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U.S. Meat Export Federation

U.S. Meat Export Federation. U.S. Pork Industry Tour: HONG KONG/ CHINA January 2005. Joel Haggard Vice President, Asia Pacific Region. USMEF Offices & Representatives. St. Petersburg. London. Denver. Shenyang. Seoul. Tokyo. Moscow. Beijing. Osaka. Monterrey. Beirut. Mexico City.

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U.S. Meat Export Federation

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  1. U.S. Meat Export Federation U.S. Pork Industry Tour: HONG KONG/ CHINA January 2005 Joel Haggard Vice President, Asia Pacific Region

  2. USMEF Offices & Representatives St. Petersburg London Denver Shenyang Seoul Tokyo Moscow Beijing Osaka Monterrey Beirut Mexico City Shanghai Guangzhou Taipei Caracas Hong Kong Singapore Sao Paulo

  3. U.S. Pork Exports: Export Market Shares by Value (Volume)Jan – Oct 2004: $ millions (1%) (2%) (4%) (1%) (2%) (2%) (12%) (35%) (8%) (32%) Total=$1.789 billion (Total=820,000 tons) * includes variety meats (1%)

  4. USMEF: Allocation of Private & Government Funds for Pork Marketing 04/05 Total=US$2,797,500 Note: Does not include additional $750,000 in MAP pork funding received 12/04.

  5. Global Pork Imports by Country Source: USDA, excludes variety meats

  6. US Pork Exports to Hong Kong/China (metric tons) Total value 2004 = US$73,171,000 Total value CY 2001 = US$66,407,000 Total value CY 2003 = US$60,181,000 * includes variety meats

  7. HONG KONG PORK IMPORTS Jan – Oct: ‘000 metric tons

  8. HONG KONG Pork Variety Meat Imports Jan – Oct: ‘000 metric tons

  9. HK: US Pork Menus

  10. USMEF-Tabasco - U.S. Pork Menu -

  11. HONG KONG’s Processed Meat Market: A Land of Many Brands

  12. China & USA Pork Sectors:A Comparison (2003)(‘000 metric tons) USAChina Production (meat) 6,800* 34,178* Imports 528 330** Exports 758 305 No. of Pigs (head) 60 million 470 million Per Capita Consumption 24.5 28.3** (Kgs./person) * product weight ** PRC only

  13. CHINA: Key Pork Sector Trends • Increase in average size of producing units • Increase in large-scale meat processing enterprises • Integrated effort to tackle animal health and food safety problems • Strong domestic demand by both retail & foodservice sectors • Expansion of pork exports & imports despite access issues • Continuation of pro agricultural and rural development policies • Overall industry profitability in 2004

  14. China’s Pork Industry – 2004 • Rising Prices Factor weaners – ↑37.9%; market hogs – ↑36.2%; retail pork – ↑26.6% • Factors Behind Rising Prices * Post-SARS contraction in production * AI outbreak in January * piglet shortage due to entry of new producers * increase in transportation costs due to enforcement of highway overloading restrictions * urbanization (e.g. Zhejiang Province) * high feed prices * seasonal factors clash with demand (summer is “low” production season) * demand growth; 20% increase in foodservice revenues * 4th quarter 2004 & 2005 outlook: strong but steady prices

  15. China: Key Pork Import Duties

  16. CHINA: Eligible Red Meat & Poultry Exporting Countries * as of Dec. 2004; P=processing

  17. Asia’s Pork Exporters - THEN 1996 37,434 mt 184,999 mt 274,372 mt Taiwan

  18. Asia’s Pork Exporters - NOW 2003 26,774 mt South Korea 305,137 mt Taiwan 10,902 mt 10,000 mt 59,468 mt Singapore

  19. China: Pork Exports • Roughly tripled from 2000 to 2003 (305 tmt) • Approx. 70% of exports (2003) are frozen boxed pork; remainder is cooked, canned • Major export destinations (Jan – Nov 2004) - Hong Kong : 105,061 tons 0% - North Korea : 75,919 tons 62% - Russia : 64,116 tons 10% - Japan : 46,190 tons 80% - Singapore : 18,904 tons 15% - Malaysia : 13,070 tons 8% *others: PI, Macau, South Korea

  20. Foodservice US Pork in South ChinaTactics Recipes & Preparation Tips Samples Visits to Other Success Stories Target Account Training for Wait Staff Chef Salons POS Profit & Loss Analysis

  21. Foodservice US Pork in South ChinaStrategic Response • Partner with exporter & importer to obtain samples. • Choose key target accounts for product trial. • Devise points of product differentiation. • Provide promotion support. • Disseminate success stories to other potential accounts.

  22. China: Selling US Pork Makes a Profit US Pork Chop Meal Cost (Menu Price)=RMB38.00 US Pork cost = RMB10.00 (220 grams; after yield loss) Profit per serving = RMB25.00 Local Pork Chop Meal = RMB24.00 Local Pork Chop Cost = RMB6.00 (220 grams; after yield loss) Profit per serving = RMB15.00 * US$1.00 = RMB¥8.2

  23. Expansion of US Foodservice Pork ItemsDistributed in China Boneless Pork Loin Boneless Butt Bone-In Pork Loin Brisket Bone Rack of Pork St. Louis Ribs

  24. Recent Chef Training Initiatives in China

  25. Hainan Chef Training

  26. Hainan Chef Training

  27. US Pork HRI Accounts: Sample Weekly Update Information – Jan 5, 2005 Status# 1 - Samples Delivered; 2 - Currently testing; 3 – Order placed not yet featuring; 4 – Current User

  28. Thank you! Q & A?

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