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USMEF General Session

USMEF General Session. U.S. Meat Export Federation. Moe Mohesky. Sharpsburg, N. Carolina 2004 Chairman. Welcome To New Mexico. Dr. I. Miley Gonzalez Secretary of Agriculture. Moe Mohesky. 2004 Chairman. Meeting Sponsors. AJC International Cargill Meat Solutions

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USMEF General Session

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  1. USMEF General Session U.S. Meat Export Federation

  2. Moe Mohesky Sharpsburg, N. Carolina 2004 Chairman

  3. Welcome To New Mexico Dr. I. Miley Gonzalez Secretary of Agriculture

  4. Moe Mohesky 2004 Chairman

  5. Meeting Sponsors • AJC International • Cargill Meat Solutions • Certified Angus Beef Program • Elanco Animal Health • Hormel Foods • Illinois Farm Bureau • Interra International • Iowa Corn Promotion Board • Monsanto

  6. Meeting Sponsors • New Mexico Beef Council • Nebraska Corn Board • Obernagel Farms • Phibro Animal Health • Seaboard Farms, Inc. • Smithfield Packing Co., Inc. • Swift & Co. • Tyson

  7. Phil Seng President & CEO USMEF

  8. USMEF’s Annual Program Strategy Planning Process Tom Lipetzky Vice President, International Programs

  9. “Steak Expert” Promotion-- Hong Kong -- • 28-outlet chain is best known for handling beef and pork of many origins. • 3 month U.S. Pork promotion featuring different cut each month – loin and shoulder in July and August, baby back ribs in September. • Pork sales increased by 10% and now the only pork on their menus is U.S. Pork.

  10. Chef’s Competition-- Mexico (5th) & Caribbean (4th) -- • Participation continues to grow -- 224 chefs from Mexico and 54 from the Caribbean. • Competition is integral to new cut introduction efforts. • Has developed into a “must” for serious chefs. • Winning chefs utilized as spokespersons and chef training events.

  11. U.S. Pork Global Advertising Multi-page advertorial in American Food & Ag Exporter discussed key product attributes of U.S. Pork. Edition received bonus distribution at SIAL Show.

  12. U.S. Pork Campaign-- Japan -- • Participation by 30 national and regional retail chains (2200 outlets) from May 1 thru August 31. • Involved tie-in with Moranbong to include 1 of 4 different meat sauce mini-packets in U.S. Pork retail packs. • 10% - 15% increases reported by participating retailers.

  13. In-Store Execution

  14. U.S. Pork Caravan Supports Retail Promotions • Added support to U.S. Pork retail campaign at 8 locations on 6 weekends in May and June, 2004. • Opportunity to demonstrate recipes being promoted in-store. • Stores with Caravan support reported sales ranging from 2X-5X sales of stores without Caravan.

  15. Consumer Education Advertising-- Japan -- Advertising in major newspapers provided information about BSE and U.S. safety and surveillance measures.

  16. Como Como-- Mexico --

  17. Planning Process is Implemented at Many Levels

  18. USMEF Strategic & Program Planning Process PS&D Analysis & Forecasting(August – September) Evaluation & Country Progress Reports(July – August) Strategy Planning(September – October) Implementation(July – June) Strategic Market Profiles(October) FAS Approval Letter & Signing of MAP Agreement (June) Market Intelligence(24-7-365) USMEF BOD Meeting & Discussion of SMP’s(October – November) Unified Export Strategy Development(March) Performance Measure Development(November – December) Forecasts Updated (February – March) Tactical Planning & Budgeting(January – February)

  19. Process is Complementary to Beef and Pork Planning Cycles • While the process just outlined is timed to coincide with USDA’s timetable for MAP and FMD funding, the process is very complementary to industry planning processes for both beef and pork checkoffs. • The process positions USMEF to assist the Beef Joint Int’l Markets Committee in setting program priorities each January and to work with various leadership and budget committees each Spring. • Enables USMEF to bring preliminary program and budget recommendations to the NPB Int’l Trade Committee each Feb/March and to support other leadership and plan of work committees during annual program planning.

  20. What’s Ahead for Today? • Int’l staff will present brief overviews of markets and outline proposed strategies for going forward. • Asia Pacific • Europe, Russia and Middle East • Western Hemisphere • Panels consisting of beef, pork and exporter representatives to lead Q&A sessions. • Committee discussion of strategies. • Endorsement to proceed with planning along lines presented or as revised. • “Active participation” is essential to setting the future direction of programs.

  21. Thank You

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