Iowa leadership team joins China pork outreach effort

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A group of Iowa’s future agriculture leaders got a firsthand look at the world’s largest pork market when they traveled to China recently and joined in a U.S. Meat Export Federation (USMEF) program for the Chinese foodservice trade.

Iowa USMEF in ChinaChef Tony Guo prepared a variety of U.S. pork cuts in Guangzhou Twenty-three members of Iowa’s I-LEAD leadership training program, developed by the Iowa Corn Promotion Board (ICPB) and Iowa Corn Growers Association (ICGA), were in China for an educational tour to better understand the challenges and opportunities that the country represents as an export market. The group participated in a USMEF U.S. pork event in Guangzhou for about 50 regional restaurant managers and chefs representing 19 hotels and restaurants. The I-LEAD members helped personally reinforce the commitment to quality and safety by American producers for the seminar participants.

The appeal of China for the visiting group from Iowa is clear. To put the China/Hong Kong pork market in perspective, the United States exported a record total of 385,214 metric tons of product there in 2012 valued at $832.5 million. Since the average person in China eats about 87 pounds of pork per year, that means the 950.5 million pounds of American pork sold there in 2012 accounted for only about eight-tenths of one percent of all pork consumed in China – or about enough pork to feed everyone in China for a three-day weekend. Which leaves 362 days to fill with domestic product or imports from other nations.

That doesn’t include China’s potential as a beef market. Last year China imported 314,437 metric tons (693.2 million pounds) of beef from countries around the globe valued at more than $1.3 billion – increases of 345 percent and 373 percent, respectively, over 2012. Unfortunately, U.S. beef remains ineligible for shipment to China.

Given the room for growth in China – the No. 3 market for U.S. pork – USMEF continues to pursue opportunities to expand the reach of U.S. pork, including the event in Guangzhou and a similar event in Beijing. Funding for the programs was provided through the USDA Market Access Program (MAP) and the Pork Checkoff.

“The experience of going to dinner with the chefs and buyers was eye-opening for our team,” said Shannon Textor, director of market development for ICPB who accompanied the I-LEAD team to China. “Quite a few of the pork producers in the class got a chance to share personal information about their farms – how they raise their livestock and how much they appreciate trade with China.”

click image to zoomIowa USMEF in ChinaI-LEAD team members Vince Sitzman of Prairie City (l.), Gretchen McClain of Stockport (2nd from right) and Jeff Johnson of Riverton (far right) with two chefs at the Guangzhou event The visit by the I-LEAD team, which was jointly coordinated by USMEF and the U.S. Grains Council, exposed the Iowa visitors to the full range of Chinese meat outlets, from wet markets to the most modern hypermarkets. And they got insights into the value of the Chinese market for U.S. pork producers and exporters.

“China is a great value-added market for the United States pork industry,” said Textor. “Nothing goes to waste. They eat the products that aren’t valued here. To see their culture and food consumption patterns is remarkable.”

Tony Guo, a chef with more than 10 years of experience working with U.S. pork, provided information and cooking tips at the Guangzhou event on both high-end natural and economical cuts of American pork, including boneless and bone-in pork butt, brisket bones, spareribs, CT butt and pork belly.

Three dozen chefs and restaurant managers from Beijing participated in a similar session in collaboration with a Chinese importer and distributor of U.S. pork, Beijing Aomei Jinghe Meat Company. Executive chef Yue Ning from the Beijing Holiday Inn reviewed the same cuts addressed in the Guangzhou event. Chef Ning prepared a variety of customized recipes for the Beijing event, including Oven Roasted American Pork Steak with Black Pepper Corn and Hoisin Sauce, Slow-Roasted American Pork Ribs with Chili BBQ Sauce, Braised American Pork Ribs with Icing Sugar and Haw Fruit Sauce, and Filipino Pork Adobo with Green Apple.

“This type of seminar is very well received by chefs and restaurant managers,” said Ming Liang, marketing manager for USMEF-Shanghai. “We survey the participants after every session, and the feedback is overwhelmingly positive on the usefulness of the information as well as the response to the taste and quality of U.S. pork.”

Liang noted that several of the participating chefs had already added U.S. pork items to their menus within weeks of the seminars and others were looking at options.

The China/Hong Kong region is the No. 3 market for U.S. pork exports. Through the first 11 months of 2013, it purchased 385,214 metric tons (849.2 million pounds) of American pork valued at $832.5 million.


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