Since 1976, the U.S. Meat Export Federation (USMEF) has worked to create new ...

Since 1976, the U.S. Meat Export Federation (USMEF) has worked to create new opportunities for beef, pork and lamb. Although USMEF is more often associated with U.S. beef and pork exports, the federation is just as serious in its efforts to export more U.S. lamb and to increase the awareness of U.S. lamb suppliers about the international market opportunities for lamb.

Many producers are unaware that USMEF conducts demand-building programs for U.S. lamb in Mexico and the Caribbean. The programs introduce a wider audience of importers and foodservice buyers to U.S. lamb and demonstrate its quality, versatility and profit potential. The ultimate aim is to expand sales of a wide range of U.S. lamb cuts and increase the carcass value.

To maximize U.S. presence in foreign lamb markets, USMEF has utilized an approach that combines educational, promotional and demand-building activities. Seminars and workshops present U.S. lamb to potential buyers, focus on its attributes and allow USMEF to demonstrate that presentation and proper merchandising of the product result in menu sales.

From December 2001 through July, 2002, USMEF administered an American lamb promotion program in Mexico funded through the Agricultural Marketing Service Lamb Meat Adjustment & Assistance Program. This program will serve as a marketing model for future lamb promotional programs, as funds become available. To build demand for U.S. lamb, USMEF emphasized positive characteristics such as quality, image, versatility, and, above all, profitability. Many export markets consider U.S. lamb to be too expensive, particularly when compared to Australian and New Zealand lamb. Several potential major markets have access issues, such as halal slaughter requirements. There are no U.S. plants certified as halal for purposes of exporting.

One seminar program emphasized underutilized lamb cuts, such as shanks, to demonstrate profitability to Mexican chefs. The seminars in Mexico City and various resort areas, attracted 587 chefs, who were then encouraged to participate in the USMEF Third Annual Chef’s Contest. As a result, 77 participants in the Chef’s Contest used American lamb as the main ingredient in their contest dishes, and the contest generated over 100 lamb recipes that will be gathered into a recipe book. The book will be distributed at future promotions and consumer events. Winners of the chef contests become spokesmen for U.S. meat, endorsing U.S. lamb in their recipes.

In conjunction with the chef contest, USMEF also held a waiter/waitress contest and supplied advertising to support promotions at nine major Mexico City and resort restaurants.  The promotion resulted in direct sales of 1.2 metric tons (mt) of American lamb. As a result of the promotions, several restaurants have retained U.S. lamb on their permanent menus. USMEF also conducts promotions for U.S. lamb in the Caribbean. The promotions consist largely of trade teams, trade shows and a chef competition.

The United States is a relatively small player in the global lamb market, but this leaves all the more room for expansion. Almost a million metric tons (mt) of lamb were exported by countries around the world in 2001, and only 9,073 mt came from the U.S.; 2,500 MT of these lamb exports went to Mexico. In 2002, total lamb exports exceeded 2001 levels by an estimated 44 percent and U.S. lamb exports to Mexico are forecast at more than $4.1 million.

USMEF has been promoting U.S. lamb in world export markets for the past decade with funding from the U.S. Department of Agriculture (USDA) and the American Sheep Industry Association. 

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.

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