Strong Turnout for U.S. Red Meat Industry at Global Food Trade Show in Europe

SIAL Paris, one of the world’s largest food trade shows, drew an estimated 285,000 professionals from more than 100 countries last week. The U.S. red meat industry was well represented as major exporters were on hand to meet large contingents of potential buyers from Europe, Africa, the Middle East and Asia.

Europe’s interest in U.S. beef was a major topic of discussion during the show, reports USMEF President and CEO Dan Halstrom. Despite supply constraints and overall export levels down from 2023, there was enthusiasm for U.S. beef with some major importers having increased their purchasing levels in recent months.

The foodservice sector is also a source of optimism. Traditionally the primary channel for U.S. beef throughout Europe, foodservice is showing signs of a rebound in several key markets.

For pork, Halstrom says there was a lot of discussion about reduced pork production in the region, especially northern Europe. While reduced EU production mainly leads to more opportunities in markets outside of Europe, British buyers also showed interest in U.S. pork.

“The big headwind we have in the EU at the moment is this threat that looms with the deforestation issue,” says Halstrom. Earlier this month USMEF reported that the European Commission had proposed a one-year delay in implementation of the EU Deforestation Regulation (EUDR), to December 30, 2025.

“While at SIAL, we held a meeting with all interested parties, exporters and importers and also the local FAS post. We spent a couple of hours going over this deforestation regulation issue and how the U.S. industry can prepare for it,” added Halstrom.

Funding was provided by USDA’s Regional Agricultural Promotion Program.