The Cattle Industry Convention is coming up in just a few days. One topic sure to be discussed - the industry’s ability to sell more US beef into the international marketplace. Thad Lively with the US Meat Export Federation spoke recently with Radio Oklahoma Ag Network Associate Farm Director Carson Horn about some of the strategies his organization is adopting to increase our overall share of the global beef export market.
“I think all of us who are involved in the export side of the business see great opportunities out there in the global market but I think if we’re realistic, we also know that that’s a very competitive place,” Lively said. “If we’re going to continue to have the kind of success that we’ve seen over the last 20 years or so - we’re going to have to keep our eye on the ball.”
Lively says this means taking the pulse of consumers in each market regularly to maintain an accurate understanding of their individual expectations. He admits at times it can be easy to fall into the frame of mind of just wanting to move product, but he contends his organization is at a turning point in knowing that in order to take full advantage of the growing opportunities in the international marketplace, we as an industry must focus on staying competitive.
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