News Update
Dec. 16, 2010

October Beef Exports Exceptional

October was a very strong month for U.S. beef exports, according to the U.S. Meat Export Federation (USMEF), a contractor to the Beef Checkoff Program. Beef exports achieved their second-highest value of the year at $375.3 million — trailing only June’s $377.6 million and surpassing the September total by 11% and beating October 2009 numbers by an impressive 37%.

The strong showing in October pushed 2010 beef export values to $3.28 billion, surpassing the pre-bovine spongiform encephalopathy (BSE) January-October 2003 total of $3.26 billion. (Beef export value finished 2003 with an all-time, single-year record total of $3.86 billion.)

Compared to 2009, beef export value is up by a healthy 28%. In terms of volume, beef exports reached 1.9 billion pounds (lb.) for the year to date, outpacing 2009 by 16%. This year’s ratio of total U.S. production exported is 11.4%, while the value per steer and heifer slaughtered is $147.62. The per-head value in October actually reached $170 — nearly $50 higher than October 2009.

“With two months of results still to come, we anticipate the possibility of setting a new export value record this year,” said USMEF President and CEO Philip Seng. “But the long climb back from the BSE setback of 2003 is not just about rebuilding our mainstay markets. We’ve established a presence for U.S. beef in many new and diverse destinations across the globe in order to get back to this level. So now the key is to achieve full restoration of all markets so we can take U.S. beef to even greater heights.”

U.S. beef exports have achieved a significant increase in virtually every major destination, except for Mexico, this year — and even that market is improving late in the year. While exports to Mexico are down for the year, October totals were up 5% in volume (48.9 million lb.) and 10% in value ($71.9 million) compared to October 2009.

Exports to Canada are up only slightly in volume this year (272.3 million lb.) but have surged by 10% in value to $589 million. Japan is up 31%, both in volume (227.2 million lb.) and value ($528.5 million). Korea remains in fourth place but has achieved exceptional growth this year, jumping 125% in volume to nearly 200 million lb. and 168% in value to $422.3 million.

“The turnaround for U.S. beef in Korea has been remarkable, and we remain committed to sustaining the momentum with aggressive marketing efforts, including the recent launch of phase two of the ‘Trust’ imaging campaign,” Seng said. “Having regained a high level of consumer confidence, we are now able to emphasize the quality and enjoyment U.S. beef delivers, rather than focus solely on safety. While safety remains a key point with Korean consumers, we’re now better able to differentiate U.S. beef for its flavor and consistency — which is what really appeals to buyers.”

Other markets achieving strong growth in 2010 include Russia, where exports have more than doubled in volume (109.7 million lb.) and quadrupled in value to $134.3 million. This reflects a nearly 700% surge in muscle-cut exports to Russia, valued at $95.3 million. Exports to Taiwan have eclipsed the previous record, reaching about 69.5 million lb. valued at $172.4 million. This is an increase of 42% in volume and 51% in value over 2009 levels. Exports to Hong Kong are also up sharply this year — 53% in volume (63.3 million lb.) and 70% in value ($109.2 million).

The Middle East has emerged as a region of tremendous growth for U.S. beef, as well, with exports increasing by 28% in volume to nearly 231 million lb. and 65% in value to $200 million. Like Russia, this sharp increase in value reflects a strong surge in muscle-cut demand, though the region remains a top destination for beef variety meat. Fueled by solid growth in exports to Indonesia and the Philippines, exports to the ASEAN region are up 10% in volume (126.4 million lb.) and 16% in value to $187.4 million, despite a down year for exports to Vietnam.

— Release by the Beef Checkoff Program.

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AMI Partners with USDA to Promote MyPyramid Food Guidance System

The American Meat Institute (AMI) announced it has entered into a partnership with the U.S. Department of Agriculture’s (USDA’s) “Partnering with MyPyramid” program.

The MyPyramid Food Guidance System is a network of nutrition education tools that puts the Dietary Guidelines for Americans into practice by providing personalized information on foods and dietary patterns.

