USMEF Uses Integrated Approach in Reaching International CustomersWed, 26 Nov 2014 10:51:10 CST
In working with customers around the world, US Meat Export Federation has found each customer has unique preferences and demands. USMEF has a variety of ways to promote US Beef. Assistant Vice President International Marketing & Programs Greg Hanes said its like having tools in a tool kit and USMEF uses different tools depending on the situation in the international market place. He said a lot of times it takes more than one tool to be successful in a given market to sell the sizzle of US beef.
"Just doing one type of activity or one think isn't going to work," Hanes said. "So really all of the activities we do as you say are very integrated to create that bigger bang and awareness in the market."
In working with a new buyer from a retail chain the first step is getting them interested in US beef. Hanes said that might take place at a trade show where USMEF has a booth. Then they will follow up and bring them over to the US where potential buyers could come to Oklahoma to see a ranch and see where the animals are raised and see who is raising them. Hanes said USMEF will then offer training for their employees.
"We might do a specific company seminar for them to go over all these different aspects with their employees and their sales force," Hanes said. "They may be selling to say restaurant chains, so we would work with that restaurant chain in doing promotions and activities to educate their consumes, the customer there and tie that in with media bloggers, and things like that."
Radio Oklahoma Network Farm Director Ron Hays featured Hanes on the Beef Buzz feature. Click or tap on the LISTEN BAR below to listen to today's Beef Buzz.
In looking at future of international marketing efforts, USMEF will continue to work on telling the story on where the product is coming from and how the product is raised. Hanes said around the world more and more consumers are wanting where does the beef come from? Who is producing it? Is it safe? Hanes predicts there will be a lot more branded beef programs and story-type activities and promotions. He looks for retail chains to offer a specific brand or story that they will carry that they have linked to their reputation and the retain chain will carry that on and tell their customers.
New technologies are also going to change. Hanes anticipates more questions from consumers on how technology is being utilized and the meat industry will need to be prepared to address consumer concerns.
"Not only just by science - safety aspect but also from that consumer perception side," Hanes said. "So basically what you are going to see is consumers around the world are going to be driving a lot more of what we are going to need to be producing or how it is produced."
In other words, consumer want the great taste of US beef but they also want to fill good about how its produced.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network- but is also a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show- and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
Click here to listen to the full interview with Greg Hanes of USMEF about the global beef export outlook.
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