US changes strategy for beef exports

As the global economic recession held back the growth of US beef exports, the strategy has changed for overseas beef sales, according to Thad Lively, senior vice president of the US Meat Export Federation.

The USMEF has shifted from a long-term focus, which involved building demand over time, to a short-term plan of working closely with suppliers and buyers to move as much meat as possible under current conditions, said Lively.

The effort includes seeking out opportunities in new channels at existing markets, such as convenience stores and catering businesses. USMEF also has been promoting value cuts and is stepping up training of the sales staffs of companies who import US beef.

When growth is limited, the market share becomes very important so the focus is to defend the current market share and taking more share from competitors, Lively said.