EUROPEAN PORK. PORK IN STYLE

This MULTI proposal, a collaborative effort by INAPORC and FILPORC, seeks to increase the market presence and consumption of EU pork products in South Korea and Singapore, two important markets to diversify pork exports from the EU.
INAPORC encompasses the entire French pig chain sector, while FILPORC represents the Portuguese pigmeat sector. Our products—ranging from frozen pork to processed items like sausages and preserved meats—are chosen to promote the EU's reputation for safe, high-quality, and sustainable pork.
The campaign aligns with the goals of Regulation 1144/2014, aimed at improving the competitiveness of the EU pork sector. We aim to expand market share and consumption in targeted regions by promoting the high standards of EU production methods and increasing the visibility of EU pork.
After a thorough examination of regional markets, particularly those with high purchasing power, positive consumption forecasts and limited domestic production, South Korea and Singapore emerged as strategic targets for diversifying EU meat exports. These dynamic economies offer significant growth potential for European producers.
Economic objectives include increasing the EU market share to over 45.42% in South Korea and 29.59% in Singapore, marking significant growth in these strategic markets.
Additionally, the campaign will focus on impacting at least 1,300 professionals on the qualities and production standards of EU pork, thereby improving knowledge, and fostering a greater appreciation for EU products.
The campaign includes a wide range of activities, including public relations, localized websites, advertising, stands at trade fairs, master class events in cooking schools, tastings for professionals, study trips to Europe, and POS promotions. The project is scheduled for three years. Through these comprehensive activities, we aim to strengthen the EU's position as a leader in the global pork market, demonstrating our commitment to excellence and sustainability.