Upscale Promotion Elevates U.S. Pork’s Brand Image in Southern Taiwan

Industry efforts to position U.S. pork as a premium product in Taiwan are moving forward through a promotional partnership with importer Pesin and upscale retailer Hei Bonn Gorudohausu. At the retailer’s locations in Kaohsiung, a major city on Taiwan’s southwestern coast, U.S. pork is featured in high-end, Pesin-branded products during an extended promotion through the end of this year. U.S. pork cuts featured and sampled include thin-sliced cuts of loin, collar and belly, shoulder ribs and a picnic steak cut. The high-end branding approach highlights U.S. pork quality while keeping it visible in the market.

“The ractopamine issue continues to limit how we promote U.S. pork in Taiwan,” says USMEF Taiwan Director Davis Wu. “USMEF is re-branding it as a premium product for fine dining while working to regain consumer trust.”

Six years after Taiwan established maximum residue levels (MRLs) for ractopamine in imported pork, the issue continues to impede market development efforts for U.S. pork. While intended to foster transparency, the establishment of MRLs met with political pushback from domestic producers and politicians, resulting in a widespread misinformation campaign about the safety of imported pork.

USMEF is also conducting seminars to educate and train importers about the safety and high-quality attributes of U.S. pork and how it can be promoted through premium branding campaigns. Partnerships with importers, retailers and the high-end dining sector will help drive positive media exposure to consumers for U.S. pork in Taiwan.

The retail promotion is made possible by the National Pork Board.