Studies Assess Opportunities for U.S. Pork in Vietnam and the Philippines

The National Pork Board recently issued market assessments identifying emerging opportunities for U.S. pork in Vietnam and the Philippines. The reports, prepared by global research firm Gira (pronounced jeer-uh) with funding from the Pork Checkoff and the USDA Foreign Agricultural Service Emerging Markets Program, share critical insights on how U.S. pork can position itself for long-term success in these markets, where domestic pork production has been significantly impacted by African swine fever. More details are in this press release and the full market assessment reports are available online.

In the attached audio report, Joel Haggard, U.S. Meat Export Federation (USMEF) senior vice president for the Asia Pacific, offers comments on the market assessment studies and on cold chain challenges U.S. pork faces in the Philippines.

Sabrina Yin, who oversees USMEF operations in Southeast Asia, notes that Vietnam's supermarket sector is rapidly expanding, thanks in part to extensive investments from large retail chains such as Lotte Mart (headquartered in South Korea), AEON (Japan) and Big C (Thailand). She says the U.S. industry is capitalizing on opportunities in this sector, but must continue to educate Vietnamese consumers on the attributes of frozen pork.

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The U.S. Meat Export Federation (www.USMEF.org) is the trade association responsible for developing international markets for the U.S. red meat industry. It is funded by USDA; the beef, pork, lamb, corn and soybean checkoff programs, as well as its members representing nine industry sectors: beef/veal producing & feeding, pork producing & feeding, lamb producing & feeding, packing & processing, purveying & trading, oilseeds producing, feedgrains producing, farm organizations and supply & service organizations. USMEF complies with all equal opportunity, non-discrimination and affirmative action measures applicable to it by contract, government rule or regulation or as otherwise provided by law. USMEF is an equal opportunity employer and provider.