South Korea is currently the largest growth market for U.S. beef exports, according to statistics released last week. South Korea moved ahead of Japan and Egypt to become the No. 3 market (by volume) for U.S. beef, a 66 percent increase over last year.
Joel Haggard of the U.S. Meat Export Federation’s Asia Pacific region told Brownfield Ag News a multimedia imaging campaign that kicked off with focus group interviews with South Korean consumers is responsible for the increase in exports.
“A couple of points that came out 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,” Haggard told Brownfield. South Korean consumers appear to be responding to producer-focused messages by buying more U.S. beef.