As a result, the US Meat Export Federation has launched a campaign to build overall pork demand in Mexico using qualitative research, consumer education and carefully targeted retail promotions. This campaign, through support from the Pork Checkoff and the USDA Market Access Program, is designed to enhance pork’s image and increase its appeal as an affordable, nutritious entrée.
USMEF recently reached agreements with several major supermarket chains in Mexico - totaling more than 500 outlets - to help USMEF promote pork through advertising and point-of-sale materials, and by collecting important sales data to help evaluate the effectiveness of the campaign and develop further promotional strategies, said Chad Russell, USMEF regional director for Mexico, Central America and the Dominican Republic.
Mexico is this year’s leading volume market for US pork and pork variety meat, through April, at more than 456 million lbs. – a 19 percent increase over last year’s pace. US pork export value to Mexico is up 18 percent, ranking second to Japan at $377.4 million.
