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Joint International Markets Committee


2012 Cattle Industry Summer Conference – Joint International Markets Committee Meeting Report:

July 27, 2012:

The beef industry’s Joint International Markets Committee met today to discuss the current state of U.S. beef exports, global trends in beef consumption and production and the strategies used to maximize the return beef exports deliver for U.S. producers. Committee members also received a detailed presentation about live cattle exports. 

Chairman Kevin Kester opened discussion with an update on Taiwan, where an impasse over beta agonist residues has slowed exports to a once red-hot market. Earlier in the week, legislators in Taiwan approved a proposal to allow maximum residue levels (MRLs) for beta agonist residues in imported beef – a move that should improve the business climate for U.S. beef once regulators complete implementation. He also discussed the proceeding in Japan that is aimed at raising the cattle-age limit for beef imported from the United States and Canada from 20 months to 30 months, which seems to be progressing well but has no firm timeline for completion.

Leann Saunders, president of IMI Global and secretary-treasurer of the U.S. Meat Export Federation (USMEF), shared her observations from a recent visit to Japan and Korea. She emphasized the growing expectation of traceability for beef, even in markets where it is not required. She also discussed the growing importance of social media in reaching customers in foreign markets. 

Rick Husted, NCBA vice president for strategic planning, offered a presentation about the goals outlined in the Beef Industry Long Range Plan and explained how exports play an important role in meeting these objectives. 

Brett Stuart followed with a discussion of international meat production and consumption trends, citing the correlation in developing countries between GDP growth and increased consumption of meat. He noted that rising prices and tight supplies have pushed U.S. beef exports lower than last year in terms of volume, although export value remains very strong. 

USMEF President and CEO Philip Seng continued the discussion regarding global meat consumption growth, explaining the importance of capitalizing on these opportunities. He noted that beef export value per head of fed slaughter is currently $210 and increases to about $350 when hides and all other offal products are included – illustrating the important contribution exports make toward producer profitability. 

Dan Halstrom, USMEF senior vice president for marketing and communications, and Greg Hanes, USMEF assistant vice president for international programs, led a discussion about the authorization requests (ARs) proposed for international market development funding through the checkoff in Fiscal Year 2013. The committee approved advancement of the ARs as presented for consideration by the Operating Committee in September.

Keynote speaker Tony Clayton, CEO of Clayton Agri-Marketing, gave a detailed presentation regarding exports of live cattle and genetics to destinations such as Turkey, Russia, Kazakhstan, Egypt, Vietnam and Mexico. He noted that overseas transport of animals faces many obstacles and extraordinary costs, but explained that many countries are still determined to maintain some level of livestock production due to food security concerns. He said a growing concern among established exporters is the recent influx of inexperienced individuals attempting to enter the industry. This has the potential to create a major setback if a problem with a live animal shipment generates negative news coverage for the industry.

The meeting concluded with a sampling of international beef dishes prepared from commonly exported cuts such as beef tongue, tripe, chuck roll and sirloin cap.     

2012 Cattle Industry Summer Conference – Joint International Markets Committee Materials:

2012 Cattle Industry Convention – Joint International Markets Committee Feb. 3, 2012 Meeting Report:

Joint International Markets Committee Reviews Record Beef Export Results, Discusses Challenges Ahead

Kevin Kester, Chairman
Larry Pratt, Vice Chairman 

Chairman Kevin Kester and Vice Chairman Larry Pratt called the Joint International Markets Committee into session FridayFeb. 3 in Nashville. U.S. Meat Export Federation (USMEF) Chairman Danita Rodibaugh, a pork producer from Rensselaer, Indiana, offered welcoming remarks. She was followed by Brett Stuart of CattleFax, who presented an overview of global beef consumption and production trends. 

