The meat industry: Do we think and behave globally or locally?

- Livestock producers/processors feel that the location of production is important.
- Regionalization is frequently even considered to reflect a “brand” of product.
- In truth, industry has evolved beyond regionalized production.
- All major companies operate in multiple countries.
- All major companies represent to consumers the production of a number of regions.
- This presentation explores this “new” globally-consolidated meat industry.

For generations, those that produce livestock and meat generally felt that their country or geographical region (i.e., provenance) reflected a basis for product differentiation. This occurs to the extent that geography of production often is considered a “brand.” For example, there exists “U.S. Grain-Fed Beef” or “Kobe Black Wagyu” or “Uruguayan Grass-Fed Lamb” or “Danish Pork.” However, for most meat trade, industry has evolved beyond this. With the exception perhaps of farms onto which livestock are born, meat company's profits are not generally tied to geographical considerations. Most major companies (e.g., JBS, Marfrig, Tyson, Cargill, Danish Crown, Nippon Meat Packers, etc.) operate in multiple countries and represent to consumers the production of a number of locations. However, there also now exist entrepreneurial options for meat production and “local” sales, albeit at lesser volumes. This discussion explores “global” and “local” meat marketing options.