October 2025 NEBRASKA CATTLEMAN 13 U.S. MEAT EXPORT FEDERATION STAFF Promote U.S. Beef in Latin America “We were able to visit four tiers of marketing, starting with a wet market,” Goes says. “Then we moved up three levels, touring a local grocery store, then a Walmart-type of market, then a premium market. As we moved on up to the upper levels, we saw those premium cuts of beef, with U.S. Choice and Prime in great demand. Select [grade] not so much, because they’re able to get that type of product locally.” “Our product looked really good in those meat counters, and I was extremely pleased to see how well it was displayed,” Hanson adds. “All the retail visits were interesting, but the high-end grocery store really knocked your socks off. That high-end consumer wants quality, and they don’t necessarily care what that price is. And, they want U.S. beef because it’s safe, it’s sustainable and the taste is unsurpassed.” Central America has emerged as a rising-star destination for U.S. beef exports, with record-large shipments in 2024 reaching nearly 22,000 metric tons (mt), valued at more than $160 million. In the first half of 2025, led by robust demand in Guatemala and Panama, exports topped last year’s pace by 8 percent (11,655 mt) while valued soared 32 percent higher to $103.2 million. First-half exports to South America were up just 3 percent from a year ago in volume (9,588 mt), but value climbed nearly 40 percent to more than $70 million. Growth was primarily led by Chile, but demand is recovering in Colombia, where access was restricted for much of 2024 due to avian influenza-related restrictions. Full access to Colombia was restored in late September. Export value to the Caribbean is also trending higher, with first-half shipments to the region up 11 percent in value to $160 million, despite a 7 percent decline in volume (16,187 mt). Top growth markets this year include the Bahamas and Netherlands Antilles. In addition to the Nebraska Beef Council, the USMEF Latin American Product Showcase is made possible through support from USDA, the Beef Checkoff Program, the National Pork Board and the Indiana Soybean Alliance. For more details on this event, please visit usmef.org. You can also scan this QR code to view video highlights on your mobile device. ~NC~ Nebraska cattle producer Mark Goes (left) photographs U.S. beef cuts on display at a Guatemala City supermarket. Buyers from 18 countries throughout Central and South America and the Caribbean met with more than 80 U.S. exporting companies at the U.S. Meat Export Federation’s Latin American Product Showcase in Guatemala City.
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