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U.S. beef sales in Korea on the rise

When the latest meat export statistics were compiled last week, South Korea stood out as the largest growth market for U.S. beef exports.

Korea overtook Japan and Egypt to become the number three volume market for U.S. beef, increasing 66 percent over last year’s pace. The individual in charge of the U.S. Meat Export Federation’s (USMEF) Asia Pacific region, Joel Haggard, credits a multi-media imaging campaign for the turnaround. He says it started with focus group interviews with Korean consumers.

“A couple of points that came out after talking after talking to a number of consumers and a number of focus groups; we need to abolish the negative image of BSE and the factory farm, we need to show the U.S. industry commitment preferably from the producer,” said Haggard.

And Haggard says Korean consumers responded positively to a producer-focused message.

“There was receptivity by consumers to a message which was incorporating something like someone like me,” said Haggard. “I’m in the United States. I’m a producer. But, I’m kind of like you. I have a family. I have kids. I care about the safety of the food I eat. These were some of the touch points.”

Haggard says Korean consumers are more confident in U.S. beef—and much more ready to buy.

“The confidence is coming back now,” said Haggard. “The consumers walking in the store- they won’t automatically pass by the U.S. beef tasting booth. And all the analysis shows that if you get them in the store tasting it your chances of selling it are much higher. Let them taste the product. Let them taste the quality. Let them re-familiarize themselves with the product they have shunned for six or seven years.”

In the month of May, beef exports to Korea were more than three times the volume seen in May 2009.

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