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Award recognizes an individual for their leadership and lifetime contributions toward the achievement of USMEF’s mission to increase the value and profit opportunities for the U.S. beef, pork and lamb industries by enhancing demand in export markets.
The trade mission team received market briefings from USDA and in-country USMEF marketing staff before touring a packing plant and several retail outlets, witnessing USMEF marketing initiatives at work in-market and attending Expo Carnes, the largest meat industry trade show in Mexico.
U.S. red meat exports will likely set a value record approaching $20 billion this year, but the industry is facing an array of obstacles related to the sluggish global economy, weakening currencies of key trading partners and lingering effects of the COVID pandemic.