U.S. Pork Featured as COOL Reaches Korean Restaurants
Anticipating the implementation of a law requiring country of origin labeling of pork in restaurants, USMEF worked with leading South Korean barbecue restaurant chain Yetgol Tosung late last year to help consumers begin to associate the great taste of Korean barbecue with the leading imported pork in the market – U.S. pork.
“Restaurants have been very hesitant to reveal the country of origin of the pork they sell,” said Jihae Yang, USMEF director for South Korea. “Unlike beef, which is sold heavily at retail, it has been restaurants where most imported pork is consumed. Because of that, consumers have a very limited understanding about the pork they get at restaurants.”
Many Korean restaurants have chosen to skirt the potential controversy that they fear from the Dec. 22, 2008, implementation of country of origin labeling (COOL) by only using domestic products until any COOL-related attention subsides, even if domestic products cost as much as two to four times more than imported. That is the case for pork, as well as chicken and kimchi, the most popular Korean side dish – typically made from cabbage – which primarily is imported from China.
USMEF developed a two-phased promotional program with the help of funding from the Pork Checkoff to provide incentives for both consumers and employees of the 28 Yetgol Tosung outlets to become more familiar with U.S. pork.
For restaurant employees, USMEF devised a sales competition that rewarded the top eight Yetgol Tosung outlets with prizes based on their sales success. Winners were given a two-day trip to Tokyo, which included visits to restaurants that specialize in selling U.S. pork. The contest criteria included:
- Percentage increase in U.S. pork sales
- Volume of U.S. pork purchased during the promotion
- Percentage of total sales increase
During the promotion, the restaurants advertised U.S. pork with both indoor and outdoor banners, posters and U.S. pork aprons for both waiters and kitchen staff, as well as information explaining the contest to consumers.
For consumers, the U.S. pork belly promotion offered a free beverage with the meal and the chance to win free admission to a hot springs or movie tickets.
While Yetgol Tosung executives initially were reluctant to draw attention to the fact that they were using imported pork, they agreed with USMEF that there are benefits to introducing their customers to the fact that imported pork is utilized extensively in the Korean restaurant industry – and that Yetgol Tosung uses high-quality chilled U.S. pork.
The two-week promotion was a success on two fronts, according to Yang.
“The restaurant outlets sold 4.4 metric tons (9,700 pounds) of U.S. pork belly during the promotion, which was a 10 percent increase in pork sales compared to the weeks prior,” she said. “While total sales at the restaurants increased roughly 1 to 5 percent during the promotion, Yetgol Tosung said the promotion was successful because it clearly made the country of origin of its U.S. pork known to customers with virtually no complaints, and it helped grow business during a bad economic slump.”
The promotion also is consistent with USMEF’s goal of increasing the sales of chilled U.S. pork in South Korea. Imports of chilled U.S. pork in Korea have grown from virtually zero in 2003 to 9,884 metric tons (21.9 million pounds) in 2008.
Brazil Makes Progress in Opening Chinese and U.S. Pork Markets
China and the U.S. will be the next countries to import pork from Brazil, according to an article in the “Brazilian Meat Monitor.”
China, which has already opened up to Brazilian poultry imports, will accept Brazilian pork soon. The Brazilian agriculture ministry has received a request from the Chinese government for information on sanitary conditions in Brazil, a step towards opening the market.
The U.S. has concluded a risk analysis for pork produced in Santa Catarina, a Brazilian state recognized by the World Organization for Animal Health (OIE) as free of foot-and-mouth disease without vaccination. This is the first step towards the product's entrance onto the U.S. market.
The U.S. government still needs to conduct an economic impact study and a public hearing to allow comments from the U.S. pork industry, but the Brazilians expect the process to be completed finished by October.
The Brazilian pork exporters' association says the U.S. has the potential to import 84,000 metric tons (185 million pounds) a year of pork from Brazil and approval by the U.S. could open up opportunities in other markets for Brazilian pork.
