Differentiation efforts for U.S. pork reach Korea’s institutional sector
An acute labor shortage has employers competing for talent while persistent inflation makes dining out an expensive option for employees. Companies increasingly see their company cafeterias as employee retention tools, and many are working to improve the quality of the meals they offer.
“This environment creates new opportunities as we seek to move product and differentiate U.S. pork quality in the market,” says USMEF Korea Director Junil Park. “We are partnering with major food distributors who supply institutions such as corporations, campuses and hospitals.”
USMEF has had previous success in introducing U.S. pork menu items as special meals at institutional cafeterias in collaboration with well-known restaurant brands. This latest effort focuses on differentiating U.S. pork quality through a special promotion called “Chef Masters.” Two Michelin-starred chefs developed unique dishes with U.S. pork to be served at corporate cafeterias.
Chef Jinsung Hwang of Chinese restaurant Jin Jin developed a Chinese-style rice bowl dish with U.S. pork loin, which was first served at the company cafeteria of Incheon International Airport. Chef Austin Kang developed a unique pulled pork fajita dish using U.S. Boston butt at the headquarters cafeteria of the food distribution company, CJ Freshway. In addition to developing menus, the Michelin chefs visited the cafeterias on the day of the event to help prepare menus and actively interact with employees who selected their dishes. Every U.S. pork meal available during the launch events sold out.
Following the success of the initial menu launch, seven additional companies opted into the menu promotion. The two dishes were then served to employees at seven additional company cafeterias during January and February. More than 10,500 meals with U.S. pork were served in eight weeks.
CJ Freshway has also completed a service contract with Chef Kang and will promote and serve his U.S. pork fajitas through 2026.
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