FORT WORTH, TEXAS — The US Meat Export Federation (USMEF) wrapped up its Spring Conference last week in Fort Worth, Texas. The conference concluded with a panel of senior international staff addressing ongoing trade challenges.

One strategy USMEF has adopted to survive the trade war between the United States and China is shifting items traditionally popular in China to alternative markets, explained Jihae Yang, USMEF vice president for the Asia Pacific. For example, USMEF partnered with a major South Korean retailer in a promotion of US beef short plate following the uncertainty of plant eligibility and higher tariffs in China. Yang said that if the trade impasse with China persists, she foresees more US short plate being available to importers and distributors in Southeast Asia.

USMEF is also working with a Korean meal kit manufacturer and a Japanese distributor to develop and promote US pork bung products. US pork tongue trimmings are being promoted in popular dishes within Japan’s casual dining sector.

While a tightening market may be the issue with China, USMEF faces the opposite problem with Mexico. According to Gerardo Rodriguez, USMEF director for Mexico, Central America and the Dominican Republic, the US’s southern neighbor has developed into the largest destination for US red meat, but the industry is now dealing with unprecedented levels of competition in the Mexican market.

Rodriguez said it’s more important than ever to differentiate US red meat from other suppliers’ products and educate consumers about its unique attributes.

“Right now a major focus for USMEF is to establish loyalty in the next generation of consumers, developing several programs for the future customer,” he said. “With Mexico being a trading partner for so long, it can be easy to think of it as a mature market. But there are always new markets within the market that we can expand and new tactics we can employ. Our mobile grill academy is a good example, where we highlight the unique attributes of US red meat all across the country.”

USMEF Latin America Representative Homero Recio highlighted the industry’s efforts to overcome Colombia’s restrictions on US beef, which were implemented for much of last year due to findings of highly pathogenic avian influenza (HPAI) in dairy cows. The ban extended to beef from 14 states and was eventually lifted in September 2024.

However, the effects of the ban persist, Recio explained, since the pause in the US beef supply created opportunity for Canada to supply the Colombian market.

“This really gave us the resolve to say, ‘We’re going to get this back; we’re going to fight back,’” Recio said. "In the past, we often talked about ‘our importers.’ Well, you know what? ‘Our importers’ went and bought Canadian beef. So we have to go to the next level, whether it’s with a supermarket chain or a foodservice chain, and develop a further, stronger relationship with them and really tie them to a brand.”

Regulatory gains

John Newton, executive head of Terrain, was the featured speaker at USMEF’s Thursday general session. Newton applauded the House of Representatives’ passage of President Donald Trump’s budget reconciliation bill earlier that morning.

“If anybody stayed up until 3:00 or 4:00 in the morning last night, you know that President Trump’s ‘big, beautiful bill’ made it over the finish line in the House,” he said. “There is work to do in the Senate, but the bill touches on a lot of the farm bill elements that farmers have been asking for.”

Newton emphasized the urgency to include certain farm programs in the bill as farmers face many hurdles, especially row crop producers. Farm operating costs remain elevated, while revenue derived for major crops have been below cost of production for three straight years, he said. Input costs show no sign of going down, while crop prices have fallen by 30% in some cases and show no signs of improvement.

“For seven years now, Congress has responded to ag market conditions with annual ad hoc support for agriculture,” he added. “But it’s that federal support that’s been propping up the farm economy. It’s not because we’re seeing higher grain prices.”

As the bill goes through the Senate, Newton expects some modifications but believes the goal is to get it signed by July 4.

Other ongoing regulatory advancements include a funding increase for USDA’s export market development programs as critical support for US farmers and ranchers. Newton noted that the USDA’s Foreign Agricultural Service is particularly bullish on expanding American agriculture’s footprint in Southeast Asia.

“The world becomes more competitive each year, so it’s really important for us to get out and find those new deals to help the farm economy,” Newton said. “Trade is clearly a focus of this administration, and I think President Trump will push for substantive progress ahead of next year’s midterm elections. In fact, I might be one of the few people who thinks we’re going to get a Phase Two deal with China.”

Heightened US-China trade tensions were a major topic of discussion throughout the USMEF Spring Conference, but Dan Halstrom, USMEF president and chief executive officer, encouraged members to focus the conversation on how to develop and capitalize on alternative destinations rather than the obstacles themselves.

“USMEF’s focus is on bringing solutions to the table,” Halstrom said. “So when we see something like China happen, we’re pivoting on the demand side, and this is what our membership expects of us. That’s why we have these offices all over the world, 105 employees in 20 regions, and that’s what they are there for — to be as nimble as possible at finding solutions when there are changes in market conditions and market access.”

USMEF members will next meet at the organization’s annual Strategic Planning Conference in Indianapolis, Nov. 12-14.