Merchandising Campaign Promotes US Beef Variety Meat in Egypt
Merchandising Campaign Promotes US Beef Variety Meat in Egypt
Egypt has developed into one of the leading destinations for U.S. beef exports, and first quarter 2010 results show promising signs of further growth. U.S. exports of beef/beef variety meat increased by 30 percent in volume over 2009, with value rising more than 50 percent.
While Egypt has long been a mainstay market for U.S. beef variety meat – especially liver – this rapid growth in export value is attributable to the fact that Egypt recently began purchasing far more U.S. beef muscle cuts. While muscle cuts made up about 18 percent of the beef export value to Egypt in the first quarter of 2009, that ratio rose to 25 percent this year. Its muscle cut volume ratio surged from only 8 percent last year to more than 20 percent in 2010.
While this growth in muscle cut demand is a very positive development for the U.S. beef industry, it is also important to ensure that strong variety meat exports to Egypt continue. With this in mind, USMEF recently conducted a beef variety meat merchandising campaign directed at Egypt's foodservice sector. With funding support from the Beef Checkoff Program and the Market Access Program (MAP), the first phase of the campaign specifically targeted 38 variety meat buyers, including importers, cold storage operators, wholesalers, traders, traditional restaurants and sandwich vendors. In addition to beef liver, the campaign is also aimed at increasing demand for kidneys and hearts.
While helping grow demand for U.S. beef, the campaign may also bring some economic relief to Egypt's consumers, who in recent months have faced crisis-level food prices. With meat prices jumping about 25 percent in the past four weeks, some butchers and restaurants have been cutting back their purchases and even boycotting meat products. U.S. variety meat offers them an economical alternative at a time when many consumers might otherwise turn away from meat as a protein source.
“Egypt is developing into a sizeable market for beef muscle cuts and we are very pleased with this progress towards products of higher quality,”said John Brook, USMEF regional director for Europe, Russia and the Middle East. “It is important to remember, however, that this remains one of the world's most outstanding markets for beef variety meat, so we must still take every opportunity to feature those products.”
Through the first quarter of 2010, Egypt is the third-largest volume destination for combined U.S. beef/beef variety meat exports with a total of 21,593 metric tons (47.6 million pounds). It ranks ninth in value at just over $25 million. For U.S. beef variety meat exports, Egypt ranks second to Mexico in both volume (17,153 metric tons or 37.8 million pounds) and value ($18.6 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 Joe Schuele at jschuele@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.
Merchandising Campaign Promotes US Beef Variety Meat in Egypt
Egypt has developed into one of the leading destinations for U.S. beef exports, and first quarter 2010 results show promising signs of further growth. U.S. exports of beef/beef variety meat increased by 30 percent in volume over 2009, with value rising more than 50 percent.
While Egypt has long been a mainstay market for U.S. beef variety meat – especially liver – this rapid growth in export value is attributable to the fact that Egypt recently began purchasing far more U.S. beef muscle cuts. While muscle cuts made up about 18 percent of the beef export value to Egypt in the first quarter of 2009, that ratio rose to 25 percent this year. Its muscle cut volume ratio surged from only 8 percent last year to more than 20 percent in 2010.
While this growth in muscle cut demand is a very positive development for the U.S. beef industry, it is also important to ensure that strong variety meat exports to Egypt continue. With this in mind, USMEF recently conducted a beef variety meat merchandising campaign directed at Egypt’s foodservice sector. With funding support from the Beef Checkoff Program and the Market Access Program (MAP), the first phase of the campaign specifically targeted 38 variety meat buyers, including importers, cold storage operators, wholesalers, traders, traditional restaurants and sandwich vendors. In addition to beef liver, the campaign is also aimed at increasing demand for kidneys and hearts.
While helping grow demand for U.S. beef, the campaign may also bring some economic relief to Egypt’s consumers, who in recent months have faced crisis-level food prices. With meat prices jumping about 25 percent in the past four weeks, some butchers and restaurants have been cutting back their purchases and even boycotting meat products. U.S. variety meat offers them an economical alternative at a time when many consumers might otherwise turn away from meat as a protein source.
“Egypt is developing into a sizeable market for beef muscle cuts and we are very pleased with this progress towards products of higher quality,”said John Brook, USMEF regional director for Europe, Russia and the Middle East. “It is important to remember, however, that this remains one of the world’s most outstanding markets for beef variety meat, so we must still take every opportunity to feature those products.”
Through the first quarter of 2010, Egypt is the third-largest volume destination for combined U.S. beef/beef variety meat exports with a total of 21,593 metric tons (47.6 million pounds). It ranks ninth in value at just over $25 million. For U.S. beef variety meat exports, Egypt ranks second to Mexico in both volume (17,153 metric tons or 37.8 million pounds) and value ($18.6 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 Joe Schuele at jschuele@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.