This year’s exports of US beef to South Korea have more than doubled over 2009, rising 125% in volume (through October, more than 90,000 metric tons) and 168% in value ($422.3 million). But Greg Hanes, USMEF assistant vice president for international marketing, explained the campaign has now moved into a different phase in which the advertising message can convey the quality and enjoyment US beef delivers, instead of focusing exclusively on safety.
