Sampling Program Builds U.S. Pork’s Retail Profile in Australia

Despite import restrictions that limit product availability, a retail sampling program is gaining awareness for U.S. pork among consumers in Australia, a top 10 export market for the U.S. pork industry. Australia maintains strict limits on U.S. pork imports allowing only heat-processed pork and frozen, deboned pork for further processing. Inexpensive EU pork redirected from China has also affected U.S. pork’s market share since 2019.

To grow consumer awareness, USMEF works with U.S. suppliers on a regularly scheduled sampling program for U.S. pork branded products at 14 Costco outlets nationwide.

“The ongoing program is intended to raise consumer awareness and contribute toward an expanded range of processed U.S. pork products available in the market,” says USMEF ASEAN Director Sabrina Yin, who also oversees promotional programs in Australia and New Zealand.

Promotional support is provided by the National Pork Board and USDA’s Market Access Program.