USMEF Targets Guatemala for Pork Growth
Published: Nov 02, 2009
While the United States has by far the largest share of Guatemala's import market for pork, the image of pork in the Central American nation remains low and per capita consumption is expected to be only about seven pounds this year.
To help boost the image of pork, USMEF is teaming with the Guatemalan Association of Pork Producers (APOGUA) on a new marketing campaign to promote the "goodness of pork."
"This is a collaboration that works for both parties," said Chad Russell, USMEF regional director for Mexico, the Dominican Republic and Central America. "The United States already has a 79 percent share of the pork import market in Guatemala, so anything we can do in partnership with APOGUA to improve the public perception of pork and increase overall demand will benefit both of us. It's a win-win situation."
With support from the Pork Checkoff, USMEF recently initiated a new pork imaging campaign in Guatemala that will feature radio, television and print advertising as well as news articles.
Russell kicked off the campaign at a press conference Oct. 15 in Guatemala City attended by more than a dozen reporters. He gave a presentation about the pork situation and outlook in the United States, while Tec de Monterrey professor Deyanira Trujillo talked about the study, "U.S. beef and pork cuts at the Mexican market," which was co-authored by Dr. Nelson Huerta, USMEF-Mexico's director of technical services. The study documented differences between U.S. and Mexican pork cuts and demonstrated that U.S. pork cuts are leaner with lower cholesterol and "trans" contents.
An overview of the consumer media campaign was provided by Gerardo Rodriguez, USMEF's trade development director for the region. Over the next two months, a USMEF chef will give media interviews to provide consumers with suggestions on preparing pork dishes during the Christmas season.
Over the next two months, a USMEF chef will give media interviews to provide consumers with suggestions on preparing pork dishes during the Christmas season.
The new “Pork Is Good” campaign is designed both to help spread the message regarding the quality of pork to consumers and to strengthen the bond between the U.S. industry and the domestic pork industry.
“Last year, 82 percent of U.S. pork went into the processing sector, so the members of APOGUA already are key customers of ours,” said Russell. “However, the image of U.S. products is very good in Guatemala, so this campaign can help us capitalize on that perception to increase U.S. pork sales at retail.”
Overall pork consumption in Guatemala rose from 5.7 pounds per capita in 2002 to 7.6 pounds in 2008. Total U.S. pork exports to Guatemala rose 12 percent in 2008 to 6,796 metric tons (15 million pounds, and have remained stable in 2009.
To help boost the image of pork, USMEF is teaming with the Guatemalan Association of Pork Producers (APOGUA) on a new marketing campaign to promote the "goodness of pork."
"This is a collaboration that works for both parties," said Chad Russell, USMEF regional director for Mexico, the Dominican Republic and Central America. "The United States already has a 79 percent share of the pork import market in Guatemala, so anything we can do in partnership with APOGUA to improve the public perception of pork and increase overall demand will benefit both of us. It's a win-win situation."
With support from the Pork Checkoff, USMEF recently initiated a new pork imaging campaign in Guatemala that will feature radio, television and print advertising as well as news articles.
Russell kicked off the campaign at a press conference Oct. 15 in Guatemala City attended by more than a dozen reporters. He gave a presentation about the pork situation and outlook in the United States, while Tec de Monterrey professor Deyanira Trujillo talked about the study, "U.S. beef and pork cuts at the Mexican market," which was co-authored by Dr. Nelson Huerta, USMEF-Mexico's director of technical services. The study documented differences between U.S. and Mexican pork cuts and demonstrated that U.S. pork cuts are leaner with lower cholesterol and "trans" contents.
An overview of the consumer media campaign was provided by Gerardo Rodriguez, USMEF's trade development director for the region. Over the next two months, a USMEF chef will give media interviews to provide consumers with suggestions on preparing pork dishes during the Christmas season.
Over the next two months, a USMEF chef will give media interviews to provide consumers with suggestions on preparing pork dishes during the Christmas season.
The new “Pork Is Good” campaign is designed both to help spread the message regarding the quality of pork to consumers and to strengthen the bond between the U.S. industry and the domestic pork industry.
“Last year, 82 percent of U.S. pork went into the processing sector, so the members of APOGUA already are key customers of ours,” said Russell. “However, the image of U.S. products is very good in Guatemala, so this campaign can help us capitalize on that perception to increase U.S. pork sales at retail.”
Overall pork consumption in Guatemala rose from 5.7 pounds per capita in 2002 to 7.6 pounds in 2008. Total U.S. pork exports to Guatemala rose 12 percent in 2008 to 6,796 metric tons (15 million pounds, and have remained stable in 2009.
