Montana, known around the world as having some of the highest quality beef genetics, is continually looking for new markets. This year, after receiving funding, the Montana Department of Agriculture meat and livestock marketing officer Marty Earnheart, Montana State University Interim Dean and Director of the College of Agriculture and Agricultural Experiment Stations Dr. Glenn Duff, and two Montana beef genetic industry producers are poised to travel to South Africa in late January to assess the South African beef genetics market.
"Our high quality beef genetics are a multi-million dollar industry, with demand growing constantly," said Ron de Yong, director of the Montana Department of Agriculture. "Usually, after visiting markets and getting to know our counterparts overseas, we can begin expanding our reach, and generating business opportunities for Montana's beef genetics industry. What an opportunity for two representatives from the industry to travel to South Africa."
The South African beef sector has been identified as an emerging market for Montana's beef genetics industry (embryos, semen and live animals for breeding purposes). A 2012 report by the Republic of South Africa Department of Agriculture, Forestry, and Fisheries, found a beef consumption deficit, consuming more beef than it produced. Further, market analysis found growing beef consumption across Africa with population on the continent set to double by 2050.
"Capitalizing on this program has been a boon for Montana beef producers in the genetics business. The work done by the Montana Department of Agriculture and Ms. Earnheart has had a profound impact on the Montana beef industry; for example, the mission to Russian in 2010 has generated some $23 million of trade revenue for Montana's beef genetic industry," explained Dr. Glenn Duff, Interim Dean and Director of the College of Agriculture and Montana Agricultural Experiment Stations at Montana State University.
The Montana Department of Agriculture applied for funds through U.S. Livestock Genetics Export, Inc. (USLGE); both the Market Access Program and Foreign Market Development program awarded funding to the department. USLGE is a not-for-profit, nationwide trade association that represents the international marketing interests of the dairy, beef, sheep, swine, and horse breeding industries.
"We believe there is strong potential in South Africa for Montana beef genetics; the initial numbers look good," explained Marty Earnheart, meat and livestock marketing director. "This is a great opportunity for two representatives from the Montana beef genetic industry to be involved in expanding business opportunities, and to meet representatives from the South African beef industry."
Source: Montana Department of Agriculture
