Guatemala | USMEF Campaign Encourages Guatemalans To Eat Pork | Many consumer...

Guatemala

USMEF Campaign Encourages Guatemalans To Eat Pork

Many consumers in Guatemala shy away from pork. USMEF is trying to change their negative perceptions with a consumer campaign that starts today.

“Ultimately, we see Guatemala as a growing market for U.S. pork,” said Ricardo Vernazza-Paganini, USMEF director, Central and South America. “But before we can encourage Guatemalans to purchase U.S. pork, we must start at a root level by working to change their perception of pork as a fatty or diseased protein choice.”

To begin changing that perception, USMEF is holding a seminar describing the myths and realities of pork today in Guatemala City for more than 200 industry representatives, including nutritionists, physicians, chefs, foodservice personnel and media.

"The campaign includes additional phases to reach our target audience,” Vernazza-Paganini said. “One utilizes a media communication campaign that includes radio spots and news stories pointing out the advantages of pork, while the other features point-of-sale materials and other resources to encourage consumers to purchase pork.”

USMEF worked with the Guatemalan Culinary Association to publish a book of 20 recipes using pork in dishes that Guatemalans enjoy. USMEF also is partnering with the two largest retailers and three largest importers in Guatemala to showcase the recipe books, point-of-sale banners that carry the message, “Pork – always healthy, fresh and nutritious”, and U.S. pork stickers on meat packages. The campaign runs through November.

Guatemala

USMEF Campaign Encourages Guatemalans To Eat Pork

Many consumers in Guatemala shy away from pork. USMEF is trying to change their negative perceptions with a consumer campaign that starts today.

“Ultimately, we see Guatemala as a growing market for U.S. pork,” said Ricardo Vernazza-Paganini, USMEF director, Central and South America. “But before we can encourage Guatemalans to purchase U.S. pork, we must start at a root level by working to change their perception of pork as a fatty or diseased protein choice.”

To begin changing that perception, USMEF is holding a seminar describing the myths and realities of pork today in Guatemala City for more than 200 industry representatives, including nutritionists, physicians, chefs, foodservice personnel and media.

"The campaign includes additional phases to reach our target audience,” Vernazza-Paganini said. “One utilizes a media communication campaign that includes radio spots and news stories pointing out the advantages of pork, while the other features point-of-sale materials and other resources to encourage consumers to purchase pork.”

USMEF worked with the Guatemalan Culinary Association to publish a book of 20 recipes using pork in dishes that Guatemalans enjoy. USMEF also is partnering with the two largest retailers and three largest importers in Guatemala to showcase the recipe books, point-of-sale banners that carry the message, “Pork – always healthy, fresh and nutritious”, and U.S. pork stickers on meat packages. The campaign runs through November.