USMEF Educates Consumers In El Salvador About U.S. Pork

U.S. pork is safe, tasty and rich in nutrients that are essential for a healthy diet. This is the message that the U.S. Meat Export Federation (USMEF) is conveying to consumers in El Salvador during a two-month-long U.S. pork promotion.

Taking place at six outlets of Selectors, the largest retail chain in El Salvador, the focus of the promotion, funded by the National Pork Board, is to regain consumer confidence, thus increasing desire to purchase and enjoy U.S. pork as part of a healthy diet.

“This project is embedded in the overall strategy for this region,” says USMEF Director, Central & South America Ricardo Vernazza-Paganini. “USMEF market intelligence identified a key element we could expand in this area and overcome the negative perception that 70 percent of consumers have toward U.S. pork.”

Banners, posters, radio and newspaper advertising focused on the nutrition of U.S. pork is generating a positive awareness of U.S. health safety standards and the benefits of U.S. pork.

The promotion also consists of visits by chefs to Selectors outlets on every other Saturday during the promotion period where they prepare dishes with U.S. pork and distributes samples, nutritional information and recipes to consumers. The cooking demonstrations are designed to provide a chance for potential consumers to sample and learn about the overall quality and taste of U.S. pork.

“We want to reassure the consumers that U.S. pork is indeed safe and demonstrate all the versatile meals and recipes they can use to include U.S. pork into their diets,” said Vernazza-Paganini.

USMEF wants to generate a delicious, safe image of U.S. pork to all consumers, while targeting a fresh, sophisticated image to upper-end consumers who can afford to purchase higher-end cuts, Vernazza-Paganini noted. Selectors management realized the potential of the product, and having never carried U.S. pork before, are pleased with their decision to take part in the promotion.

“This promotion is like a seed planted to grow into something bigger, which is market access for U.S. pork at the largest retail chain in El Salvador,” said Vernazza-Paganini.

The promotion started Oct. 6 and ends Dec. 7 and, due to its already visible success, USMEF is planning similar promotions in Guatemala and Costa Rica.

Through September, U.S. pork and pork variety meat exports worldwide are up 18 percent in volume at 851,709 metric tons and 24 percent in value at $1.95 billion.

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 photo is available with this release:

Photo 1– A poster focused on the nutrition of U.S. pork at a Selectors retail store is generating a positive awareness of U.S. health safety standards and the benefits of U.S. pork.