USMEF educational materials clarified the differences between U.S. pork rib cuts. The front side featured a photo and diagram of the cuts, pointing out spareribs, St. Louis ribs and brisket bones. The back side had recipes and directions on how to prepare the ribs.
The positive reception of U.S. pork ribs at the in-store promotions in Peru led Makro to expand its offerings of U.S. pork. The company plans to add U.S. pork chops to meat cases in several South American stores, noted Julca.
“USMEF’s promotion of U.S. pork certainly helped to increase the sales volume for Makro, but there were other factors, too,” she said. “Makro was able to find better prices for U.S. pork in October, attracting more customers. They also advertised U.S. pork in brochures in November and December, drawing even more interest.”
Creating more awareness of U.S. pork in Peru is among USMEF’s priorities in South America, where U.S. exports have fluctuated in recent years. After a slow 2014, Peru was No. 21 on the list of top export destinations for U.S. pork in 2015, with 3,969 metric tons valued at $9.8 million. Exports to the country slowed again in 2016 – through the first 11 months of the year, U.S. pork and pork variety meat exports to Peru were 2,743 metric tons, down 29 percent (but up 12 percent compared to 2014). Export value over the first 11 months of 2016 was $6.6 million, down 32 percent from 2015 but still up 8 percent from 2014.