The newest installment in the U.S. Meat Export Federation beef imaging campaign in South Korea is designed to help sustain the very positive growth trend for U.S. beef since it was reintroduced in Korea in 2008. "World Class Beef" continues the "To Trust" theme, but is designed to help address those consumers, as well as end-users, such as restaurant owners, who have remained on the sidelines in the wake of extensive Korean media coverage that inaccurately reported concerns about American beef.
Jihae Yang, USMEF-Korea director, says over the past two years, our 'To Trust' imaging campaign has helped us make significant gains in shifting consumer perceptions about U.S. beef. Now, we are changing the focus from safety to quality and helping educate Korean consumers on the fact that U.S. beef is enjoyed by millions of people just like them all over the world.
U.S. beef exports to Korea have made solid gains over the past two years. Last year exports jumped from 55,535 metric tons valued at $215.7 million in 2009 to 112,759 metric tons valued at $517.9 million in 2010. This year, exports are up another 43% in volume and 36% in value through the first 10 months of the year.
Meanwhile the U.S. Grains Council, in its continued efforts to educate Chinese feed ingredient buyers about the many advantages of dried distillers grains from the United States, has held workshops in Guangzhou and Qingdao, China. These day-long sessions provided the more than 450 attendees a comprehensive overview of the most current data on the DDGS market, including discussions about and analysis of the value of U.S. DDGS in particular. Organized in cooperation with FoodChina Company, the learning sessions also focused on the use of DDGS in swine, poultry and dairy rations and on quality control procedures.
The National Corn Growers Association says educational and promotion activities in this market are of especial importance as the pace of U.S. DDGS imports into China has slowed since reaching a record volume last year. The slight downturn comes on the heels of the Chinese government's initiation of an anti-dumping case last winter. U.S. shipments in the January-to-September period were down 49% from the previous year. Still, China remains the number two export market for distillers grains.