Animal ag and soybeans have a relationship that goes back generations. That relationship will continue in 2014 as the soy checkoff supports some innovative work of the U.S. Meat Export Federation (USMEF) and the USA Poultry and Egg Export Council (USAPEEC). The United Soybean Board (USB) continues to support these organizations because growing exports for U.S. meat and poultry means growing demand for U.S. soybean meal from its No. 1 customer, animal agriculture.
In 2014, the checkoff will continue partnering with USAPEEC to promote U.S. broiler and turkey meat in China, Hong Kong, Russia, the Middle East, Central America, Japan and South Korea. One way USAPEEC plans to boost U.S. poultry demand is by focusing on women. USAPEEC holds culinary workshops for influential female decision makers in Oman. These workshops feature live cooking and tastings where U.S. turkey is the main ingredient.
The checkoff also supports USMEF in its efforts to increase U.S. pork sales in Japan, Mexico and South Korea. As a key component of this effort, USMEF plans to conduct more than 700 full-day tasting demonstrations at national retail chains around Japan.
"The fact is we're all working together," says Joel Thorsrud, USB Domestic Opportunities target area coordinator and a soybean, corn and wheat farmer from Hillsboro, N.D. "Industry leaders in corn, soybeans, pork and beef are collaborating to make a difference, which is moving product and creating extra demand for all our commodities."
Past checkoff partnerships have proven successful at increasing the preference for U.S. meat in other countries. Soy-checkoff-funded marketing efforts helped boost Japanese consumption of U.S. pork back ribs from zero to 4.5 million pounds over a three-year span.