Chefs are key in the decision-making process of using pork. They know the products, make the menu, buy the food, and train their staff daily.

In order to reach them in large numbers and introduce the campaign and EU pork to them, we will organise a master class with EU pork in cooperation with Wang Sen International Cooking School, high-level cooking school in major cities in China to build EU pork image and train key participants in the use of EU pork and its benefits.

The event will be divided into two parts, one theory master class introducing all the key ideas and messages of the campaign, including information on safety, quality and target cuts; and one practical master class in which the attendees have their own cooking station and can experience directly how to work with EU pork while learning about the different cuts, how to best cook them in Chinese and Western style cuisine. The master class will influence a high number of chefs in different cities, including Shanghai, Guangzhou, Chengdu, Xi’an, Hangzhou and Suzhou among others, who will later act as key decision makers and multipliers for imported pork in the target channels.