National Pork Board seeks to increase US pork exports to Vietnam

The National Pork Board seeks to build lasting relationss on Asia trade mission

Key leaders of the US pork industry and members of the National Pork Board’s International Marketing Committee, have arrived in Vietnam. Their visit to Vietnam—a critical market for US pork exports—is among the several stops on the US pork organisation’s ten-day Asia Immersion Mission Trip.

The committee began its journey in Singapore and will visit Vietnam, Hong Kong, and Macau. These key Asian markets—including Singapore and Vietnam—are emerging destinations for US pork and the committee will seek to understand consumer preferences and build relationships with buyers, influencers, retailers, and other key stakeholders on their journey.

“The consumption of US pork in Vietnam is on the rise, and this trip offers our industry leaders a unique opportunity to get in the Vietnamese market and build awareness of US pork and pork products among decision-makers. Our work is underway to become the ‘pork of choice’ in Asia and around the globe,” said Craig Morris, vice president of international marketing for the National Pork Board.

Morris added that the National Pork Board’s international marketing strategy is to elevate the outreach and increase the number of direct opportunities to promote US pork on a global basis. The overarching goal hinges on two critical factors—treating each market as a unique opportunity to grow exports and developing meaningful, personal relationships with Asian leaders.

“During our time in Asia, we will be devoted to gathering the critical consumer insights we need to fully tap into the potential in these exciting, unique markets for US pork, like Vietnam,” Morris said.

In 2017 the US exported over $11 million of fresh, chilled, and frozen bone-in hams and shoulders to Vietnam. At present, Vietnam is the second largest trading partner for US pork products, only behind China. Vietnam also imports pork belly, prepared and preserved hams, and pork variety meats from the US.

Craig Morris, vice president of international marketing for the National Pork Board

“Consumers in Vietnam and Singapore are rapidly increasing the proportion of pork in their diets, which provides an opportunity to capture a growing share of the consumption pie—if we play our cards right,” said Morris. “We need to understand the changing consumer and retail landscape in both destinations, share this insight with our industry partners in the US, and deploy targeted marketing campaigns designed to connect with each country’s unique consumers.”

The National Pork Board, working with its partner the US Meat Export Federation, will have an opportunity to view the current marketing campaigns of other enterprises in Vietnam. Among the highlights of this trip will be a meeting with the dedicated and knowledgeable staff working on behalf of the industry in these countries to market US pork.

While gathering insights is critical, there is no substitute for face-to-face engagement. In Asia especially, members of the International Marketing Committee will take time to meet personally with buyers to build relationships based on mutual respect and friendship. The committee will also work to cement long-standing relationships with critical trading partners.

“In this challenging trade environment, it is especially critical that we take time to also meet with our friends and colleagues in Hong Kong and thank them for their continued friendship,” said Morris.

Members of the National Pork Board and its International Marketing Committee also will meet with government and association officials in Asia during the ten-day trip, paving the way for future shipments of US pork and meet the needs of hungry consumers.

The National Pork Board is responsible for Checkoff-funded research, promotion, and consumer information projects and for communicating with pork producers and the public. Through a legislative national Pork Checkoff, pork producers invest $0.40 for each $100 value of hogs sold.

The Pork Checkoff funds national and state programmes on advertising, consumer information, retail, and foodservice marketing, export market promotion, production improvement, science and technology, swine health, pork safety, and sustainability and environmental management.