When 11 supermarkets in the Association of South-East Asian Nations (ASEAN) r...
When 11 supermarkets in the Association of South-East Asian Nations (ASEAN) region were having trouble sourcing good sausage, they contacted U.S. Meat Export Federation (USMEF) for help.
USMEF ASEAN Director Eric Choon responded with a “Total Solutions Approach,” which experience has taught him is the best strategy to increase U.S. red meat sales to the ASEAN region.
The Total Solutions Approach focuses on the complete supply chain. USMEF helps a target retail company with every aspect of importing, distributing and marketing U.S. products in the region.
USMEF was aware that a branded U.S. product had been imported by Jason’s supermarket (an upscale gourmet store) for several years without any recent notable growth. USMEF introduced it and other U.S. sausages to the supermarket group. The supermarkets responded favorably to the products, but they made it clear to Choon that they didn’t want to import directly from U.S. companies, preferring to source their sausage products through an importer and distributor. USMEF responded by introducing them to a local importer of U.S. meat, QB Foods, a company with experience in importing U.S. processed meats and a solid history of working with USMEF.
USMEF also assisted the U.S. company to get a sausage that met the supermarkets’ specifications and needs, and by providing technical assistance with the supply, handling and thawing of frozen products before it reached the retail outlets.
USMEF’s Total Solutions Approach guided the supermarkets through the whole supply chain by suggesting and introducing them to the U.S. sausage products, finding the most appropriate importer and distributor, ensuring the delivery of the sausage to their 11 locations and ultimately making certain the whole process and the end result met their total expectations. By continuing in partnership with the supermarkets, USMEF will continue its Total Solutions Approach through ongoing marketing and merchandising assistance at the retail level.
In 2001, the United States exported to the ASEAN 10,466 metric tons (mt) of beef products (including variety meats) valued at $22.5 million and 1,382 mt of pork products (including variety meats) valued at $7.7 million.
In 2001, according to revised USDA statistics, U.S. beef exports worldwide declined in volume by .4 percent to 1.274 million metric tons, while value declined by 5.7 percent to $ 3.406 billion. Higher U.S. beef prices and a strong U.S. dollar helped push export volumes slightly lower for the first time in more than 10 years. Meanwhile, worldwide pork exports grew 21 percent in volume to more than 703,000 metric tons, while value grew 13 percent to nearly $1.6 billion. Exports now account for nearly 13.4 percent of U.S. beef production and more than 9.9 percent of U.S. pork production on a wholesale weight basis.
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 –