AMI has long supported the MyPyramid system and uses its nutritional education tools and the Dietary Guidelines’ recommendation of consuming 5-7 ounces of meat per day as part of a healthy, balanced diet as a focal point in many of the Institute’s consumer education materials.

Meat and poultry are some of the most nutrient-dense foods available, are excellent sources of complete protein, iron and zinc and maintain an excellent nutrition-per-calorie ratio. Complete proteins provide all of the essential amino acids necessary for growth and good overall health.

“We are proud to join with USDA in this partnership,” said James Hodges, AMI executive vice president. “The health of our customers is the driving force in the production of meat and poultry products, not only with respect to improving the safety of meat and poultry products, but also in offering diverse nutritional products to consumers so they can make an educated decision in choosing the food that best fits their personal lifestyle and family needs.”

Currently, AMI’s MeatPoultryNutrition.org provides links to many of the MyPyramid tools as a step to encourage a healthy lifestyle, including sections about proper portion sizes, the benefits of protein in the diet and information about achieving a healthy body weight. The site also features a “MyPyramid for Kids” section that offers parents a guide to healthier foods and physical activity choices for kids.

Additionally, three of AMI’s consumer education videos, part of its “Ask the Meat Scientist” YouTube series, focus on what it means to be a “lean” cut of meat, proper meat and poultry portion sizes and the role of sodium in meat products.

Hodges concluded, “AMI will utilize this partnership and continue to voice its support for the premise that a well-balanced diet, proper portion sizes and exercise are keys to overall good health.”

For more information, and for a complete list of MyPyramid partners, visit www.mypyramid.gov/challenge/partners.html.

— Release by AMI.

K-State Teams With MU, Nebraska and ISU To Present 4-State Beef Conference

Kansas State University (K-State) is teaming up with the University of Missouri (MU), University of Nebraska and Iowa State University (ISU) to present the 4-State Beef Conference Tuesday, Jan. 11, and Wednesday, Jan. 12, at locations in each state.

“The 4-State Beef Conferences are designed to give beef cattle interests in Iowa, Kansas, Missouri and Nebraska a regular update on current cow-calf and stocker topics,” said Joel DeRouchey, livestock specialist with K-State Research and Extension. “The conferences provide a forum of specialists from four of the country’s leading beef cattle land-grant universities.”

The topics and speakers planned for each location include: • Show-Me Select Multi-year Selection Impact — Dave Patterson, MU

• Benefiting from Feeding on Pasture — Dale Blasi, K-State
• Understanding and Addressing Threats to the Industry — Daren Williams, National Cattlemen’s Beef Association (NCBA)
• Low-Input Heifer Development — Rick Funston, University of Nebraska

The Tuesday (Jan. 11) morning session will begin at 9:30 a.m. in Tecumseh, Neb., at the Community Building, 355 Clay Street. The afternoon session will begin at 3:30 p.m. in Lewis, Iowa, at the ISU Armstrong Research Farm, 53020 Hitchcock Ave.

The Wednesday (Jan. 12) morning session will begin at 9:30 a.m. in Holton, Kan., at the Jackson County Fair Building, 5th and Dakota St. The afternoon session will start at 3:30 p.m. in King City, Mo., at the Eiberger Building, 4552 Highway 169.

The registration fee is $25 per person and reservations are requested by Jan. 7, 2011. The fee includes a meal and a copy of the conference proceedings. More information and a schedule are available at www.KSUbeef.org or www.extension.iastate.edu/feci/4StBeef/.

Organizers ask that participants register for the conference by contacting their local county Extension office. More information also is available in Kansas by contacting a local county Extension office, Joel DeRouchey (jderouch@ksu.edu; 785-532-2280), or Jody Holthaus, Meadowlark Extension District/Holton Office (jholthau@ksu.edu; 785-364-4125).

— Release by K-State Research and Extension.

— Compiled by Mathew Elliott, assistant editor, Angus Productions Inc.