The U.S. Meat Export Federation (USMEF) is preparing for its first major marketing events for U.S. beef in China, which recently reopened to U.S. beef after a 13-year absence from the market. Joel Haggard, USMEF senior vice president for the Asia Pacific, explains that although China officially opened to U.S. beef in June, the first sea shipments only recently arrived in the market and most Chinese buyers have had very little direct exposure to the product. To bring qualified Chinese buyers and U.S. exporters together, USMEF is conducting a trade show in each of China’s three largest cities. These events are set for Sept. 25 in Beijing, Sept. 27 in Shanghai and Sept. 29 in Guangzhou. Haggard is expecting 300 to 400 buyers at each event, with about 20 U.S. companies participating. Deemed the “U.S. Beef Roadshow,” USMEF is conducting this series of events in cooperation with the USDA Foreign Agricultural Service with funding support from the Nebraska Beef Council.
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