Fifteen beef industry leaders from 10 states, including Wisconsin, were in Seoul, South Korea, and Tokyo, Japan this May where they studied market conditions and U.S. beef’s potential while witnessing and participating in U.S. beef promotions. Joe Meyer (Unity, Wis.) and Brady Klatt (Clinton, Wis.) represented Wisconsin Beef Council on the trip. In both markets, the weeklong tour included U.S. Embassy briefings from Agricultural Trade Office staff and market updates from the U.S. Meat Export Federation (USMEF) staff. The trip was organized by USMEF.

Brady Klatt, beef producer from Clinton, shares what he learned with Pam Jahnke on this edition of "Checkoff Chats".

The team also met with USMEF exporter members, visited a research and development center, and saw an online wholesaler in Seoul as well as the head office of a sauce and seasoning business in Tokyo. The team witnessed and participated in marketing activities including a beef trade seminar for the foodservice sector, a consumer seminar in Tokyo, and several retail promotions for U.S. beef in both markets. Team members also participated in a livestreaming event for U.S. beef with an e-commerce company in Seoul.