U.S. beef marketing efforts are working in Mexico, according to research con...
U.S. beef marketing efforts are working in Mexico, according to research conducted by the U.S. Meat Export Federation (USMEF). Mexico is consistently the No. 2 export market for U.S. beef, with the exception of 2002, when it captured the No. 1 spot from Japan.
“We’re focusing more of our marketing efforts directly to Mexican consumers for several reasons,” said Richard Fritz, USMEF vice president, trade development. “One of our goals is to raise awareness about the nutritional aspects of beef as part of a healthy diet. Mexico’s population, which is growing and projected to reach 106 million by 2005, is relatively young, with 50 percent of the population under 25 years old. Also, in larger cities where incomes tend to be higher, there’s an increasing appetite for meat.”
The USMEF current consumer campaign features celebrity spokesperson Luz Blanchet promoting U.S. beef on billboards, in consumer magazines and on Mexican television shows popular with female homemakers. Some of the ads show Blanchet saying she loves U.S. beef for its low fat and cholesterol levels, conveying the message that beef makes her feel strong and vigorous. Other Blanchet ads show that U.S. beef is delicious and part of a healthy diet. Some television spots focus on the healthy levels of zinc, iron and protein in U.S. beef for growing children. “This campaign, along with other USMEF marketing efforts, has helped increase awareness of U.S. beef and is having a positive impact on the opinions and purchasing behavior of Mexican consumers,” said Fritz.
Every two years, USMEF conducts a research study to track consumer opinion and behaviors toward beef. According to the latest research data, awareness of U.S. beef by Mexican consumers increased significantly last year, hitting a high of 74 percent versus 67 percent in 2001. Overall, attitudes toward beef in general improved significantly since 2001 on all attributes measured. Of those surveyed, 89 percent agreed that beef is “easy to prepare” and 87 percent agreed beef is “delicious,” compared to 80 percent and 75 percent, respectively, in 2001.
Also, more Mexican consumers said beef in general is “fresh” (85 percent versus 66 percent) and “safe to eat” (79 percent versus 59 percent) compared to the 2001 survey. Further, more rated U.S. beef as “high quality” (54 percent versus 43 percent) and a “good value” (58 percent versus 40 percent) in 2003 compared to 2001.
Fritz noted that the study also showed significantly more respondents had purchased beef in 2003 (42 percent versus 25 percent), and that U.S. beef was a clear favorite over other countries. Nearly 75 percent of those surveyed who had heard or seen imported beef advertising said the advertising was for U.S. beef. Of Mexican consumers aware of U.S. beef advertising, 53 percent saw the advertising on television and 51 percent saw it in the grocery store.
When USMEF launched its Blanchet campaign in late 2002, a new U.S. “seal” logo also was introduced to communicate the nutritional and food safety value of U.S. meat. Similar to the U.S. Department of Agriculture "USDA Approved" seal familiar in America, the USMEF meat seal, designed as a rosette, incorporated the Mexican national flag colors with the slogan, "Alimentate sanamente con carne de res Americana!” The slogan translates loosely in English as "Eat healthy with American beef." The statement “Alimentate Sanamente” (“Eat Healthy”) is very popular in Mexico and is perceived as an invitation to eat a healthy diet. The study showed that approximately 80 percent of those surveyed recalled seeing or hearing the “Alimentate Sanamente” advertising slogan in the past month, and nearly half of them associated it with meat.
Another study conducted by USMEF with Mexican consumers showed that the rosette seal has achieved its goal. Those surveyed found the rosette seal, which also features a small heart, attractive and attention-getting, and said it conveys the message that U.S. beef is an excellent quality meat and part of a healthy diet. In addition, the USMEF logo containing the words “U.S.Meat Calidad En Carnes” (loosely translated as “U.S. Meat: Quality in Meats”) is recognized as a brand and is gaining trust among Mexican consumers.
“Our educational and promotional efforts are paying off,” said Fritz. “These studies confirm we’re developing the image of U.S. beef as high quality, nutritious, fresh, safe and a good value among Mexican consumers. And that’s helping build demand for our product.”
According to USDA statistics, Mexico was the second-largest importer of U.S. beef (including variety meat) products in 2003, and is one of the few major markets currently open to beef imports. Total U.S. beef (including variety meat) exports to Mexico in 2003 were 335,847 metric tons, valued at more than $877 million.
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 --