DES MOINES, Iowa — The National Pork Board announced a
study that will explore alternatives for promoting pork’s quality and
sustainability benefits with international consumers.
The study, to be conducted by SIAM Professionals LLC,
will evaluate existing marketing strategies and partners to identify methods for
improving pork’s position as the global meat of choice.
Funded through America’s Pork Checkoff, the project will
evaluate the effectiveness of current global marketing efforts and identify
potential partnerships and marketing tools for promoting U.S. pork.
“Throughout the world, pork is the single most consumed
meat. The popularity of U.S. pork is driven by its taste, versatility as a
recipe and menu item, and affordable cost,” said Chris Novak, chief executive
officer of the National Pork Board. “For many years, pork has been marketed
globally with all other meats, and it’s our intention to determine the ideal way
to market U.S. pork on an international basis.”
According to Euromonitor International’s latest
estimates, global pork sales are expected to grow by 12 percent in the 2013-2018
forecast period, adding 10.6 million metric tons in sales volume by 2018. Most
of this increase will be seen in emerging markets, such as Eastern Europe, Asia
Pacific and Latin America.
In the first six months of 2014, exports increased 9
percent from the same time period a year ago, according to current data from the
USDA Foreign Agricultural Service. Most of the gains are due to growth in Mexico
and continued demand in Asia.
The U.S. exports about 28 percent of the pork raised
here, delivering around $70 per animal raised back to America’s pig farmers.
“In 2013, the U.S. sold pork in more than 100 countries.
International markets represent a significant sales channel and, grown properly,
will be critical to the success of pig farmers across the country,” Novak said.
“Our farmers, staff, contractors and others involved in
U.S. pork production look forward to using insights gleaned from SIAM’s analysis
in shaping and sharing pork’s story with our international consumers,” he said.
Results of SIAM’s evaluation will be presented to the
checkoff’s full board of directors in spring 2015.