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Beef Board Report Leadership Trip to Europe and Russia June 8-21, 2008

Beef Board Report Leadership Trip to Europe and Russia June 8-21, 2008. Participants. Dave Bateman, CBB Chairman Lucinda Williams, CBB Vice Chairman Dan Dierschke, CBB Secretary Treasurer Tom Ramey, CBB CEO Dan Halstrom, USMEF Chairman

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Beef Board Report Leadership Trip to Europe and Russia June 8-21, 2008

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  1. Beef Board ReportLeadership Trip to Europe and Russia June 8-21, 2008

  2. Participants • Dave Bateman, CBB Chairman • Lucinda Williams, CBB Vice Chairman • Dan Dierschke, CBB Secretary Treasurer • Tom Ramey, CBB CEO • Dan Halstrom, USMEF Chairman • John Brook, USMEF Director, Europe, Russia, and the Middle East • Thad Lively, USMEF Sr. Vice President, Policy, Planning and Research

  3. Itinerary • June 9-10 Brussels, Belgium • June 11 Cholet, France • June 12-14 Paris, France • June 15-17 Moscow, Russia • June 18 Bedford, England • June 19-20 London, England

  4. Objectives of Trip Gain a better understanding of: • Opportunities that exist in export markets b) Challenges U.S. beef exports face c) The beef checkoff’s role in developing export markets.

  5. Why Europe & Russia Two markets that are experiencing very good growth today and have excellent growth potential for the future

  6. Two Very Different Markets One with a well-defined beef producing and eating tradition… …and one without

  7. Findings: General Succeeding in international markets requires: • a sustained and long-term commitment b) knowledgeable, dedicated staff on the ground

  8. Findings: General c) open, two-way relationships with key players in the markets

  9. Findings: General d) a good understanding of the broad economic and political environment surrounding the meat trade

  10. Findings: Europe Beef production in Europe will continue to decline, and the growing beef deficit will be filled with imports

  11. Findings: Europe Europe is projected to become one of the biggest beef importers in the world, creating significant export opportunities in the very near future

  12. Findings: Europe The best opportunities for U.S. beef are at the top end of the market, targeting consumers at the upper end of the income scale

  13. Findings: Europe Our goal for the next 3-5 years should be to capture the top 1% of the market. This will represent over 60,000 MT of new exports, making Europe one of our top five export markets.

  14. Findings: Europe To beat our competition and build loyalty among buyers at the top of the market we must supply them with the product they demand.

  15. Findings: Europe This means beef of consistently high quality, but it also means beef from cattle that are individually identified and can be traced back to their farm of origin and that have never, ever been given hormones.

  16. Findings: Europe Through USMEF, the beef checkoff is beginning to build an identity for U.S. beef with selected importers, chefs, and retailers at the top of the market.

  17. Findings: Europe Beyond meeting buyers’ expectations, we also need the help of the U.S. and EU governments to simplify the requirements for exporting to Europe

  18. Findings: Europe USMEF and NCBA are working with USTR and USDA to expand access opportunities and capitalize on an increased European openness to working with the U.S. to secure a consistent supply of beef for the future.

  19. Findings: Russia Russia is poised to become a major export destination for U.S. beef

  20. Findings: Russia Russia’s beef production is projected to continue to decline, and growing beef consumption can only be met through imports

  21. Findings: Russia Booming oil receipts are fueling the growth of a middle class and causing rapid changes in consumption patterns, including growing demand for beef

  22. Findings: Russia Demand in the Russian market currently is driving global beef prices. Prices for round cuts used by Russian processors have increased from $4,200/MT a year ago to $5,500/MT today

  23. Findings: Russia Distribution channels in Moscow and St. Petersburg undergoing fundamental, rapid changes

  24. Findings: Russia Modern supermarkets are replacing traditional wet markets and a range of new restaurants, from family style to white tablecloth, are entering the market

  25. Findings: Russia Opportunities exist for U.S. beef at 3 levels in the market: • Foodservice: loin cuts in steakhouses and white tablecloth restaurants and value cuts in family style restaurants

  26. Findings: Russia b) Retail: liver in traditional markets mainly in provincial cities in the regions outside of Moscow and St. Petersburg c)Processing: round cuts as raw material for Russia’s huge meat processing industry

  27. Findings: Russia Thanks to the checkoff, USMEF is building relationships at all levels of the distribution channel and providing training to chefs, restaurant managers, processing technicians and raw material buyers

  28. Beef Deficits in Top Importing Countries 195,000 95,000 115,000 310,000 378,000 515,000 657,000 1,122,000 Source: USDA/FAS, European Commission and USMEF; thousand metric tons carcass weight equivalent; Production-Consumption

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