Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211


Agricultural News

CBB Chair Joan Ruskamp Sees Beef Checkoff Investments in Action During Goodwill Trip to Asia

Thu, 24 May 2018 15:00:07 CDT

CBB Chair Joan Ruskamp Sees Beef Checkoff Investments in Action During Goodwill Trip to Asia Chair of the Cattlemen’s Beef Promotion Board and cattle producer from Nebraska, Joan Ruskamp, recently had the chance to join other cattle industry leaders on a trip with the US Meat Export Federation to some of the key Asian destinations for the US beef industry. She spoke about her experience with Radio Oklahoma Ag Network Farm Director Ron Hays. Listen to their conversation in full, by clicking or tapping the LISTEN BAR below at the bottom of the page.

“We were able to go to the cities of Beijing in China and Tokyo, Japan and really had a chance to compare a new emerging market and one that’s been in place for 20 years,” Ruskamp said. “Big differences in both countries and being able to see that in one trip was interesting and also gave us an idea of opportunities versus challenges.”

In Ruskamp’s mind, China holds as many opportunities as it does challenges. She says that right now, the market is relatively small compared to other markets, but the growth potential is significant. The problem, is that the US beef industry is practically having to invent a supply chain from scratch in order to make beef available for people to purchase. Ruskamp says the USMEF is working hard to develop that system but says with the strict regulations and protocols China has in place, it makes the job very difficult and she believes will cause the process moving forward to be very slow. Given time to grow, though, she insists it will be very rewarding.

“USMEF - their strategy is really all about building relationships. Whatever country they’re in, they’re continuously building relationships with the leaders and the people that live that country,” she explained. “That’s key and we saw that in action.”

What was interesting and somewhat ironic to Ruskamp, was that in Chinese supermarkets, the price per pound for low-end cuts like beef tongue were actually higher compared to a prime steak. While that seemed odd to her, it impressed upon her the opportunity that lies therein to increase the value of beef carcasses back home in the US by taking advantage of the Chinese affinity for variety meats that typically don’t get used much in America.

On the other hand, in Japan, high-quality US beef is becoming increasingly popular. Ruskamp says the people there love the taste and want to buy more of it. The issue, of course, is that as a non-member of the Trans-Pacific Partnership, US beef is subject to a 38.5 percent tariff there putting it at a considerable disadvantage to other beef importing nations. Ruskamp says until a bilateral deal is struck between the US and Japan, the industry will have to rely on the loyalty of its growing base of customers there and the quality of their product that keeps them coming back. If nothing else, she says this trip reinforced her position that continued investment to promote beef in these growing markets is essential to the long-term success of the US beef industry.

“We need programs like our Checkoff program to fuel these types of relationships, because if we as producers aren’t funding a system that builds relationships - who will do it?”



Listen to Ruskamp speak with Ron Hays about her experiences visiting with US beef importers in Asia
right-click to download mp3


WebReadyTM Powered by WireReady® NSI


Top Agricultural News

  • Atop the RON Rural Soapbox - Former Secretary John Block  Fri, 22 Feb 2019 09:26:28 CST
  • Friday Preopening Market Update with Dave Lanning  Fri, 22 Feb 2019 07:17:12 CST
  • okPORK's Roy Lee Lindsey Optimistic About Current Legislative Session's Ongoing Committee Work  Thu, 21 Feb 2019 22:56:17 CST
  • Gene Editing Development Stalled; NPPC Renews Call For USDA Oversight  Thu, 21 Feb 2019 18:28:26 CST
  • Wheat Markets Take Another Beating as USDA Projections Set Expectations Low for Prices to Rise  Thu, 21 Feb 2019 17:08:26 CST
  • Oklahoma Grain Elevator Cash Bids As Of 2:00 pm Thursday, February 21, 2019  Thu, 21 Feb 2019 15:10:10 CST
  • Members of the 2020 Dietary Guidelines Advisory Committee Announced  Thu, 21 Feb 2019 15:07:31 CST
  • From PB Slices To Bite-size PB Snack, FAPC Researchers Changing The Way People Eat PB  Thu, 21 Feb 2019 14:59:12 CST

  • More Headlines...


    Ron salutes our daily email sponsors!

    Herbs Herb Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit P&K Equipment Oklahoma City Farm Show Stillwater Milling KIS FUTURES, INC. Oklahoma Cattlemen's Association

    Search OklahomaFarmReport.com

    © 2008-2019 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.