Raising the Profile of US Pork in Taiwan
Raising the Profile of US Pork in Taiwan
To enhance the image and reputation of U.S. pork in Taiwan, USMEF recently collaborated on a promotional event with the Palais de Chine Hotel. The hotel, located in a very prosperous area of Taipei, helped USMEF conduct a seminar showcasing new recipes and cooking techniques for U.S. pork. Representatives of many other hotel restaurants and Western-style restaurants were on hand to learn more about the attributes of U.S. pork and observe innovative methods for preparing it. Support for the event was provided by the Pork Checkoff and the Market Access Program (MAP).
Per capita consumption of pork in Taiwan is more than 85 pounds per year, making it a key source of protein for Taiwanese residents. Domestic pork enjoys a very high-quality reputation in Taiwan because of its easy access to the chilled market and aggressive branding and imaging support from the Taiwanese government.
Although U.S. pork accounts for approximately half the pork imported by Taiwan, its country of origin is often not identified. This has resulted in a low level of consumer awareness about the quality and consistency delivered by U.S. pork. In light of this situation, USMEF is bolstering its efforts to increase awareness of U.S. pork and enhance its image in the eyes of the consumer.
Chef Joseph Elias Vas addresses guest chefs at the U.S. pork demonstration in Taipei
During the Palais de Chine event, USMEF highlighted the U.S. pork industry’s food safety efforts and showcased high-quality cuts such as boneless and bone-in pork loin - which are very suitable for the restaurants with representatives in attendance. Chefs Joseph Elias Vas and Sherilin Fan of L'Hotel de Chine Group created uniquely flavored dishes using a wood smoke grilling technique. Feedback from 40 chefs in attendance was extremely positive, with several guests commenting on the high level of quality, flavor and tenderness of the items sampled.
“This activity is a great start toward our goal of making U.S. pork a top choice for Taiwanese shoppers and diners,” said Davis Wu, USMEF-Taiwan director. “USMEF will continue to provide up-to-date information to key users of U.S. pork in this market so we can create more sales opportunities and further enhance the image and reputation of our product.”
U.S. pork muscle cut exports to Taiwan set an all-time record in 2009 of 27,397 metric tons (60.4 million pounds) valued at $47.5 million. The momentum is even stronger in 2010, with first-quarter exports beating last year’s pace by 43 percent in volume and 53 percent in value.
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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 and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
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.
Raising the Profile of US Pork in Taiwan
To enhance the image and reputation of U.S. pork in Taiwan, USMEF recently collaborated on a promotional event with the Palais de Chine Hotel. The hotel, located in a very prosperous area of Taipei, helped USMEF conduct a seminar showcasing new recipes and cooking techniques for U.S. pork. Representatives of many other hotel restaurants and Western-style restaurants were on hand to learn more about the attributes of U.S. pork and observe innovative methods for preparing it. Support for the event was provided by the Pork Checkoff and the Market Access Program (MAP).
Per capita consumption of pork in Taiwan is more than 85 pounds per year, making it a key source of protein for Taiwanese residents. Domestic pork enjoys a very high-quality reputation in Taiwan because of its easy access to the chilled market and aggressive branding and imaging support from the Taiwanese government.
Although U.S. pork accounts for approximately half the pork imported by Taiwan, its country of origin is often not identified. This has resulted in a low level of consumer awareness about the quality and consistency delivered by U.S. pork. In light of this situation, USMEF is bolstering its efforts to increase awareness of U.S. pork and enhance its image in the eyes of the consumer.
Chef Joseph Elias Vas addresses guest chefs at the U.S. pork demonstration in Taipei
During the Palais de Chine event, USMEF highlighted the U.S. pork industry’s food safety efforts and showcased high-quality cuts such as boneless and bone-in pork loin - which are very suitable for the restaurants with representatives in attendance. Chefs Joseph Elias Vas and Sherilin Fan of L'Hotel de Chine Group created uniquely flavored dishes using a wood smoke grilling technique. Feedback from 40 chefs in attendance was extremely positive, with several guests commenting on the high level of quality, flavor and tenderness of the items sampled.
“This activity is a great start toward our goal of making U.S. pork a top choice for Taiwanese shoppers and diners,” said Davis Wu, USMEF-Taiwan director. “USMEF will continue to provide up-to-date information to key users of U.S. pork in this market so we can create more sales opportunities and further enhance the image and reputation of our product.”
U.S. pork muscle cut exports to Taiwan set an all-time record in 2009 of 27,397 metric tons (60.4 million pounds) valued at $47.5 million. The momentum is even stronger in 2010, with first-quarter exports beating last year’s pace by 43 percent in volume and 53 percent in value.
# # #
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 and is funded by USDA, exporting companies, and the beef, pork, corn and soybean checkoff programs.
For more information, contact Jim Herlihy at jherlihy@usmef.org.
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.