As the U.S. Meat Export Federation’s (USMEF) regional director for Europe, Russia and the Middle East, John Brook already oversees a massive portion of the Eastern Hemisphere. But he says West Africa features several areas of rapid economic growth that present interesting, untapped potential for U.S. beef exports. The region already imports some beef variety meat from the United States, but Brook sees growth opportunities for muscle cuts as well, if transportation challenges and other obstacles can be overcome.
In September 2011, USMEF participated in the region’s first-ever U.S. beef promotion in Dakar, Senegal, and a similar event is planned for May 14. Brook says this year’s promotion will showcase more economical beef value cuts, which have the best potential for growth in this region.