South Dakota Producer Speaks Out About Beef Imports and “Product of USA” Push

Beef market volatility continues following last week’s roller coaster.

On Wednesday, Reuters reported Mexican Agriculture Minister Julio Berdegue spoke with U.S. Agriculture Secretary Brooke Rollins in a video conference this week, and though they had made advances, there is still not a date for reopening the U.S. border to Mexican cattle. The border initially closed due to the northward movement of New World screwworm.

Cattlemen’s Perspective

Justin Tupper, United States Cattlemen’s Association (USCA) president from St. Onge, S.D., joined Chip Flory on AgriTalk Tuesday to discuss the state of the beef market, focusing on recent comments by President Donald Trump and the potential impact of beef imports from Argentina and Brazil.

Tupper shared insights into the complex challenges currently facing the cattle industry, including significant market volatility.

“Explaining to some of these producers why they might get $200 to $300 per head less than we got two weeks ago is a little hard to do,” Tupper says.

On Tuesday, compared to before President Trump made his post, November feeder cattle were down $35. and December live cattle were down $20 to $23. Choice box beef prices increased by at least $7.

Three key points from the conversation include:

1. Beef imports are a complex issue with potential long-term market implications.

Tupper discussed concerns about market fairness, safety protocols and potential precedent for future trade policies. He emphasizes the need for a level playing field and transparent labeling.

“We need to make sure that when we do it, that they’re playing on the same level playing field as far as production goes and safety protocols go,” he says. “If we want to be the safest, best protein on the planet, which I think we are, we’ve got to make sure we safeguard that.”

Flory points out most beef imports are used for ground beef, and many beef exports products are cuts Americans don’t typically consume — such as beef tongue and heart.

Tupper agrees, saying imports and exports are going to happen, but he supports a balanced approach to international trade that maintains fair competition, safety standards and truth in labeling.

“When we export it or we import it, we need to know where it’s coming from,” he says. “That’s another big thing. We don’t need them to use that loophole and be able to label it ‘Product of the USA’. The consumer wants to know, and they should be able to choose if they want a lower quality, lower price [product] from another country.”

2. Current beef prices reflect production costs.
Tupper says the beef industry needs to shift the narrative around pricing. Despite market volatility, Tupper argues current prices reflect true production costs. He stresses beef is not “too expensive” and that consumption remains strong — challenging the notion of overpriced beef. He shares the analogy of consumers are willing to spend $6 on a latte.

“I don’t think beef is too high,” Tupper says. “We’ve caught up with the cost of production. We’re finally making a living wage for some of these guys.”

Tupper stresses despite higher prices, beef consumption has remained surprisingly strong. He suggests this indicates consumers’ continued value of beef as a protein source.

“Usually, they can raise beef prices and consumption goes down, and then they can buy it cheaper,” he says. “That has not been the way they’ve been able to do it through this part of the cycle.”

Tupper and Flory also discussed how, ultimately, the consumer is who decides if beef prices are too high.

“That decision is 100% with consumers, and there are a lot of consumers that — maybe for the first time — are thinking beef prices might be too high because President Trump says they are,” Flory says. “That could be the demand hit we’re all fearful of.”

3. Transparency in labeling and production is crucial.
Tupper says there is a need for clearer labeling and consumer transparency. He advocates for a strict “Product of USA” label that truly represents beef born, raised and processed entirely in the U.S., allowing consumers to make informed choices about their meat purchases.

“Is there anything simpler out there?” Tupper asks. “If it says, ‘Product of USA’, that’s what it should be.”

For more from Tupper and Flory, check out their AgriTalk conversation here:

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