2024 was a great year for the “EU Pork, The Smart Choice” campaign, a series of diverse activities were executed throughout the three markets, showcasing the excellence of Spanish and Portuguese pork.

Have a look at a summary of these events:

Masterclasses China  A series of six masterclasses took place in Xiamen, Xi’an, Chongqing, Beijing, Shanghai and Shenzhen. Over 261 culinary chefs participated, expanding their knowledge of EU pork through theoretical sessions and hands-on workshops.

Food and Hotel HCMC  The Campaign was presented at the Food and Hotel Exhibition, Vietnam’s largest exhibition. The booth attracted a large number of visitors through various activities including cooking demonstrations, tastings and ham slicing shows, showcasing the excellence of European Pork.

Tasting for Professionals in Dalian A tasting event occurred at Conrad Hotel, Dalian, China. Professionals in the pork industry gathered together to enjoy the juiciness and tenderness of European pork, accompanied by presentations on EU pork merits, cooking demonstrations, and a selection of EU wines.

Tasting for Professionals in Manila  Celebrated in the Grand Hyatt Hotel, the event drew a group of pork professionals. A presentation on the Campaign and attributes of European pork were shared, followed by a set pork menu pairing with EU wine for professionals to taste the distinct flavours of EU pork, along with a selection of EU wines.

Promotion in Retailers Vietnam The campaign joined hands with Annam Gourmet to create an opportunity for consumers to enjoy premium pork from Europe. During the promotion period, inaugural events, cooking demonstrations, and delicious tastings highlighted the exceptional quality of EU Pork.

Masterclasses Vietnam  Two masterclasses were held in HCMC and Hanoi, assembling 88 chefs in total. The activity was a great experience for chefs to broaden their horizons on European Pork through theoretical sessions and operation courses.

Restaurants Promotion in Chengdu A collaboration with four different types of restaurants lasted for 2 weeks, offering unique menus, accompanied by distinct activities such as a lucky draw and ham tastings, leaving a lasting impression on food enthusiasts. Moreover, this promotion also included an inauguration event, allowing more than 40 consumers and stakeholders to relish the quality and tastiness of EU Pork.

WOFEX Exhibition The campaign participated WOFEX Exhibition in the Philippines, showcasing European pork. With engaging activities, culinary demonstrations, and tastings, EU Pork left a deep impression on the largest food show in the Philippines.

Tasting for Professionals in Hanoi  A tasting event was successfully hosted in Hotel Melia, where professionals experienced the distinction of European pork through a meticulously designed 4-course menu. The key characteristics of European pork: sustainability, food safety, quality, animal welfare, traceability, and taste were shared, enhancing the appreciation for EU Pork.

Study Trips to Europe  The campaign invited and led a delegation of 10 professionals from each market (China, Vietnam, and The Philippines) to Europe, each delegation visited plants in Spain and Portugal. The trip aimed to foster stronger business relationships and provide the participants with an in-depth understanding of the European pork market.

CIIE Tradeshow The campaign made its presence at the China International Import Expo (CIIE), drawing attention with tastings, cooking demonstrations, and a diverse culinary showcase. Ambassadors from Spain and Portugal commended the booth’s offerings, showcasing the uniqueness of EU Pork.

Promotion in E-commerce An e-commerce promotion took place in cooperation with Epermarket. It was a great opportunity to feature EU pork and its characteristics, in one China’s largest e-tail platforms. More consumers had the opportunity to access the high-end products and had the possibility of tasting it, showcasing the importance of e-commerce in the Chinese market.

Restaurants Promotion in HCMC The campaign cooperated with four renowned restaurants to host a 14-day promotion in Ho Chi Minh City.

The EU Pork, The Smart Choice campaign, with a wide range of events and strategic collaborations, continues to ensure its position as a symbol of quality and excellence in the global pork industry. Stay tuned for more exciting updates and events in the coming year!