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Audio with Monty Brown on EU demand

Published: Jan 16, 2009

The 2009 International Livestock Congress in Denver included a Jan. 13 panel discussion examining factors that drive global beef demand. Panel members included Monty Brown, processing/retail consultant for the U.S. Meat Export Federation (USMEF) in 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. He 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 serious beef deficit in the coming year, which could create significant opportunities for U.S. beef.

Audio Clip #1               :20        Outcue:            (…some exporting opportunities.)

Despite the economic downturn, Brown says knowledgeable European customers who are focused on quality will still respond well to U.S. beef.

Audio Clip #2               :19        Outcue:            (…get the pricing right.)

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 Jan. 13 with participants attending the National Western Stock Show.


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, corn and soybean checkoff programs.