Meat+Poultry - December 2016 - 54

I N T E R N AT I O N A L T R A D E

PORK'S POPULARITY
US Pork & Variety Meat Exports and Forecasts(f) to South America (metric tons)
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
2010 2011 2012 2013 2014 2015 2016f 2017f 2018f 2019f 2020f
US Meat Export Federation

seven importers, two of which were dedicated
to high-end restaurants. Their results were
then replicated in smaller restaurants. From
Peru, the techniques and results spread to
Colombia and on to Chile. In Chile, the largest
volume is with retailers. The nature and the
maturity of markets are different, however, in
each country.
Chile has a wider variety of options for
consumers but while their exposure is wider,
their knowledge of each option is not deep. So
much of the work in Chile is with the retailers.
Store demonstrations are different in the
southern portion of Chile because that region
is close to central and southern Argentina,
where the cultural traditions are more toward
barbecuing meat.
Much of South America's beef cuisine is
oriented toward stews and soups, which is
well suited to the thinner, less tender cuts
from older cattle locally available. Julca's
mission was to show them how US beef could
be used in the same cooking methods, but
yield more tender, more flavorful results in
less cooking time. At the same time, they were
teaching consumers about yield and portion
size to control costs, rather than just utilizing
whatever was available and not comparing end
results, especially as to waste.
Of course, not every country on the
continent has potential at this time. Ecuador's
government has stopped all kinds of imports
because their economy is based on the US
dollar and they do not want dollars leaving the
country. Venezuela is in both economic and
political turmoil.

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US pork is strongest as a raw material in
Colombia, with Chile following. After the
further processing sector, retail is the No.
2 distribution channel, and then comes
foodservice. That helps, as retail gives US
pork more visibility and helps Julca increase
product awareness.
Foodservice is the strongest sector, with
good penetration at retail. Ribs, especially
spare ribs and baby back ribs are popular.
In-store demonstrations are set up to show the
consistency and quality of US pork. Vacuum
packaging and brand name products make it
easy to identify US product and that is very
important. Food safety is really important to
consumers in South America and US product
has contrasted well against local product in
this respect.
Chile is one of the top 10 global exporters
of pork, so its population is very familiar
with new food technology, as contrasted with
Colombia. Chilean consumers have a comfort
level with US pork quality and safety. The
biggest competitive disadvantage is price.

VARYING CLIMATES, CONDITIONS
Of course, there are major differences
in weather, climate, elevation and food
availability across South America. Road
conditions and transportation are not the same
in all provinces in all countries. As a result,
some supermarkets experience difficulties in
getting food transported to its locations. Food
safety, especially regarding trichinosis, is not
really a problem in most cases any more but
still colors the thinking of the older generation
of consumers, Julca said.
Some provinces do not have electricity,
which means refrigeration is not available. This
results in consumers shopping daily at "wet
markets" for fresh meat. Some meats are still
salted to help preserve them.
In the cities, refrigeration is available but
the cultural preference is for chilled meat,
with the perception that frozen is somehow
not as good. Consumers in most cities know
something about vacuum packaging but
rural areas are still learning. Many of their
consumers are not used to storing food, so
they prefer to shop close by. They are used
to a variety of fruits and vegetables. But
in Peru and, to some extent in Colombia,
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