USMEF USMEF FOREIGN MARKETING 16 RESULTS RESULTS 7% increase in U.S. beef exports to Japan year-over-year* + 50% increase in U.S. beef exports to Brazil year-over-year + PROMOTING U.S. BEEF IN JAPAN BY THE POUND STEAK Japan has traditionally been the leading international destination for U.S. beef, but ever-changing consumer tastes continue to create new opportunities for growth in Japan. With support from the Beef Checkoff program, the USMEF promoted thick-cut U.S. steaks in Japan, where steaks steaks in Japan, where steaks are typically served at six to are typically served at six to eight ounces. The Beef Checkoff- eight ounces. The Beef Checkoff- funded ‘pound steak’ campaign is funded ‘pound steak’ campaign is designed to convince restaurants, designed to convince restaurants, supermarkets and foodservice supermarkets and foodservice operators to serve steaks that are operators to serve steaks that are 15 to 16 ounces. These efforts have 15 to 16 ounces. These efforts have contributed to another banner year contributed to another banner year for U.S. beef exports to Japan. for U.S. beef exports to Japan. U.S. BEEF GOES BRAZILIAN Brazil reopened to U.S. beef in Fall 2016, with the first shipments arriving in Brazil reopened to U.S. beef in Fall 2016, with the first shipments arriving in Brazil April 2017. With support from the Beef Checkoff program, the USMEF Brazil April 2017. With support from the Beef Checkoff program, the USMEF launched U.S. beef’s return to Brazil with an educational seminar, inviting launched U.S. beef’s return to Brazil with an educational seminar, inviting importers, distributors and representatives from major supermarket chains. importers, distributors and representatives from major supermarket chains. USMEF also worked with an importer/distributor in Brazil to introduce USMEF also worked with an importer/distributor in Brazil to introduce “rolling billboards” — delivery vehicles featuring images of U.S. beef that “rolling billboards” — delivery vehicles featuring images of U.S. beef that were viewed by consumers in 44 Brazilian cities. Through September were viewed by consumers in 44 Brazilian cities. Through September 2018, U.S. beef-muscle cut exports to Brazil totaled 1,122 metric tons 2018, U.S. beef-muscle cut exports to Brazil totaled 1,122 metric tons. *Figures based on USDA data compiled by the U.S. Meat Export Federation.