“One of our objectives of this trip was to provide Amr Abd El Gliel, the president of Agri Marketing, and Lina Kanaan, the managing director, with a thorough industry background on U.S. beef as it relates to quality, safety and value,” said Dan Halstrom, USMEF senior vice president of global marketing and communication. “Seeing highlights of the U.S. beef industry in action is the best way to comprehend how it consistently delivers the highest quality, safest products on the market.”
At CSU the team received background information on the U.S. cattle industry and its structure, and participated in a Beef Muscle Cut Merchandising session for the Middle East. Then Irv Petsch welcomed the visitors to his Meridian, Wyo., ranch and feedlot where they learned about feeding rations as well as segregation and control within the facility.
JBS provided a tour of one of the largest beef plants in the U.S., its Greeley, Colo., facility. Agri Marketing was also hosted by the Cattlemen’s Beef Board and the National Cattlemen’s Beef Association — the Beef Checkoff funded Agri Marketing’s U.S. visit.
U.S. beef exports to the Middle East have risen sharply in recent years. Total beef sales (muscle cuts and variety meat) to the Middle East in 2011 were up 30 percent in volume and 36 percent in value over 2010, which compounded gains of 36 percent in volume and 77 percent in value from 2010 over 2009. Exports there are holding their own in value in a sluggish global market, but Halstrom remains encouraged about the future potential the region holds for beef muscle cut sales.
“This is one of the fastest growing export markets for U.S. beef with significant potential as these economies continue to develop,” said Halstrom. “With Agri Marketing’s presence in key countries including Egypt, Jordan, Lebanon, Saudi Arabia and North Africa, we expect it will have a long-term impact.”