American meat merchandisers expanding US pork, beef sales in Colombia
USMEF teams up with importers to increase red meat distribution across restaurants and butcher shops
COLOMBIA – U.S. pork and beef are gaining more visibility in Colombia as meat merchandisers under the U.S. Meat Export Federation (USMEF) engage directly with local importers and end-users.
Through a program designed to connect importers with current and potential customers, merchandisers are gathering commercial insights and identifying opportunities for expanded red meat distribution.
The program involves USMEF-trained merchandisers visiting butcher shops and foodservice businesses to advise on product handling, sales techniques, and how to integrate U.S. cuts into their offerings.
As these visits evolve from training-focused engagements into commercial development efforts, importers are encouraging their clients to consider increasing purchases of U.S. pork and beef.
USMEF’s Colombia representative Maria Isabel Ruiz said that importers are seeing tangible results from these programs and are becoming more open to exploring new cuts and applications.
Once interest in a product is confirmed, the merchandisers collaborate with USMEF chefs to offer training on preparation techniques and menu development.
In the restaurant sector, this collaboration includes the chefs advising on cooking methods and suggesting new dish ideas that suit the U.S. cuts being introduced.
After training sessions, merchandisers maintain contact with importers to track deals and ensure clients take advantage of USMEF promotional resources.
New menu launched at top Colombian restaurant
One of the recent outcomes of this initiative is a partnership with Andres Carne de Res, a well-known restaurant brand with four locations across Colombia.
Beginning with meetings in late 2024, USMEF meat merchandiser Camilo Lopez and chef Nicolas Díaz worked with the restaurant on incorporating U.S. pork loin into its menu.
The collaboration resulted in a new menu featuring three U.S. pork loin dishes, with the restaurant purchasing 4.5 metric tons (mt) for the launch in July 2025.
To support the rollout, USMEF and the restaurant’s founder co-developed marketing strategies and promotional materials tailored to the restaurant’s clientele.
The team also persuaded the restaurant to switch from using local top round beef to U.S. picanha, leading to an initial purchase of 4 mt.
This example reflects a broader shift in USMEF’s approach from general training to more targeted business development within Colombia’s foodservice and retail sectors.
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