NPB recently partnered with Ortega and Chicory, an online platform that places advertising within recipes on websites, for a Cinco De Mayo campaign. This initiative promoted ground pork and shoulder in a variety of Mexican dishes, spanning 7 retailers across states such as Arizona, California, Georgia, Indiana, Kentucky, Michigan, Nevada, North Carolina, Ohio, South Carolina and Tennessee.
The campaign was successful in boosting pork awareness and sales:
- 18.5 million website impressions
- 1.2% sales increase for ground pork and shoulder
- $190,000 estimated in incremental promoted cuts sales
- 15,453 shoppers added these cuts to their online shopping carts
- $861,000 estimated total fresh pork incremental sales
This partnership not only highlighted the versatility of pork in Mexican cuisine but also demonstrated the effectiveness of targeted online advertising in driving consumer awareness, engagement and sales across the fresh pork case.
Global Appetite for U.S. Pork Soars in 2024
U.S. pork exports showcased strong performance in the first 5 months of 2024 with export volume reaching 1,292,141 mt and valued at $3.6 billion.
Export Highlights:
- Mexico: While the volume to Mexico slowed in May following record-large April shipments, export value increased, with demand on a record pace. May exports to Mexico totaled 91,338 mt (down 6%), but value was up 2% at $201.9 million. Jan-May exports to Mexico reached 480,193 mt, with value increasing to $1.02 billion.
- Korea: May exports to Korea totaled 22,354 mt, with value increasing to $78.9 million. Jan-May exports to Korea climbed 35% above last year’s pace to 118,092 mt, with value soaring 40% to $395.4 million.
- ASEAN Region: Led by larger shipments to the Philippines, Malaysia and Vietnam, May exports to the ASEAN region reached 9,235 mt (up 41%), the largest since May 2021. This included record-large variety meat exports to the Philippines, totaling 4,483 mt. Jan-May exports to the ASEAN increased 17% to 31,715 mt, valued at $67.7 million.
- Colombia: May exports to Colombia remained strong, climbing 55% YOY to 9,653 mt, with value soaring 63% to $26.6 million. Jan-May exports to Colombia increased 46% to 49,315 mt (a record pace), with value climbing 58% to $135.3 million.
- Variety Meat Exports: May exports increased slightly YOY to 51,957 mt, with strong export value at $110.8 million, down 13% from last May’s record high. Jan-May variety meat exports climbed 4% above last year to 257,431 mt, with value falling 5% to $557.4 million, mainly due to lower unit values for feet, tongues, and stomachs. China/Hong Kong remains the top destination for U.S. pork variety meat exports, but growth in Mexico, the ASEAN region, Canada, Central America and Colombia helped offset declining demand from China/Hong Kong.
