Study: Opportunities to differentiate American pork

A new report from the U.S. National Pork Board (NPB) details how U.S. pork can differentiate itself to continue growing its global market share.

The report, available free to US pork producers, was prepared by Gira, a global research and advisory firm, with funding from Pork Checkoff. The report shares 3 crucial areas where American pork can stand out from its competitors in 6 key markets: Japan, Canada, Mexico, South Korea, Canada and Hong Kong.

Illustration: Shutterstock

Illustration: Shutterstock

The relevance of the new report ties in with previous Checkoff-funded research in which it detailed how the African swine fever (ASF) outbreaks in China and other Asian countries have caused a gigantic shift in global trade in meat. By 2025, China and others will continue their ASF recovery, ultimately supplanting pork imports.

Dr Clay Eastwood, Director of International Market Development for the National Pork Board (NPB), said: “The resumption of ASF in China means there will be increased competition over the next 5 years. American pork will have to differentiate itself beyond being a low-cost supplier to continue to increase its market share and increase the value of pork exports ”,

In what areas can American pork stand out?


International customers want to know more about American pork’s commitment to sustainability. This includes understanding pork producers’ commitment to transparency, continuous improvement, and education on the production and processing standards that differentiate American pork from its competitors.

Quality, consistency and service

American pork has long been a low cost, high volume supplier, but can differentiate itself by being viewed as high quality and very consistent from both a product and customer service perspective.


Understanding the cultural differences and business expectations and communicating accordingly will position the American pork as a valued supplier. Specifically, international customers (importers, foodservice, and retail) want to know more about the status of orders and US production and packaging standards.

Pig Report 2040

This new report builds on the success of Pork 2040: China Market Assessment released in 2019 and Vietnam and Philippines market assessments completed in 2020. Intel from these market assessments and differentiation study will help to inform the main decision-makers during their work. define and develop pork marketing strategies on these markets.

“The export market diversification strategy is working, while US pork exports to China since the start of the year are down 21%, total US pork exports are up 1% from to 2020, ”Eastwood said. “Information from these reports and national promotions funded by Checkoff, in partnership with the American Meat Export Federation, are the primary reasons demand for American pork continues to grow. ”

American pork: Significant growth since 2010

American pork exports have grown significantly since 2010 – increasing by over 50% in volume and 60% in value. This substantial increase can be attributed to the fact that the United States is a constant supplier of low-priced pork to the world market.

“Exports are essential to using the whole carcass – providing important protein to the world and helping American farmers increase the value of the pigs they raise,” said David Newman, former president of NPB. “Producers continue to prioritize international market growth as one of the key priorities of Checkoff-funded investments, and this report will help NPB and its strategic partners continue to add value to pork producers by diversifying. and differentiating American pork in the world market. “

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