TOKYO (Tuesday, July 9, 2013)—The Nebraska contingent arrived in one piece on Monday evening (July 8) after a 12-hour flight from Chicago and a 2-hour bus ride from Narita Airport to the ANA Intercontinental Hotel. Checked in and had about 20 minutes to get cleaned up before walking to dinner about 15 minutes away.
USMEF folks ordered on our behalf. The restaurant featured "Japanese Fusion" cuisine and our menu included grilled edimame (soybeans), pork belly, smoked vegetables, fried chicken, bean curd, sushi and several other unique dishes, all requiring us to hone our chop sticks chops.
An early evening for everyone as it had been a veeerrrry loooong day. But up and at 'em this morning as we get briefings from USMEF at the U.S. Embassy, meet with an importer who does business with Greater Omaha Pack, and take a tour of Seiyu, which is Japan's version of Wal-Mart. (Wondering if we'll see blue vests?)
More to come—including photos—as we begin our Japan mission in earnest within the hour.
By the way, we are 14 hours ahead of Central Daylight Time, not 13 as originally thought.
Stay tuned....
July 8, 2013
July 3, 2013
Nebraskans Prepare for USMEF Japan Beef Mission
LINCOLN, NE—A group of Nebraskans is packing its bags for Japan as part of a mission coordinated by the U.S. Meat Export Federation (USMEF). The group departs on Sunday, July 7 and will return Saturday, July 13. The Nebraska Corn Board is sponsoring the Nebraskans on the mission.
The focus for this mission is an opportunity for U.S. beef and corn producers to assist in U.S. beef promotions and trade activities in the one of the busiest meat purchasing seasons.
Participants will have meetings with the U.S. Embassy, retail and importer discussions, interaction with over 500 meat buyers at a meat symposium, and a U.S. beef activity in the Sendai region of Japan. Main talking points will include the continued safety of U.S. beef that is LT 30 months and younger, as well as promotion of the quality of U.S. corn fed beef.
Nebraskans on the mission will include:
- Mark Jagels of Davenport, a corn farmer and beef producer. Mark is on the
Nebraska Corn Board and is the chair-elect of the U.S. Meat Export
Federation.
- Tim Scheer, corn producer from St. Paul. Tim is chairman of the Nebraska
Corn Board.
- Dale Spencer, a beef producer from Brewster, and president of the Nebraska
Cattlemen
- Kyle Cantrell, corn and beef producer from Anselmo
- Doug Parde, corn and beef producer from Sterling
- Dave Buchholz, president of David & Associates in Hastings, who is handling communications and media services during the mission
The mission of USMEF is to increase the value and profitability of the U.S. beef, pork and lamb industries by enhancing demand for their products in export markets through a dynamic partnership of all stakeholders. Simply put, USMEF is "Putting U.S. Meat on the World's Table."
The Nebraska Corn Board provides funds to USMEF since beef exports are critical to the success of Nebraska beef producers—and beef production is one of the largest customers for Nebraska corn and the distillers grains co-product from ethanol production.
March 28, 2012
Significant Takeaways
MARCH 23, 2012: Following the last meeting of the day with Hungarian officials and ag/biofuels leaders, the mission team took some time to debrief. Some significant takeaways noted by the team:
- The entire week was a serious reality check in terms of the situation in the EU. The EU represents at 500 million person market. You don't write them off. But under the current circumstances, they are likely not a market of significant growth for U.S. corn and corn products.
- We cannot be arrogant about this market. It's easy to dismiss the EU as irrational, but that's dangerous. We must learn to adapt and change in some ways.
- The perception among EU consumers related to GMOs and biotechnology is visceral and emotional. Science and logic have little influence on swaying their opinion. Moreover, politicians are using these issues to gain votes and, to some degree, divert attention from other issues. Even though we have science on our side, our story in the EU (and in the U.S.) also needs to carry with it an emotional appeal.
- We need to keep a close eye on the regulatory developments in the EU related to animal care, sustainability, etc. since the regulatory environment in the EU tends to work its way across the pond to the U.S. "Green" is an overriding concern in the EU and we need to take heed.
- There are niche markets available to American producers. For example, they are reacquiring their taste for marbled, corn-fed U.S. beef (albeit hormone-free, GMO free, etc.) And as the EU loses its livestock production (due to regulatory and economic issues), new opportunities for protein may emerge.
