Promoting Beef Internationally

Greg Hanes, assistant vice president of international marketing and programs, and Dan Halstrom (pictured), vice president of of international marketing and programs for the U.S. Meat Export Federation (USMEF), are presenting proposals for checkoff funding of global beef marketing efforts to the Operating Committee this morning. Hanes and Halstrom followed presentations for national producer communications and a Northeast Beef Promotion Initiative aimed at consumers, retailers and foodservice operators in the heavily populated Northeast region of the country.

All told, USMEF is seeking checkoff funding for 12 different proposals, or “Authorization Requests (ARs),” to continue growing demand for U.S. beef across the globe. USMEF combines checkoff funding with matching funds from the USDA Market Access Program and Foreign Market Development funds to achieve the international marketing efforts.

Following are the countries or regions covered in the USMEF proposals: ASEAN region; Carribean; Central America/Dominican Republic; South America; Europe; Middle East; China/Hong Kong; Japan; Mexico; Russia; South Korea; and Taiwan. During his presentation, Hanes cited econometric modeling indicates that the median increase in beef industry revenue due to programs managed by USMEF is about $46.3 million per year. 

Take a look at the foreign-marketing ARs — as well as those presented for producer communications and the Northeast Beef Promotion Initiative presented this morning – via the Operating Committee page of this blog.