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Identifying New Opportunities in Africa

Fact-gathering trips and participation at a regional food show in Nairobi are in the works by USMEF’s new representative in Africa. Interest in these activities increased when the Trump Administration announced recently that it intends to open free-trade talks with Kenya in pursuit of what would be the first trade agreement between the U.S. and a nation in sub-Saharan Africa.

Matt Copeland, USMEF’s first representative in Africa, has been working since October 2019 to help USMEF identify market opportunities for U.S. red meat on the continent. Matt is based in South Africa, a leading market for U.S. beef livers. Growth in GDP, population, personal income and tourism are now evident in numerous African countries. Matt is working to identify markets with the most potential.

Africa is the world’s second-most populous continent, and is undergoing rapid urbanization. Pockets of opportunity exist, especially for beef variety meats. USMEF will work to build relationships with importers and distributors in the region, while positioning U.S. beef and pork as safe and reliable protein sources.

On this map of Africa, countries identified in blue are markets where the U.S. has or is currently exporting red meat, while countries in red are potential markets, experiencing significant tourism growth