Anticipating the implementation of a law requiring country of origin labeling of pork in restaurants, USMEF worked with leading South Korean barbecue restaurant chain Yetgol Tosung late last year to help consumers begin to associate the great taste of Korean barbecue with the leading imported pork in the market – U.S. pork.
“Restaurants have been very hesitant to reveal the country of origin of the pork they sell,” said Jihae Yang, USMEF director for South Korea. “Unlike beef, which is sold heavily at retail, it has been restaurants where most imported pork is consumed. Because of that, consumers have a very limited understanding about the pork they get at restaurants.”
Many Korean restaurants have chosen to skirt the potential controversy that they fear from the Dec. 22, 2008, implementation of country of origin labeling (COOL) by only using domestic products until any COOL-related attention subsides, even if domestic products cost as much as two to four times more than imported. That is the case for pork, as well as chicken and kimchi, the most popular Korean side dish – typically made from cabbage – which primarily is imported from China.
USMEF developed a two-phased promotional program with the help of funding from the Pork Checkoff to provide incentives for both consumers and employees of the 28 Yetgol Tosung outlets to become more familiar with U.S. pork.
For restaurant employees, USMEF devised a sales competition that rewarded the top eight Yetgol Tosung outlets with prizes based on their sales success. Winners were given a two-day trip to Tokyo, which included visits to restaurants that specialize in selling U.S. pork. The contest criteria included:
- Percentage increase in U.S. pork sales
- Volume of U.S. pork purchased during the promotion
- Percentage of total sales increase
During the promotion, the restaurants advertised U.S. pork with both indoor and outdoor banners, posters and U.S. pork aprons for both waiters and kitchen staff, as well as information explaining the contest to consumers.
For consumers, the U.S. pork belly promotion offered a free beverage with the meal and the chance to win free admission to a hot springs or movie tickets.
While Yetgol Tosung executives initially were reluctant to draw attention to the fact that they were using imported pork, they agreed with USMEF that there are benefits to introducing their customers to the fact that imported pork is utilized extensively in the Korean restaurant industry – and that Yetgol Tosung uses high-quality chilled U.S. pork.
The two-week promotion was a success on two fronts, according to Yang.
“The restaurant outlets sold 4.4 metric tons (9,700 pounds) of U.S. pork belly during the promotion, which was a 10 percent increase in pork sales compared to the weeks prior,” she said. “While total sales at the restaurants increased roughly 1 to 5 percent during the promotion, Yetgol Tosung said the promotion was successful because it clearly made the country of origin of its U.S. pork known to customers with virtually no complaints, and it helped grow business during a bad economic slump.”
The promotion also is consistent with USMEF’s goal of increasing the sales of chilled U.S. pork in South Korea. Imports of chilled U.S. pork in Korea have grown from virtually zero in 2003 to 9,884 metric tons (21.9 million pounds) in 2008.
Brazil Makes Progress in Opening Chinese and U.S. Pork Markets
China and the U.S. will be the next countries to import pork from Brazil, according to an article in the “Brazilian Meat Monitor.”
China, which has already opened up to Brazilian poultry imports, will accept Brazilian pork soon. The Brazilian agriculture ministry has received a request from the Chinese government for information on sanitary conditions in Brazil, a step towards opening the market.
The U.S. has concluded a risk analysis for pork produced in Santa Catarina, a Brazilian state recognized by the World Organization for Animal Health (OIE) as free of foot-and-mouth disease without vaccination. This is the first step towards the product's entrance onto the U.S. market.
The U.S. government still needs to conduct an economic impact study and a public hearing to allow comments from the U.S. pork industry, but the Brazilians expect the process to be completed finished by October.
The Brazilian pork exporters' association says the U.S. has the potential to import 84,000 metric tons (185 million pounds) a year of pork from Brazil and approval by the U.S. could open up opportunities in other markets for Brazilian pork.