US pork promotion goes to Guatemala
In May this year the US Meat Export Federation (USMEF)
took its second phase of its long-term campaign to dispel the negative
perceptions of pork in South America to Guatemala.
Consumers in South America believe pork is not safe to eat due to animal
disease and because hogs eat food scraps or tainted food. In order to dispel
this believe the USMEF launched a campaign last year to promote safe US pork in
The current phase of the campaign focuses on US pork "La Otra Carne Blance"
(The Other White Meat), and targets medium-high to high income consumers. This
is because US pork is more expensive than domestic products.
The campaign will feature television advertisements, as well as
advertisements in local newspapers, popular food magazines and billboards and
will run up to the Christmas season.
Ricardo Vernazza-Paganini, USMEF director of Central and South America,
predicts that it will take at least five years to see any significant shift in
how consumers in the region view pork.
The promotion is being funded by the National Pork Board and the US
Department of Agriculture (USDA) Market Access Program.
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