EU Pork, because ordinary isn't good enough

INTERPORC is a non-profit entity representing the entire Spanish white pork sector, from production and processing to promotion and marketing. With over €22.2 billion in turnover and nearly 5 million tonnes of meat and pork products in 2024, Spain is the top pork producer in the EU and third globally. It is also the second-largest pork exporter worldwide and the largest in the EU, with exports worth €8.78 billion in 2024.
This proposal builds on INTERPORC's past initiatives in Asia. The campaign, running from January 2026 to December 2028, targets South Korea, the Philippines, and Vietnam. It focuses on professionals (importers, distributors, chefs, media, KOLs, and local authorities) and consumers in major cities like Seoul, Busan, Manila, Hanoi, and Ho Chi Minh City, aged 25-65, middle-class, and responsible for grocery purchases.
Planned activities include continuous press work and collaborations with key opinion leaders (KOLs), supported by a dedicated website and active social media presence (Facebook and Instagram). Advertising will span online platforms, e-commerce promotions, and outdoor billboards. Communication tools such as merchandising, video recipes, and professional photo and video content. Events will feature booths at trade shows in the three target markets, star chef dinners, study trips, and masterclasses at cooking schools, complemented by in-store retail promotions to engage both professionals and consumers directly. The campaign aims to generate an additional €6.94 million in EU pork sales in the target markets. Informative objectives include reaching at least 1,250 F&B professionals with information about EU pork and its production, and increasing consumer awareness and recognition of EU pork and its standards by 15% over the campaign period.
Continuity of promotional efforts in these countries is key to strengthening Spanish pork’s visibility, maintaining institutional and commercial ties, and building on past successes.