Investing in the potential for U.S. beef in Africa

USMEF, with support from USDA and Beef Checkoff, is laying the groundwork with importers, retailers and suppliers to expand U.S. red meat sales in the region.

 

Source: U.S. Meat Export Federation (USMEF)

via Beef Magazine - Aug 01, 2022

 

Of the $5 billion of U.S. beef exported around the world through May of this year, only $8 million has been to Africa. But Africa is a very promising destination for beef variety meats, a low-cost protein that helps meet Africa's nutritional needs. There is also growing interest in higher-end beef cuts that draw interest from Africa's growing middle class.

 

Matt Copeland, U.S. Meat Export Federation representative in Africa, says that a growing population, an expanding need for affordable protein, an explosion in western-style retail outlets and some softening in regulatory barriers signal the region is a potential growth market for U.S. red meat. USMEF, with support from USDA and the Beef Checkoff Program, is laying the groundwork with importers, retailers and suppliers to expand U.S. red meat sales in the region.

 

"There is a huge volume of consumers, Nigeria's over 200 million people. By 2100 that's the largest country in the world by population potentially, and China going the other way in terms of their demographic hubs. It's such an important base for us to be looking into," Copeland says. "We're a short market for these variety meats, there's still a long way to go in terms of satisfying demand. I'd say we're probably 1,000 tons a month short, and we can accept more offers. And we're glad and willing to try and get more offers into that sub Saharan African sector of the market. Certainly critical, kidneys and then these other products, beef and beef head meats, beef tongue roots, as an example, used in manufacturing of hamburger patties in the country. It's a wonderful way of starting to introduce consumers to a slightly different flavor."

 

Copeland notes that a return to more normal shipping rates would open up more variety meat sales in Africa. At the same time, there is significant growth in more traditional grocery chains offering higher end cuts...

 

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