The U.S. Meat Export Federation (USMEF) concluded its Spring Conference in Fort Worth, Texas, with a strong focus on navigating international trade barriers and securing new market opportunities for U.S. red meat exports.
During a panel discussion, USMEF’s international staff shared how the organization is responding to ongoing challenges, particularly with China. Limited access due to high tariffs and other barriers has prompted USMEF to redirect pork and beef products, such as beef short plate, to alternative markets like South Korea and Southeast Asia. New product promotions are also underway in Japan and Korea, where U.S. pork items are being incorporated into meal kits and casual dining menus.
In Latin America, USMEF is reinforcing brand loyalty in Mexico—America’s top red meat destination—where rising competition has made it essential to differentiate U.S. products. Programs targeting young consumers and grassroots promotions, like a mobile grill academy, aim to strengthen demand.
The organization is also working to regain market share in Colombia after temporary restrictions on U.S. beef allowed Canadian imports to gain ground. Efforts are underway to rebuild trust and deepen relationships with Colombian retailers and foodservice partners.
Dr. John Newton, head of Terrain, addressed attendees with an overview of the U.S. agricultural economy. He discussed the challenges row crop producers face and emphasized the importance of the newly passed budget reconciliation bill, which includes provisions to support struggling farm sectors and expand export market development. Newton expects the bill to advance through the Senate by July 4, with expanded trade efforts in Southeast Asia high on the agenda.
Throughout the conference, U.S.-China trade tensions were a recurring topic, but rather than focusing on the setbacks, USMEF leaders emphasized adaptability. President and CEO Dan Halstrom highlighted the organization’s global infrastructure and rapid response strategies as key to supporting U.S. producers through shifting trade dynamics.
The next USMEF gathering will be the Strategic Planning Conference, scheduled for November 12–14 in Indianapolis.
