The campaign once again made its appearance at the China International Import Expo (CIIE). During this year’s edition, the campaign showcased the exceptional quality and diverse flavours of pork from Spain and Portugal to the domestic market through a series of engaging and interactive activities. It also conveyed its advanced production philosophy, which emphasises safety, sustainability, and animal welfare. Through close interaction with professionals and consumers, the project further strengthened the connection between European pork and the Chinese market, offering new culinary choices to local food enthusiasts.
As an open and inclusive platform for sharing opportunities, the CIIE has always been highly valued by the Spanish and Portuguese authorities. On November 6th, Mr Daniel de Miguel, INTERPORC, expressed in an interview with the China Customs Brokers Association that he was honoured to participate in the CIIE once again and to use this platform to introduce high-quality European pork to Chinese consumers.
He noted that both Spain and China share a rich culinary heritage centred around pork and that they can continue to deepen exchanges in areas such as pig farming, meat processing, and product research and development. He also expressed his hope for further cooperation with China in the future, allowing Chinese consumers to enjoy more high-quality, safe pork products from Europe.
During the exhibition, the European pork booth attracted numerous visitors with activities such as live cooking demonstrations of European pork snacks and Serrano ham carving performances. Chefs combined Chinese and Western cooking techniques, using different cuts such as small ribs, pork belly, and pork collar to highlight the tenderness, delicate texture, and juiciness of European pork.
Dishes such as Chestnut-Braised Spanish Pork Ribs, Braised Pork Belly with Wine and Clover, Tomato and Pineapple Braised Portuguese Ribs, Slow-Cooked Spanish Pork Collar, and the rich, flavourful Serrano Ham created an array of delightful tastes, leading to long queues at the booth as visitors eagerly sampled these exquisite dishes.
The enthusiasm throughout the fair continued a tradition established in previous CIIE editions, reflecting consumers’ strong appreciation for the flavour and quality of pork from Spain and Portugal.
Rooted in the long-standing pig farming traditions of Spain and Portugal, supported by advanced production and processing technologies, and compliant with strict EU standards, European pork consistently demonstrates excellence in quality, safety, and sustainability. These two countries are not only major suppliers to the European market but also key contributors to the global pork industry. In recent years, as Spain’s share of China’s pork imports has grown, it has become one of the country’s primary sources of imported pork.
Through its continued participation in the CIIE, the campaign once again highlighted the reliability and excellence of European pork and reinforced its reputation as a smart, high-quality choice for Chinese consumers.
