Mexico | USMEF Uses Two Methods To Encourage U.S. Red Meat Retail Sales | US...

Mexico

USMEF Uses Two Methods To Encourage U.S. Red Meat Retail Sales

USMEF market research in Mexico shows an effective way to increase U.S. red meat sales in retail stores is to increase knowledge of consumers and retail meat department personnel.

To that end, USMEF recently concluded a retail promotion in Monterrey that included a U.S. meat presentation and a movie premiere. Just a week later USMEF presented information on the latest trends in beef and pork consumption to more than 120 meat department managers from a leading retail chain, Comercial Mexicana.

Mexico was the No. 1 market for both U.S. beef and U.S. pork (including variety meat) on a volume basis in 2006. In the first two months of 2007, Mexico remained the No. 1 beef market, but slipped to the No. 2 market for pork. Exports of U.S. pork and pork variety meat to Mexico through February dipped 19 percent in volume to 54,331 metric tons and 11 percent in value to $85 million compared to last year. USMEF attributes the decline to higher prices of several U.S. pork items compared to domestic pork. The price spread between U.S. pork and domestic pork is expected to level out over the next few months.

Meanwhile, more than 1,400 consumers who purchased at least 15 kg of U.S. meat attended USMEF event that included a presentation on U.S. meat attributes and the importance of meat in the daily diet in addition to a movie premiere of Gol II, a popular film about soccer players. Another USMEF promotion to encourage U.S. meat purchases runs through May 5 and ends with an entertainment event on May 6 to celebrate Mother’s Day.

Before U.S. meat even gets to consumers, USMEF is there to educate meat department personnel on U.S. red meat nutrition, cutting methods and merchandising ideas in order to provide consumers with informative meat staff and appetizing U.S. meat products for purchase.

Mexico

USMEF Uses Two Methods To Encourage U.S. Red Meat Retail Sales

USMEF market research in Mexico shows an effective way to increase U.S. red meat sales in retail stores is to increase knowledge of consumers and retail meat department personnel.

To that end, USMEF recently concluded a retail promotion in Monterrey that included a U.S. meat presentation and a movie premiere. Just a week later USMEF presented information on the latest trends in beef and pork consumption to more than 120 meat department managers from a leading retail chain, Comercial Mexicana.

Mexico was the No. 1 market for both U.S. beef and U.S. pork (including variety meat) on a volume basis in 2006. In the first two months of 2007, Mexico remained the No. 1 beef market, but slipped to the No. 2 market for pork. Exports of U.S. pork and pork variety meat to Mexico through February dipped 19 percent in volume to 54,331 metric tons and 11 percent in value to $85 million compared to last year. USMEF attributes the decline to higher prices of several U.S. pork items compared to domestic pork. The price spread between U.S. pork and domestic pork is expected to level out over the next few months.

Meanwhile, more than 1,400 consumers who purchased at least 15 kg of U.S. meat attended USMEF event that included a presentation on U.S. meat attributes and the importance of meat in the daily diet in addition to a movie premiere of Gol II, a popular film about soccer players. Another USMEF promotion to encourage U.S. meat purchases runs through May 5 and ends with an entertainment event on May 6 to celebrate Mother’s Day.

Before U.S. meat even gets to consumers, USMEF is there to educate meat department personnel on U.S. red meat nutrition, cutting methods and merchandising ideas in order to provide consumers with informative meat staff and appetizing U.S. meat products for purchase.