More Europeans have a taste for Nebraska beef.
Greg Ibach, director of the Nebraska Department of Agriculture, says exports to several countries there are on the rise.
He says part of the success is due to working with the Nebraska Beef Council.
“They have joined us in funding some of the promotional activities and incentive programs that we’ve entered into with companies and importers, retail marketplaces, restauranteurs across the world to be able to help us try to brand Nebraska as a premium producer,” Ibach tells reporter at a Capitol news conference.
Ibach says personalizing the story of Nebraska beef by talking about the ranch families who raise cattle helps create a successful brand.
“We’ve kind of debunked the story in the international marketplace or the feeling that U.S. agriculture is corporate agriculture,” he says. “We’ve made them understand that Nebraska agriculture is families raising food for families all over the world.”
Ibach expects new customers in England, Germany, France, and Spain to buy Nebraska beef after last week’s trade mission. He says existing customers also renewed their commitments.
“In some marketplaces, the U.S. embassy will tell us that when somebody calls in, looking for U.S. beef, they’ll actually ask for Nebraska beef instead of just U.S. beef,” Ibach says. “That’s very gratifying.”
This year, roughly have of the U.S. beef exported to Europe is from Nebraska.