News & Events | U.S. Red Meat Industry Meets Buyers at Global Food Show in Paris

One of the largest food shows in the world, SIAL Paris 2026 drew nearly 300,000 professionals over five days, along with an estimated 8,000 exhibitors from more than 100 countries. Buyers attended from throughout Europe, Africa, the Middle East, Asia and even Latin America, said USMEF President and CEO Dan Halstrom.

“We had direct contact with buyers that distribute into Nigeria, Saudi Arabia and the United Kingdom, areas where we’ve had recent access gains. We had several packers at the show involved in the UK and they report that more business is being booked there,” said Halstrom.

Halstrom also noted greater interest among buyers from smaller, secondary countries for alternative cuts.

“That’s part of the value of participating at these global food shows. We talk with people doing business in these markets. We get live, updated market information and can discuss strategies with them to expand their business,” Halstrom added.

USMEF representatives from Europe, Africa, the Middle East, Commonwealth of Independent States CIS) and the Denver headquarters participated and supported the red meat industry at SIAL.

Participation was made possible by USDA’s Regional Agricultural Promotion Program.

USMEF President and CEO Dan Halstrom (center), Elizabeth Autry, FAS agricultural counselor to France (center-right) and USMEF members welcome U.S. Ambassador to France and Monaco Charles Kushner (right) to the U.S. industry’s pavilion at SIAL Paris.

Representatives from South Dakota Beef Industry Council joined the red meat industry at SIAL Paris to represent U.S. ranchers and meet buyers. Pictured: Fifth-generation cattle rancher Oren Lesmeister meets Mark Boyd of Porky Products, who serves on USMEF’s Executive Committee.

South Dakota Ranchers Promote U.S. Beef in Europe

Also participating at SIAL Paris were representatives from the South Dakota Beef Industry Council, who were in Europe to promote U.S. beef, review market conditions and represent producers at two food and trade shows.

John Hinners, USMEF senior vice president of industry relations, accompanied the South Dakota team to Prague, where USMEF Eastern Europe and CIS Representative Yuri Barutkin led the team on tours of a local ranch and retail outlets. The team also attended Bidfood Expo, where Chef Jay McCarthy performed a live cooking show with U.S. beef.

In Paris, the team visited several retail outlets, including Costco Paris, before participating at SIAL Paris.

USMEF support was made possible by USDA’s Market Access Program.