While exports represent the fastest-growing market for U.S. red meat product...

Published: May 19, 2004

While exports represent the fastest-growing market for U.S. red meat products, the global arena presents unique challenges as well as new profit potential for smaller companies with brand-name products that hold international appeal. Global consumers have a growing appetite for U.S. products, but they are increasingly being catered to and courted by the competition and have a wide array of branded meat choices at their fingertips.

The U.S. Meat Export Federation (USMEF) branded products promotion program was established in 1987 to help U.S. companies more quickly and cost-effectively enter international markets with their brand-name products. The program offers matching funds to help companies minimize risk while maximizing their global marketing reach. The USMEF mission is to develop U.S. red meat export markets by building the image of U.S. products. With representatives in 18 locations, USMEF conducts market development activities in more than 80 nations. USMEF is a valuable resource for small companies needing assistance with international market intelligence and country-specific promotional strategies.

Over the years, numerous companies have participated in the USMEF program and have successfully promoted their products around the world. John Volpi & Co., Inc. in St. Louis, Mo., for example, re-invigorated its existing marketing program. “We participated in the USMEF program for several years and it strengthened our trading partnerships with distributors in Japan as well as helped us establish new ones,” said Bill Holland, vice president, John Volpi & Co.

“As a small company specializing in fine Italian-style meat products, we had hit a sales plateau with Japan due to limited internal resources. Fortunately, I found out about the USMEF program which, in effect, doubled our marketing budget. We were able to exhibit at FoodEx, Asia’s largest food show, print our signs and promotional literature in Japanese and hire an interpreter. Because of this, we secured several new large retail customers, which really boosted our overall sales.” Explained Holland, “This program was an invaluable tool for our market development efforts. We could not have achieved what we did without the help of USMEF.”

Jones Dairy Farm, Fort Atkinson, Wis., participated in the program to enhance and expand existing marketing efforts and accelerate promotional activities in Japan, Mexico, Hong Kong and Bermuda for their products, which include farm-fresh sausage, bacon and ham. “For example, we had been marketing in Japan, but the USMEF program allowed us to do more promotional activities, such as advertising, and significantly increased our ability to interact with Japanese consumers,” said Philip Jones, President, Jones Dairy Farm.

“We worked closely with USMEF’s staff and their expertise helped us strengthen our marketing strategies. As a result, our promotions were more effective and we exceeded our sales goals,” continued Jones. “This program is a ‘must’ for small companies interested in exporting their products because USMEF understands the local market conditions. They are in tune with what the consumer prefers and they know how to get buyers and sellers together to meet that demand.

Eligible Companies

To participate in USMEF’s branded products promotion program, eligible companies must have 500 or fewer employees, or be a producer cooperative or association.

Eligible Activities

The following are examples of activities that may be eligible for reimbursement under the USMEF branded products promotion program:

Advertising

Newspaper, magazine, television, billboards (advertising is generally limited to trade advertising or advertising used to support specific local promotions)
Creative, design, printing, production costs

Merchandising

Production/creation of point-of-sale materials (menus, tent cards, etc.) to be used in connection with the promotional activity
Educational materials
Promotional kits
Cooking demonstrations – fees for chefs, costume costs, signs, displays
Promotion manuals
Design/printing
Fees for demonstration staff unless employed by participating company

Public Relations/Seminars

Costs of seminars including interpreter, seminar materials, set-up costs/room rental, slides and educational materials
Press kits
Supporting advertising for promotions

Trade Fairs and Exhibits

Booth rental and construction
Displays, decorations, materials
Interpreters
Set-up costs
Reimbursement of overseas travel expenses for one staff person
Shipment of samples or other program materials from the United States to foreign countries in conjunction with an approved branded promotion

2004-2005 Program Funding Year

Promotions funded under this program must be conducted between July 1, 2004 and June 30, 2005. Applications will be accepted as long as funds are available.

How to Apply

Applying for funding is easy. For more program details, including participation fees and program guidelines, contact:

Barbara Watson
U.S. Meat Export Federation
1050 17th St., Suite 2200
Denver, CO 80265
Telephone: (303) 623-MEAT
Fax: (303) 623-0297
E-mail: bwatson@usmef.org

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 –