USMEF Helps Wal-Mart Kick Off Its First U.S. Pork Promotion In China

Excited consumers and delicious U.S. pork are key ingredients at Wal-Mart's first-ever U.S. pork promotion in Shanghai.

The U.S. Meat Export Federation (USMEF) and Wal-Mart joined forces to promote U.S. sliced boneless butt and brisket in its new Shanghai store. The promotion debuted on Oct. 20 with in-store tasting, recipes and nutritional information about U.S. pork.

"Consumers were surprised to see U.S. pork in the store, but the initial response has been good,” said Peter Cho, USMEF marketing manager.  "This constitutes a breakthrough in promoting U.S. pork in China, and although the challenges for U.S. pork in China are significant, long term perseverance will yield benefits to U.S. exporters and producers." 

The new promotion is giving consumers an opportunity to sample and learn many of the benefits of U.S. pork. For example, U.S. pork is an excellent source of protein and vitamins and minerals such as thiamin, vitamin B-12, phosphorus, niacin and zinc.

Samples of U.S. pork increase awareness of the pork products Wal-Mart carries, and the promotion also allows the U.S. chain to promote its new store's location and attractions.

After the first week of the promotion, sales have been good, according to Cho, and are expected to increase through the end of the promotion in November. Wal-Mart currently operates approximately 50 stores in China and is opening new outlets at the rate of one per month. 

Through the first eight months of this year, U.S. pork and pork variety meat exports to Hong Kong and China have increased 12 percent to 58,101 metric tons compared to the same period last year. The value of U.S. pork and pork variety meat exports has increased 18 percent from 2004 to $67.5 million.

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, corn, sorghum and soybean checkoff programs.

– USMEF –

Photo 1 Consumers at the newly-opened Shanghai Wal-Mart receive samples of U.S. pork and are greeted with the message that U.S. pork is safe, nutritious and good to eat.

Photo 2 Shanghai Wal-Mart consumers eagerly await free samples of U.S. pork.