A US Meat Export Federation program for US pork is generating growing interest among Colombian retailers, having expanded to 18 retail outlets of two supermarket chains in five major markets ‒ Medellin, Bogota, Cartagena, Cali and Barranquilla.

USMEF’s tasting program is an integrated initiative that helps retailers improve inventory management and merchandising techniques while providing critical information to consumers about handling and defrosting frozen US pork. Overall, the tasting program drives home the quality of US pork directly to consumers while showing retailers the profit potential of featuring a differentiated protein product.

USMEF Consultant Óscar Melo (right) and USMEF Chef Nicolás Díaz conducted industry and product training sessions for tasting program teams in five Colombian cities.

“It is important that we engage with consumers in modern supermarkets so we can address their misperception that frozen pork is an inferior product,” said USMEF Colombia Representative María Ruíz. “Because US pork is shipped frozen, it must also be sold frozen at retail. The best way for us to demonstrate US pork quality is through tasting samples and we do this through product tastings.  We train team members on proper defrosting techniques and on US pork and its quality attributes. By arming our team members with skills and knowledge about product quality, we are able to engage one-on-one with consumers to address their questions and concerns.”

USMEF also records sales data and captures consumer feedback for participating retailers. USMEF shares sales data and market intelligence with Colombian importers on US pork products that are seeing the greatest demand, as well as those that have potential in Colombia.

The retail tasting program is made possible with support from USDA’s Regional Agricultural Promotion Program.

Source: US Meat Export Federation