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"The U.S. Meat Export Federation, accompanied by more than a dozen U.S processors and exporters, will be presenting high quality U.S. beef, pork and lamb for an audience that is demonstrating a growing appreciation for American red meat," said John Brook, USMEF director for the European Union, Russia and the Middle East.
USMEF organized the United States industry's presence - a U.S. Meat & Poultry Pavilion - in conjunction with USAPEEC (U.S. Poultry and Egg Export Council).
USMEF representatives and members will meet with key buyers at the show to explain the benefits of U.S. meat and promote a wider range of cuts. A chef will be on duty throughout preparing specific U.S. beef and pork cuts promoted by USMEF members for sampling by visitors to the U.S. Pavilion.
One new feature of this year's SIAL show is a "U.S. Beef Challenge" that will enable visitors to sample U.S. beef in a blind taste test side by side with the same cut from European and other global suppliers.
"There is no question that the taste of high-quality, grain-fed U.S. beef compares favourably with our international competitors," said Brook. "We are confident that this challenge - which will be monitored and the results tabulated by an independent market research company - will provide us with positive and useful information for our future marketing efforts as we highlight the exceptional taste of U.S. beef."
For the year, most U.S. red meat exports are enjoying a solid improvement over year-ago levels. Total U.S. beef exports are up 15 percent in volume and 25 percent in value through July of 2010, reaching 1.3 billion pounds valued at $2.2 billion. Pork exports are up 2 percent in volume and 8 percent in value versus 2009, reaching 2.4 billion pounds valued at $2.7 billion. Lamb exports are up 3 percent in volume for the year but down 18 percent in value, accounting for 14.6 million pounds valued at $13.5 million.
U.S. Meat Export Federation (USMEF)
