Ready-to-Eat US Pork Featured in Mexico Retail Promotion

MEXICO - Addressing a growing demand for ready-to-eat pork items in Mexico’s retail sector, USMEF offered tasting samples of US pork to customers at Jardin Aleman meat boutiques in Leon, the most populous city in the Mexican state of Guanajuato.
calendar icon 1 May 2017
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Funded by the Pork Checkoff, the activity aligned with USMEF’s goal of introducing new pork products that meet the needs of Mexican consumers.

The Jardin Aleman chain, which includes 13 stores in Leon, served as an ideal setting for the tasting promotions.

“This is a good strategy because many customers from the medium- and upper-socioeconomic levels in the region are changing their habits from buying meat products at wet markets and supermarkets to purchasing them at meat boutiques,” said Lorenzo Elizalde, USMEF-Mexico trade manager.

“Jardin Aleman is one of the most important meat boutiques in Leon, and its sales volume is significant for this market segment.”

The in-store promotion included USMEF giving customers information about US pork products and samples of pre-cooked US pork. At the same time, Jardin Aleman offered discounts on some US pork products, such as smoked hams and sausages.

While the promotion appealed directly to consumers, it also addressed the broader goal of expanding the range of US pork products in demand in Mexico, helping top importers of US pork in Mexico increase their sales.

“Working with the top importers is the right approach to increase our export volume, because the top 25 importers represent more than 60 percent of total US pork imports in Mexico,” explained Mr Elizalde.

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