For the U.S. Meat Export Federation (USMEF), a primary market development objective in Mexico is to strengthen U.S. pork identification in the retail and foodservice sectors by differentiating U.S. pork as top quality. “American Pure Pork,” a marketing program that guarantees no water or other enhancements have been injected into a labeled U.S. pork product, is an ongoing promotional campaign with Costco at each of its 27 outlets in Mexico. Gerardo Rodriguez, USMEF regional director for Mexico, Central America, and the Dominican Republic, said that this campaign is not just aimed at increasing U.S. pork sales in Mexico, but also protecting its long-term position in the market by ensuring consumers retain their preference for the true flavor of pork.
Rodriguez said the USMEF is now expanding the American Pure Pork program into the foodservice sector to foster product identification on restaurant menus.
Promotional funding for the American Pure Pork campaign is provided by the National Pork Board, United Soybean Board, Illinois Soybean Association, Indiana Soybean Alliance, and USDA’s Market Access Program and Agricultural Trade Promotion Program.
For more information, visit usmef.org.
