Analyzing factors that can have an impact on meat marketing is the first step...

Analyzing factors that can have an impact on meat marketing is the first step in helping to build meat demand around the globe, Philip M. Seng, president and CEO of the U.S. Meat Export Federation (USMEF) told delegates at the International Meat Secretariat (IMS) 16th World Meat Congress April 30. 

Seng, addressing 600 executives at the Congress in Brisbane, Australia, said the future for the world meat industry is “very, very encouraging,” and that “to have a vibrant industry it’s important to have a global outlook.” Representatives from 35 countries attended the event, which focused on meeting the needs of the consumer of 2020.

Seng said one way of determining the current factors facing an industry is to do a SWOT – or Strengths, Weaknesses, Opportunities and Threats – analysis.  Strengths and weaknesses are most often associated with forces within the industry, he said, while opportunities and threats are external.

Using the United States as an example, Seng identified issues such as an abundant supply, technology, infrastructure, quality of product and a stable government as distinct strengths. Weaknesses could include disinterest groups (there are 400 animal welfare groups operating in the United States), bureaucracy and a dependence on the domestic market.

“By concentrating more on the domestic market, the United States is not fully utilizing an opportunity to be adaptive in meeting the changing needs of our world,” he said. “Developing an affinity for world cultures provides the ability to connect and understand each country’s frame of reference, and enables the United States to fulfill the needs of different countries.”

Seng said traceability is an opportunity to build trust with international consumers. “Traceability is a method that builds trust in U.S. meat products by providing a documented history of each product, demonstrating to consumers the United States is accountable and stands behind its meat products.”

Other opportunities for the U.S. meat industry, according to Seng, are an increasing global population, which just passed 6 billion and could be as high as 9 billion by 2015, and rising incomes. Worldwide demand for high quality, grain-fed beef is also an opportunity.

Some elements in the U.S. meat industry are isolationist, but Seng sees those as opportunities. “By expanding our outlook beyond the domestic market, we have the ability to move beyond our borders and supply the rapidly-growing world population,” Seng said.

Seng encouraged leaders attending the Congress to help build a world base for meat demand in the future. “We can use our collective wisdom to work together in solving issues and reaching common standards,” he said.

Seng identified an increasing importance of scientists as advocates in educating global consumers. “The role of science and scientists will become more important as we go forward,” he said. “Meat scientists are sometimes introspective, but there is an increasing need for scientists to be proactive to educate and explain the science the U.S. industry applies.”

Finally, being able to meet consumer demands in the year 2020 will mean flexibility on the part of the meat industry, Seng said. “Adapting to a changing world is a key to success,” he told the group. “Those who adapt will be the leaders of tomorrow.”

Seng also received the IMS Distinguished Service Award at the Congress for his service and achievements during four terms as IMS President. Seng is the only American to ever serve as president of IMS, holding that position from 1997-2004, the longest term in IMS history.

During that time, Seng established milestones that helped make IMS the leading international meat forum it is today. He helped the organization separately focus on beef and pork to gain specificity of species, generated more marketing conferences and nutrition seminars, and helped the organization gel into a powerful international forum.

Seng currently chairs the IMS Animal Welfare Committee. IMS brings together meat and livestock organizations providing a forum for exchange of ideas and experiences on issues affecting the international meat and livestock sector. Through its conferences, meetings and publications, IMS promotes the sustainable production, promotion, trade and consumption of meat worldwide.

The U.S. Meat Export Federation 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, lamb, corn, sorghum and soybean checkoff programs.

– USMEF –

The following photo is available with this release.

Photo - U.S. Meat Export Federation President and CEO Philip M. Seng said one way of determining the current factors facing an industry is to do a SWOT – or Strengths, Weaknesses, Opportunities and Threats – analysis.  Strengths and weaknesses are most often associated with forces within the industry, while opportunities and threats are external, he told delegates attending the World Meat Congress in Brisbane, Australia.