US - In an effort to increase sales of US pork in northern Mexico’s retail sector, USMEF conducted promotions at 60 S-Mart supermarket locations in the states of Chihuahua and Nuevo Leon.
The promotions, which included educational demonstrations and product tastings, were funded by the USDA Market Access Programme (MAP) and the Pork Checkoff.
“The strategy behind this activity was to demonstrate the profitability of featuring US pork products to the managers and decision makers at S-Mart, as well as to convey the positive attributes of US pork to the chain’s customers,” said USMEF Marketing Director Gerardo Rodriguez.
“Our goal is to increase retail sales by building long-term consumer loyalty for US pork.”
In every supermarket, USMEF representatives explained the attributes and characteristics of US pork and offered tasting samples to customers.
“In Mexico, it’s important to explain to consumers the many different ways US pork can be cooked and the many dishes in which it can be prepared,” said Rodriguez.
“The Mexican people have a tendency to overcook pork, and they tend to think of it as suitable for just a few meal items. So this kind of promotion is a good way to familiarize them with all the pork cuts available at retail and to show them how affordable they are.”
Participating S-Mart locations showed a 23 per cent increase in US pork sales during the activity, and USMEF is tracking the impact on post-promotion sales.
ThePigSite News Desk