Trusted pork from Europe

The Dutch Meat Association ‘COV’ is an organisation that promotes collective interests of the Dutch meat sector. The COV aspires to execute a three-year promotion campaign to promote European pig meat in five Asian countries: China, Japan, Philippines, Taiwan and Vietnam.The promotion campaign should be in support of all other actions taken at the EU level to increase exports of (specific) pig meat products outside of the EU, like concluding Trade Agreements and lifting Non-Tariff Barriers (NTBs). Such a campaign, resulting in increased exports of (specific) pig meat products, will significantly contribute to an overall improved market situation within the EU. It will also lead to a better valorisation of the products produced by EU pig farmers.The selected South East Asian countries constitute a very interesting and valuable market for products that are of lesser value on the EU market, the so called ‘by-products’ or ‘fifth-quarter’. By exporting these products to markets with larger demand, where they can be sold at higher prices, more value is added to the overall pig price for the European pig farmer. Both elements (more exports = better market balance in the EU and more added value) will strongly contribute to increased revenue for the EU pig sector, as a whole. The following messages will be communicated in the promotion campaign:•Pork from Europe is produced to meet the highest demands of quality, food safety and sustainable production.•Pork from Europe is controlled from farm to fork.•The integrated Quality Control scheme guarantees quality and safety of pork meat (products).•Pork from Europe is free of residues.•Pork from Europe meets the highest welfare standards in the world.•Pork from Europe is fully traceable.