Mexico | Iowa Agriculture Organizations Gain Insight From Market Visits | Th...

Mexico

Iowa Agriculture Organizations Gain Insight From Market Visits

Three trade teams from the Midwest were in Mexico during February to learn more about the Mexican market and USMEF programs that help increase demand for U.S. red meat.

USMEF showed members from the Kansas Corn Board, Illinois Farm Bureau and Iowa Trade Mission how meat is sold in Mexico at traditional wet markets, retail stores and distributors. USMEF also presented an analysis of the Mexican meat market to provide information on consumer preferences, meat merchandising and conditions that affect meat imports.

“These visits are important to show our funders the array of programs USMEF implements abroad to increase demand for U.S. red meat and to increase market access for those products,” said Chad Russell, USMEF regional director, Mexico and the Dominican Republic.

The Kansas Corn Board team participated in the USMEF retail program called “Myths and Realities of U.S. Meat” held at a local Gigante supermarket. USMEF Chef Ricardo Ornellas invited four customers to prepare dishes made with U.S. meat while he demonstrated characteristics and cooking techniques of different meat cuts customers can purchase at the store. Afterward, participants and audience members tasted the cooked meat dishes. USMEF has been conducting this program in the past two months at 60 retail stores in Mexico.

USMEF Retail Marketing Manager Gustavo Castano explained the USMEF Butcher Certification program to members of the Illinois Farm Bureau. This program increases U.S. meat sales by improving sanitary conditions and merchandising techniques at retail stores. Butchers attend classes and then take a certification test on subjects like carcass and cuts, food safety and hygiene, temperature control, meat case presentation and customer service, equipment and utensils, inventory management, human resources and communication skills.

The Iowa Trade Mission, comprised of representatives from Iowa Pork Producers Association, Iowa Beef Industry Council and Iowa meat suppliers, met with Russell and U.S. Agricultural Attache Richard Battaglia in Mexico City to learn about the market potential for U.S. red meat products and USMEF programs and activities designed to increase U.S. red meat consumption.

Mexico was the No. 1 market for U.S. pork and beef exports in 2006. U.S. pork and pork variety meat exports increased 8 percent in volume to 356,418 metric tons (mt) and 9 percent in value to $557.9 million compared to 2005. U.S. beef and beef variety meat exports increased 32 percent in volume to 371,087 mt and 33 percent in value to $1.17 billion, about even with 2003 pre-BSE levels.

Mexico

Iowa Agriculture Organizations Gain Insight From Market Visits

Three trade teams from the Midwest were in Mexico during February to learn more about the Mexican market and USMEF programs that help increase demand for U.S. red meat.

USMEF showed members from the Kansas Corn Board, Illinois Farm Bureau and Iowa Trade Mission how meat is sold in Mexico at traditional wet markets, retail stores and distributors. USMEF also presented an analysis of the Mexican meat market to provide information on consumer preferences, meat merchandising and conditions that affect meat imports.

“These visits are important to show our funders the array of programs USMEF implements abroad to increase demand for U.S. red meat and to increase market access for those products,” said Chad Russell, USMEF regional director, Mexico and the Dominican Republic.

The Kansas Corn Board team participated in the USMEF retail program called “Myths and Realities of U.S. Meat” held at a local Gigante supermarket. USMEF Chef Ricardo Ornellas invited four customers to prepare dishes made with U.S. meat while he demonstrated characteristics and cooking techniques of different meat cuts customers can purchase at the store. Afterward, participants and audience members tasted the cooked meat dishes. USMEF has been conducting this program in the past two months at 60 retail stores in Mexico.

USMEF Retail Marketing Manager Gustavo Castano explained the USMEF Butcher Certification program to members of the Illinois Farm Bureau. This program increases U.S. meat sales by improving sanitary conditions and merchandising techniques at retail stores. Butchers attend classes and then take a certification test on subjects like carcass and cuts, food safety and hygiene, temperature control, meat case presentation and customer service, equipment and utensils, inventory management, human resources and communication skills.

The Iowa Trade Mission, comprised of representatives from Iowa Pork Producers Association, Iowa Beef Industry Council and Iowa meat suppliers, met with Russell and U.S. Agricultural Attache Richard Battaglia in Mexico City to learn about the market potential for U.S. red meat products and USMEF programs and activities designed to increase U.S. red meat consumption.

Mexico was the No. 1 market for U.S. pork and beef exports in 2006. U.S. pork and pork variety meat exports increased 8 percent in volume to 356,418 metric tons (mt) and 9 percent in value to $557.9 million compared to 2005. U.S. beef and beef variety meat exports increased 32 percent in volume to 371,087 mt and 33 percent in value to $1.17 billion, about even with 2003 pre-BSE levels.