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Continually working to grow demand for U.S. beef

The U.S. Meat Export Federation says e-commerce is helping grow demand for high-quality U.S. beef in parts of South Korea.

Andy Bishop, a Kentucky cattleman and chairman of the Cattlemen’s Beef Board says consumers are purchasing through a home shopping platform. “They had like 1,400 viewers, which doesn’t seem like many, but they bought a substantial amount of beef on the shopping network,” he says.  “They’re doing that online. They’ve had other experiences with an influencer on the shopping network similar to that where they’ve sold almost $1,000,000 of beef in a like a 30-to-45-minute window.”

He tells Brownfield that other platforms, like South Korea-based Meatbox, present an opportunity to sell U.S. beef directly to retailers and grocery store chains. “Exporters in the US will put their products out there online,” he says. “What their product is, the specs of their product, how much of it they have available, and what the price is. Then they can take bids online through this platform called Meatbox.”

Bishop says this is a win-win for U.S. producers and consumers in South Korea. “Opening it up to retailers that wouldn’t normally be able to purchase U.S. beef in particular because they would need a larger quantity,” he says. “These are broken down, and you only have to purchase one box.”

He says providing opportunities for restaurants in South Korea to purchase high-quality U.S. beef is another niche way to grow demand.

The Beef Checkoff allocates funds to support the U.S. Meat Export Federation in its efforts to increase market access for U.S. beef around the globe. 

AUDIO: Andy Bishop, Cattlemen’s Beef Board

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