Taiwan targeted as new market for US pork
If is not China, at least is Taiwan for US pork exporters! For two months, USMEF conducted a series of US pork rib tasting events and cooking classes in partnership with Chi Mei Food, a major food company in Taiwan.
Funded by the United Soybean Board, the USDA Market Access Program (MAP) and the National Pork Board, USMEF’s promotion took place at the Chi Mei Happiness Factory (CMHF), a facility in Tainan City that houses dining establishments and studios for cooking classes and food-related workshops.
CMHF is also equipped with on-site shopping facilities and regularly conducts tasting programs and educational sessions on food products. The US pork rib tasting sessions were held during peak hours, five days each week. People visiting CMHF were given samples and educated on the quality and value of grain-fed U.S. pork.
“Ready-to-eat US pork ribs were prepared by Jin Ku Food, a large pork importer in Taiwan,” said Davis Wu, USMEF director in Taiwan. “This particular pork product had only been sold to the banquet and catering sectors, but USMEF worked with Jin Ku Food to launch the US pork ribs with retailers, with the goal of getting more Taiwanese consumers to try US pork and become regular customers. These tasting events were an important part of that effort.”
Wu said that while pork consumption in Taiwan is very high, 90% of the pork consumed is domestic. “Despite the high consumption of pork in Taiwan, it is rare to see US pork products on display or on restaurant menus, as most of the imported US pork is supplied to the food processing sector,” explained Wu. “The lack of the visibility of US pork means consumers cannot connect its superior taste to the actual product and its origin. The popularity of the Happiness Factory in southern Taiwan made it the perfect place to reach the country’s meat lovers and people who cook at home for their families.”
According to USMEF data, October pork export volume was 207,725 mt, the largest since May but still 2% lower year-over-year, reflecting smaller variety meat exports. Export value ($536.5 million) was also the largest since May but still down 5% from a year ago. For January through October, pork exports were 1% above last year’s record pace at 2.02 million mt, while value was also up 1% to $5.33 billion. For pork muscle cuts only, January-October exports increased 5% from a year ago in volume (1.63 million mt), valued at $4.43 billion (up 2%).
October exports accounted for 23.6% of total pork production, down from 25.4% a year ago. For muscle cuts only, the percentage exported was 20.7% – down from 21.6% in October 2017. For January through October, pork exports accounted for 25.8% of total production, down from 26.4% last year, but the percentage of muscle cuts exported increased from 22 to 22.5%. Export value per head slaughtered was down 10% from a year ago in October to $46.07. The January-October average was $51.74, down 2%. The decrease in US pork exports is due to the trade wars with China and Mexico started this year. Dan Halstrom, USMEF president and CEO, believes that that upcoming trade negotiations with Japan are critical for the U.S. pork and beef industries, as all major competitors in the Japanese market will soon benefit from significant tariff reductions.
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