Dan Halstrom, USMEF senior vice president of marketing and communications, updated the committee on the status of key markets such as the Middle East, which has a growing middle class that is seeking higher-quality proteins; the ASEAN, which offers excellent growth potential but a variety of market access challenges; and Central and South America, where growth is already very strong but should see further expansion as a result of newly ratified free trade agreements. Halstrom said the industry has made great progress in reducing BSE-related restrictions, but lingering barriers such asJapan’s 20-month cattle age limit and bans on certain offal products are still costing the U.S.industry significant sales opportunities. 

Trade attorney Gary Horlick presented an update about various market access disputes, including the ractopamine impasse withTaiwanand the continued lack of access to mainland China. He said the TransPacific Partnership Agreement (TPP) offers great promise, but the U.S.must insist on science-based standards. This view was shared by Alistair Polson, special trade envoy forNew Zealand. Polson was also very supportive of the TPP but cautioned that it should not merely be a “WTO Plus” arrangement that allows participants to retain non-scientific barriers. Polson also offered an overview of New Zealand’s position as a major agricultural exporter that depends heavily on fair and open access to foreign markets.

USMEF-Mexico chef Max Covaliu presented examples of promotional programs that help position U.S.beef for success in Mexico and other Latin American markets. USMEF Economist Erin Borror followed with an explanation of how the U.S industry endeavors to export all beef cuts to the market that offers the best price, and illustrated the added carcass value exports are delivering toU.S. producers. 

Nebraska cattle producer Homer Buell offered his perspective on the importance of global demand for U.S.beef for his operation, and his thoughts on how exports can serve as a catalyst for growing the U.S.cattle herd. 

Greg Hanes, USMEF assistant vice president for international marketing and programs, discussed the status of the international marketing authorization requests (ARs), focusing particularly on the promotional activities and consumer research taking place in Japan and South Korea. Rick Husted of NCBA followed with a discussion of how international marketing programs are supporting the goals of the current Beef Industry Long Range Plan. 

2011 Cattle Industry Summer Conference – Joint International Markets Committee Aug. 3, 2011 Meeting Report:

Kevin Kester, Chair
Larry Pratt, Vice Chair

The Joint International Markets Committee was called to order by Chairman Kevin Kester at 2:34 p.m. The agenda and minutes were both approved. Dan Halstrom, Senior VP Marketing & Communications, USMEF, provided an international markets update, and Mike Miller, CattleFax COO, added insight on key facts and metrics in foreign markets indicating a record high in May 2011 for beef’s export value of over $200. Miller also stated that although global supplies remain tight, demand for U.S. beef remains strong.

The committee’s keynote speaker was Eddie Troutman, vice president of beef international and byproduct sales, Cargill Meat Solutions Corp. Troutman emphasized several critical steps to continued export growth and the maintenance of a science-based approach.

Rick Husted, vice president of planning and market research, presented an update about the industry Long Range Plan, and Greg Hanes, USMEF assistant vice president of international marketing and programs, provided an overview of checkoff Authorization Requests and global marketing priorities for FY 2012. The Committee recommended approval of the ARs by the Operating Committee.

Keith Miller, USMEF Chairman, shared some background on USMEF’s checkoff funding sources from beef, pork, corn and soybean, in addition to MAP and third-party contributions. 

The committee meeting adjourned at 5:48 p.m.

2011 Cattle Industry Summer Conference – Joint International Markets Committee Aug. 3, 2011 meeting agenda

2011 Cattle Industry Summer Conference – International Marketing Strategic Overview – USMEF

2011 Cattle Industry Convention – Feb. 4, 2011 Joint International Markets Committee Meeting Minutes

2011 Cattle Industry Convention – Joint International Markets Committee Meeting Report:
Friday, February 4, 2011

The Joint International Markets Committee meeting was called to order Friday afternoon by Chairman Kevin Kester and Vice Chairman Larry Pratt.

Speakers addressing the committee expressed optimism about the U.S. beef industry’s record level of export activity, but acknowledged that many longstanding obstacles and trade barriers still must be overcome if beef exports are to reach their full potential.

