From Brisket to Coulotte: U.S. Pork and Beef Gains Traction in Colombian Markets
In the bustling streets of Bogotá, where the aroma of grilling meat wafts through the air, Colombian butcher shops have found a new ally in their mission to deliver quality U.S. pork and beef cuts to their customers. With support from the USDA, the National Pork Board and the Beef Checkoff Program, the U.S. Meat Export Federation (USMEF) has embarked on a mission to enhance the merchandising of U.S. red meat in Colombia.
Homero Recio, the Latin America Representative of USMEF, recently shared insights into the program, emphasizing the pivotal role played by butcher shops in Colombia's retail sector. Despite the growth of modern supermarkets, these traditional establishments continue to dominate sales, leaving room for further expansion and collaboration with USMEF.
"Butcher shops in Colombia make up a larger part of sales than in other markets in Latin America," explained Recio. "There's still some expansion left in that model for MEF to work in. We have really seen the ability for our products, pork and beef, to take market share because of the individual cuts that we offer, the quality that we offer, the size and consistency that we offer."
Recio highlighted the importance of moving beyond price considerations, focusing on the evaluation of the butcher shops' business models. USMEF provides recommendations that result in cost savings, additional point-of-sale materials, and even redesigns of some butcher shops. This approach has created a positive impact on these establishments, empowering them to better serve their consumers.
The program strategically targets beef and pork cuts that are underutilized in the domestic market but hold immense potential in Colombia. On the beef side, the coulotte, the cap of the sirloin, has become a staple, boasting a different quality level than the traditional Colombian cut, Recio says. In recent years, USMEF has introduced secondary cuts like beef short ribs and beef tri-tip, expanding the variety available to consumers.
On the pork side, the emphasis lies on loins, particularly the sirloin end of the loin and the bone-in full loin, Recio notes. However, the true star in the Colombian market is the pork brisket bone, derived from the production of St. Louis ribs. This product, not only sold fresh but increasingly cured and smoked, has become a value-added item in the retail marketplace, capturing the taste buds of Colombian consumers.
As the aroma of sizzling meat continues to draw customers into Colombian butcher shops, the collaboration between USMEF, USDA, the National Pork Board and the Beef Checkoff Program ensures a flavorful journey for meat enthusiasts, introducing them to a diverse range of high-quality U.S. pork and beef cuts.
