Thirty percent of pork production last year went overseas, as the U.S. exports to more than 100 markets, says Courtney Knupp, VP of International Market Development for the National Pork Board, who sat down with AgriTalk’s Chip Flory, to discuss exciting developments in the international pork trade during the 2024 World Pork Expo.
“It’s my job at the National Pork Board to make sure we create a diversified strategy,” she says. “We create options for different products, for different parts of the pig, and get the highest value for them every day. We’re creating a brand that’s differentiates U.S. pork any other origin that could source product from.”
The U.S. has established markets, which it works to maintain, and developed markets it wants to grow.
“Our top 10 markets are where 90% of our exports currently go , but the other category – all other markets, is growing – up 33% in volume compared to last year,” Knupp says.
Southeast Asia, for example is an emerging region. “They have an appetite for pork,” Knupp adds. “We’re going to grow that consumption and we are going to compete for it to be U.S. pork.”
When it comes to developing a market, it may be introducing pork as a protein option or talking about U.S. pork as a preference, Knupp says.
“We want to talk about quality pork,” she explains. “That’s what the United States provides to international customers. We promote its health and the safety profile. We have the safest product in the world. It’s USDA inspected and that has global respect.”
Quality and safety mean a lot to the developing world. Being able to show more parts of the pig from fabrication and merchandizing aspects results in growing demand, consumption and market size, Knupp says.
“We also often help domestic industries evolve, to modernize, to produce, to grow as a result of increased demand for pork,” she says. “And so therefore we can win with the domestic producers and as importers.”
Another emerging market with huge potential is Africa, Flory notes.
“I just look at that market and the way that that economy is coming on, and the value that there is in pork—even if it’s imported—the value that there is in pork. Africa is just a great growth potential market,” he says.
Knupp points out Africa is a great example of working with strategic partners. The National Pork Producers Council is working to gain market access into key African nations with pork consumers. While the entire continent will not consume pork due to religious reasons, there are many countries like Nigeria, Ghana, South Africa and Kenya that consume and import pork and the United States wants the ability to compete for that business.
“We’re working on cold chain capabilities because if you can’t store a perishable product, then you can’t disperse it within the country,” Knupp says.
The Pork Board works with the U.S. Meat Export Federation, who has boots on the ground around the world with multiple people in Africa. Recent funding by the United States Department of Agriculture that increases trade promotion, the Regional Agricultural Promotion Program (RAPP), will allow additional programming in that region to build rapport with consumers, showcase our product offerings and hopefully increase U.S. exports over time.
Mexico, Korea and Japan continue to be traditionally strong markets that the U.S. continues to pursue.
“I’m proud to see exports continuing to flourish,” Knupp says. “It wasn’t that long ago, 1995, we were still net importers of pork. In just a couple of decades, we’re poised to be the number one pork exporter in the world likely to overtake the European Union for that top spot this year.”
“The beauty of U.S. agriculture is truly the innovation and the incentive of the private industry working with the public sector, our government, to maximize opportunity,” Knupp says. “Everyone has a stake in the game. When an industry like the National Pork Board funds U.S. Meat Export Federation, our dollars receive matching funds from our Department of Agriculture, doubling our impact in our target markets.”
That partnership is envied by other countries.
“These trade missions show the United States is serious about the agricultural product portfolio we have to offer,” Knupp adds. “Pork and red meat is at the top of that list, especially for Korea. And we’re so lucky to have the support of a government and a system like we do in the United States. It’s really enabled us to become the near top exporter in the world.
Flory predicts having pork producers on the trade missions has been invaluable for establishing trust and building relationships with other countries.
“Definitely,” Knupp agrees. “[Our producers] are the best marketing material we have. And our producers need to know that their investments in market are showing a return on that investment. They are able to talk about how we produce a quality product, how it’s a safe product, what it’s like in the United States directly to our customers. Not all of our competitors have that ability and success rate. It’s a top priority for the National Pork Board.”
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