2022 was a challenging year for activities in China, there were many twists and turns that gave rise to a great logistical and implementation learning experience. Events were celebrated in the safest possible environment and with the high-quality, that distinguishes the campaign European Pork from farm to fork.
Here is a summary of some of the best moments enjoyed during the year:
- Cooking Contest. This year’s cooking contest took place in cooperation with the school New East Cuisine School, in their headquarters in Hefei, Guangzhou, and Qingdao, it presented the top of the class with local chefs, all with experience in Chinese and Western food. This contest showed us, the contestants and the audience, the versatility of Spanish and Portuguese pork. We were amazed by 34 different recipes with each chef’s culinary signature, varied cooking techniques, and multiple spices. The presentation was outstanding and included elaborated decorations, colorful sauces, and beautifully carved vegetables.
- Horeca promotions. Considering that a proper presentation of European pork to the consumers constitutes an important channel to introduce its characteristics, we paid special attention to the opening of each city promotion by hosting a special event where the main chef of the selected venue explained dish by dish, it’s main ingredients and cooking technique, and an MC shared the key characteristics of the Spanish and Portuguese pork that they were about to enjoy.
Sharing knowledge with the staff and managers of each restaurant was also a key element that guarantee the success of the marketing effort as they constitute the voice of the key messages delivered to each consumer.
The attractiveness of the menu and the curiosity of the commensals played an important role and acts as a first step forward in their dish selection, therefore, restaurants made sure to offer an appealing and enjoyable menu.
- CIIE Tradeshow. European Pork, from farm to fork campaign had presence in one of the most important import tradeshows in China, CIIE (China International Import Expo). For 5 days, there were cooking demonstrations, ham carving, and tastings. The lines were always long as the interest to try a European product is very relevant for the Chinese audience. They were amazed at the ham carving exhibition, taking photos and videos about the process, and filling our carver with questions about its origin and curing process.
This tradeshow also provided the platform to interact with retailers, buyers, importers, managers, and owners of different companies related to the pork industry as cold chain warehouses, packing facilities, wholesale markets, meat testing facilities, and logistics companies.
This year’s From Farm to Fork Campaign, included 11 different activities, some of them held in several cities, amounting to a total of 31 events, distributed among online promotions and onsite activities. The campaign had events in Beijing, Tianjin, Qingdao, Chengdu, Shanghai, Suzhou, Hangzhou, Guangzhou, Chongqing, Dalian, Hefei, Wuhan, Nanjing, and Shantou as well as country-wide coverage for the three e-commerce promotions:
- Tasting for professionals: Wuhan, Suzhou, Beijing
- EU Pork Masterclass: Chengdu, Dalian, Guangzhou, Hefei
- Horeca promotion: Chongqing, Tianjin, Beijing, Suzhou
- Ham carving training: Chongqing, Beijing, Guangzhou, Tianjin
- Retail Promotion: Beijing at Jenny Wang
- Technical seminar: Chongqing, Beijing, Shanghai
- Tradeshow participation: CIIE.
- Billboard promotion: Nanjing, Suzhou, and Shantou.
- Cooking competition: Hefei, Guangzhou, Qingdao
- 3 E-commerce promotions: Western Food Paradise and Daily Needs, 7Fresh, Epermarket
- Online technical seminar: Guangzhou, Suzhou