PALM SPRINGS, CALIF. (RFD-TV) — Leaders from across the red meat industry are gathering in Palm Springs for the U.S. Meat Export Federation’s 50th anniversary conference. The annual meeting provides an opportunity to reflect on five decades of export growth, address current industry challenges, and set priorities for the future.
Dan Halstrom, president and CEO of the U.S. Meat Export Federation (USMEF), joined Market Day Report to discuss the milestone and how international demand has changed the value of U.S. beef and pork.
Celebrating 50 Years of Industry Relationships
Halstrom said this year’s conference is drawing record attendance, including former USMEF leaders and U.S. government representatives.
He said the location and anniversary make this year’s gathering especially meaningful, but the focus remains on the industry’s future.
“Really, we’re here to reflect on the past, but it’s really to look to the future, and there’s no shortage of issues to deal with,” Halstrom said.
He added that the global demand outlook gives the industry a strong starting point for those discussions.
“One thing that’s good that’ll be kind of the overlay for the whole conference is that demand for our products globally has never been better,” he said.
Export Markets Transform Beef and Pork
Halstrom said international relationships have been central to USMEF’s work since its founding. The organization’s role is to represent the commercial interests of the U.S. red meat industry and develop markets worldwide.
Export growth over the past 50 years has been significant. Halstrom said the United States exported about 0.5 percent of its beef production in 1976. Today, that figure is closer to 13 percent.
Pork exports have also expanded, growing from roughly 2-3 percent of U.S. production in the early years to more than 30 percent today.
Halstrom said much of that growth comes from finding international buyers for products that may have less demand in the U.S. market.
“Not all the products that are used in the U.S. are huge center-of-the-plate markets for them overseas, but not so much here,” he said, pointing to products such as beef livers, beef tongues and pork stomachs.
He said exports create an opportunity to maximize the value of the entire animal and contribute to margins for both the beef and pork industries.
Attracting the Next Generation of Consumers
Looking ahead, Halstrom said one challenge is understanding changing demographics and consumer preferences around the world.
As older generations of consumers age, the industry needs to connect with younger buyers, particularly Gen Z, which represents a significant share of the global population.
He said conference discussions will include how the industry can better reach those consumers while continuing to emphasize the strengths of U.S. red meat.
Halstrom pointed to taste, food safety and nutrition as important advantages the industry needs to continue promoting.
Building on Global Demand
Political and trade-related concerns also remain part of the industry’s outlook, Halstrom said. However, he emphasized that strong international demand provides a solid foundation as exporters work through those challenges.
“We need to continue to work on our strong points, and I think that’s just a real quick drive-by of what we’ll be talking about,” he said.
