Late last year, with funding support from the National Pork Board, the U.S. Meat Export Federation (USMEF) launched a campaign to expand retail sales of U.S. chilled pork in Hong Kong. This opportunity emerged when Hong Kong’s fresh pork supply declined sharply due to African swine fever (ASF) outbreaks in China, according to a release from the association.
In the below audio clip, USMEF senior vice president for the Asia Pacific Joel Haggard says though the chilled pork initiative has faced significant challenges, including a lack of familiarity in Hong Kong, where consumers were more accustomed to fresh pork harvested locally and imported frozen pork. But sales have gradually increased, and U.S. chilled pork is gaining traction in the market. Haggard adds that going forward, USMEF is planning retail chilled pork promotions in mainland China and exploring promotional opportunities in Vietnam, where the domestic pork supply has also been hit hard by ASF, the release says.