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International Markets Update. Lynn Heinze Vice President, Information U.S. Meat Export Federation. USMEF Worldwide. Putting U.S. Meat On The World’s Table. St. Petersburg. London. Denver. Moscow. Tokyo. Seoul. Monterrey. Beirut. Mexico City. Shanghai. Guangzhou. Taipei. Hong Kong.

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International markets update

International MarketsUpdate

Lynn HeinzeVice President, InformationU.S. Meat Export Federation

Putting U.S. Meat On The World’s Table


Usmef worldwide
USMEF Worldwide

Putting U.S. Meat On The World’s Table

St. Petersburg

London

Denver

Moscow

Tokyo

Seoul

Monterrey

Beirut

Mexico City

Shanghai

Guangzhou

Taipei

Hong Kong

Singapore

Putting U.S. Meat On The World’s Table



Usmef snapshot
USMEF Snapshot

  • Public-private sector cooperation

  • Multi-species – beef, pork, lamb

  • Multi-segment

    • Grain/livestock checkoffs/producer groups

    • Packers/processors/purveyors/traders

    • Agribusiness

  • Strategies:

    • Gain market access; maintain market presence

    • Educate buyers; build loyalty

    • Support trade

    • Promote industry/product image

    • Educate consumers regarding food safety

    • Utilize the total carcass

Putting U.S. Meat On The World’s Table


Leveraged checkoff dollars
Leveraged Checkoff Dollars

$6.3 Million Beef Checkoff Investment Buys …

$15.5 Million In Beef Foreign Marketing

Based on FY’06 Estimates

Putting U.S. Meat On The World’s Table


Global beef outlook
Global Beef Outlook

Source: OECD/FAO Estimates


Global beef outlook1
Global Beef Outlook

Source: OECD/FAO Estimates


Global beef outlook2
Global Beef Outlook

Source: OECD/FAO Estimates


Current status
Current Status

U.S. Beef & BVM Exports (1,000 mt)

  • 133 countries imported U.S. beef in 2003/prior; 72 instituted bans in December 2003

    • 22 markets currently ‘closed’ to U.S. beef

    • Of those reopened, access is usually limited

    • Six markets accounted for 90% of ’03 exports; two of these remain ‘closed’

*

Putting U.S. Meat On The World’s Table

  • Through Oct. ’06


Middle east
Middle East

Putting U.S. Meat On The World’s Table


Europe
Europe

Putting U.S. Meat On The World’s Table


Mexico
Mexico

Putting U.S. Meat On The World’s Table



Asean
ASEAN

Chef training, seminars,trade shows


Taiwan
Taiwan

Putting U.S. Meat On The World’s Table



Japan
Japan

Open!

“We Care” Theme

Putting U.S. Meat On The World’s Table


Value to producers
Value To Producers

Through October 2006, U.S. exported:

  • 539,323 mt beef/bvm (+44%)

  • Worth $1.67 billion (+58%)

    $95 per head in export premiums have been regained

-Cattle-Fax, August, 2006

Putting U.S. Meat On The World’s Table


Usmef beef export forecast
USMEF Beef Export Forecast

Source: USDA/USMEF

Putting U.S. Meat On The World’s Table


Obstacles remain
Obstacles Remain

  • Bone chips continue to be an issue

  • S. Korea open since September, but –

  • China – declared ‘open’ but technical discussions/terms still undetermined

  • Russia – new deal being implemented

  • Full access:

    • Variety meat usually still banned under most agreements

    • Bone-in exports very limited

  • Source/age verification


Bone chips
Bone Chips

  • “Commercial Issue” until it’s part of trade agreement

  • “Boneless” means “no bone” period

  • Product loss, plant delistment, red tape, other trade impediments

Putting U.S. Meat On The World’s Table


Korea
Korea

  • “Open”

  • But no trade yet:

    • Bone chips

    • Inspection protocols

    • GOK moving target

  • Importers, customers anxious to buy

  • Consumers ready (although activists see opportunity for ink)



China
China

  • Tough negotiators

  • Never one issue

  • Never stop negotiating until deadline

  • Must have full lifting; dual market offal/variety meat, premium cuts

Putting U.S. Meat On The World’s Table


Russia
Russia

  • Deal struck; trade by spring

  • All products from <30 months of age

  • Will abide by OIE guidelines when U.S. risk is set

  • Dual market:

    • Low-cost, primarily variety meat

    • Premium cuts for high-end restaurants

Putting U.S. Meat On The World’s Table


Full access
Full Access

  • Variety meats amounted to a third of total beef exports in ’03

    • Tongue, kidney, heart, intestine, etc.

    • Small market here; unlimited there

  • Over 30 months of age

    • OIE: beef from cattle of all ages

  • Bone-in product

    • OIE: bone-in product, except vertebral

Putting U.S. Meat On The World’s Table


U s oie package
U.S. OIE ‘Package’

  • Submitted in October

  • Committee review (completed March)

  • OIE vote (expected in May)

  • Controlled risk the likely status:

    • Meat, bone-in/boneless, all animals with SRMs removed

  • Will trading partners recognize science?

Putting U.S. Meat On The World’s Table


Stores set standards
Stores Set Standards

  • Build on gov’t‘minimums’

  • Set achievablestandards

  • Expect suppliersto meet or exceed these

  • Grow confidence

Putting U.S. Meat On The World’s Table


Product verification
Product Verification

  • U.S. premiums?

    • $25-$35 reportedly being paid now

    • Will these go up?

    • Value to customer of supply verification?

    • Will product verification become norm?

  • Your competition is doing it

    • Brazil, Argentina, Uruguay, Australia, Canada …

    • U.S. producers/producer organizations

Putting U.S. Meat On The World’s Table


Imagine
Imagine …

Data

Data

Putting U.S. Meat On The World’s Table

Source: Optibrand


Still left on the table
Still Left On The Table

Pre-BSE premium as direct result of beef exports was $170-175 per head

$75-80 per head remains to be regained

-Cattle-Fax, August, 2006

Putting U.S. Meat On The World’s Table


Usmef market expo
USMEF Market Expo

Putting U.S. Meat On The World’s Table


Www usmef org

www.usmef.org

For additional information:

[email protected]

Putting U.S. Meat On The World’s Table


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