RENO (July 24, 2002) – The Livestock Publications Council here today named ...
RENO (July 24, 2002) – The Livestock Publications Council here today named U.S. Meat Export Federation President and CEO Philip M. Seng its Headliner Award winner for 2002. The Headliner Award, given previously to just 17 other recipients since 1980, “salutes an individual for meritorious service to the livestock industry.”
Raised on an Iowa farm, Seng has a bachelor’s degree in political science and a master’s degree in East Asian studies. He speaks fluent Japanese and lived in Japan for more than 10 years. He worked as a journalist in Tokyo, a teacher at a leading Japanese university and the Japanese Ministry of Foreign Affairs, and as a businessman at a leading Japanese firm with extensive international operations before joining USMEF in Tokyo in 1982.
As USMEF Asian director for six years, Seng played a central role in opening the Japanese beef market through his involvement in the U.S./Japanese beef negotiations, which culminated in the historic beef liberalization agreement in 1988. As an authority on Japan’s complex distribution system, he has worked closely with both industry and government officials in Japan. His marketing strategies and approach to the Japanese market have received critical acclaim in the international business community and served as a case study in the Harvard University Business School, where he has been a guest lecturer on several occasions. He then was appointed Senior Vice President of International Programs in Denver, where he managed USMEF international operations through offices in Tokyo, Hong Kong, Hamburg and Caracas.
Seng was named President and CEO in January 1990. In this position, he oversees USMEF operations worldwide, providing direction for USMEF strategies and priorities in international programs, research, technical services, industry relations and global communications. He also serves as the primary spokesman for USMEF and other exporting interests to government and private entities regarding international trade policy and foreign market development issues related to U.S. red meat products.
Seng is credited for developing the first USMEF marketing campaign in Asia under the USDA Targeted Export Assistance Program, which later became the Market Assistance Program, or MAP. This approach worldwide now means that virtually every checkoff dollar invested in international market development thought USMEF is leveraged with USDA and membership dollars to deliver two dollars worth of program.
Under his leadership, USMEF programs today are recognized in more than 80 countries and are directed from 13 international offices. USMEF is the largest USDA cooperator – evidence that it is considered to be among the most successful USDA Foreign Market Development programs. During his tenure as president and CEO, U.S. meat exports have more than doubled – topping $5 billion last year.
Seng also has been active in a number of other organizations. As the only American ever to serve as president of the International Meat Secretariat – where meat experts from more than 40 nations regularly meat to discuss and resolve issues – he was recently reelected to serve a fourth term. He also is president of the Japan-American Society in Colorado, and has served since 1993 on the President’s Agricultural Policy Advisory Council in Washington.
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 –
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Photo cut – BEEF Magazine Editor and Livestock Publications Council Second Vice President Joe Roybal presented U.S. Meat Export Federation President and CEO Phil Seng with the organization’s Headliner Award in Reno Wednesday night.
