Page 49 - Export or Bust eBook

McKinney says USDA is not dropping its focus on
major markets like China, Japan or Korea, but “it
doesn’t have to be one of those very, very largest of
countries to have potential.” For example, he cited a
recent trip to Guatemala, which was an “all-time

high ag trade mission in the history of the Foreign
Ag Service.”

That trip yielded $30 million in projected 12-month Viewing Washington State apples and other high-
export sales for a host of U.S. farm and food quality U.S. produce for sale at the Wal-Mart-
products ranging from seafood to fresh produce to owned Paiz Supermarket in San Lucas
flavorings to bulk commodities, according to USDA. Sacatepéquez, Guatemala, are (left to right):
Representatives from 30 U.S. companies, four trade Under Secretary Ted McKinney, Washington State
associations and seven state departments of Department of Agriculture Director Derek
agriculture joined McKinney on the Feb. 26-March 2 Sandison, Wal-Mart Guatemala Supermarkets
mission, where they participated in 450 business-to- Division Manager Erick Cruz, and Wal-Mart
business meetings with potential customers from Guatemala Purchasing Manager Mario Santizo
Guatemala, Honduras and El Salvador.

Here are some other examples where American
organizations continue to build or expand markets:

Remarkable rebound

When the South Korean beef market first reopened in 2008, following the BSE-related suspension of
trade, there was still a great deal of misinformation circulating in Korea about the safety and quality of
U.S. beef. As a result, it was difficult to persuade retailers and restaurants to feature, or even carry,
U.S. beef, Halstrom said.

But USMEF, working with the U.S. meat industry and U.S. trade officials, made a concerted effort
to overcome these obstacles, and now South Korea is one of U.S. beef's greatest success stories.
Last year exports reached a record $1.2 billion, and South Koreans consume more U.S. beef per
capita than in any other international market.

Recently, USMEF – with funds from the Beef Checkoff program - partnered with the largest grocery
chain in in South Korea to conduct a series of educational sessions for retail meat department managers.
The E-Mart steak cooking class helped promote thick-cut and dry-aged steaks while offering new ideas
for preparing U.S. beef. After the demonstration, each E-Mart employee had a chance to cook and taste
a U.S. beef striploin steak.

“Beef in Korea has for many years been marinated for bulgogi and braised for soup and stew,” said
Jihae Yang, USMEF director in Korea. “However, beef consumption trends have rapidly changed in the
past couple of years, with an increasing demand for steak.”

BTA opens apple opportunities

Prior to 2001, Vietnam’s doors were basically shut to US apples because the government applied tariffs
of about 40 percent, recalls Rebecca Lyons, International Marketing Director for the Washington Apple

www.Agri-Pulse.com 47