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Latin America

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Latin America – PowerPoint PPT presentation

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Title: Latin America


1
Latin America Homero Recio New Orleans May
2001
2
Latin America
  • The Approach (Beef)
  • Teams
  • Seminars
  • Partner with Texas Beef Council
  • Promotion

3
Latin America
  • The Approach (Pork)
  • Teams
  • Seminars
  • Mostly processors, some contact with retailers in
    Central America and Andean Pact countries.

4
Beef Exports, Central America
5
Pork Exports, Central America
6
Beef Exports, South America
7
Pork Exports, South America
8
Free Trade Aggreement of the Americas (FTAA)
  • 34 countries from North, Central, South America
    the Caribbean with the exception of Cuba
  • 800 million population
  • Last Ministerial Meeting was in Buenos Aires in
    April of 2001

9
Free Trade Aggreement of the Americas (FTAA)
  • Areas Agriculture will negotiate
  • Base rates for tariffs and timetable for tariff
    elimination
  • Rules of origin
  • Customs procedures
  • SPS issues
  • How to eliminate export subsidies for products
    traded in the region

10
CUBA
  • The Goal is to conduct market research by the end
    of 2001.
  • Possible easing of restrictions for agricultural
    trade to Cuba
  • Payment will be an issue

11
The Retail Sector in Mexico
  • Gilberto Lozano
  • New Orleans May 2001

12
Mexicos Political Outlook
  • Sweeping Political Change Marked Mexico in 2000
  • End of a 70 year party dictatorship
  • Peaceful transition to a true democracy
  • Balance of power among political forces
  • PRI, PAN, PRD.
  • Legislative Power VS. Excutive Power
  • More power brokers to deal with.
  • eg.Border Verification Points

13
Outstanding Mexican Economic Development
Annual Economic Growth ( GDP)
Preliminary, AC Nielsen with Mexicos Central
Bank Data
14
Meat Poultry Production in Mexico
Units Million Metric Tons
15
Meat Poultry Share of Production
Pork 15.3
Beef 26.3
Beef 20.9
Pork 18.1
P. Meats 7
Chicken 27.9
P. Meats 8.2
Chicken 22.3
Eggs 26.3
Eggs 27.7
Source SAGARPA
16
Mexico Meat Supply 1961-1998 (mt)
2,000,000
Poultry
Pork
Beef
1,800,000
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
1961
1963
1965
1967
1969
1971
1973
1975
1977
1979
1981
1983
1985
1987
1989
1991
1993
1995
1997
17
Mexico. Relative Meat Prices, 1981-2000(Nominal
Prices. Weighted Average Prices)
18
Meat Price Index vs Inflation
Feb. 2000 to Feb.2001
19
Food Retailing Growth
2054 Outlets 5.5 Times More
374 0utlets
312
Mex city No Change
20
Food Retailers by Store Format
21
Mexican Food Retail Sector
Total 2054 Outlets 45 Chains 1000
Sell Meat
Convenience
22
Retail Outlet Geographic Distribution
23
Market Positioning
More Variety
Mega
Hiper
Super
High Price
Low Price
Warehouse
Clubs
Less Variety
AC Nielsen
24
Percentage of Avarage Disposable Income Spent on
Food
25
Percentage of Avarage Disposable Income Spent on
Animal Protein
26
Retail Sales Share Development Programs
  • Before
  • 2 to 3 Chains at a time.
  • 60 Outlets
  • Weekend presence
  • Theme promotions
  • Since 2000
  • 5 to 8 Retail chains at a time.
  • 220 Outlets
  • Continuos presence
  • Theme promotions

27
Retail Sales Share Development Programs
28
Retail Sales Share Development Programs
  • Since 1999
  • 15 to 20 sale increase
  • Longer term impact on sales
  • All week effect
  • High residual impact
  • Simpler, more effective and lower cost to
    maintain
  • Before 1999
  • 20 to 25 sales increase
  • Impact on sales had a short term effect
  • Only Weekend effect
  • Low residual impact
  • Higher cost for desired impact

29
Retail Sales Share Development Programs
30
Retail Sales Share Development Programs
  • Full time presence Brand Development through
    U.S. Meat Sections.
  • Country of origin identification of the package
    at all times.

