This Week: WHAT HAS the CHECKOFF S FOREIGN MARKETING PROGRAM AREA DONE for ME LATELY?

Checking in on the Checkoff

January 4, 2008 This week: WHAT HAS THE CHECKOFF’S FOREIGN MARKETING PROGRAM AREA DONE FOR ME LATELY?

FOREIGN MARKETING, as defined in the Beef Promotion & Research Act, means promotion, research, consumer information and industry information conducted in foreign markets. This includes checkoff-funded market development and promotional programs worldwide, which currently are managed for checkoff investors by the U.S. Meat Export Federation (USMEF).

European Union - Awareness of and preference for U.S. beef in the European Union is increasing, as checkoff-funded activities bring together buyers and sellers at trade shows, produce educational materials for distribution, and expose top chefs to U.S. beef production processes. U.S. beef exports to the European Union (EU) for the first 10 months of 2007 were up 129 percent to 6,270 metric tons (mt) compared to the same period in 2006. If this trend continues, USMEF President and CEO Philip Seng says it is likely that the high quality beef quota of 11,500 mt will be filled when year-end numbers are in. Leading European markets for U.S. beef are Italy and Germany: http://www.usmef.org/MembersOnly/Daily07_1113a.asp and http://www.usmef.org/MembersOnly/Daily07_1019c.asp.

Guatemala – Leveraging the checkoff-funded Beef Value Cuts research, USMEF developed a long-term strategy to increase price competitiveness of U.S. beef by introducing value cuts developed from the chuck and the round in Central America. A year-long campaign in Guatemala is establishing value cuts – including the Ranch Cut, California Steak and Petite Tender – in the market and providing long-term sales potential. For more information, go to http://www.usmef.org/MembersOnly/Daily07_1010a.asp or http://www.usmef.org/MembersOnly/Daily07_1112a.asp

Caribbean – In anticipation of the busy tourist period, checkoff activities helped keep U.S. beef top-of-mind among Caribbean chefs planning menus for the high season. The checkoff featured U.S. beef at the Hotel Food Supplies Show in Barbados and spoke with chefs about the benefits of using U.S. beef and profitable ways to incorporate it into their menu plans. During the first 10 months of 2007, year-on-year U.S. beef exports to the Caribbean were up 14 percent in volume and 15 percent in value. For more information, visit http://www.usmef.org/MembersOnly/Daily07_1015a.asp

Japan – Taking advantage of increased beef consumption during the holidays, the checkoff conducted a holiday-themed promotional push at 500 retail outlets throughout Japan. The focus was on retailers who had just resumed U.S. beef sales nearly four years after the BSE ban was originally put in place. Point-of-Sale promotional materials and beef tastings helped remind consumers of U.S. beef’s unique taste and dispel negative perceptions about its quality and integrity. For a market overview, go to http://www.usmef.org/TradeLibrary/Japan.asp

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