U.S. Pork Message Delivered to Guatemala and Honduras Sales Teams, Consumers
Published: Jan 05, 2011
Guatemala and Honduras, targets of opportunity identified by USMEF for pork export growth, are receiving a two-pronged educational initiative designed to reach both retailers and consumers in the Central American region.
Supported by funding from the Pork Checkoff and the USDA Market Access Program (MAP), the sales force training seminars developed by USMEF are designed to equip retail personnel in Honduras and Guatemala with the technical and product knowledge needed to help them effectively sell U.S. pork to their customers.
Participants in the seminars learn about the structural composition of U.S. pork, new and alternative cuts, merchandising strategies and how to make value-added products, including marinated ready-to-cook kebabs; pork butt steaks marinated in a mix of achiote, garlic, onion, oregano and salt; and chorizo.
“Our purpose in these seminars is to position U.S. pork as a safe and healthy protein option, introduce new products, enhance awareness of the U.S. brand, and provide retail personnel with the knowledge they need to effectively communicate the advantages American pork offers to consumers,” said Gerardo Rodriguez, USMEF director for trade development for Mexico, Central America and the Dominican Republic.
A specific goal of the sessions is to familiarize participants with the qualities of U.S. pork butt, a cut that has been identified by USMEF's export and processing members as one with potential for export growth.
“We focused on the flavor and tenderness of the butt that will appeal to consumers in Mexico and Central America,” said Max Covaliu, USMEF corporate chef in Mexico. “We also position the butt as an option to the pork loin so that it is viewed as a higher-end item.”
More than 70 retail personnel attended the three seminars, two of which were held in Honduras. One session was held exclusively for staff from La Colonia, the largest supermarket chain in Honduras.
Mobile Pork Kitchen
In a separate initiative, USMEF-Mexico has developed a mobile kitchen to help bolster the awareness of U.S. pork products in the region. Initial use of the mobile kitchen has been in Guatemala to reach consumers at Walmart stores – named Paiz in Guatemala – La Torre supermarkets and other supermarkets in the country.
The mobile kitchen will be making 36 appearances in Guatemala City, San Lucas and Antigua during December 2010 and January 2011, bringing a USMEF chef and staff to invite shoppers to prepare a sample U.S. pork recipe in the mobile kitchen and experience the advantages of American pork first-hand.
The mobile kitchen promotion also is supported by funding from the Pork Checkoff and the Market Access Program as well as a partnership with Malher Seasonings. Visitors to the kitchen receive a pork recipe cookbook and Mahler kitchen towels.
Through the first 10 months of 2010, U.S. pork exports to Honduras are up 23 percent in volume and 49 percent in value to 15,834 metric tons (34.9 million pounds) sold for $34.1 million. American pork exports to Guatemala are up 43 percent in volume and 59 percent in value to 8,038 metric tons (17.7 million pounds) valued at $18.2 million.
Participants in the seminars learn about the structural composition of U.S. pork, new and alternative cuts, merchandising strategies and how to make value-added products, including marinated ready-to-cook kebabs; pork butt steaks marinated in a mix of achiote, garlic, onion, oregano and salt; and chorizo.
“Our purpose in these seminars is to position U.S. pork as a safe and healthy protein option, introduce new products, enhance awareness of the U.S. brand, and provide retail personnel with the knowledge they need to effectively communicate the advantages American pork offers to consumers,” said Gerardo Rodriguez, USMEF director for trade development for Mexico, Central America and the Dominican Republic.
A specific goal of the sessions is to familiarize participants with the qualities of U.S. pork butt, a cut that has been identified by USMEF's export and processing members as one with potential for export growth.
“We focused on the flavor and tenderness of the butt that will appeal to consumers in Mexico and Central America,” said Max Covaliu, USMEF corporate chef in Mexico. “We also position the butt as an option to the pork loin so that it is viewed as a higher-end item.”
More than 70 retail personnel attended the three seminars, two of which were held in Honduras. One session was held exclusively for staff from La Colonia, the largest supermarket chain in Honduras.
Mobile Pork Kitchen
In a separate initiative, USMEF-Mexico has developed a mobile kitchen to help bolster the awareness of U.S. pork products in the region. Initial use of the mobile kitchen has been in Guatemala to reach consumers at Walmart stores – named Paiz in Guatemala – La Torre supermarkets and other supermarkets in the country.
The mobile kitchen will be making 36 appearances in Guatemala City, San Lucas and Antigua during December 2010 and January 2011, bringing a USMEF chef and staff to invite shoppers to prepare a sample U.S. pork recipe in the mobile kitchen and experience the advantages of American pork first-hand.
The mobile kitchen promotion also is supported by funding from the Pork Checkoff and the Market Access Program as well as a partnership with Malher Seasonings. Visitors to the kitchen receive a pork recipe cookbook and Mahler kitchen towels.
Through the first 10 months of 2010, U.S. pork exports to Honduras are up 23 percent in volume and 49 percent in value to 15,834 metric tons (34.9 million pounds) sold for $34.1 million. American pork exports to Guatemala are up 43 percent in volume and 59 percent in value to 8,038 metric tons (17.7 million pounds) valued at $18.2 million.
