U.S. Chilled Pork Initiative in Hong Kong Moves Forward with Supermarket Promotion

Another step in USMEF’s effort to increase demand for U.S. chilled pork in Hong Kong was taken last week when a major supermarket chain launched in-store promotions and newspaper advertisements designed to attract price-conscious consumers.

Funded by the National Pork Board, the partnership with Park n Shop – the company has more than 300 stores in Hong Kong – was part of a U.S. chilled pork initiative launched in late 2019. USMEF’s strategy is to position chilled, vacuum-packed U.S. pork with consumers as an alternative to frozen pork and Hong Kong’s fresh pork supply, which has been crippled by African swine fever (ASF). Details on the launch can be found here.

Park n Shop has been carrying U.S. chilled pork since last fall, but this recent promotion involves a 10% price discount and promotional giveaway materials provided by USMEF, including a premium cooler bag item for shoppers purchasing three or more packages of U.S. chilled pork. There are 105 Park n Shop locations participating, supported by advertisements in major newspapers. The effort also features U.S. chilled pork merchandisers rotating around stores every weekend through April.