June 6, 2006

US promotes pork in Korea

The US Meat Export Federation (USMEF) is pushing sales of US pork in South Korea with in-store promotions and consumer education.

The average retail price of domestic beef and pork in South Korea has increased 40 percent, according to a USMEF news release. That meant that the price of US chilled pork belly, for example, is almost half the price of the domestic product with no quality difference, the news release claimed.

Capitalising on this advantage, USMEF is going on a media blitz to corner the market. 

Wal-Mart started carrying US chilled pork this month with USMEF-sponsored pork-tasting promotions at all 16 Wal-Mart stores in the Seoul area, an event  which was covered by major print media.

Some of South Korea's largest retailers such as E-Mart, Costco and Lotte Mart have also reported good sales of US pork, said USMEF. Lotte Mart has also held promotions to draw in consumers.

USMEF is also placing pork advertisements in trade magazines to promote US pork to restaurants.

Meat departments in South Korean retail stores are divided into three sections: domestic beef, domestic pork, and imported meat.

To draw consumers to US chilled pork in the retail stores, USMEF has advertised in consumer magazines informing them on where to find US pork.