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South Korea

U.S. Pork Is A Hit With Cyberspace Barbecue Fans

The Internet has made the world more accessible than ever as social networks such as dating services, chat rooms and message boards are used to connect people with common interests.

A popular online community called BBQ Mania on one of the top portal sites in South Korea has nearly 6,500 members and attracts those with a passion for barbecue. In addition to online communication, the group has offline meetings so members can meet one another and share barbecue secrets.

USMEF saw an opportunity to build loyalty for U.S. pork among this by providing meat for a two-day BBQ Mania summer meeting that included members and their families. The BBQ Mania community leaders demonstrated barbecuing and smoking U.S. pork cuts of Boston butt, spare ribs and belly.

The community leaders have an in-depth knowledge of meat and recognize U.S. pork as a superior product for barbecue. They delivered positive messages about U.S. pork during their cooking demonstrations and the BBQ Mania members were receptive to this information due to their strong interest in meat and barbecue.

For those members unable to attend the summer get-together, there were many positive messages posted online about this event. Comments included, “the taste of the grilled Boston butt was marvelous – beyond our expectation,” “the seasoning rub was great, but I believe the pork’s quality was the most important factor in the delicious taste,” “the meat on the spare ribs was much thicker than domestic,” and “the texture of the Boston butt was the best I have ever experienced.”

This proved to be an effective way to target knowledgeable meat consumers who spread the message of U.S. pork’s superior attributes to others.

South Korea

U.S. Pork Is A Hit With Cyberspace Barbecue Fans

The Internet has made the world more accessible than ever as social networks such as dating services, chat rooms and message boards are used to connect people with common interests.

A popular online community called BBQ Mania on one of the top portal sites in South Korea has nearly 6,500 members and attracts those with a passion for barbecue. In addition to online communication, the group has offline meetings so members can meet one another and share barbecue secrets.

USMEF saw an opportunity to build loyalty for U.S. pork among this by providing meat for a two-day BBQ Mania summer meeting that included members and their families. The BBQ Mania community leaders demonstrated barbecuing and smoking U.S. pork cuts of Boston butt, spare ribs and belly.

The community leaders have an in-depth knowledge of meat and recognize U.S. pork as a superior product for barbecue. They delivered positive messages about U.S. pork during their cooking demonstrations and the BBQ Mania members were receptive to this information due to their strong interest in meat and barbecue.

For those members unable to attend the summer get-together, there were many positive messages posted online about this event. Comments included, “the taste of the grilled Boston butt was marvelous – beyond our expectation,” “the seasoning rub was great, but I believe the pork’s quality was the most important factor in the delicious taste,” “the meat on the spare ribs was much thicker than domestic,” and “the texture of the Boston butt was the best I have ever experienced.”

This proved to be an effective way to target knowledgeable meat consumers who spread the message of U.S. pork’s superior attributes to others.