- U.S. producers (grain and livestock) need to be more cognizant of consumer opinion and perception. We have lost our consumer focus.
- Traceability, especially in the meat industry, is an expectation—and must be implemented if the U.S. is to continue building market share in the EU.
- We talked to a lot of people who seemed resigned to the regulatory environment, and not many who seemed to think it would work or was particularly enforceable. That would likely not be the case in the U.S. If regulations of this nature are in place in America, they will be enforced.
- We're not the only people selling corn. Global competition for corn is growing. We heard about the Ukraine all week. They will have an impact on corn markets in this region.
- Something of significance will have to occur in the EU in order for the current trajectory to change—a food shortage for example. If that happens, their priorities—and their regulations—may change.
- The EU political system is convoluted and cumbersome, what with 27 member nations. It takes a very long time for decisions to be made—and once they are, they are very unlikely to be undone.
- Many groups have worked to collaborate with the NGOs in the EU in the development of regulations in order to be part of the conversation. But once you make a coalition with these groups, when do they stop? How far do they go? How does this increase their credibility and impact? Do initiatives such as ISCC give these organizations a single point of focus at which they can concentrate resources and effort?
- Transparency is critical. Cary Sifferath with the U.S. Grains Council noted that the recent "Corn Quality Report" published by USGC marks the first time we've had hard facts to communicate and substantiate the U.S. corn supply. We still have a "hangover" from the 09/10 crop—but the report is helping convince global customers about the reliability and quality of U.S. corn.
- The work of the U.S. Grains Council and the U.S. Meat Export Federation is helping keep U.S. agriculture in touch with market development, market opportunities and potential threats.
The mission team returned to the U.S. on March 26.
- The entire week was a serious reality check in terms of the situation in the EU. The EU represents at 500 million person market. You don't write them off. But under the current circumstances, they are likely not a market of significant growth for U.S. corn and corn products.
 |
| In Hamburg, team listens to a presentation on ISCC certification for the biofuels industry in the EU. |
- The perception among EU consumers related to GMOs and biotechnology is visceral and emotional. Science and logic have little influence on swaying their opinion. Moreover, politicians are using these issues to gain votes and, to some degree, divert attention from other issues. Even though we have science on our side, our story in the EU (and in the U.S.) also needs to carry with it an emotional appeal.
- We need to keep a close eye on the regulatory developments in the EU related to animal care, sustainability, etc. since the regulatory environment in the EU tends to work its way across the pond to the U.S. "Green" is an overriding concern in the EU and we need to take heed.
- There are niche markets available to American producers. For example, they are reacquiring their taste for marbled, corn-fed U.S. beef (albeit hormone-free, GMO free, etc.) And as the EU loses its livestock production (due to regulatory and economic issues), new opportunities for protein may emerge.
- U.S. producers (grain and livestock) need to be more cognizant of consumer opinion and perception. We have lost our consumer focus.
 |
| A wind farm in rural Hungary. |
- We talked to a lot of people who seemed resigned to the regulatory environment, and not many who seemed to think it would work or was particularly enforceable. That would likely not be the case in the U.S. If regulations of this nature are in place in America, they will be enforced.
- We're not the only people selling corn. Global competition for corn is growing. We heard about the Ukraine all week. They will have an impact on corn markets in this region.
- Something of significance will have to occur in the EU in order for the current trajectory to change—a food shortage for example. If that happens, their priorities—and their regulations—may change.
- The EU political system is convoluted and cumbersome, what with 27 member nations. It takes a very long time for decisions to be made—and once they are, they are very unlikely to be undone.
 |
| Representatives of Hungary's agriculture and biofuels markets (along the far side of the table) listen as Kelly Brunkhorst of Nebraska talks about the U.S. corn and ethanol industries. |
- Transparency is critical. Cary Sifferath with the U.S. Grains Council noted that the recent "Corn Quality Report" published by USGC marks the first time we've had hard facts to communicate and substantiate the U.S. corn supply. We still have a "hangover" from the 09/10 crop—but the report is helping convince global customers about the reliability and quality of U.S. corn.
- The work of the U.S. Grains Council and the U.S. Meat Export Federation is helping keep U.S. agriculture in touch with market development, market opportunities and potential threats.
The mission team returned to the U.S. on March 26.
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