International market development is one of NPB’s priorities and immersion trips offer a firsthand perspective that reports alone can’t provide.
In mid-June, NPB staff and U.S. pork producers traveled to Mexico City for U.S. Meat Export Federation’s (USMEF) inaugural U.S. Red Meat Symposium. They also had the opportunity to explore the Mexican market and better understand USMEF’s presence and project focus to promote, differentiate and diversify U.S. pork and beef exports.
USMEF’s Inaugural Symposium
The U.S. Red Meat Symposium brought together more than 150 exporters and importers to showcase U.S. products and to discuss product attributes, demand and conduct sales.
NPB board member and Illinois pork producer, Pat Bane, kicked off the Symposium by discussing his farm, the National Pork Board and its involvement with USMEF, and the critical importance of the Mexican market to operations.
While in Mexico City, attendees spotted U.S. pork in wet markets (50% of the Mexican population obtains their protein from this sector where fresh foods are sold in a non-supermarket setting), mid- and up-scale retail establishments and met with importers including a grilling workshop featuring preparation methods for pork.
With 22 offices in 19 different countries, USMEF has a full team in Mexico promoting U.S. Pork and Beef across the value chain from processing to retail and food service. NPB and USMEF have a longstanding and close-knit relationship priding itself on open communication for the benefit of U.S. red meat.
For example, to differentiate U.S. pork in Mexico, USMEF is championing a program called, “American Pure Pork” to promote that U.S. pork has no water injected and is free of tenderizers and preservatives.1
Importance of Mexican Market
Mexico is not simply another export market. Mexico is the U.S.’s No. 1 export market2 and 37% of exports year-to-date have gone to Mexico.3
Mexico is the best example of a successful export program and is extremely important for U.S. Pork — over 200 semi loads cross the border daily. According to USMEF for January through April, exports to Mexico reached double-digit growth over last year, up 11% in volume to 388,855 mt and 18% in value to $815.6 million.4 In April alone, pork exports climbed 34% from a year ago to a record 107,594 mt and export value reached a record 61% to $240.5 million.5
Mexico has a large preference for pork and its population is growing (1.5 million annually). Mexico’s consumption can continue growing per capita. In 2023, Mexico averaged 32.2 pounds of pork consumed per capita – the second largest protein consumed in Mexico with chicken being number one at 68 pounds per capita.6
U.S. Pork currently accounts for about half of Mexico’s pork consumption. The growing demand in Mexico underscores the need to strengthen relationships to capitalize on this growth.
Variety meats are popular in Mexico and are used in common dishes like quesadillas, tacos and chicharrónes to name a few. It is critical for Pork Checkoff to invest in international markets where variety meats are consumed as it maximizes the carcass and adds value beyond price to U.S. Pork.
Producer Perspective
Immersion trip benefits are two-fold:
- Pork producers witness U.S. Pork’s promotions in market, giving experience-based background to inform NPB budgets and decisions; and
- Importers hear directly from pig farmers about how we raise a safe, quality and consistent product and directly thank them for being our customer.
The ability to have producer boots on the ground to experience a city of 22.5 million people – the largest in North America – was eye-opening and valuable for NPB Board member, Pat Bane. “The sheer number of mouths to feed highlighted Mexico’s massive and growing market,” he said.
Mexican importers appreciated direct interaction with U.S. producers. While price is extremely important, it is valuable for buyers and importers in Mexico to see where the pork comes from and who raises it.
Main Takeaways
The Mexican market is incredibly important for the U.S. pork industry and still has much room for growth for both volume and value. The U.S. appreciates Mexico as a customer and stands ready to provide a safe, consistent and quality product.
Relationships and traditions are important in Mexico, and it is important to grow the connections. It’s meaningful when producers support and contribute their insights on animal care, biosecurity, meat quality and consistency.
“We want to build relationships for export markets and domestic markets for the next generation,” said Ohio pork producer, Nathan Schroeder. “We work tirelessly every day to grow a safe, nutritious and tasty product. It’s one thing all U.S. pork farmers can be proud of.”
Sources:
1 News & Events | USMEF Expands U.S. Pork’s Differentiation Campaign in Mexico
3 USMEF export-data/export-statistics/april pork+variety
6 USDA PS&D |OECD
