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Colombian Retailer Hosts Monthlong U.S. Pork Promotion

Published: Jul 16, 2012
American pork is making its first inroads into mainstream Colombian retail promotion with a monthlong partnership with leading supermarket Carrefour.

Shoppers at 28 Bogota locations will have the opportunity to sample a number of U.S. pork cuts throughout the month, including St. Louis-style ribs, loins, pork chops and pork feet. In addition, the superstore will offer a 15 percent discount on all U.S. pork cuts throughout the month to encourage consumer trial.

Carrefour, which prides itself on its selection of international products, has 72 stores in Colombia. If the promotion is successful, Jessica Julca, USMEF-South America manager, expects it to expand to other stores within the chain.

“This is an exciting opportunity for us to increase consumer recognition of U.S. pork at the retail level,” said Julca. “Pork in Colombia does not have a quality image, but consumers will get the chance to taste American pork and understand that it is a high-quality product.”

The promotion is off to a fast start. The St. Louis-style ribs promotion started on July 7 and was sold out by the 11th, and store management has ordered more.

Funding for the Carrefour promotion is provided through the Pork Checkoff.

Total U.S. pork exports to Columbia are up 62 percent in volume to 5,996 metric tons (13.2 million pounds) and doubled in value to $15.9 million for the first five months of 2012 versus 2011.