USMEF Provides European Market Outlook at International Livestock Congress
The 2009 International Livestock Congress - USA included a Jan. 13 panel discussion examining factors that drive global beef demand. The session was moderated by USMEF executive committee member Leann Saunders of IMI Global and panel members included Monty Brown, processing/retail consultant for USMEF-Europe.
Brown informed the audience that just like the domestic beef market, the sluggish economy is prompting European customers to “trade down” their beef cut selections. In particular, demand for organic beef in Europe is suffering due to its higher price tag.
“Beef buyers do not appear to be willing to pay the premium for organic beef,” Brown said. “Organic farmers in Europe are complaining about the price they are receiving, because it’s not covering the additional cost of production.”
Brown emphasized, however, that this is not the time to pull back on efforts to market U.S. beef in the European Union (EU). Beef production in the region is declining, so Europe is becoming more dependent on imports. In fact, the EU is facing a beef deficit of 500,000 metric tons (1.1 billion pounds) this year, growing to 600,000 metric tons (1.32 million pounds) in 2010. Despite the economic downturn, knowledgeable European customers who are focused on quality will still respond well to U.S. beef.
“U.S. beef will always eat well, and it will always provide a great eating experience,” he said. “U.S. beef will outperform any other beef available in the European Union.”
Monty Brown, processing/retail consultant for USMEF-Europe, conducts an interview with Ron Hays of Radio Oklahoma Network at the International Livestock Congress in Denver
Brown said the retail environment is extremely competitive in Europe, forcing producers to be responsive to consumers’ tastes and preferences. He said food traceability is very important in Europe, and something that consumers look for carefully in food labeling.
“Traceability is big in Europe,” he said. “It’s something that consumers are really focused on, and it can really impact their buying preferences.”
Brown was joined on the panel by Ramon Lozano, director general of RYC Alimentos, a meat processor headquartered in Puebla, Mexico. Lozano provided a profile of the beef market in Mexico. Charlie Winters, vice president of fresh meat and deli with Costco Wholesale, offered his company’s perspective on consumer demand trends and explained Costco’s approach to beef marketing and merchandising. John Lundeen, executive director of market research for the National Cattlemen’s Beef Association, outlined the results of recent consumer market research examining the impact of the economic recession on domestic beef demand.
The U.S. meeting of the International Livestock Congress is held annually in Denver. It concluded Tuesday evening with participants attending the National Western Stock Show.
The 2009 International Livestock Congress - USA included a Jan. 13 panel discussion examining factors that drive global beef demand. The session was moderated by USMEF executive committee member Leann Saunders of IMI Global and panel members included Monty Brown, processing/retail consultant for USMEF-Europe.
Brown informed the audience that just like the domestic beef market, the sluggish economy is prompting European customers to “trade down” their beef cut selections. In particular, demand for organic beef in Europe is suffering due to its higher price tag.
“Beef buyers do not appear to be willing to pay the premium for organic beef,” Brown said. “Organic farmers in Europe are complaining about the price they are receiving, because it’s not covering the additional cost of production.”
Brown emphasized, however, that this is not the time to pull back on efforts to market U.S. beef in the European Union (EU). Beef production in the region is declining, so Europe is becoming more dependent on imports. In fact, the EU is facing a beef deficit of 500,000 metric tons (1.1 billion pounds) this year, growing to 600,000 metric tons (1.32 million pounds) in 2010. Despite the economic downturn, knowledgeable European customers who are focused on quality will still respond well to U.S. beef.
“U.S. beef will always eat well, and it will always provide a great eating experience,” he said. “U.S. beef will outperform any other beef available in the European Union.”
Monty Brown, processing/retail consultant for USMEF-Europe, conducts an interview with Ron Hays of Radio Oklahoma Network at the International Livestock Congress in Denver
Brown said the retail environment is extremely competitive in Europe, forcing producers to be responsive to consumers’ tastes and preferences. He said food traceability is very important in Europe, and something that consumers look for carefully in food labeling.
“Traceability is big in Europe,” he said. “It’s something that consumers are really focused on, and it can really impact their buying preferences.”
Brown was joined on the panel by Ramon Lozano, director general of RYC Alimentos, a meat processor headquartered in Puebla, Mexico. Lozano provided a profile of the beef market in Mexico. Charlie Winters, vice president of fresh meat and deli with Costco Wholesale, offered his company’s perspective on consumer demand trends and explained Costco’s approach to beef marketing and merchandising. John Lundeen, executive director of market research for the National Cattlemen’s Beef Association, outlined the results of recent consumer market research examining the impact of the economic recession on domestic beef demand.
The U.S. meeting of the International Livestock Congress is held annually in Denver. It concluded Tuesday evening with participants attending the National Western Stock Show.