INTERPORC launches ’’EU Pork, The Smart Choice‘‘ campaign in Asia
The capital of the Philippines, Manila, hosted last week the first kick-off of a campaign that begins a new phase in the pork export trade between Europe and this country. Two days later, the turn corresponded to Ho Chi Minh, the most populous city in Vietnam.
Both events were attended by more than 70 catering and HORECA professionals, importers, distributors and chefs, as well as representatives of the Spanish embassy and the Honorary Consul of Portugal. All of them received direct information about the successful practices of Spain and Portugal in pig farming and pig production.
Daniel de Miguel, International Director of INTERPORC, has represented the Interprofessional at both events, of which he highlights that "they have undoubtedly been a success due to the high attendance of meat importers, distributors, chefs, hoteliers, retailers and various authorities, as well as for the high degree of interest they showed”.
De Miguel has also been satisfied with the format of the events: “we really wanted to launch this campaign to try to take advantage of the opportunities that the markets of this important region offer to continue diversifying the sector's exports. Now, after checking the development of the first two actions, I think they are going to be a great tool to publicize our products among the target profiles that we have set for ourselves”.
Since 2020, Spain has been the leading supplier of pork to the Philippines, thus surpassing the main traditional suppliers such as the US, Canada, France and the Netherlands.
Only in the year 2022, Spanish pork exports reached 209,370 tons, which meant, according to Miguel, an increase of 32.7%. Likewise, 409 million euros in value were exceeded, 59.8% more than in the previous year.
As for Vietnam, it has 98 million inhabitants and is the first meat market by volume in the ASEAN region, and the third in Asia, with a growth projection of 24% in the next 5 years.
With these data and although Spain ranks 27th in the ranking by destination for pork exports, with 13,500 tons, it is, in the words of INTERPORC's International Director, "a very attractive country with many possibilities of growth for companies companies, especially after the entry into force of the EU-Vietnam free trade agreement, which will make it a market that will be worked on intensively in the coming years”.
The EU Pork, The Smart Choice campaign aims to show the benefits of European pork from Spain and Portugal and its opportunities to food professionals from these countries. To this end, specific actions will be carried out for three years for importers, distributors and retailers, as well as cooks, food lovers and professional chefs.
Among the planned activities, participation in fairs, importer missions, tastings, masterclasses , promotions in retail as well as in restaurants and through web pages and social networks, actions with influencers , ecommerce, online advertising and various presences in off-line media.
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