State Of Play: International Markets

1. State Of Play: International Markets John Bellinger Chairman U.S. Meat Export Federation Putting U.S. Meat On The World’s Table

2. USMEF Worldwide Putting U.S. Meat On The World’s Table St. Petersburg London Denver Moscow Tokyo Seoul Osaka Monterrey Beirut Mexico City Shanghai Guangzhou Taipei Caracas Hong Kong Singapore Sao Paulo Putting U.S. Meat On The World’s Table

3. 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

4. Leveraged Checkoff Dollars $5.6 Million Beef Checkoff Dollars Buy … $11.5 Million In Export Promotion Based on FY’06 Estimates Putting U.S. Meat On The World’s Table

5. The Importance of Exports • Beef and beef variety meats exports in 2003 represented • 1.2 million MT with value of $3.5 billion • 9% of all muscle cuts • 47% of all variety meats • 90,000 MT of livers • 27,000 MT of tongues • The equivalent of 3.5 million head of cattle (roughly 67,000 head per week) Putting U.S. Meat On The World’s Table

6. Lost Export Premiums Putting U.S. Meat On The World’s Table

7. Where We Are Now Putting U.S. Meat On The World’s Table

8. Current Status • 133 countries imported U.S. beef in 2003 and prior years. • 72 instituted bans in late December 2003: • 27 markets currently closed to U.S. beef. • Of those that have reopened, access is usually limited. • Six markets accounted for 90% of ’03 exports; three remain closed. U.S. Beef & BVM Exports (1,000 MTs) Putting U.S. Meat On The World’s Table

9. Making Progress • Consumer surveys, except in Japan, show an increasing percentage of consumers view U.S. beef as safe and that they would consider purchase. (Ipsos) • Uptake of U.S. beef has been rapid in markets where U.S. beef has regained access. • Underutilized/value cuts are central to strategy in many markets (i.e. Caribbean, Central America, ASEAN). Putting U.S. Meat On The World’s Table

10. Obstacles Remain • Japan, closed again after vertebral column found in shipment: • Investigation complete (USDA). • Remedies questioned (GOJ). • Media brutal. • Korea now expected to reopen in May. • China/Russia - still no word. • Variety meat usually still banned under most agreements. Putting U.S. Meat On The World’s Table

11. Beef Program Funding • $7.1 million from beef checkoff for programs and implementation. • $6.8 million from MAP for beef programs • Up from $4.9 million for ’04/’05 due to increased allocation to USMEF by FAS. • Now, nearly $1 million in additional state beef council, soybean, corn funds are about to be allocated to relaunch efforts. • TBC is directly investing $379,000 and earmarking another $1+ million this year. Putting U.S. Meat On The World’s Table

12. Program Update Putting U.S. Meat On The World’s Table

13. Middle East-- Relaunch in Egypt -- • High Quality Beef • Four major hotels and six high-end restaurants in Cairo. • Liver • Distribution expanded from wet markets to major retailers. • Marriott’s JW Steakhouse reporting two-fold sales since September introduction. Putting U.S. Meat On The World’s Table

14. Europe-- Hilton Promotion -- Putting U.S. Meat On The World’s Table

15. Mexico-- Consumer Advertising -- Putting U.S. Meat On The World’s Table

16. Mexico & Caribbean-- Chef’s Competition -- • More than 300 chefs participated in the competition. • 225 in Mexico • 100+ in Caribbean • Competition continues to garner interest of top chefs and media. • Will move to every other year event after ’06; retail in off-year. Putting U.S. Meat On The World’s Table

17. Central & South America-- Value Cuts -- Putting U.S. Meat On The World’s Table

18. Vietnam-- Chef Training & Promotions -- Chef training programs and menu promotions have helped drive exports to Vietnam to $9.8 million in 2005 – making it one of our top export markets. Putting U.S. Meat On The World’s Table

19. Taiwan-- Renewed Welcome -- Putting U.S. Meat On The World’s Table

20. Hong Kong-- New POS -- Putting U.S. Meat On The World’s Table

21. Korea-- Consumer Communications -- Putting U.S. Meat On The World’s Table

22. S. Koreans More Trusting Putting U.S. Meat On The World’s Table

23. Korea-- New POS For Relaunch-- Putting U.S. Meat On The World’s Table

24. Japan-- Consumer Communications -- • Intended to provide assurances to consumers of the safety of U.S. beef and create an environment among consumers conducive to the re-introduction of U.S. beef. • Brochures, print advertising, web site, advertorials and TV. Putting U.S. Meat On The World’s Table

25. Japanese Still Wary 2nd U.S. Case“Framework” IntenseRisk Comm Putting U.S. Meat On The World’s Table

26. Japan--“Nama No Koi” Relaunch Strategy-- Putting U.S. Meat On The World’s Table

27. International Implications Of The New LRP Putting U.S. Meat On The World’s Table

28. Vision A beef industry that is profitable, growing and sustainable for future generations Putting U.S. Meat On The World’s Table 2

29. Mission Mobilize all U.S. cattle and beef industry participants to prosper amidst growing competition by solidifying U.S. beef’s position as the world’s most preferred protein Putting U.S. Meat On The World’s Table

30. Creating Value • Givens: • Opportunities for producers to receive value for product verification • New Frontiers: • Provide access to information • Foster multiple production models • Increase beef presence at point of sale Putting U.S. Meat On The World’s Table

31. Creating Growth • Givens: • Demand growth by addressing drivers • Promote/defend beef image • Engage retail/foodservice as partners • New Frontiers: • Promote beef’s uniqueness • Develop market-by-market strategy • Capitalize on consumer trends Putting U.S. Meat On The World’s Table

32. Creating Sustainability • Givens: • Proactive government policy • New Frontiers: • Leverage political clout • Foster industry understanding of key policy issues • Prepare for and manage crises Putting U.S. Meat On The World’s Table

33. Creating Opportunity • Givens: • Government places high priority on trade • Animal ID • Herd health • Regain lost ground • Ensure U.S. competitiveness through government involvement Putting U.S. Meat On The World’s Table

34. Creating Opportunity • New Frontiers: • Develop comprehensive trade strategy to prioritize markets • Enhance product/carcass value • Leverage competitive advantages: corn-fed, sell selected cuts in large quantities, variety meat availability • Provide trade information Putting U.S. Meat On The World’s Table

35. Results Succeed against international competition: • Increase U.S. beef exports from 1.0 billion pounds in 2005 to 3.0 billion pounds by 2010 (including variety meat) • Improve the balance of trade by becoming a net exporter in terms of value by 2010 Putting U.S. Meat On The World’s Table

36. U.S. Beef/BVM Forecast % of 2003 96% 87% 76% 51% 37% Forecasts Source: USDA / USMEF Putting U.S. Meat On The World’s Table

37. Beef Priorities • Regain lost ground • Develop comprehensive trade strategy to prioritize markets • Enhance product/carcass value • Leverage competitive advantages: corn-fed, sell selected cuts in large quantities, variety meat availability • Provide trade information Putting U.S. Meat On The World’s Table

38. www.usmef.org For additional information: Putting U.S. Meat On The World’s Table