USMEF Promotions, Rebound in Domestic Prices Boost U.S. Pork in Korea
USMEF Promotions, Rebound in Domestic Prices Boost U.S. Pork in Korea
While the economic climate in Korea remains sluggish, the summer barbecue season has sparked a jump in pork demand and an increase in domestic pork prices. With support from the Pork Checkoff, USMEF is capitalizing on these improved conditions by promoting a higher volume of chilled U.S. pork in Korea’s retail and foodservice sectors.
Korea’s five major hypermarket chains - E-Mart, Lotte Mart, Homeplus, GS Retail and Costco Wholesale Korea – as well as supermarket chains such as Lotte Super and Top Mart, have showcased U.S. pork in the high-demand summer season using USMEF-sponsored in-store-promotions. Costco and Top Mart have sold U.S. pork throughout the year, while other chains stepped up their U.S. pork offerings for the high-demand season.
In the meantime, USMEF vigorously marketed U.S. pork at six restaurants in the Westin Chosun hotels in Seoul and Busan, employing educational sessions for chefs, servers and serving and kitchen staff. Guest chef Matt Carter introduced a variety of delicious new U.S. pork menu items, with customers delighted to find great-tasting U.S. pork as a main entrée at these luxurious hotels.
Guest chef Matt Carter helped showcase U.S. pork in two of Korea’s largest Westin hotels
Building on the success achieved with Westin Chosun, USMEF is holding a 30-day promotion for U.S. collar butt at the Italian restaurant in the Best Western New Seoul Hotel beginning Sept. 7.
“Featuring U.S. pork at a luxury hotel is something new for the Korean market,” said Jihae Yang, USMEF Korea director. “But this was just the beginning. The success of this promotion gives me confidence that U.S. pork can thrive as a main dish in these establishments.”
Bloggers help spread positive information about U.S. pork
Bloggers carry an exceptional degree of influence with Korean consumers, and are an important component of these marketing campaigns. At the guest chef promotion with the Westin Chosun hotels, 15 “power bloggers” were invited to sample Chef Carter’s U.S. pork dishes and convey their opinions to Korean consumers. USMEF has also engaged bloggers to help spread positive, factual information about the quality, value and safety of U.S. pork, as well as the high standards used in modern U.S. pork production.
“This is an extremely powerful medium in Korea, and an important method of building a positive image for U.S. pork,” said Yang. “Consumers here value very highly the information they receive from bloggers, and that is something USMEF must take advantage of when promoting U.S. pork.”
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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.
USMEF Promotions, Rebound in Domestic Prices Boost U.S. Pork in Korea
While the economic climate in Korea remains sluggish, the summer barbecue season has sparked a jump in pork demand and an increase in domestic pork prices. With support from the Pork Checkoff, USMEF is capitalizing on these improved conditions by promoting a higher volume of chilled U.S. pork in Korea’s retail and foodservice sectors.
Korea’s five major hypermarket chains - E-Mart, Lotte Mart, Homeplus, GS Retail and Costco Wholesale Korea – as well as supermarket chains such as Lotte Super and Top Mart, have showcased U.S. pork in the high-demand summer season using USMEF-sponsored in-store-promotions. Costco and Top Mart have sold U.S. pork throughout the year, while other chains stepped up their U.S. pork offerings for the high-demand season.
In the meantime, USMEF vigorously marketed U.S. pork at six restaurants in the Westin Chosun hotels in Seoul and Busan, employing educational sessions for chefs, servers and serving and kitchen staff. Guest chef Matt Carter introduced a variety of delicious new U.S. pork menu items, with customers delighted to find great-tasting U.S. pork as a main entrée at these luxurious hotels.
Guest chef Matt Carter helped showcase U.S. pork in two of Korea’s largest Westin hotels
Building on the success achieved with Westin Chosun, USMEF is holding a 30-day promotion for U.S. collar butt at the Italian restaurant in the Best Western New Seoul Hotel beginning Sept. 7.
“Featuring U.S. pork at a luxury hotel is something new for the Korean market,” said Jihae Yang, USMEF Korea director. “But this was just the beginning. The success of this promotion gives me confidence that U.S. pork can thrive as a main dish in these establishments.”
Bloggers help spread positive information about U.S. pork
Bloggers carry an exceptional degree of influence with Korean consumers, and are an important component of these marketing campaigns. At the guest chef promotion with the Westin Chosun hotels, 15 “power bloggers” were invited to sample Chef Carter’s U.S. pork dishes and convey their opinions to Korean consumers. USMEF has also engaged bloggers to help spread positive, factual information about the quality, value and safety of U.S. pork, as well as the high standards used in modern U.S. pork production.
“This is an extremely powerful medium in Korea, and an important method of building a positive image for U.S. pork,” said Yang. “Consumers here value very highly the information they receive from bloggers, and that is something USMEF must take advantage of when promoting U.S. pork.”
# # #
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.