Incoming Beef Board CEO Greg Hanes Shares Secrets on the Art of Marketing Beef InternationallyMon, 22 Apr 2019 11:02:01 CDT
Greg Hanes is currently vice president for international marketing with the US Meat Export Federation. However, come June, Hanes will transition into a new role with the Cattlemen’s Beef Board just recently announced as Chief Executive Officer. During the Texas & Southwest Cattle Raisers Association meeting, he sat down with Radio Oklahoma Ag Network Farm Director Ron Hays to talk about some of the successes of the US beef industry in the international market space, from his perspective right now as a part of the USMEF.
“Each of the international markets is a little bit different. They all have a different demand, different cooking styles, different cuts that they like,” he said. “So, our main objective really is to find those cuts that fit into the cooking styles that meet the price points for each of those markets and then make sure those buyers understand the attributes of them so they’re purchasing US products and not looking to our competitors.”
Hanes cites Korea as a prime example, though, of the work that has been accomplished. He says that market has come a long way in a relatively short time in building a loyal consumer base that just a few years ago was protesting the introduction of US beef into their market place. It is a feat he says is nothing less than phenomenal.
“The impact of BSE when the US reentered the market, they had all those protests against that. That raised a lot of concerns just about the safety of beef in general, especially imported beef. So, I think the work to change the acceptance in consumers there have moved them away from that and now they are really looking for quality and consistency,” Hanes said. “So, that’s where we’re really trying to focus and figure out how to get US beef into those areas and have consumers select us over the competition. And they are buying ours more than the competition so, I think that’s the key thing and we’re seeing their per capita consumption continue to increase and we’re really getting that increase. For us that’s huge and that’s where we want to be.”
Listen to Hanes’ full conversation with Hays about the strategy behind growing beef demand in foreign markets, on today’s Beef Buzz.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is 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.
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