The U.S. Meat Export Federation (USMEF) conducted another highly successful Latin American Product Showcase, connecting U.S. red meat exporters with dozens of prospective buyers from Central and South America. Held July 30-31 in Guatemala City, the 13th edition of the showcase featured 67 exhibitors and representatives from more than 80 USMEF member companies. With prospective buyers participating from 18 countries, total participants exceeded 500.
Through funding support from USDA, the National Pork Board, the Beef Checkoff Program, the Nebraska Beef Council and the Indiana Soy Alliance, USMEF’s Latin American Product Showcase has developed into a must-do event for a wide range of U.S. exporters and buyers from throughout the region. Attending for the first time, USMEF Chair Steve Hanson, a rancher, cattle feeder and grain farmer from southwestern Nebraska, said the showcase is a great example of the U.S. red meat industry’s effort to attract new customers and further develop emerging markets.
“There are buyers here who want the top of the line, then we have people maybe wanting that mid cut, and there is also a lot of demand for cuts we don’t use in the United States,” Hanson said. “That adds value, and as a U.S. cattleman I see it as a win-win situation.”
These sentiments were echoed by Kevin Rasmussen, an Iowa pork producer who serves on the National Pork Board. He also appreciated the opportunity to personally connect with international customers.
“A cool thing about Central America is they love some of the pork cuts that we don’t consume a lot of in the in the U.S., like the loin,” Rasmussen said. “They’re a huge fan of the pork loin. They say it’s very versatile in their cooking experience, and they enjoy it a lot. I can’t emphasize enough how important it is to come to event like this and promote our product – talk to the buyers who are here, and ask them, ‘what do you want to know from a producer from north-central Iowa?’”
Whether they were veterans of many USMEF product showcases or first-time participants, importers found the event very productive. Juan Jose Trujillo is CEO of Frestolu, based in Medellin, Colombia. He attended the showcase for the first time in an effort to expand the scope of his processing business.
“We are a processing company, doing mainly shrimp, and we’re looking for another protein,” Trujillo explained. “So that’s why we are here, trying to understand more about beef and pork, so we can start selling these two proteins in Colombia.”
Trujillo said he sees the most immediate opportunity in U.S. pork ribs and pork variety meat items.
“Lungs, facemasks, ears, and also ribs,” he said. “There is a lot of rib consumption in our area, so we will start with those products.”
Alejandro Martinez, owner of Medellin-based importing company Inversiones Proteam, regularly returns to the USMEF showcase because it continues to deliver value for his business.
“This is my fifth [USMEF] show, and I think it’s the best one so far for me,” Martinez said. “It’s a very good opportunity to see all the providers and suppliers in one place.”
Martinez also enjoyed the opportunity to gather information and ideas from the wide range of buyers attending the showcase.
“I was talking to some people from Honduras and Guatemala, and they import basically the same products as my business,” he said. “But they do different things, serve different types of customers, and they process the items differently. So yes, it’s good to take some of these ideas and think about how I can implement them in Colombia.”
U.S. ag industry leaders participating in the showcase also took part in a retail tour, visiting a range of local outlets offering U.S. pork and beef.
Nebraska Beef Council member Mark Goes, who raises purebred cattle in southeastern Nebraska, appreciated the opportunity to see how U.S. red meat is merchandised in Guatemala City.
“We were able to visit four tiers of marketing yesterday, starting with a wet market,” he said. “Then we moved up three levels, touring a local grocery store, then a Walmart type of market, then a premium market. As we moved on up to the upper levels, we saw those premium cuts of beef, with U.S. Choice and Prime in great demand. Select, not so much, because they’re able to get that type of product locally.”
“When we look at what’s in the meat case at Walmart and some of those higher end grocery stores in Guatemala, U.S. pork cuts are very competitive,” Rasmussen added. “In that meat case, our product looks really good. The consumer in Central America is really keyed in on the quality of the product and willing to pay for quality.”
The event also had an important educational aspect, with USMEF Director of Trade Analysis Jessica Spreitzer presenting a comprehensive outlook for U.S. red meat production, consumption and trade. Paulo de Leon, executive director of CABI Economics, gave attendees an economic outlook for the Latin American region. Erick Sosa, Guatemala manager for Microsoft Americas, offered insights on how participants can use artificial intelligence in their business operations.
The next USMEF Latin American Product Showcase is planned for the summer of 2027, with the location and dates to be determined.
