U.S. Beef Industry Working to Rebuild Market Share in Colombia
New product launches for branded U.S. beef products are expanding the industry’s retail presence in Colombia, an important step toward regaining market share in this increasingly competitive market. Supermarket chains Exito and Carulla recently introduced several new branded U.S. beef products at stores in major Colombian cities. USMEF partnered with importers on training, merchandising and promotional programs to launch the new products.
“Rebuilding market share is a priority for U.S. beef in Colombia,” says USMEF Colombia Representative Maria Ruiz. “The Canadian beef industry developed new business here when U.S. beef was restricted for several months in 2024 due to avian influenza in dairy cows.”
While Colombia is a relatively small destination for U.S. beef, it is a growing market. Exports increased from just $3.4 million in 2012, the year the U.S.-Colombia Trade Promotion Agreement was implemented, to a record $48 million in 2022. But the U.S. beef industry lost ground in 2024 when H5N1-related restrictions were imposed on U.S. beef by the Colombian government. From the time restrictions began in April 2024 until the late September 2024 repeal, USMEF estimates the cumulative loss of U.S. beef exports to be roughly $18 million.
The Canadian beef industry was the main beneficiary during the restrictions, courting major importers and conducting training seminars in several major cities in Colombia. USMEF also saw more product entering Colombia from Chile and Uruguay.
Despite the increased competition, the Colombian market for U.S. beef presents promising avenues for expansion as demand for premium food choices grows among an expanding middle class. For Jan.-Nov. 2025, U.S. beef exports to Colombia increased 24% in volume (3,863 mt) and climbed 76% in value ($36.9 million) compared to the reduced export levels of 2024.
In November, two Colombian importers launched four new branded U.S. beef products at major supermarkets throughout the country ‒ two premium beef burger products, outside skirt steak and New York striploin. In December, two additional importers launched branded chuck flap and smoked brisket products, plus four new branded Choice grade products ‒ picanha steak, outside skirt, New York strip and ribeye.
Funding support for the beef product launches was provided by USDA’s Market Access Program.