31
MEF Retail Program Presence With Major Retailers
Soriana 97 vs. 20
C.Mexicana 131 vs. 60
Sams 38 Walmart 33
Gigante
32
Retail Sales Share Development, Approach
  • Previous
  • Introduce American meat products to the market
  • Push demand through the trade
  • Enhance positive attributes among the trade
  • Most Recent
  • Develop product awarenes among consumers
  • Position American meat products according to
    Mexican consumers needs wants
  • Use American Beef Pork as Solutions for
    Retailers

33
Key Attributes for U.S. Pork
  • MEF will continue to Focus On the 3 main
    attributes that were found to be key drivers for
    the purchase of Pork
  • Confiable Wholesome / Safe
  • Sabroso Tasty
  • Nutritivo Nutritious

34
Key Attributes for U.S. Beef
  • After several studies, MEF concluded the Key
    Driver/Attribute for Beef is Freshness.
    Therefore, all materials and tactics are
    developed to deliver this key message.

35
(No Transcript)
36
Program Activities
  • Mystery Shopper
  • In 3 chains, 149 outlets
  • Enhance meat department image by training and
    evaluating employees.
  • Direct impact by increasing sales.
  • Grilling Promotions
  • Conducted during the summer for brand development
    and imaging

37
Key Attributes for U.S. Beef Pork
38
Program Activities
39
Program Activities
  • Butcher Certification Program by MEF and
    Monterrey Tech.
  • First group of 21 persons certified at VH
    Supermarkets in the state of Sonora
  • Second group will be 500 Wal-Mart employees
  • Training program to develop new trainers
  • Commitment to U.S. Meat products
  • Tool to keep a positive rapport with the chains,
    workers and public opinion
  • On going and nation-wide reach
  • MEF will keep control of the program

40
Program Activities
41
Program Activities
  • Brand image development
  • Billboards
  • Magazines
  • Local radio programs and Ad Campaign
  • Spokes-person
  • Health professionals
  • Category management

42
Program Activities
43
Gaining Shoppers for US Meat
  • Consumer Educational Materials for Wet Markets
  • First edition of 60,000 issues to be distributed
    at wet markets
  • Inform the consumer regarding differences that
    exist between frozen, fresh, refrigerated and hot
    meat.
  • Provide accurate information regarding American
    meat production in a simple way (illustrations
    approach).

44
  • CARIBBEAN
  • Elizabeth Wunderlich
  • New Orleans, LA
  • May 24, 2001

45
BEEF STATISTICS
  • Exports ? 3664 MT (JanDec, 2000) 23?
  • Key islands Dominican Republic (-2900) and
    Jamaica (-1550) are down by 4500 MT
  • Dominican Republic permit and access issues
  • Jamaica with 86 duties brought in lower graded
    U.S. beef, this coupled with a new feedlot
    industry made U.S. beef considered on par with
    local beef
  • January 2001 some decreases on British based
    islands due to Mad Cow/FMD issues
  • Cayman 165 MT ? 58 (?65)
  • Barbados 327 ? 25 (?93)
  • Jamaica 55 ? 24 (?56)

Source USDA USMEF importer interviews
46
PORK STATISTICS
  • Exports ? 1729 MT (JanDec 2000) ?25
  • Key Island Dominican Republic (down 1798 MT)
  • Why? Access issues! Only pork for mftg.
  • In general, islands are price sensitive toward
    U.S. pork
  • Dutch islands still bring in subsidized EU pork
  • Brazilian infiltration until FMD outbreak

Source USDA USMEF importer interviews
47
ACCESS ISSUES
  • Jamaica
  • virtually no pork proposal to raise duties on
    beef 86 to 186
  • Barbados
  • Higher duties on pork (207) and beef (40)
  • St. Lucia
  • changed pork import requirements 6 mos. ago
  • Product mix was 40 local 60 imported
  • Now product mix must be 60 local 40 imported
  • Dominican Republic
  • Some mftg. pork allowedbut not enough
  • Beef from U.S. subject to permit problems

