DENVER — The US Meat Export Federation (USMEF) announced a successful first trade mission to Luanda, Angola, which was led by US Department of Agriculture’s Foreign Agricultural Service (FAS) Feb. 26-29.

Through support from the Beef Checkoff Program, USMEF Africa Representative Matt Copeland joined the team that traveled to Angola.

Copeland praised Deputy Secretary of Agriculture Xochitl Torres Small and Mark Slupek, FAS deputy administrator of global programs, for their guidance and leadership during the trade mission. Having key USDA leaders in-country sent a strong message to the developing market, he said.

“It was also great for some of the potential customers to have that kind of experience where they can see the person not only is sincere, but also strategically understands the Angolan market — understands what Angola can provide in terms of a customer base,” he added.

Prior to the trade mission, USMEF believed Angola to be well positioned for premium cuts of beef. That belief was confirmed during the visit.

While Angola will have demand for variety meats, the market for higher end cuts in Western style among retail and foodservice operators is growing.

“Luanda itself is one of the most expensive cities in the world, so there is certainly — from a dining point of view in the evenings — an opportunity to become the center of the plate for both US beef and pork cuts,” Copeland said.

One of the challenges Copeland noted was the need to properly educate buyers about the quality of attributes that differentiate US red meat from its competitors.