Key leaders of the U.S. pork industry, members of the National Pork Board’s International Marketing committee, have arrived in Vietnam. Their visit to Vietnam - a critical market for U.S. pork exports - is among the several stops on the U.S. pork organization’s ten-day Asia Immersion Mission Trip.
The committee began its journey in Singapore and, in total, will make stops in Vietnam, Hong Kong and Macau. These key Asian markets are emerging destinations for U.S. pork and the committee will seek to understand consumer preferences and build relationships with buyers, influencers, retailers and other key stakeholders on their journey.
“Consumption of U.S. pork here is on the rise, and this trip offers our industry leaders the unique opportunity to get in on the ground floor and build awareness for U.S. pork and pork products with decision-makers,” said Craig Morris, vice president of international marketing for the National Pork Board. “Our work is underway to become the ‘pork of choice’ going forward in Asia and around the globe.”
Morris added that the National Pork Board’s international marketing strategy is to elevate the outreach and increase the number of direct opportunities to promote U.S. pork on a global basis.
“Our time in Vietnam will be devoted to gathering the critical consumer insights we need to fully tap into the potential in these exciting, unique markets for U.S. pork, like Vietnam,” Morris said.
In Vietnam in 2017, the U.S. exported over $11 million of fresh, chilled and/or frozen bone-in hams and shoulders to the country. Today, Vietnam is the second largest trading partner for U.S. pork products, only behind China/Hong Kong. Vietnam also imports pork bellies, prepared and preserved hams, and pork variety meats from the United States.
The National Pork Board, working with its partner the U.S. Meat Export Federation, will have an opportunity to view current marketing campaigns in place in Vietnam. Among the highlights of this trip will be to meet the dedicated and knowledgeable staff working on behalf of the industry in these countries to market U.S. pork.
“We need to understand the changing consumer and retail landscape in both destinations, share this insight with our industry partners here in the U.S., and deploy targeted marketing campaigns designed to connect with each country’s unique consumer,” said Morris.
Minh Ky - VEN