When December 2010 results become official, U.S. beef exports (including variety meat) are expected to set a new, single-year value record of $4.0 billion – eclipsing the previous high of $3.86 billion set in 2003. Forecasts from CattleFax and the U.S. Meat Export Federation (USMEF) project export growth in 2011 ranging from 8 percent to 10 percent. However, USMEF President and CEO Philip Seng told committee members that the potential exists for even stronger expansion of exports, and he will be disappointed if export growth only reaches 10 percent in the coming year.

The committee’s keynote speaker was Darci Vetter, deputy under secretary for USDA Farm and Foreign Agricultural Services. Ms. Vetter reiterated the importance and urgency of the pending free trade agreement with South Korea. She also explained the Trans-Pacific Partnership accord and the remarkable potential it holds for free trade expansion if key countries such as the United States and Japan become parties to the agreement. She noted that Egypt recently agreed to accept beef from U.S. cattle of all ages, and said that a similar move by Mexico would be a major boost for U.S. beef exports. Ms. Vetter – as well as other speakers addressing the committee – responded to questions regarding the continued lack of direct access for U.S. beef in China. All noted that breaking this impasse is a major priority for U.S. trade officials and that progress has been made, but not at the pace that was hoped for.

The committee heard from a panel of experts from the cow/calf, cattle feeding and processing sectors about traceability, and how this issue affects the U.S. industry’s ability to export. They stated that traceability is a basic expectation of more and more overseas customers, and competitors are touting their traceability systems as an advantage they can offer over U.S. beef.

Speakers also addressing the committee included Polly Ruhland, CBB director of evaluation and Keith Miller, USMEF Chairman. Ms. Ruhland explained the process CBB uses to evaluate the effectiveness of international marketing programs and offered committee members copies of the 2010 Evaluation Report. Mr. Miller emphasized the important role Beef Checkoff Program funding plays in USMEF’s overseas marketing success and gave a brief overview of USMEF’s operations and funding sources. Rick Husted of NCBA recapped the global marketing objectives included in the Beef Industry Long range Plan, which include a goal of increasing the value of beef exports by 25 percent per head of fed slaughter.

No new business came before the committee, but action was taken on sunsetting policies and staff directives. The committee allowed several sunsetting policies and staff directives to expire, but voted unanimously to re-adopt policies on NAFTA (IM 1.5), support for USMEF (IM 1.6), trade quotas (IM 1.11, which was amended slightly) and BSE trade action (IM 1.15).

The meeting adjourned at 5:20 p.m.

2011 Cattle Industry Convention – Joint International Markets Committee Agenda

2010 Cattle Industry Summer Conference – Joint International Markets Committee Minutes

2010 Cattle Industry Summer Conference – Joint International Markets Committee Presentations:

  • Trade Update (ppt) (pdf)
  • Foreign Marketing Program Update (ppt) (pdf)

2010 Cattle Industry Summer Conference – Joint International Markets Committee Meeting Report:

July 31, 2010 

The Joint International Markets Committee was called to order Saturday morning by Chairman Dana Hauck and Vice Chairman Kevin Kester. 

The keynote speaker for the meeting was Dr. Islam A. Siddiqui, chief agricultural negotiator for the Office of United States Trade Representative (USTR). Dr. Siddiqui provided an update on Congressional ratification of three pending free trade agreements (FTAs) – with Colombia, Panama and South Korea – emphasizing the importance of each of these agreements to U.S. agricultural exports. Because of its heavy impact on the beef industry, he focused his comments primarily on the U.S.-Korea FTA, stating that the Obama Administration has made it a priority to resolve outstanding issues on beef and automobile trade so that this FTA can be submitted to Congress this fall, which would make early 2011 a possible timeline for ratification. 

Dr. Siddiqui also provided updates on the United States’ priorities in upcoming WTO negotiations and on beef market access issues with Japan, Hong Kong and Taiwan. 

