Dillon Feuz
In the Cattle Markets
Is Europe the next big growth market for U.S. beef?
Exports into the European Union (EU) are up 70% this year over last year. While that sounds impressive, keep in mind that total exports into the EU account for only about 3% of our total exports. However, the small volume of exports into the EU probably has a lot more to do with politics than beef taste and consumer preference.
In October, U.S. beef was compared against beef from Argentina, France, Germany and Ireland at the SIAL exhibition in Paris, France. The SIAL is the world's largest international food trade show, and the U.S. Meat Export Federation (USMEF) was there to promote U.S. beef.
They conducted a blind taste test of steaks from each of the countries mentioned above. Care was taken to select some of the best product from the competitors and to get a representative sample of beef from the U.S. that qualifies for the European market (non-hormone-treated cattle).
The winner in a landslide: U.S. beef.
The three different U.S. steak cuts used in the taste panel consistently scored in the top three, followed by the Argentine offering and then the Irish steak. While the steaks were not labeled, nearly 40% of participants correctly identified the U.S. steaks due to the distinct taste and texture (that would be corn-fed and tender).
Do I think the EU is our next big market? Probably not. But, we do have a recognizable, top-quality, preferred by most, unequaled U.S. beef product to market to the world. Countries as diverse as Vietnam, Egypt, Hong Kong (China) and Russia are discovering that and are importing more U.S. beef this year. Pat yourselves on the back, and give your friends some quality U.S. beef for Christmas.
