Pilot Program Promotes “Pure” U.S. Pork in Mexico
Building on the success of bone-in ham exports to Mexico, USMEF is piloting a new marketing program to differentiate high-quality U.S. ham and other pork cuts to further expand consumer demand.
Underutilized domestically, nearly half of U.S. pork ham/leg production is exported and the top destination is Mexico. Exports of bone-in hams to Mexico have more than doubled in the past 10 years and are forecast to reach 542,000 metric tons in 2021, a year-over-year increase of 18%. Through July 2021, exports of U.S. bone-in hams to Mexico alone equated to $7.77 per head slaughtered.
No water is injected into “Pure American Pork” as part of USMEF’s campaign to differentiate U.S. product as high quality in Mexico.
Rodriguez says retail chains in Mexico regularly monitor Costco promotions for successful ideas. The American Pure Pork program provides an example to other retail chains that U.S. product can be successfully differentiated at the meat case. The program will be expanded to retail chains that are willing to support and promote the American Pure Pork concept.