48
PROGRAMS--TRADE
  • Trade Shows
  • Americas Food BeverageMiami
  • Nov. 28 29 8 10 booths
  • Fall support local shows on islands
  • Trade Teams
  • Cancelled BOD team due to FMD problems
  • TxBC supported sales marketing team (week of
    9/10) in conjunction with Beef 101 at Texas AM

49
CARIBBEAN--LAMB
  • Identify cuts for promotionDenver ribs a
    hitsometimes difficult to get
  • Concentrating on value-added enhanced and items
    specific to U.S.
  • Plans to Market test new products in lamb
    islands (Bermuda and Caymans)

50
CARIBBEAN PROGRAMS--RETAIL
  • Beef Fully Cooked and Underutilized Cuts
    Promotion--Bermuda
  • Used on-pack labels adapted from NCBA retail
    program
  • Results were less than expected sales up 215
    lbs.
  • Felt promotion stopped the bleeding. When
    promotion ended, sales dropped 3500 lbs. for the
    following month due to FMD hype. For
    January/February Bermuda was only British island
    which maintained U.S. imports.

51
CARIBBEAN PROGRAMS--RETAIL
  • Pork Promotions-Bermuda
  • Spiral Ham
  • Cost of 300
  • Introduced spiral hams on island via chef
    demonstrators
  • Enhanced Pork
  • 129 increase
  • Adapted NPPC retail labels for roasts and chops
  • Cost of 5,000

52
CARIBBEAN HRI PROGRAMS
  • Trinidad Tobago TX Promotion at Hiltons
  • Three t.v. shots one radio
  • All-island seminar in-house wait staff seminar
  • Brisket, back ribs, coulotte
  • Will feature at July 4th at Embassy
  • Permanent theme nights
  • Kingston Hilton June 14
  • Sandals August 20

Tobago Hilton Flyer
T.V. Interviews in Trinidad
Trinidad Hilton Flyer
53
CARIBBEAN PROGRAMS--HRI
  • Pork Menu--TrinidadSolimar Restaurant
  • February US Pork Month
  • Featured cuts tenderloin, loin, porterhouse,
    double chop, and fresh ham (satay)
  • Increased sales by 200, one of Solimars top
    festival events
  • Sustained sales of 88 more pork the next month
  • Two items became permanent menu items after
    festival

Festival Menu ?
? Staff Showing Aprons Hats
54
CARIBBEAN PROGRAMS--HRI
  • Chef Competition
  • Cuts promoted
  • beef top blade coulotte
  • enhanced pork loin
  • lamb Denver ribs
  • Cuts purchased
  • Antigua beef coulottes top blades, pork loins
  • Bahamas beef coulottes top blades lamb
    Denver ribs
  • Jamaica beef coulottes and top blades
  • St. Lucia beef top blades lamb Denver ribs
  • St. Maarten beef coulottes and top blades

55
CARIBBEAN PROGRAMS--HRI
  • Chef Competition Results to date
  • Last year 10 entries (6 islands)
  • Aruba, Bahamas, Barbados, Dominican Republic,
    Jamaica, Turks Caicos
  • This year 20 entries (9 islands)
  • Antigua 3 St. Lucia 1
  • Bahamas 2 St. Vincent 4
  • Barbados 1 Trinidad 2
  • Jamaica 2 Turks Caicos 2
  • Dominican Republic 3
  • Chef to Chef Seminars using Y2K Competition
    Winners
  • Also chef to chef seminars in Anguilla, Aruba,
    St. Maarten, Grand Cayman

56
CARIBBEAN PROGRAMS--HRI
  • Pork Software Continues
  • Used as handouts in seminars
  • Portion Control Beef Software
  • First Draft for Review
  • Focus on Testimonials
  • Use as tool for presentations in fall
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