What Does Marketing U.S. Meat in the New Normal Look Like?


By Jennifer Shike, Drovers 

June 2, 2021


A panel discussion during the U.S. Meat Export Federation (USMEF) virtual Spring Conference focused on marketing U.S. red meat in the new normal. USMEF representatives from around the globe offered insights to how markets are changing heading into a post-pandemic era.


China’s economy on the rise


Joel Haggard, USMEF senior vice president for the Asia Pacific Region, said that in China, despite closed borders, the economy is growing.


“Inside China, there's a very strong economy, and those closed borders are really helping fuel very good food service and retail spending,” Haggard said. “Despite this bilateral political tension that's been in place for several years, the market access for our beef and pork is has remained luckily, somewhat stable.”


He points out that ecommerce is becoming more complex. COVID-19 accelerated online food sales. This has resulted in a more confident consumer in China.


“Chinese consumers coming of age, and there's more emphasis now on healthy products and products that are going to be good for me, and that helps fresh food, and it helps our high-quality beef and pork category,” Haggard said.


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