Dan Halstrom, U.S. Meat Export Federation (USMEF) senior vice president for marketing and communications, is en route to ANUGA 2013, which begins later this week in Cologne, Germany. Held every two years, ANUGA is the world’s largest food exhibition.
The 2011 show was attended by 155,000 food industry representatives from 180 countries. Exhibitors totaled nearly 7,000, representing companies from more than 100 countries.
At this year’s meat exhibit alone, more than 800 exhibitors from 45 countries are expected be on hand.
In the audio report above, Halstrom explains why ANUGA is such a critical venue for exporters of U.S. beef, pork and lamb.
He notes that interest from European buyers is heightened this year because of the Transatlantic Trade and Investment Partnership (T-TIP) negotiations, which may lead to better market access for U.S. red meat in the European Union. But Halstrom emphasizes that ANUGA isn’t limited to buyers from the EU. In fact, USMEF members meet with many prospective customers at ANUGA from the Middle East, Russia and central Asia.