster U.S. Beef, Pork Sales in Mexico
USMEF’s meat consultants program has made important contributions to the success of U.S. beef and pork in Mexico. Created with support from Beef Checkoff, Pork Checkoff and Market Access Program (MAP) funding, its objective is to penetrate new segments of Mexico’s red meat market by working with selected importers, distributors and processors – as well as their customers - to recommend better yielding processes, boost profitability and ultimately increase U.S. beef and pork sales.
The program was founded in 2008, when consultants began visiting butcher shops and wholesale outlets to talk with owners and employees about the attributes of U.S. beef and pork. That first year, six meat consultants visited 1,050 butcher shops and meat boutiques in Monterrey. In 2009, a consultant was added in Guadalajara.
USMEF’s Gerardo Rodriguez addresses importers and distributors at a recent seminar in Guadalajara, Mexico
In 2010, USMEF has three consultants in Monterrey working with seven importers and 140 of their customers – not only in Monterrey but also from the states of Nuevo León and Coahuila. The Guadalajara consultant is working with three importers and 20 of their customers, who were chosen based on data collected last year. This consultant is also working with customers from the states of Jalisco, Michoacán and Colima.
USMEF is also developing a new meat brochure to be published every other month for distribution by the meat consultants. The first edition, set for publication in May, will focus on food safety. This will be followed by a merchandising edition.
USMEF recently organized a seminar in Guadalajara titled “Correct handling of U.S. pork and beef.” USMEF Trade and New Businesses Director Gerardo Rodriguez spoke about the attributes and characteristics of U.S. beef and pork, meat composition, grain-fed animal characteristics, and the U.S. inspection and grading system. Attending the seminar were the importers and distributors with whom USMEF has developed relationships through the meat consultants program. Also attending were many customers of these importers and distributors, including butcher shops, retailers and wholesale representatives.
“The meat consultants program is producing very positive results in Mexico by allowing us to build our network of key industry contacts,” said Rodriguez. “In turn, this allows us to reach out to a wider range of customers and deliver the products that interest them most.”
Through February, Mexico is this year’s leading market for U.S. beef/beef variety meat exports with 39,364 metric tons (86.8 million pounds) valued at nearly $124 million. It also is the leading volume market for pork/pork variety meat exports with 99,768 metric tons (219.9 million pounds) valued at $173 million.
# # #
The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.