Meat Merchandisers Work to Drive Sales of U.S. Pork, Beef in Colombia

USMEF training programs in foodservice and retail evolve toward market intelligence and new business development.

In Colombia, USMEF has developed training programs with importers that help butcher shops and restaurants improve handling, merchandising and promotion of U.S. red meat. While these programs continue, USMEF is also working closely with importers on new business development initiatives, including a meat merchandisers program. The merchandisers work directly with current and potential customers of importers to identify new opportunities for U.S. red meat.

“Importers see the results of these operational training programs for their customers,” says USMEF Colombia Representative Maria Isabel Ruiz. “Now that we are focusing more on developing new business in retail and foodservice, importers are encouraging current customers to meet with us about how to profitably increase their purchases of U.S. pork and beef.”

USMEF currently has four meat merchandisers in Colombia, serving Bogotá, Medellin, Cali and the Atlantic Coast.

“Meat merchandisers collect commercial information directly from the market ‒ from current end-user customers and from potential customers. The merchandisers will then supply new customer leads and new product leads directly to importers,” says Ruíz.

When interest is established for a new cut or application, meat merchandisers collaborate with USMEF chefs to provide technical training. For foodservice establishments, the chefs discuss new applications and menu options. Meat merchandisers also follow up with importers to ensure that deals are closed and that end-users are connected with USMEF promotional opportunities.

A recent success of the program involves introducing U.S. pork to consumers at the internationally recognized restaurant Andres Carne de Res. The restaurant brand, which operates four locations in Colombia, has been featured in The New York Times, CNN Travel and Condé Nast Traveler.

In meetings that began late last year, USMEF Meat Merchandiser Camilo Lopez and Chef Nicolas Díaz worked with the restaurant on the development of a new menu featuring three U.S. pork loin cuts. For the July 2025 promotional launch of the new menu, USMEF also developed several marketing and promotional strategies with the restaurant’s founder. The initial purchase for the new menu will include 4.5 metric tons (mt) of U.S. pork.

The USMEF team also persuaded the restaurant to switch from locally sourced top round to U.S. beef picanha. The initial purchase will be 4 mt of U.S. picanha.

The Meat Merchandisers Program is supported by USDA’s Regional Agricultural Promotion Program.