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Last updated: Thursday, October 18, 2018

 

US National Pork Board Seeks to Build Lasting Relationships on Asia Trade Mission

Posted: Tuesday, September 25, 2018


On September 24, key leaders of the US pork industry, members of the National Pork Board’s International Marketing committee, have arrived in Vietnam. Their visit to Vietnam - a critical market for US pork exports - is among the several stops on the US pork organization’s ten-day Asia Immersion Mission Trip.

The committee began its journey in Singapore and, in total, will make stops in Vietnam, Hong Kong and Macau. These key Asian markets - including Singapore and Vietnam - are emerging destinations for US pork and the committee will seek to understand consumer preferences and build relationships with buyers, influencers, retailers and other key stakeholders on their journey.



“Consumption of US pork here is on the rise, and this trip offers our industry leaders the unique opportunity to get in on the ground floor and build awareness for US pork and pork products with decision-makers,” said Craig Morris, vice president of international marketing for the National Pork Board. “Our work is underway to become the ‘pork of choice’ going forward in Asia and around the globe.”

Morris added that the National Pork Board’s international marketing strategy is to elevate the outreach and increase the number of direct opportunities to promote US pork on a global basis. The overarching goal hinges on two critical factors – treating each market as a unique opportunity to grow exports and developing meaningful, personal relationships with Asian leaders.

“Our time in Vietnam will be devoted to gathering the critical consumer insights we need to fully tap into the potential in these exciting, unique markets for US pork, like Vietnam,” Morris said.

In Vietnam in 2017, the US exported over $11 million of fresh, chilled and/or frozen bone-in hams and shoulders to the country. Today, Vietnam is the second largest trading partner for US pork products, only behind China/Hong Kong. Vietnam also imports pork bellies, prepared and preserved hams, and pork variety meats from the United States.

T.D








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