Many consumers in Guatemala shy away from pork. The U.S. Meat Export Federati...
Many consumers in Guatemala shy away from pork. The U.S. Meat Export Federation (USMEF) is trying to change their negative perceptions with a consumer campaign that starts Monday, Sept. 25.
“Ultimately, we see Guatemala as a growing market for U.S. pork,” said Ricardo Vernazza-Paganini, USMEF director, Central and South America. “But before we can encourage Guatemalans to purchase U.S. pork, we must start at a root level by working to change their perception of pork as a fatty or diseased protein choice.”
To begin changing that perception, USMEF will hold a seminar describing the myths and realities of pork Sept. 25 in Guatemala City for more than 200 industry representatives, including nutritionists, physicians, chefs, foodservice personnel and media.
Paul Clayton, USMEF senior vice president, export services will lead off the seminar by discussing safety measures taken by the U.S. pork industry to ensure U.S. pork products are safe and healthy to consume.
Pork producers of Guatemala will follow to provide a perspective on the local industry and its processes, also helping communicate a team approach in helping turn around the country’s negative pork perception.
A dietician from the National Pork Board will provide insight on the health and nutrition benefits of U.S. pork. A Guatemalan physician from the Human Nutrition Institute of Central America and Panama will also talk about the health benefits of pork, including how lean and vitamin-rich pork products have become.
“We are excited to work with local pork industry representatives in Guatemala to provide a team approach that encourages consumers to begin to think about pork differently,” Vernazza-Paganini said. “The more Guatemalans become comfortable with consuming pork, the better it is for U.S. pork producers.”
USMEF chose to conduct this program in Guatemala since import duties are lower compared to other countries in the region and local pork production is not as strong as in Brazil, Colombia and Costa Rica. Guatemala also has the largest target population of medium and medium-high consumers who can afford to purchase imported and higher-end products.
“The campaign includes additional phases to reach our target audience,” Vernazza-Paganini said. “One utilizes a media communication campaign that includes radio spots and news stories pointing out the advantages of pork, while the other features point-of-sale materials and other resources to encourage consumers to purchase pork.”
USMEF worked with the Guatemalan Culinary Association to publish a book of 20 recipes using pork in dishes that Guatemalans enjoy. USMEF is working with the two largest retailers and three largest importers in Guatemala to showcase the recipe books, point-of-sale banners that carry the message, “Pork – always healthy, fresh and nutritious”, and U.S. pork stickers on meat packages.
Small flags featuring the U.S. pork logo will be added to U.S. pork dishes in restaurants to call diners attention to the meat they are enjoying is U.S. pork – a healthy and safe choice.
The campaign runs through the end of November.
The U.S. Meat Export Federation 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, lamb, corn, sorghum and soybean checkoff programs.
– USMEF –
The following images are available with this release:
Poster 1 – This poster is one of several USMEF produced to demonstrate to consumers pork is always a healthy, fresh and nutritious protein source to use in family meals. This banner shows a mother and daughter preparing a meal featuring U.S. pork.
Poster 2 - This banner is one of several USMEF produced to identify pork as a healthy, fresh and nutritious meat that can be used in family meals. This banner shows a mother and daughter preparing a meal featuring U.S. pork.
