Central America | “The Other White Meat” Sampled At Stores In Guatemala |...

Central America

“The Other White Meat” Sampled At Stores In Guatemala

An ongoing campaign to change negative perceptions consumers have about pork started a new phase last week as USMEF is now providing U.S. pork samples, recipes and product advertisements in Guatemala City at nearly 15 stores of a supermarket called Paiz, owned by Wal-Mart.

“We started with a mass media campaign to attract consumer attention and now we are tying that advertisement to a more personal approach involving U.S. pork serving suggestions and samples for consumers shopping in Paiz, our retail partner for this campaign,” said Ricardo Vernazza-Paganini, USMEF director of the Central and South America regions.

U.S. pork samples will be featured at stores every other weekend until Christmas, targeting medium-high to high-income consumers due to the price of U.S. pork being higher than domestic pork.

However, since the target audience makes up approximately 10 percent of the population, USMEF has been working with the importer to find ways to make U.S. pork cuts, such as the picnic, more affordable for a wider range of consumers. As a result, U.S. pork now is also more readily available in refrigerated cases in local wet markets, which have a larger consumer base.

Additionally, local producers are conducting similar campaigns to increase overall consumption of pork.

USMEF plans to use what it learns from this campaign to increase success of future projects in countries, such as El Salvador, Peru and Colombia.

Central America

“The Other White Meat” Sampled At Stores In Guatemala

An ongoing campaign to change negative perceptions consumers have about pork started a new phase last week as USMEF is now providing U.S. pork samples, recipes and product advertisements in Guatemala City at nearly 15 stores of a supermarket called Paiz, owned by Wal-Mart.

“We started with a mass media campaign to attract consumer attention and now we are tying that advertisement to a more personal approach involving U.S. pork serving suggestions and samples for consumers shopping in Paiz, our retail partner for this campaign,” said Ricardo Vernazza-Paganini, USMEF director of the Central and South America regions.

U.S. pork samples will be featured at stores every other weekend until Christmas, targeting medium-high to high-income consumers due to the price of U.S. pork being higher than domestic pork.

However, since the target audience makes up approximately 10 percent of the population, USMEF has been working with the importer to find ways to make U.S. pork cuts, such as the picnic, more affordable for a wider range of consumers. As a result, U.S. pork now is also more readily available in refrigerated cases in local wet markets, which have a larger consumer base.

Additionally, local producers are conducting similar campaigns to increase overall consumption of pork.

USMEF plans to use what it learns from this campaign to increase success of future projects in countries, such as El Salvador, Peru and Colombia.