Guatemala and Honduras, targets of opportunity identified by USMEF for pork export growth, are receiving a two-pronged educational initiative designed to reach both retailers and consumers in the Central American region.
Supported by funding from the Pork Checkoff and the USDA Market Access Program (MAP), the sales force training seminars developed by USMEF are designed to equip retail personnel in Honduras and Guatemala with the technical and product knowledge needed to help them effectively sell U.S. pork to their customers.
Participants in the seminars learn about the structural composition of U.S. pork, new and alternative cuts, merchandising strategies and how to make value-added products, including marinated ready-to-cook kebabs; pork butt steaks marinated in a mix of achiote, garlic, onion, oregano and salt; and chorizo.
“Our purpose in these seminars is to position U.S. pork as a safe and healthy protein option, introduce new products, enhance awareness of the U.S. brand, and provide retail personnel with the knowledge they need to effectively communicate the advantages American pork offers to consumers,” said Gerardo Rodriguez, USMEF director for trade development for Mexico, Central America and the Dominican Republic.
A specific goal of the sessions is to familiarize participants with the qualities of U.S. pork butt, a cut that has been identified by USMEF’s export and processing members as one with potential for export growth.
“We focused on the flavor and tenderness of the butt that will appeal to consumers in Mexico and Central America,” said Max Covaliu, USMEF corporate chef in Mexico. “We also position the butt as an option to the pork loin so that it is viewed as a higher-end item.”
More than 70 retail personnel attended the three seminars, two of which were held in Honduras. One session was held exclusively for staff from La Colonia, the largest supermarket chain in Honduras.
Mobile Pork Kitchen
In a separate initiative, USMEF-Mexico has developed a mobile kitchen to help bolster the awareness of U.S. pork products in the region. Initial use of the mobile kitchen has been in Guatemala to reach consumers at Walmart stores – named Paiz in Guatemala – La Torre supermarkets and other supermarkets in the country.
The mobile kitchen will be making 36 appearances in Guatemala City, San Lucas and Antigua during December 2010 and January 2011, bringing a USMEF chef and staff to invite shoppers to prepare a sample U.S. pork recipe in the mobile kitchen and experience the advantages of American pork first-hand.
The mobile kitchen promotion also is supported by funding from the Pork Checkoff and the Market Access Program as well as a partnership with Malher Seasonings. Visitors to the kitchen receive a pork recipe cookbook and Mahler kitchen towels.
Through the first 10 months of 2010, U.S. pork exports to Honduras are up 23 percent in volume and 49 percent in value to 15,834 metric tons (34.9 million pounds) sold for $34.1 million. American pork exports to Guatemala are up 43 percent in volume and 59 percent in value to 8,038 metric tons (17.7 million pounds) valued at $18.2 million.
Participants in the seminars learn about the structural composition of U.S. pork, new and alternative cuts, merchandising strategies and how to make value-added products, including marinated ready-to-cook kebabs; pork butt steaks marinated in a mix of achiote, garlic, onion, oregano and salt; and chorizo.
“Our purpose in these seminars is to position U.S. pork as a safe and healthy protein option, introduce new products, enhance awareness of the U.S. brand, and provide retail personnel with the knowledge they need to effectively communicate the advantages American pork offers to consumers,” said Gerardo Rodriguez, USMEF director for trade development for Mexico, Central America and the Dominican Republic.
A specific goal of the sessions is to familiarize participants with the qualities of U.S. pork butt, a cut that has been identified by USMEF’s export and processing members as one with potential for export growth.
“We focused on the flavor and tenderness of the butt that will appeal to consumers in Mexico and Central America,” said Max Covaliu, USMEF corporate chef in Mexico. “We also position the butt as an option to the pork loin so that it is viewed as a higher-end item.”
More than 70 retail personnel attended the three seminars, two of which were held in Honduras. One session was held exclusively for staff from La Colonia, the largest supermarket chain in Honduras.
Mobile Pork Kitchen
In a separate initiative, USMEF-Mexico has developed a mobile kitchen to help bolster the awareness of U.S. pork products in the region. Initial use of the mobile kitchen has been in Guatemala to reach consumers at Walmart stores – named Paiz in Guatemala – La Torre supermarkets and other supermarkets in the country.
The mobile kitchen will be making 36 appearances in Guatemala City, San Lucas and Antigua during December 2010 and January 2011, bringing a USMEF chef and staff to invite shoppers to prepare a sample U.S. pork recipe in the mobile kitchen and experience the advantages of American pork first-hand.
The mobile kitchen promotion also is supported by funding from the Pork Checkoff and the Market Access Program as well as a partnership with Malher Seasonings. Visitors to the kitchen receive a pork recipe cookbook and Mahler kitchen towels.
Through the first 10 months of 2010, U.S. pork exports to Honduras are up 23 percent in volume and 49 percent in value to 15,834 metric tons (34.9 million pounds) sold for $34.1 million. American pork exports to Guatemala are up 43 percent in volume and 59 percent in value to 8,038 metric tons (17.7 million pounds) valued at $18.2 million.