USMEF Audio Report: Just back from Korea, Seng Sees Positive Momentum for U.S. Beef, Pork...

Dec. 21, 2009 - U.S. Meat Export Federation President and CEO Philip Seng has just returned from South Korea, where he had the opportunity to observe the impact of recently intensified marketing campaigns for U.S. beef and pork.

Earlier this month, USMEF-Korea unveiled a multimedia advertising campaign designed to raise the visibility of U.S. beef among Korean consumers and counteract persistent negative images that have lingered since U.S. beef reentered the market in mid-2008.

To spark interest in U.S. pork as a year-round entrée selection, USMEF has also launched an advertising campaign to boost retail and restaurant sales. U.S. pork has typically been available in retail stores only from May through August, Korea’s high demand season for pork belly. But USMEF has recently persuaded some stores to begin selling U.S. pork year-round.

Seng says that these marketing efforts, along with an improving Korean economy, have created strong momentum for U.S. beef and pork heading into the winter holiday season.

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The U.S. Meat Export Federation (www.USMEF.org) 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.

USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law.