The pork shoulder butt is a tender, flavorful and affordable cut that may not be reaching its full potential in some overseas export markets. A global initiative by the U.S. Meat Export Federation (USMEF) is out to change that by working with foreign buyers on new ways to promote and merchandise this often-underutilized cut.  

Greg Hanes, USMEF assistant vice president for international marketing, explains the reasoning behind this USMEF initiative, as well as some of the specific markets and merchandising tactics involved.