Highlighting the flavor and quality of U.S. pork, USMEF partnered with a South American wholesale chain to conduct in-store promotions in Peru. Funded by the Indiana Corn Marketing Council, they included two days of tastings that featured U.S pork ribs prepared with salt, orange juice and oregano.
The goal of the promotion was to create awareness of U.S pork among the institutional clients of Makro, a chain with 150 stores in Brazil, Argentina, Venezuela, Colombia and Peru.
Jessica Julca, USMEF representative in South America, said Inpelsa – an importer that supplies U.S. pork spare ribs, St. Louis ribs and baby back ribs to the region’s foodservice sector – began working with Makro two years ago to offer more U.S. pork options for its customers.
“The rib promotion took place in two stores in Lima that have been the company’s top sales locations, and Makro’s plan was to show its customers that they have U.S. pork ribs available at a competitive price,” said Julca. “USMEF provided support and information detailing different rib cuts and the advantages and attributes of U.S. pork.”
Tastings of the U.S. pork ribs were held over five days at both stores, allowing customers to sample the product. A social media campaign supplemented the promotions, reaching nearly 3,000 people and earning more than 100 shares and comments.
According to Julca, sales of U.S. pork ribs at the two participating stores the month before the promotion totaled 200 kilograms but were nearly 10 times higher during the month in which the promotion took place.