USMEF launches pork campaign in Mexico
July 3, 2012
DENVER – Although the US pork industry has captured more than 90 percent of the imported pork market in Mexico, accounting for nearly one-third of total pork consumption, per capita pork consumption in Mexico is only 24 lbs. per year vs. approximately 46 lbs. in the United States.
As a result, the US Meat Export Federation has launched a campaign to build overall pork demand in Mexico using qualitative research, consumer education and carefully targeted retail promotions. This campaign, through support from the Pork Checkoff and the USDA Market Access Program, is designed to enhance pork’s image and increase its appeal as an affordable, nutritious entrée.
USMEF recently reached agreements with several major supermarket chains in Mexico - totaling more than 500 outlets - to help USMEF promote pork through advertising and point-of-sale materials, and by collecting important sales data to help evaluate the effectiveness of the campaign and develop further promotional strategies, said Chad Russell, USMEF regional director for Mexico, Central America and the Dominican Republic.
Mexico is this year’s leading volume market for US pork and pork variety meat, through April, at more than 456 million lbs. – a 19 percent increase over last year’s pace. US pork export value to Mexico is up 18 percent, ranking second to Japan at $377.4 million.