Experiencing things firsthand is sometimes all it takes to gain a greater un...
Experiencing things firsthand is sometimes all it takes to gain a greater understanding of them. That is what members of the Pork Leadership Academy experienced last week as the U.S. Meat Export Federation (USMEF) introduced them to U.S. pork marketing programs in Mexico. By trip’s end, pork leaders could see how their products continue to expand in this neighboring market.
“I was impressed by the opportunity to see the culture, purchasing decisions and overall potential of the market,” said Glen Walters, a pork producer from Coosa, Ga. “It goes back to what USMEF is doing to educate consumers in Mexico because knowledge is power and consumers then make decisions that benefit the U.S. pork industry.”
Twenty five U.S. pork producers are selected each year for the Pork Leadership Academy, a program sponsored by the pork checkoff to identify and train industry leaders. As part of that training, USMEF introduces pork producers to its efforts in international markets so they are able to identify how exports benefit their industry and livelihood.
“This trip has been really eye opening for me,” said Kris Parish, Wyoming Pork Producers Council state director. “I had no idea the amount of exports we had to Mexico. At home, we do not see the quantity and quality of product we are exporting.”
Mexico is the second largest market for U.S. pork exports. During the week-long visit, Pork Leadership Academy members were introduced to current market conditions in Mexico and the programs USMEF is conducting to expand the outreach of U.S. pork. The team visited retail stores such as Costco, which sells U.S. meat products exclusively.
“At Costco, a shopper at the meat case asked if the pork loin she was holding was USDA inspected,” said Andrew Ahart, a pork producer and South Dakota Pork Council Executive Board member. “When the butcher affirmed the meat was USDA inspected, the shopper then put it in her basket. Observing a purchasing decision like that showed me that animal health and traceability are so important.”
The team also went to supermarket Gigante, where 70 percent of the meat case is dedicated to U.S. meat. And at Comercial Mexicana, where 50 percent of the meat case consists of U.S. meat, the winning U.S. pork cuts from the first USMEF Butcher Contest were featured in a promotion. The team then took part in an ongoing USMEF restaurant menu promotion during lunch at Toks, a Gigante owned family restaurant chain.
“It was good to understand what USMEF is doing to increase exports for U.S. pork producers,” said Conley Nelson, a producer from Algona, Iowa. “The efforts in Mexico show the positive use of checkoff dollars and consumers in Mexico want quality U.S. pork products just like those in the United States.”
The academy members visited the Naucalpan Market, a wet market, where up to 70 percent of meat purchases are made in Mexico and a TIF certified slaughter facility. TIF slaughter plants use state-of-the-art technologies and have the highest sanitary standards and most advanced technological processing levels in Mexico. These plants are certified and federally inspected by the Livestock and Rural Development Branch of the Secretariat of Agriculture.
“This trip opened my eyes more to USMEF,” said Brandon Hill, Holland, Mich. “I knew about pork exports to Mexico, but never knew who was driving the marketing.”
Hill said it was interesting to learn about the market conditions and the push back going on as domestic producers become more protective. Hill also said what the academy saw at retail stores supports pork demand from Mexico and U.S. sources, however.
“When I see that consumers in Mexico want U.S. pork, that means a lot to me,” said Ahart.
Sounds like seeing is believing after all.
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, sorghum and soybean checkoff programs.
– USMEF –