Asia Pacific Pork

1
Asia Pacific - Pork

• November 2001

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Korea PorkStrategic Questions

• Will the US ever be a continuous supplier of
  chilled pork to Korea?
• Can branded programs lead the way for more US
  pork sales?
• Without meaningful retail or foodservice sales,
  should the US continue its pork education program
  of the trade?

3
Korea Number of Sows
4
MERC Courses (Jan.- Oct. 2001)

• 1. Retail beginner/management course 175/ 11
  times
• 2. Customized retail course 92/ 7 times
• 3. Trader course 41/ 3 times
• 4. Foodservice course 75/ 4 times
• 5. Retail promotion promoter course 106/ 6 times
• 6. Monthly trader seminar 234/ 10 times
• 7. Others(Training the trainer,workshop, seminar,
  Training team to Japan, consumer course) 316 / 8
  times
• A total of 1039 participated in MERC programs
  from January to October 2001

5
Korea Pork Objectives

• Achieve continuous purchasing of U.S. pork with
  existing target accounts, as well as expand the
  range of products purchased.
• Increase purchasing of U.S. chilled pork in the
  Korean retail and HRI sectors.
• Enhance the overall image and receptivity of U.S.
  pork among targeted Korean consumers.

6
Korea Pork Strategies

• Develop/implement customized programs for the
  specific needs of trade sector companies.
• Educate target accounts on the variety,
  availability and profitability of U.S. pork
• Demonstrate the suitability of U.S. pork for
  popular HRI menu applications.
• Educate retailers of the profitability of
  featuring U.S. chilled pork.
• Inform targeted Korean consumers of the quality,
  freshness and safety of U.S. pork.

7
Taiwan WTO Pork Concessions
8
Taiwan Margins on Hotly Traded Items
9
Taiwan PorkStrategic Questions

• Should the US pork industry invest in promoting
  directly to Taiwan consumers?
• How can the US best take advantage of the new TRQ
  system?
• Should more resources be allocated to support
  branded efforts in Taiwan?

10
Taiwan Pork Objectives

• Increase awareness and product knowledge of the
  range of U.S. pork items among Taiwanese
  importers, distributors, and processors.
• Encourage loyalty to U.S. pork and facilitate the
  importation of pork cuts by Western foodservice
  chains and hotels. Explore opportunities for
  U.S. value-added processed meats.

11
Taiwan Pork Strategies

• Build relationships with importers, distributors,
  and processors, and facilitate contact between
  them and U.S. suppliers.
• Educate U.S. exporters on preferred Taiwanese
  cutting specifications.

12
China Pork Specifications
13
China Pork Strategic Questions

• What will be the development track for Chinas
  pork production and pork processing sector?
• Will WTO accession facilitate the widening of
  import channels and imported product
  distribution?
• What is the cost and profit potential of
  developing and marketing new non-traditional pork
  items?

14
China Pork Strategic Questions

• What is the regional competitive threat of China
  as a pork exporter (raw and processed)? Can the
  US industry benefit as a raw material supplier?
• To what extent will food safety and SP issues
  hamper trade?

15
HK/China Pork Objectives

• Increase importers and end users product
  knowledge and awareness of the range of U.S. pork
  cuts, variety meats, and processed products
  available with the goal of expanding U.S. pork's
  market share in low-cost variety meat items.
• Increase the market presence of U.S. exports of
  value-added pork items such as bacon and other
  processed pork.
• Enhance demand for U.S. chilled pork for use in
  upscale retail outlets and restaurants.

16
HK/China Pork Strategies

• Introduce U.S. pork cuts into higher-end
  foodservice outlets in Hong Kong and Mainland
  China and look for opportunities to build sales
  of U.S. pork items in fast food and further
  processing.
• Build sales of branded processed pork lines in
  the retail sector of both Hong Kong and Mainland
  China.

17
HK/China Pork Strategies

• Provide on-going technical assistance to existing
  and new Mainland China end-users, who are
  accustomed to handling hot meat, preparing them
  to accept and utilize frozen U.S. pork cuts.
  Explore opportunities for sales on the Mainland
  for further processing. In Hong Kong, take
  advantage of price, competitive, and quality
  opportunities and markets to increase sales of
  chilled pork.

18
ASEAN PorkStrategic Questions

• Given limited retail opportunities, is there an
  opportunity to develop item(s) that can
  breakthrough in the foodservice sector?
• What emerging opportunities for by-products/offal
  exist in the region (e.g. Vietnam, Thailand)?

19
ASEAN PorkStrategic Questions

• Can a strong branded item lead the way for other
  US pork sales?
• Can US country-of-origin loyalty be built in the
  Philippines?

20
ASEAN Pork Objectives

• Increase exports to the Philippine and Singapore
  processing sector.
• Increase the exports of pork variety meats to
  Singapore, Malaysia, and Thailand.
• Increase purchases of U.S. frozen pork by the HRI
  sector in Singapore.
• Expand presence of U.S. pork at retail outlets in
  Singapore and the Philippines.
• Increase the imports of processed pork products
  by the retail segments in Malaysia and Singapore.

21
ASEAN Pork Strategies

• Educate importers, distributors, buyers for major
  processors, and HRI accounts about the
  profitability of U.S. pork, pork variety meats,
  and processed pork items.
• Educate cooks and foodservice professionals in
  Singapore about the proper methods of handling
  and cooking U.S. pork.
• Educate retail accounts about the profitability
  of U.S. pork and processed pork items.

22
Success Stories Introduced U.S. Pork Picnic to
Chinese Restaurants
We developed recipes for the Oriental BBQ Pork
using U.S. Pork Picnic and gave the recipes to
leading Chinese Restaurants, e.g. Crystal Jade,
Lei Garden, Tung Lok and some leading hotels with
Chinese Restaurant outlets. Oriental BBQ Pork
normally utilised the Boston Butt, but as U.S.
Pork is well marbled and good texture and bite,
the Picnic Shoulder is found to be equally good.
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Singapore
Oriental BBQ Pork in an interesting presentation.
Recipe by Sabrina Yin.
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Singapore
Newspaper Ad on Rose Packing Promotion at NTUC
Fairprice.