CALF_News_December_2020_January_2021

18 CALF News • December 2020 | January 2021 • www.calfnews.net By Larry Stalcup Contributing Editor T he Japanese are craving U.S. beef. So are consumers in Korea, China, the United Kingdom (UK) and dozens of other countries and regions. And with spot-on social media from the U.S. Meat Export Federation (USMEF), they’re receiv- ing sizzling recipes and cooking tips for sirloin, short ribs, and even tripe and beef livers to satisfy an array of appetites worldwide. The significance of social media in reaching international consumers was emphasized during November’s virtual USMEF Strategic Planning Conference. The agenda featured reports from the federation’s representatives in key foreign markets. They served heaping helpings of information on marketing programs that are adding value to American pro- ducers and feeders. Conference presenters also looked at ways to conquer COVID-19’s negative impact on beef sales.“The U.S. meat industry is not only weathering the COVID storm, but it’s also laying the groundwork for further success,” said Cevin Jones, outgoing USMEF chairman.“USMEF has been versatile and prepared at all times by making better use of technology to show consumers the value of U.S. red meat.” Social media messaging remains a“very efficient way” to promote U.S. beef to people from all geographical and economic environments, he said, and has jumpstarted numerous commerce platforms. The long-awaited U.S.-Japan Trade Agreement that began last January reduced tariff provisions for both countries. It opened up more opportunities for beef. However, due to COVID, food-oriented trade shows were suspended, along with other public activities. This included popular tasting demonstrations. It was social media to the rescue, as USMEF developed an Instagram cam- paign aimed at consumers – young and old – during the COVID quarantine. Tazuko Hijikata, a federation repre- sentative in Japan, said the campaign’s “American Burger Challenge” presented quarantined school children a contest for making the best burger. “We are trying to engrave American beef into the Japanese consumer’s mind,” Hijikata said, noting that the Instagram message showed more than 120,000 youngsters how to mold ground beef into burger patties. Instagram live cooking seminars had a “Japanese-style Martha Stewart” theme using different chefs. “USMEF was the only one conduct- ing virtual seminars; not the Aussies, not Canada,” Hijikata said, adding that another campaign using the Beef Checkoff-funded “sizzling beef ” video enticed viewers to enter online sweep- stakes to win American beef.“It had over 12 million entries. “2021 is the Japanese Zodiac Year of the Ox. But our campaign is calling it the ‘Year of American Beef – think beef, think American’.” The Asian aspiration for more U.S. beef is also growing in Vietnam, and of course, Korea and China. Although U.S. ag product sales to China have not been what was expected in Phase 1 of the China trade agreement, Travis Arp, senior director of USMEF beef export services, said beef exports to China “have taken off.” He added that USMEF “is crossing its fingers to eliminate” China requirements to keep beef from cattle treated with U.S. Meat Export Federation Strategic Planning Marketers, Trade Reps Ponder Better Ways to Market Beef Abroad From Nikkei Asain Review WHERE DO WE GO FROM HERE?