Sales Force Training Seminars for Mexican Red Meat Trade

A comprehensive training program that covers every aspect of the U.S. red meat industry from animal genetics and production systems to safety programs, handling and refrigeration is being offered across Mexico and Central America this year by USMEF with funding from the USDA Market Access Program.

Twenty-nine representatives of 20 different companies attended last month's seminar

A dozen of the seminars are being offered to importers, distributors, processors, retailers and food service management in Mexico, Honduras, Costa Rica, Panama, El Salvador, Guatemala and the Dominican Republic. The seminars, which offer certification, are part of an integrated program designed to increase market penetration and sales for U.S. beef and pork in the region.

“These seminars primarily are designed to identify small and medium-size firms that USMEF has not worked with in the past, although we will include other companies,” said Chad Russell, USMEF’s regional director for Mexico, Central America and the Dominican Republic. “The most promising of these firms are asked to send key personnel to these programs, and those who score highest on exams and demonstrate a strong interest in importing U.S. beef and pork may be invited to participate on a trade team visit to meet with U.S. processors and exporters.”

The seminars are composed of seven unique modules that work to clearly differentiate U.S. beef and pork from competitor products in the market. They also include business-focused elements designed to help participants sell U.S. red meat more profitably.

“Both American beef and pork have attributes that differentiate them from products from other suppliers,” said Russell. “U.S. pork has many advantages including superior flavor and better liquid retention that is advantageous for marinating and processing than locally sourced pork.”

Russell also noted that U.S. beef has the USDA grading system that is unique and provides the end user with assured quality within defined specifications, meaning less waste and less risk that the consumer will have a bad eating experience.

The current series of U.S. red meat seminars began in May with a program in Querétaro, Mexico, and will conclude in November with a program in Tijuana. Seminars in August are being held in San Pedro Sula, Honduras; San Jose, Costa Rica; Panama City, Panamá; San Salvador, El Salvador and Guatemala City, Guatemala.

At the session last month in Guadalajara, Mexico, which also received funding from the Beef Checkoff Program and Pork Checkoff, 29 representatives of 20 different companies were in attendance, including leading retailers Soriana and Chedraui.

Mexico is the largest importer of U.S. pork through six months of 2013, purchasing 290,801 metric tons (641 million pounds) valued at $531 million. The Dominican Republic imported 9,769 metric tons (21.5 million pounds) worth $22 million while Honduras led Central America with 10,412 metric tons (23 million pounds) valued at $24 million.

For the first half of 2013, Mexico is the second-largest export market for U.S. beef, purchasing 89,380 metric tons (197 million pounds) valued at $380 million. The Dominican Republic imported 1,780 metric tons (3.9 million pounds) worth $16 million while Guatemala led Central American markets with 1,241 metric tons (2.7 million pounds) valued at $8 million.