U.S. Pork Introduction Seminar Targets South China HRI Sector

Participants in USMEF’s pork introductions seminar in Jiangmen, China, look at various cuts of U.S. pork

To build on momentum created by previous marketing outreach with South China’s retail sector, USMEF recently conducted a U.S. pork introduction seminar for hotel, restaurant and institutional (HRI) professionals in Jiangmen – attracting restaurant owners, executive chefs and key staff from supermarket chains. Funding support was provided by the Pork Checkoff.

Jiangmen, located in Guangdong province, has a growing population that has reached more than 4.5 million. Earlier this year, USMEF held pork cutting trainings in the city for Henglong Food Company, a new U.S. pork retailer, and Vanguard Supermarket, the largest supermarket chain in China. At those training sessions, the two companies were taught how to use refrigerated storage to extend the shelf life of defrosted U.S. pork. The companies were also shown proper defrosting methods and informed of the benefits of defrosting U.S. pork at low temperatures.

The more recent pork introduction was a result of Henglong’s growing interest in meat distribution and its desire to connect HRI clients with a wider range of meat products. USMEF recognized this as an opportunity and used the pork introduction seminar to explain the attributes and advantages of U.S. pork, including its quality, flavor and availability.

Several cuts of U.S. pork were presented during the seminar, and a tasting was held to provide examples of pork’s quality

To support the descriptive presentation, USMEF prepared dishes featuring U.S. pork butt, sirloin, center-cut loin, belly, spareribs and riblets.

For USMEF, the ultimate goal was to introduce U.S. pork to more importers, distributors and hotel and restaurant clients in South China.

“As restaurants, hotels and other foodservice companies get a better understanding of U.S. pork production, it fosters confidence in U.S. pork quality and safety,” said Rachel Deng, USMEF representative in South China. “We make a big effort to educate all sides – companies that distribute meat and consumers who purchase it – about the quality and value of U.S. pork, and the many uses for it on restaurant menus.”

According to Deng, as a result of the pork introduction to the HRI channel in Jiangmen, Henglong Foods placed a new order for a full container of U.S. pork for restaurant clients. Previously, the company had ordered a shipment of U.S. pork for a major retail customer in Jiangmen, Dachang Supermarket.