USMEF Seminar Proves Popular with Pork Producers at World Pork Expo
Published: Jun 16, 2011
International marketing was firmly on the minds of many pork producers attending the World Pork Expo in Des Moines last week, where an educational seminar conducted by USMEF made for a very popular and informative destination. Several agricultural and business reporters were also in attendance.
USMEF Chair-elect Danita Rodibaugh, a pork producer from Rensselaer, Ind., was on hand with senior USMEF staff members to discuss the history and mission of USMEF, as well as current global marketing strategies and key issues related to pork trade. Along with USMEF’s Mexico City-based chef Max Covaliu, they showcased pork entrées that have proven very successful in the key markets of Japan, Mexico and Central America.
USMEF Assistant Vice President John Hinners provided an overview of the Japan Relief and Recovery Program organized by USMEF, which has channeled more than $500,000 in aid to families displaced by the March 11 earthquake and subsequent tsunami. Hinners and Rodibaugh thanked U.S. pork producers for being among of the earliest and most aggressive supporters of this effort, which has provided thousands of meals featuring U.S. pork and beef products to families in need.
USMEF Chair-elect Danita Rodibaugh, a pork producer from Rensselaer, Ind., was on hand with senior USMEF staff members to discuss the history and mission of USMEF, as well as current global marketing strategies and key issues related to pork trade. Along with USMEF’s Mexico City-based chef Max Covaliu, they showcased pork entrées that have proven very successful in the key markets of Japan, Mexico and Central America.
USMEF Assistant Vice President John Hinners provided an overview of the Japan Relief and Recovery Program organized by USMEF, which has channeled more than $500,000 in aid to families displaced by the March 11 earthquake and subsequent tsunami. Hinners and Rodibaugh thanked U.S. pork producers for being among of the earliest and most aggressive supporters of this effort, which has provided thousands of meals featuring U.S. pork and beef products to families in need.
Hinners explained that Japan is by far the largest value market for U.S. pork, surpassing $1.6 billion last year and up another 17 percent in value through the first four months of 2011. One of the reasons behind this strong growth has been USMEF’s introduction of pork back ribs – a product featured in Japan in only the past two years - into the retail and foodservice market. To give producers a firsthand look – and taste – of why the back rib rollout has been so successful, Japanese-style pork back ribs in Ebara sauce were among the entrées sampled at the seminar. “The back ribs went over big with the producers participating in the seminar,” Rodibaugh said. “Many producers aren’t familiar with the product mix that makes us successful in the international markets, so this gave them a good example of how international flavors are used with U.S. pork.”
Chef Covaliu also prepared pistachio-crusted pork satays, a skewer dish made from the outside pork leg and served with a spicy coconut sauce. This dish is a mainstay in Southeast Asia, but is also gaining popularity in Western Hemisphere markets. The third featured dish was pork arrachera, made from inside leg cuts and served with tortillas. It is most popular in Mexico – the largest volume market for U.S. pork - but USMEF is beginning to promote it in Central America as well.
Chef Covaliu also prepared pistachio-crusted pork satays, a skewer dish made from the outside pork leg and served with a spicy coconut sauce. This dish is a mainstay in Southeast Asia, but is also gaining popularity in Western Hemisphere markets. The third featured dish was pork arrachera, made from inside leg cuts and served with tortillas. It is most popular in Mexico – the largest volume market for U.S. pork - but USMEF is beginning to promote it in Central America as well.
Rodibaugh was joined by Gerardo Rodriguez, USMEF director of trade development for Mexico, Central America and the Dominican Republic, in discussing USMEF’s efforts to promote U.S. pork in these critical growth markets.
“We talked extensively about the Mexican market and its importance to U.S. producers,” Rodibaugh said. “We detailed some of the opportunities there and the strategies we use to increase our market share in Mexico. There was also a lot of interest in Central America, which is an excellent growth market for U.S. pork.”
World Pork Expo was one of the venues visited by a team of Mexican pork buyers hosted by Rodriguez for a weeklong educational tour of the U.S. pork industry. The buyer team’s visit was made possible through support from the United Soybean Board and the Iowa Soybean Association.
Rodibaugh said strong pork export growth is one of the promising developments lending optimism to the World Pork Expo, even at a time of very high production costs.
“Pork producers are really excited about international opportunities,” she explained. “When they see the figure of nearly $57 per head that exports return to their farm and almost 30 percent of our production in recent months being exported, producers understand and appreciate the value the international marketplace delivers.”
“We talked extensively about the Mexican market and its importance to U.S. producers,” Rodibaugh said. “We detailed some of the opportunities there and the strategies we use to increase our market share in Mexico. There was also a lot of interest in Central America, which is an excellent growth market for U.S. pork.”
World Pork Expo was one of the venues visited by a team of Mexican pork buyers hosted by Rodriguez for a weeklong educational tour of the U.S. pork industry. The buyer team’s visit was made possible through support from the United Soybean Board and the Iowa Soybean Association.
Rodibaugh said strong pork export growth is one of the promising developments lending optimism to the World Pork Expo, even at a time of very high production costs.
“Pork producers are really excited about international opportunities,” she explained. “When they see the figure of nearly $57 per head that exports return to their farm and almost 30 percent of our production in recent months being exported, producers understand and appreciate the value the international marketplace delivers.”