May 8, 2006


USMEF paints bright future for world meat production



Analyzing factors that affect meat marketing is the first step to building meat demand around the globe, Philip Seng, president and CEO of the US Meat Export Federation (USMEF) told delegates at the International Meat Secretariat (IMS) 16th World Meat Congress on Sunday (Apr 30).


Seng, addressing 600 executives at the Congress in Brisbane, Australia, said the future for the world meat industry looked very promising and for it to remain so it is important not to neglect global markets.


Seng said one way of determining the current factors facing an industry is to do a SWOT - or Strengths, Weaknesses, Opportunities and Threats analysis.  Strengths and weaknesses are normally factors within the industry, he said, while opportunities and threats are external.


Taking the United States as an example, Seng identified issues such as an abundant supply, technology, infrastructure, quality of product and a stable government as its strengths.


Its weaknesses would be the  disinterest groups (there are 400 animal welfare groups operating in the United States), bureaucracy and its dependence on the domestic market.


The growing global population which is projected to reach as high as 9 billion by 2015, coupled with rising incomes, presents boundless opportunities for the meat industry, according to Seng.


Another major opportunity is the international demand for high quality, grain-fed beef.


Seng urged the leaders at the conference to help build a world base for meat demand and work together in solving issues and reaching common standards.


Scientists would become instrumental in educating consumers, as the role science plays in meat production becomes more significant, Seng said.


Finally, flexibility on the part of the meat industry is also required, Seng said, adding that those who adapt would be the leaders of tomorrow. 

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