Kansas Beef Council Vice Chair Josh Mueller, a rancher and auction market owner from Halstead, recently traveled to Korea as part of the U.S. Meat Export Federation’s (USMEF) Heartland Team, a group of producers and industry leaders reviewing U.S. red meat marketing efforts in one of America’s most valuable international markets.
Korea now is the largest value market for U.S. beef exports, contributing roughly $100 to the value of each carcass, and demand continues to grow. During this trip, Heartland Team members saw firsthand how the checkoff supports international marketing efforts and strengthens relationships with Korean buyers. Mueller said Kansas producers can be proud of how their investment supports market access, education and consumer confidence in premium U.S. beef.
“Being part of this trip allowed me to gain a deeper understanding of the Korean market while also seeing firsthand the work USMEF is doing to promote U.S. beef,” said Mueller.
The group visited the USMEF Korea office and saw how U.S. beef is shipped, marketed, sold and prepared. They also toured leading foodservice and retail operations, including Costco and E-Mart, made a stop at the Port of Busan, and visited companies that import U.S. red meat, such as Fresheasy, Frank Burger and Highland Foods. Producers heard directly from Korean importers who emphasized that consistent quality, safety and sustainability are key reasons they continue to choose U.S. beef.
This trip is one of many examples of how the checkoff ensures producer dollars are invested wisely. By supporting international marketing through USMEF, Kansas producers are helping expand demand, add value to every carcass and ensure beef remains a trusted protein of choice worldwide.