Western Hemisphere Region. Tom Lipetzky Vice President, International Programs USMEF/Denver. The Western Hemisphere Region. Caribbean Mexico Central & South America. Importance of the Region & its Markets to U.S. Beef & Pork Trade.
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Western Hemisphere Region
Vice President, International Programs
Liz Wunderlich – USMEF/Caribbean
Old Leper Colony - Grenada
Chef Colin Lloyd Greg’s Steakhouse
With increased competition, it is imperative to keep the U.S. beef quality message forefront.
Chefs & retailers are hesitant to use unfamiliar cuts.
U.S. beef cuts at retail are limited.
Educate importers about the wide variety of safe, low cost U.S. beef cuts.
Expand the range of U.S. beef cuts bought through the end-users.
Establish a presence of specific U.S. beef cuts at retail.
Chef Oscar Orbe Melia’s Santo Domingo
Chefs & retailers need to expand their knowledge of U.S. pork cuts and get away from “commodity” mode.
Need to promote more value-added products so that U.S. pork becomes more unique.
Expand the range of U.S. pork cuts sold to the food service and retail outlets.
Expand the presence for U.S. value-added pork products in the retail and food service establishments.
Gilberto Lozano – USMEF/Mexico City
Per capita meat consumption in México.
Beef Pork Poultry
Kilograms per person
Mexican Meat Industry Seasonality
(porcentajes de la venta total anual)
Source : Compiled by MEF Mex with data from USDA
Expanded HRI sector due to tourism growth and income improvement.
New generations joining the working force.
Consumption rapidly growing in large cities in middle, upper classes
High Meat price elasticity on Mexico
Show price range availability, versatility of U.S. beef products to importers and distributors.
Teach consumers of U.S. beef high quality attributes.
Educate, promote and demonstrate to retailers the value of identifying and positioning U.S. beef as wholesome, safe and nutritious.
Teach the HRI sector of less expensive U.S. beef cuts, and how to incorporate them to their meal plans.
Consumers are increasingly safety and nutrition-conscious
Educate media, government, and industry on benefits of trade and quality attributes of U.S. beef
U.S. Pork & Pork Variety Meat Exports to Mexico
By June 04
Units : thousand Metric Tons
Source : Compiled by MEF with USDA data.
Political pressure to protect domestic producers.
Expanded HRI sector due to tourism growth and improved per capita GDP.
Foster relationships among the industry to share information that diminish political pressures and shows profitability of U.S. pork.
Educate all HRI sectors on profit potential availability, and versatility of U.S. pork.
Consumers are increasingly safety and nutrition conscious.
Concerns among consumers about eating a healthy diet.
Educate media, government, and industry on benefits of trade and quality attributes of U.S. pork.
Sustain effort to position U.S. pork as tasty, nutritious and fresh, among the consumers.
Resistance by retail sector to introduce new cuts and differentiate the products, fear of discovering resistance from consumers due to old misperceptions about pork in general.
Demonstrate profit potential to retailers of a range of U.S. pork cuts and show the value of identifying U.S. pork to their clients.
Central & South America
Tom Lipetzky -- USMEF/Denver
Tourism is driving expansion in HRI sector, particularly in Costa Rica, Guatemala and Panama.
Retail is transitioning from more traditional outlets to more modern and western outlets.
As most beef is grass-fed, opportunity exists to create differentiation for U.S. grain-fed beef.
Educate importers and HRI operators of the positive attributes of U.S. beef.
Demonstrate sales potential of high-quality U.S. beef to retailers.
Position U.S. grain-fed beef as being the highest-quality with importers, HRI operators and retailers.
Consumption of processed meats is growing.
HRI and retail sectors continue to develop and expand.
Assist processors in identifying opportunities to expand utilization of U.S. Pork.
Educate HRI operators and retailers of the range of products and versatility of U.S. Pork.
?? Questions ??
Liz Wunderlich – Caribbean
Tom Lipetzky – Central & South America
Gilberto Lozano -- Mexico