NCBA Economist Gregg Doud addressed the committee on several key legislative and regulatory issues, including the trucking impasse with Mexico, the BSE comprehensive rule and the lack of direct beef trade access with China. 

U.S. Meat Export Federation (USMEF) President and CEO Philip Seng addressed the group on the current economic and political environment in several global markets. He said that while expanded access in Asian markets is very important, great care must be taken so that the industry does not suffer setbacks on the progress it has already made in recapturing lost market share. Speaking specifically about Japan, Seng said the volatile political environment should be viewed as “the new normal” in Japan, and that the United States cannot afford to allow election cycles and other political events to be used as excuses for delaying negotiations. 

USMEF Economist Erin Daley provided the committee with an update on U.S. beef exports through May, noting that all major markets except Mexico are exceeding year-ago levels by a comfortable margin. Korea, Russia and the Greater China region were cited as exceptional growth markets. Daley forecasts total U.S. beef export value to reach $3.7 billion by the end of 2010 – just 3 percent short of the 2003 record of $3.85 billion.

A full update on U.S. beef export results is available online.

Greg Hanes, USMEF assistant VP for international marketing and programs provided an update on USMEF’s application for USDA funding under the Market Access Program and the Foreign Market Development Program. He also provided an overview of international marketing authorization requests to the Beef Checkoff Program and USMEF’s global marketing priorities for the upcoming fiscal year.  

In its only formal action of the day, the committee voted unanimously to accept the authorization requests as submitted by USMEF. No resolutions, policy initiatives or staff directives were submitted or considered.

2010 Cattle Industry Summer Conference – International Marketing Committee Agenda

2010 Cattle Industry Convention – International Markets Minutes

2010 Cattle Industry Convention – International Markets meeting report

2010 Cattle Industry Convention – International Markets Agenda

2009 Cattle Industry Summer Conference – International Markets Minutes

2009 Cattle Industry Summer Conference – International Markets Update Presentation (ppt) (pdf)

2009 Cattle Industry Summer Conference – Joint International Markets Committee Meeting Report:

July 17, 2009

David Hamilton, Chair
Bob McCan, Vice Chair

The Joint International Markets Committee meeting was called to order by Chairman David Hamilton, followed by self-introductions of committee members. Minutes from the Jan. 30, 2009 committee meeting were approved. A change on the agenda was noted, as Mr. James Murphy from the Office of U.S. Trade Representative was unable to appear.

The meeting opened with an overview of beef trade and beef export activity from Brett Stuart of Cattle-Fax. Mr. Stuart covered the impact of the global financial and credit crisis on U.S. beef exports, noting that these conditions had a severely negative impact on the currencies and economies of many key trading partners. The financial environment has improved in most markets in recent months, but he noted that export performance in some markets is still hamstrung by market access issues.

Philip Seng, president and CEO of the U.S. Meat Export Federation (USMEF) followed with a presentation that explored many of these issues in further detail with regard to specific key markets. He also addressed the frustration many in the U.S. beef industry are feeling about the slow progress in gaining expanded market access in critical Asian markets, and the discussions USMEF has had with U.S. trade officials on that issue. Mr. Seng also covered the regulatory issues that have impacted trade with countries such as Russia and Mexico, and the potential opportunities created for the U.S. industry under the newly negotiated duty-free agreement with the European Union for export of non-hormone-treated U.S. beef.

Chairman David Hamilton provided a brief discussion of the international marketing aspects of the Beef Industry Long Range Plan. One highlight he noted was that in 2008, the U.S. beef industry achieved its goal of becoming a net exporter of beef in terms of value.

Thad Lively of USMEF followed with a presentation of 13 Authorization Requests for marketing activities in specific international markets. These Authorization Requests were supported by the committee on a voice vote. The committee also approved five specific attachments that establish marketing priorities for any surplus funds that may become available during the year. Mr. Lively also provided an update on the status of Market Access Program (MAP) and Foreign Market Development (FMD) funding being considered by Congress. He stated that Congress appears ready to fully fund each of these programs through FY 2010, but that the programs are expected to continue attract increased scrutiny in the future.

