January 3, 2024

Promotional activities help drive US beef exports to Central America

US beef exports to Central America have gained momentum in recent months, fueled in part by promotional activities funded by the Beef Checkoff Program.

Lucia Ruano, US Meat Export Federation (USMEF) representative in Central America, recently updated cattle producers and other industry leaders on these activities. She cited BBQ Fest Costa Rica as a valuable annual event for the US beef industry due to the positive exposure generated with barbecue enthusiasts and other influencers.

"There were more than 5,500 people that attended this event," Ruano reported. Supported by the Kansas City Barbecue Society, 24 teams participated in the international competition. Additionally, there were two spots on the main stage where chefs showcased the quality, benefits and attributes of the beef cuts that were promoted at the event.

Ruano also discussed a campaign in Honduras that combined bus stop billboard advertising with US beef training workshops for key restaurant staff in the cities of San Pedro Sula and Tegucigalpa. Approximately 95 people were trained during the workshops. The importer who partnered with US Meat Export Federation (USMEF) on the campaign reported a 38% increase in sales at its retail outlets during the promotional period.

After a slow start to 2023, USMEF said beef exports to Costa Rica picked up this fall, including a record volume (637 metric tonnes) in October. January-October exports to Honduras increased 17% from a year ago to 2,122 metric tonnes and jumped 34% in value to US$11.5 million.

- Beef Magazine