International Marketing
Educating international customers about the benefits of U.S. beef in partnership with the U.S. Meat Export Federation.
Korea Galbi Promotion Ad

With 95 percent of the global population and 80 percent of the global buying power being located outside of U.S. borders, international marketing of U.S. beef is necessary in order to increase beef sales around the world. In addition, the global population is projected to nearly double by 2050. Together, these factors clearly showcase a growth opportunity for U.S. beef producers.

Texas Beef Council’s partnership with the U.S. Meat Export Federation increases marketing efforts of U.S. beef aimed at expanding market penetration, improving global consumer perceptions and building trust in U.S. beef. International marketing leverages the brand equity of Texas to promote the unique attributes of U.S. beef and beef variety meats in foreign markets.

Since 1995, Texas Beef Council has invested in growing demand for U.S. beef in international markets. It can be hard to see the value in this from the ranch, but when those buyers come to Texas, their excitement about purchasing more U.S. beef is obvious. By increasing demand for U.S. beef in the global market, producers will see an increase in the value per head of cattle they sell and ultimately increase producer profitability.


TBC actively works in partnership with the U.S. Meat Export Federation to fund and host trainings, industry tours, seminars and promotions taking place across the globe for international buyers, importers, retailers, foodservice and media.


Prim rib on a plate

TBC hosts a variety of trade teams, including importers and chefs throughout the year to showcase the Texas beef industry from pasture to plate. By experiencing the beef industry first-hand, these buyers increase their trust of U.S. beef and are more willing to demand U.S. beef for their restaurants and retail stores.



A man at the China U.S. Red Meat Japanese seminar

International marketing represents a significant growth opportunity for U.S. beef producers. By selling U.S. beef in more than 80 countries worldwide, the beef industry adds back an average value of $302 per head for fed slaughter to U.S. beef producers, according to data released by the United States Department of Agriculture (USDA) and compiled by the U.S. Meat Export Federation (USMEF).