USMEF Weekly Audio: Pairings Allow U.S. Beef and Pork to Capitalize on ‘Buy Local’ Trend in Mexico

With the COVID-19 pandemic sparking a nationwide ‘Buy Local’ campaign in Mexico, the U.S. Meat Export Federation (USMEF) found a creative way to appeal to consumers’ desire to support local agriculture. With support from the Beef Checkoff Program, the National Pork Board and the Illinois Soybean Association, USMEF-Mexico developed educational programs pairing U.S. beef and pork with local products such as hydroponic vegetables, coffee, honey and habanero peppers.

Gerardo Rodriguez, USMEF marketing director for Mexico, Central America and the Dominican Republic, explains that the program has been well-received in a number of different regions in Mexico, with consumers excited to try new U.S. beef and pork recipes that also feature locally grown products.

Gerardo Rodriguez, USMEF marketing director for Mexico, Central America and the Dominican Republic

The U.S. Meat Export Federation ( is the trade association responsible for developing international markets for the U.S. red meat industry. It is funded by USDA; the beef, pork, lamb, corn and soybean checkoff programs, as well as its members representing nine industry sectors: beef/veal producing & feeding, pork producing & feeding, lamb producing & feeding, packing & processing, purveying & trading, oilseeds producing, feedgrains producing, farm organizations and supply & service organizations. USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law. USMEF is an equal opportunity employer and provider. 

Submitted to the BARN by:

Joe Schuele

Vice President, Communications

U.S. Meat Export Federation

303-547-0030 (mobile)

By Tucker Allmer - The BARN

Tucker Allmer & the BARN are members of the National Association of Farm Broadcasting (NAFB), the Colorado FFA Foundation, the Colorado 4H Foundation, the Colorado Farm Show Marketing Committee, 1867 Club Board Member, Denver Ag & Livestock Club Member, the Weld County Fair Board, the Briggsdale FFA Advisory Council, Briggsdale 4H Club Beef Leader & Founder / Coordinator of the Briggsdale Classic Open Jackpot Show.