Sales Representatives from Latin America Study U.S. Beef Production

USMEF led teams of sales representatives from Latin American importers and distributors to Washington and Idaho to study U.S. beef production. Five teams, totaling 33 sales representatives, improved their understanding of U.S. beef quality so they can better sell U.S. products to their end-user customers. Teams from the Caribbean, Central America, Mexico and South America were accompanied by USMEF staff from each market.

“The goal is to help importer and distributor customers gain a better understanding of what differentiates U.S. quality in their markets,” says Liz Wunderlich, USMEF’s Caribbean representative. “Buyers got to see firsthand how U.S. beef is raised, grain-fed, processed and kept safe under strict guidelines. This will help them to better sell the quality of U.S. product to their foodservice and retail customers.”

The trade teams were funded by USDA, the Iowa Corn Promotion Board, the Beef Checkoff Program and Texas Beef Council.

The Caribbean team arrived a day early in Spokane to participate in a U.S. pork seminar and cooking activity conducted by USMEF Latin America Representative Homero Recio. The pork activities were funded by USDA.