USAPEEC Annual Meeting shatters expectations, solidifying its position as premier industry event 

The 2024 USAPEEC Annual Meeting shattered expectations, solidifying its position as the premier industry event for U.S. poultry and egg exporters. Record-breaking attendance, substantial sponsorships and a dynamic atmosphere fueled by informative sessions, insightful discussions and strong industry connections cemented the event’s success. 

Set in California, the meeting attracted 326 registrants – the highest number in USAPEEC Annual Meeting history. This turnout signifies the industry’s unwavering support for USAPEEC’s mission to promote U.S. poultry and egg products globally. The meeting provided a platform for members to connect and build relationships. 

A highlight was the inaugural Marketing Showcase, featuring USAPEEC’s international staff. Members and sponsors enjoyed invaluable face-to-face interactions, discussing marketing programs and exploring opportunities in various regions. The energy was palpable as attendees exchanged ideas and strategies for maximizing their global reach. 

The Trade Policy Task Force also convened for its crucial first meeting of the year, tackling pressing issues impacting global trade. High on the agenda were topics like High-path Avian Influenza (HPAI), the current state of U.S.-China trade relations, and the recent positive development – the reopening of the Colombian market for U.S. poultry products. Addressing these critical matters ensures a smooth and thriving export environment for USAPEEC members. 

But USAPEEC’s dedication extends far beyond the annual meeting. Staff are actively engaged in diverse marketing programs worldwide, driving demand for U.S. poultry across various markets. 

In Mexico, a collaborative effort saw USAPEEC members join forces to promote their offerings within the influential retail sector. USAPEEC Mexico partnered with members Alimentos Calidad Optima (ALCO) and Maple Leaf Farms to showcase their products to retail giant HEB. Capitalizing on the popular Father’s Day grilling theme, the companies staged a special event at HEB’s corporate offices. 

Supported by the Iowa Soybean Association, the event featured renowned grill influencer Chef Sergio Salinas (“Checo”) from Enrazsados. Chef Checo’s expertise was on full display as he led interactive workshops for more than 130 HEB employees, providing hands-on experience in preparing marinated chicken thighs and various dressings. 

USAPEEC strategically incorporated ALCO and Maple Leaf Farms’ products into the workshop curriculum. More than 150 samples were prepared, featuring a delectable range of items like chicken breast pastor and marinated duck tacos. Notably, all products were sourced directly from HEB’s sales catalog, generously donated by the two USAPEEC members. 

Attendees not only participated in the workshops but also received promotional bags with samples to take home, ensuring a lasting impression of the high quality offered by USAPEEC members. 

Another initiative saw USAPEEC Mexico team up with the Indiana Soybean Alliance to promote value-added turkey products readily available in Mexican retail stores year-round. This innovative approach addressed the convenience factor often sought by consumers. 

The workshop, broadcasted live via Zoom, was led by Ruben Mora, an external chef consultant. Hosted by Carlos Garcia, USAPEEC Mexico’s marketing consultant, the workshop not only discussed the properties and applications of these value-added products but also emphasized their year-round availability in stores. With 55 attendees actively participating, the workshop culminated in the preparation of a mouthwatering turkey sriracha crispy bowl. To further entice viewers, 50 attendees received a kit containing all the ingredients to recreate the recipe at home. 

These are just a few examples of USAPEEC’s ongoing commitment to supporting its members and promoting U.S. poultry and egg products on a global scale. By fostering strong partnerships, facilitating industry connections, and implementing innovative marketing initiatives, USAPEEC ensures the continued success of the U.S. poultry and egg industry in the international marketplace.