Checkoff Helps Beef Industry Introduce New Cuts
DENVER, Colo. —As part of a
larger push to expand the Korean
market for U.S. beef, U.S. Meat
Export Federation (USMEF) offi
cials met recently with the presi
djpt of one of the world’s largest
beef importing organizations at
USMEF’s international headquar
ters in Denver.
Leading export companies also
attended the checkoff-supported
meeting with President Ki Young
Kim of South Korea’s Livestock
Products Marketing Organization
(LPMO), the government entity
responsible for purchasing the
majority of South Korea’s beef
imports.
“This was an opportunity to
introduce new beef cuts and to
offer a wider range of U.S. quality
grades directly to President Kim,”
said USMEF President and CEO
Philip Seng. ‘This effort, and our
work with other purchasing groups
in Korea, is part of a larger
USMEF initiative to develop the
Korean market for U.S. beef.
“At this stage in the develop
ment of the Korean market, it’s
important that we create consumer
demand at the retail level for the
cuts we are promoting to the
Korean purchasing groups,” Seng
said. “We must pull U.S. beef into
the market from the demand side.”
South Korea is a flourishing
market for the U.S. beef industry,
importing 103,000 metric tons
(mt) of U.S. beef and beef variety'
meats worth $333 million in 1995.
In just two years, U.S. beef sales to
Lancaster Farming, Saturday, June 22, 1996-AlB
Korea have more than doubled.
“We’re making very good prog
ress but the majority of U.S. beef
sales in Korea consist of just two
cuts,” said USMEF Korea Director
Brad Park, who accompanied
President Kim to the USMEF
seminar and on a subsequent tour
of the U.S. meat industry. “For
example, more than 90 percent of
the U.S. beef bought by the LPMO
this year has been choice grade
chuck roll.”
At the meeting in Denver,
USMEF and USDA presentations
on production practices, meat safe
ty, grading issues and supply and
i demand trends were followed by a
cutting and merchandising demon-
I stration of U.S. beef cuts that
USMEF believes have strong
demand potential in Korea.
“We demonstrated the benefits
of the shoulder clod, knuckle, bris
) ket, and round cuts,“said Park. “In
addition, we reviewed for Presi
dent Kim how the Korean market
would benefit from LPMO pur
chasing the select grade of certain
U.S. beef cuts.”
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