USMEF, Oklahoma Cattle Producers Celebrate Successful Partnerships

Over the past three decades, Oklahoma cattle producers have been an exceptionally valuable partner in USMEF’s work to expand and develop overseas markets for U.S. beef. They have invested more than $1.3 million in USMEF marketing and development programs through state beef council allocations and other financial support,

USMEF President and CEO Philip Seng recently gave the keynote address at the 59th annual Oklahoma Cattlemen’s Association (OCA) Convention and Trade Show, which drew more than 1,500 cattle producers to Midwest City, Okla. Seng detailed the outstanding growth U.S. beef exports have achieved across the globe this year, and provided the group with updates on various market access challenges and barriers that USMEF is working to overcome.

“OCA members depend on a vibrant global market, and were especially appreciative of Phil’s firsthand insights on trade issues and emerging export opportunities,” said Scott Dewald, OCA executive vice president. “USMEF is intently focused on promoting our product around the world and the work they do in other countries provides a financial boost for producers right here in Oklahoma.”

Seng said he found producers attending the OCA convention to be very progressive and well-versed when it comes to foreign marketing.

“These producers were among the first to recognize the value in foreign marketing of U.S. beef, so they have an excellent grasp of the premiums being delivered by the global markets and how much that means to their profitability,” he said. “When it comes to market access challenges such as the 20-month age limit in Japan or the lack of access to mainland China, it’s hard for producers to understand how these things can take so long to resolve. And frankly, I share their frustration. As well as U.S. beef exports are presently performing, we’re still leaving a lot of money on the table with these missed opportunities for growth.”

Seng added that the investments Oklahoma producers have made in foreign marketing have gone beyond traditional promotional efforts to include important product research and development.

“Industry support from this region has been critical to the recent research on dry aging conducted through Oklahoma State University,” he explained. “This has allowed USMEF to be very aggressive in our introduction and promotion of dry-aged beef in both Korea and Taiwan. Dry-aged beef has helped us address the competition we were facing in these markets from Australian wagyu products, and it has proven to be highly successful. In many of the leading high-end restaurants and hotels in Korea and Taiwan, our dry-aged product is extremely popular and becoming very well-established.”

Cattlemen from the region will have another opportunity to interact with USMEF leadership when Dan Halstrom, USMEF senior vice president for marketing and communications, addresses the Southern Plains Beef Symposium in Ardmore later this week.

Halstrom will cover topics ranging from an overview of the global beef market and key issues confronting U.S. beef exports to USMEF’s Japan Relief and Recovery Effort.

“I’m looking forward to an excellent discussion with cattle producers from the Southern Plains region,” Halstrom said. “They are facing a lot of production challenges right now, but have a strong appreciation for the importance of beef and the need to invest in foreign marketing.”