While the United States has by far the largest share of Guatemala's import market for pork, the image of pork in the Central American nation remains low and per capita consumption is expected to be only about seven pounds this year.
To help boost the image of pork, USMEF is teaming with the Guatemalan Association of Pork Producers (APOGUA) on a new marketing campaign to promote the "goodness of pork."
"This is a collaboration that works for both parties," said Chad Russell, USMEF regional director for Mexico, the Dominican Republic and Central America. "The United States already has a 79 percent share of the pork import market in Guatemala, so anything we can do in partnership with APOGUA to improve the public perception of pork and increase overall demand will benefit both of us. It's a win-win situation."
With support from the Pork Checkoff, USMEF recently initiated a new pork imaging campaign in Guatemala that will feature radio, television and print advertising as well as news articles.
Russell kicked off the campaign at a press conference Oct. 15 in Guatemala City attended by more than a dozen reporters. He gave a presentation about the pork situation and outlook in the United States, while Tec de Monterrey professor Deyanira Trujillo talked about the study, "U.S. beef and pork cuts at the Mexican market," which was co-authored by Dr. Nelson Huerta, USMEF-Mexico's director of technical services. The study documented differences between U.S. and Mexican pork cuts and demonstrated that U.S. pork cuts are leaner with lower cholesterol and "trans" contents.
An overview of the consumer media campaign was provided by Gerardo Rodriguez, USMEF's trade development director for the region. Over the next two months, a USMEF chef will give media interviews to provide consumers with suggestions on preparing pork dishes during the Christmas season.
Over the next two months, a USMEF chef will give media interviews to provide consumers with suggestions on preparing pork dishes during the Christmas season.
The new “Pork Is Good” campaign is designed both to help spread the message regarding the quality of pork to consumers and to strengthen the bond between the U.S. industry and the domestic pork industry.
“Last year, 82 percent of U.S. pork went into the processing sector, so the members of APOGUA already are key customers of ours,” said Russell. “However, the image of U.S. products is very good in Guatemala, so this campaign can help us capitalize on that perception to increase U.S. pork sales at retail.”
Overall pork consumption in Guatemala rose from 5.7 pounds per capita in 2002 to 7.6 pounds in 2008. Total U.S. pork exports to Guatemala rose 12 percent in 2008 to 6,796 metric tons (15 million pounds, and have remained stable in 2009.
To help boost the image of pork, USMEF is teaming with the Guatemalan Association of Pork Producers (APOGUA) on a new marketing campaign to promote the "goodness of pork."
"This is a collaboration that works for both parties," said Chad Russell, USMEF regional director for Mexico, the Dominican Republic and Central America. "The United States already has a 79 percent share of the pork import market in Guatemala, so anything we can do in partnership with APOGUA to improve the public perception of pork and increase overall demand will benefit both of us. It's a win-win situation."
With support from the Pork Checkoff, USMEF recently initiated a new pork imaging campaign in Guatemala that will feature radio, television and print advertising as well as news articles.
Russell kicked off the campaign at a press conference Oct. 15 in Guatemala City attended by more than a dozen reporters. He gave a presentation about the pork situation and outlook in the United States, while Tec de Monterrey professor Deyanira Trujillo talked about the study, "U.S. beef and pork cuts at the Mexican market," which was co-authored by Dr. Nelson Huerta, USMEF-Mexico's director of technical services. The study documented differences between U.S. and Mexican pork cuts and demonstrated that U.S. pork cuts are leaner with lower cholesterol and "trans" contents.
An overview of the consumer media campaign was provided by Gerardo Rodriguez, USMEF's trade development director for the region. Over the next two months, a USMEF chef will give media interviews to provide consumers with suggestions on preparing pork dishes during the Christmas season.
Over the next two months, a USMEF chef will give media interviews to provide consumers with suggestions on preparing pork dishes during the Christmas season.
The new “Pork Is Good” campaign is designed both to help spread the message regarding the quality of pork to consumers and to strengthen the bond between the U.S. industry and the domestic pork industry.
“Last year, 82 percent of U.S. pork went into the processing sector, so the members of APOGUA already are key customers of ours,” said Russell. “However, the image of U.S. products is very good in Guatemala, so this campaign can help us capitalize on that perception to increase U.S. pork sales at retail.”
Overall pork consumption in Guatemala rose from 5.7 pounds per capita in 2002 to 7.6 pounds in 2008. Total U.S. pork exports to Guatemala rose 12 percent in 2008 to 6,796 metric tons (15 million pounds, and have remained stable in 2009.