12 NEBRASKA CATTLEMAN October 2025 PEOPLE Nebraska Cattle Producers The U.S. Meat Export Federation’s (USMEF) Latin American Product Showcase began nearly 15 years ago as a small event aimed at allowing U.S. exporters of beef, pork and lamb to meet with buyers from small Western Hemisphere markets at a single location. At that time, export volumes to Central and South America and the Caribbean were small, but new opportunities were emerging due to a growing middle class and improved market access through trade agreements such as the Central America Dominican Republic-U.S. Free Trade Agreement (CAFTA-DR) and bilateral pacts with Colombia, Peru, Chile and Panama. Fast-forward to 2025, and the product showcase has exploded into a must-go event for dozens of exporting companies and importers, distributors, retailers and restaurateurs from throughout the Latin American region. When the 13th edition of the showcase was held July 30-31 in Guatemala City, prospective buyers from 18 countries met face-to-face with representatives of more than 80 U.S. exporters. Nebraska’s beef industry was also well-represented, with Mark Goes of Odell and Steve Hanson of Elsie participating. Goes, who raises purebred Gelbvieh seedstock, served for many years on the Nebraska Cattlemen (NC) Board of Directors and is now the Nebraska Beef Council District 8 director. The Beef Council is a longtime supporter of the Latin American Product Showcase, and Goes’s experience in Guatemala drove home the foresight involved in making this investment. “The export market is essential to our success, and the relationships we need to expand demand for U.S. beef are right here in Central America and across Latin America,” Goes says. “It’s great to see so many buyers here with such a strong interest in our product.” Steve Hanson, NC past president and USMEF chair, was especially impressed with the diverse range of beef cuts attracting interest at the showcase. “There are buyers here who want the top-of-the-line, then we have people wanting that mid cut and there is also a lot of demand for cuts we don’t use in the United States,” Hanson says. “That adds value and, as a U.S. cattleman, I see it as a win-win situation.” USMEF staff from the region also guided Hanson, Goes and other U.S. ag industry leaders on an in-depth tour of Guatemala City’s retail sector, visiting a wide range of outlets offering U.S. beef. Nebraska cattle producers Mark Goes (left) and Steve Hanson (right) display U.S. beef cuts available at a Guatemala City meat shop. U.S. Meat Export Federation Regional Director Gerardo Rodriguez (left) guides U.S. ag industry leaders through a Guatemala City wet market.
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