Wider Range of Beef Cuts Available through New Central American Sales Channels

Markets are evolving rapidly as new sales channels contribute to increasing consumer awareness and interest in U.S. beef

U.S. beef made its mark through top-notch steaks in high-end restaurants in the Central American region, and now a wider range of cuts is capturing consumer interest through e-commerce, foodservice and retail. As in other export markets, consumers responded to pandemic conditions by placing more value on high-quality protein, especially red meat. U.S. beef exports to the region reached a record $137 million in 2021 and through June, volume is up 14% while value increased 35%.

“Sales channels began diversifying during the pandemic,” explains Lucia Ruano, USMEF Central America/DR representative. “Retailers expanded into e-commerce and importers began opening their own retail stores creating new opportunities to market a wide range of U.S. beef cuts.”

Consumers are now turning to social media for new ideas and methods of cooking high-quality protein. Grilling is becoming very popular which also creates opportunities for USMEF to introduce alternative, economical cuts to consumers, says Ruano.

“We are capitalizing on the popularity of grilling through education and promotional programs. With a high-quality product, there are many economical cuts that can be excellent on the grill and we are working to demonstrate that for consumers,” says Ruano.

In addition to grilling contests and instruction through social media, USMEF is conducting grilling promotions with Walmart at 50 outlets in five Central American countries. Elements of these promotions - loyalty programs, recipe development, in-store tastings, social media content – promote economical cuts such as the outside skirt, top sirloin cap and the tri tip.

There is great potential for U.S. beef in this region, says Ruano. Free trade agreements, population growth and increasing per capita meat consumption will fuel long-term demand for U.S. beef. Funding support provided by the Beef Checkoff Program, Texas Beef Council, Wisconsin Beef Council and USDA’s Agricultural Trade Program.

Nutrition consultants and in-store chefs support retail grilling promotions

Consumers can earn “diplomas” through an online, 7-week grilling course with a well-known chef