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Interest in U.S. Beef Sizzles at World Food Moscow

USMEF recently took part in World Food Moscow 2012, one of Russia’s largest food and beverage industry events. World Food Moscow attracts more than 25,000 food industry attendees and approximately 1,500 exhibitors from 70 countries. The USA Pavilion was one of the most active and diverse exhibits at this year’s trade show, featuring more than 70 products. USMEF’s participation was supported through the Beef Checkoff Program and the USDA Market Access Program (MAP).
USMEF Senior VP Thad Lively (right) speaks with U.S. Ambassador Michael McFaul and Minister-Counselor Holly Higgins at World Food Moscow

USMEF Senior VP Thad Lively (right) speaks with U.S. Ambassador Michael McFaul and Minister-Counselor Holly Higgins at World Food Moscow



Interest in U.S. beef is surging in Russia. Through November, beef and beef variety meat exports to Russia were 15 percent ahead of last year’s record pace in volume (79,756 metric tons or 175.8 million pounds) and up 26 percent in value ($305.7 million).

“This was just an outstanding event for U.S. red meat products, one of the best I have ever attended in Russia,” said Thad Lively, USMEF senior vice president for trade access. “Russia’s demand for U.S. beef has traditionally centered around the processing sector, but interest is really expanding rapidly into the foodservice and retail sectors as well. Opportunities are growing here for a wide range of products.”

U.S. Ambassador to Russia Michael McFaul visited the USMEF booth at World Food Moscow, accompanied by Minister-Counselor for Agricultural Affairs Holly Higgins and Agricultural Trade Office Director Deanna Ayala. This presented an excellent opportunity to discuss the current business climate for U.S. beef in Russia, as well as market access and trade issues.

To capitalize on Russia’s growing interest in outdoor grilling, USMEF partnered with the Weber Grill Company for the first international “Barbecue Expo 2012” held in conjunction with World Food Moscow.

“In Russia we have seen a dramatic increase in grilling as an outdoor leisure activity and a healthier method of preparing food,” said Galina Kochubeeva, USMEF Moscow manager. “Partnering with Weber afforded us a great venue for showcasing U.S. beef cuts that are perfect for grilling, which really caught the attention of retail buyers.”