In order to position US pork in the global market, diversification and differentiation will be necessary, said the Pork Checkoff report.

The latest Checkoff-funded study explores how the US can differentiate itself in six key markets: Japan, South Korea, Mexico, Canada, China and Hong Kong.

The research found three crucial areas where US pork can stand out among its competitors: sustainability; quality, consistency and service; and communication.

The organisation has outlined three main strategies. The first involves educating customers, retailers and distributors in existing markets about different opportunities for cuts with which they don't normally work.

The second strategy involves developing emerging markets. In order to do this, the Pork Checkoff conducts market assessments that deliver key insights to the industry. The most recent assessment concluded that there is opportunity to develop markets in China, Philippines and Vietnam.

Vietnam’s total pork consumption tripled from 2000-2018 as the economy grew and standards of living rose, said the report. The country’s population is about to hit 100 million and its economy boasts one of the fastest growth rates in the world, faster now than China. And that is expected to continue for the next 10 years.

The Philippines represents an interesting and fast developing import opportunity for US pork exporters. Meat consumption in the Philippines has been growing over the last decade with pork consumption increasing 2.7% per year (only chicken grows faster +5.4% per year).

China has the world’s largest domestic pork market, feeding 1.3 billion people. With per capita pork consumption stated at around 40kg cwe/year, it has become the major influence on the price and availability of pork worldwide.

The Pork Checkoff found that differentiation is also key to building confidence in US pork.

The U.S. produces 13% of the world’s pork. In 2020, the value of US pork exports surpassed $7.7 billion in value. In total, more than 6.56 billion pounds of pork was exported to other countries.