USMEF Executive Committee Wraps Up Denver Meeting
USMEF Executive Committee Wraps Up Denver Meeting
The USMEF Executive Committee has concluded a two-day meeting in Denver, with the group focusing much of its attention on export strategies that will continue to grow U.S. pork and beef exports in the face of significant global economic challenges.
Much of Wednesday’s agenda was dedicated to the work of the Executive Committee’s strategic planning task force, which draws upon the knowledge and experience of a diverse group of producers, packers and exporters.
“The task force involves a lot of our partners within the agricultural industry, including cattle organizations, pork organizations and others that we work very closely with,” said USMEF Chairman Jon Caspers, a hog producer from Swaledale, Iowa. “Our marketing strategies have really been put to the test recently, with all the challenges we have faced in terms of the sluggish economy, H1N1 influenza, and other barriers to trade. So we wanted to get the group back together and take a fresh look at a tactical level as to how we can face up to these challenges.”
USMEF Chairman Jon Caspers
While pork and beef exports have held up reasonably well in 2009 and no major overhaul in strategy is being planned, current economic conditions have created some shifts in marketing techniques and focus. For example, fewer resources are being committed to long-term, image-building campaigns in favor of a more intense focus on marketing efforts that will make an immediate, positive impact on sales. One example of this strategy is an increase in marketing activity in sectors that have proven resilient in a sluggish economy – such as convenience store deli items in Japan and lower-cost alternative cuts sold at retail in a growing number of markets. Sales training for purchasers of U.S. beef and pork has also been intensified in several markets, so that these companies can maintain strong product flow and continue to be reliable vehicles for export activity.
With total meat imports declining in some major markets, USMEF has also increased its focus on maintaining U.S. market share and capturing sales that have traditionally gone to competitors.
“When the reality is that the total pie is not going to be growing until economic conditions improve, defending our share becomes even more important,” said Thad Lively, USMEF senior vice president for policy, planning and research. “So our focus has very much been on defending our market share and taking some value away from our competing countries.”
The next USMEF Executive Committee meeting will be held Nov. 11 in conjunction with the annual USMEF Strategic Planning Conference scheduled for Nov. 11-13 in Denver.
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The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
USMEF Executive Committee Wraps Up Denver Meeting
The USMEF Executive Committee has concluded a two-day meeting in Denver, with the group focusing much of its attention on export strategies that will continue to grow U.S. pork and beef exports in the face of significant global economic challenges.
Much of Wednesday’s agenda was dedicated to the work of the Executive Committee’s strategic planning task force, which draws upon the knowledge and experience of a diverse group of producers, packers and exporters.
“The task force involves a lot of our partners within the agricultural industry, including cattle organizations, pork organizations and others that we work very closely with,” said USMEF Chairman Jon Caspers, a hog producer from Swaledale, Iowa. “Our marketing strategies have really been put to the test recently, with all the challenges we have faced in terms of the sluggish economy, H1N1 influenza, and other barriers to trade. So we wanted to get the group back together and take a fresh look at a tactical level as to how we can face up to these challenges.”
USMEF Chairman Jon Caspers
While pork and beef exports have held up reasonably well in 2009 and no major overhaul in strategy is being planned, current economic conditions have created some shifts in marketing techniques and focus. For example, fewer resources are being committed to long-term, image-building campaigns in favor of a more intense focus on marketing efforts that will make an immediate, positive impact on sales. One example of this strategy is an increase in marketing activity in sectors that have proven resilient in a sluggish economy – such as convenience store deli items in Japan and lower-cost alternative cuts sold at retail in a growing number of markets. Sales training for purchasers of U.S. beef and pork has also been intensified in several markets, so that these companies can maintain strong product flow and continue to be reliable vehicles for export activity.
With total meat imports declining in some major markets, USMEF has also increased its focus on maintaining U.S. market share and capturing sales that have traditionally gone to competitors.
“When the reality is that the total pie is not going to be growing until economic conditions improve, defending our share becomes even more important,” said Thad Lively, USMEF senior vice president for policy, planning and research. “So our focus has very much been on defending our market share and taking some value away from our competing countries.”
The next USMEF Executive Committee meeting will be held Nov. 11 in conjunction with the annual USMEF Strategic Planning Conference scheduled for Nov. 11-13 in Denver.
###
The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.