Working together as strategic partners and creating a "road map" fo...
Working together as strategic partners and creating a "road map" for continued and future growth of U.S. pork exports was the focus of a two-day strategic planning session attended by leadership and staff of the National Pork Board (NPB), National Pork Producers Council (NPPC) and the U.S. Meat Export Federation (USMEF).
The meeting held in Denver Nov. 7-8 provided an opportunity to discuss international market trends, tactics and opportunities for increased U.S. pork exports.
“Participating in this meeting gets us all on the same page and lays a foundation for building a solid partnership with each other,” said Steve Murphy, NPB chief executive officer.
The meeting provided a chance for the organizations to communicate with one another and share industry goals, strategies and long range plans regarding international marketing and promotions of U.S. pork. Understanding the importance of different regions and cultures was key in defining and establishing a quality image and common vision for U.S. pork exports.
“USMEF feels it is a responsibility and a privilege to represent the U.S. pork industry and portray the reality of markets to our partners in the industry,” said Phil Seng, USMEF president and CEO. “Our biggest asset is the critical thinking we do in the marketplace and this goes into our plans. Furthermore, it’s not just knowing the marketplace, we also work to incorporate distinct cultural differences as we carry out our activities.”
USMEF international staff took time during the meeting to discuss market challenges and opportunities in their regions.
Joel Haggard, USMEF vice president of Asia-Pacific, spoke about getting more penetration for chilled U.S. pork in Japan and Korea and building demand in this important region. Gilberto Lozano, USMEF director of Mexico, informed the attendees about his region’s focus on promoting U.S. pork to youth and to the retail and consumer sectors.
Ricardo Vernazza-Paganini, USMEF director of Central & South America, noted the emerging market for fresh cuts in restaurant and retail sectors in Latin America. And Thad Lively, USMEF senior vice president, policy planning & research, spoke optimistically about the rapidly expanding modern retail sector in Russia.
“I personally feel energized and optimistic about this meeting,” said Nick Giordano, NPPC international trade counsel representative. “I feel like a lot was accomplished as a result of this meeting.”
Globalization and communication were main topics throughout the meeting, while establishing specific objectives and working collectively to promote U.S. pork were agreed upon goals shared by all.
“Working as a cohesive unit, NPB, NPPC and USMEF have the power to control the destiny of the U.S. pork industry and take it where we want it to go,” Dennis Erpelding, USMEF chairman elect, said in his closing remarks.
Through September, U.S. pork and pork variety meat exports worldwide are up 18 percent in volume at 851,709 metric tons and 24 percent in value at $1.95 billion, well ahead of last year’s record pace.
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, lamb, corn, sorghum and soybean checkoff programs.
-USMEF-