A panel discussion followed with presentations from the agricultural counselors from Canada, Ireland, Japan and Mexico. Each provided a perspective on their country’s beef production capabilities and current beef trade relationship with the United States. The panel members addressed several questions from committee members regarding market access, mandatory COOL, and other issues affecting international trade.

The committee approved staff directives on 1.) the proper strategy for gaining improved market access in key Asian markets; 2.) bringing forward a proposal for a cost/benefit analysis on mandatory COOL; and 3.) pursuing regulatory policy that consistently recognizes science-based standards for trading partners with controlled-risk status for BSE.

2009 Cattle Industry Summer Conference – Joint International Markets Committee Meeting Agenda

2009 Cattle Industry Convention – Committee Minutes

2009 Cattle Industry Convention – International Markets Committee Presentations (For quicker download, view the pdf versions.)

  • International Markets Update (ppt) (pdf)
  • 2008 Beef Export Performance (ppt) (pdf)
  • U.S. Beef Trade – CattleFax Presentation (ppt) (pdf)
  • International Markets Committee Planning Factors (ppt) (pdf)


2009 Cattle Industry Convention – Joint International Markets Committe Report:

The Joint International Markets Committee focused the first portion of its meeting on beef exports, including 2008 results, projections for 2009 and the impact of global economic conditions. A panel discussion was then held on live cattle trade, followed by a second panel discussion on mandatory country-of-origin labeling – including implementation issues at the production, processing and retails levels. Several existing polices were renewed without discussion. A new policy on market access in Japan was brought forward by the Nebraska Cattlemen, and approved unanimously by the committee. The resolution calls for a “stair-step” approach to access in Japan, rather than full OIE compliance. Also receiving unanimous approval was a directive brought forward by the Kansas Livestock Association directing NCBA staff to closely monitor the final rule on COOL, and take action to ensure the final rule is as workable and producer-friendly as possible.

2009 Cattle Industry Convention — Jan. 30, 2009 Joint International Markets Committee Agenda

2008 Cattle Industry Summer Conference, July 2008 – Committee Minutes

2008 Cattle Industry Summer Conference, July 2008 – Committee Agenda 

2008 Cattle Industry Convention, Feb. 2008 – Committee Minutes 

2008 Cattle Industry Convention – Joint International Markets Committee Agenda

2007 Cattle Industry Summer Conference, July 2007 – Committee Agenda 

2007 Cattle Industry Annual Convention, Feb 2007 – Committee Minutes 

2007 Cattle Industry Annual Convention, Feb 2007 – Committee Agenda 

2006 Cattle Industry Summer Conference – Joint International Markets Committee Meeting Report:
July 12, 2006

Cattlemen’s Beef Board and Federation of State Beef Councils checkoff representatives on the Joint International Marketing Committee took part in a discussion of how the U.S. Meat Export Federation develops Foreign Market “Authorization Requests” (ARs, or proposals for checkoff funding).

The committee then examined the 12 ARs describing activities in four market sectors (trade, retail, HRI and consumer) planned for fiscal year 2007 in six countries and five marketing regions, covering 80 countries in all.

Representatives learned that each AR was the result of a rigorous process that includes: SWOT (strengths, weaknesses, opportunities and threats) analysis in each sector and country/region; identification of constraints; development of strategies/tactics to overcome these constraints; an evaluation of current baselines (where we are now); the setting of expected short-term outcomes needed to achieve goals set through 2012; and, finally, development of budgets.

A motion to recommend these ARs ($5 million in program, $2.1 million in implementation) to the Operating Committee was passed unanimously.

2006 Cattle Industry Summer Conference, July 2006 – Committee Minutes 

2006 Cattle Industry Summer Conference, July 2006 — Committee Meeting Agenda 

2005 Cattle Industry Summer Conference 2005 – Committee Meeting Minutes