ChilePork is the brand developed by the Chilean Meat Exporters’ Association (ExpoCarnes), the Chilean Pork Producers’ Association (ASPROCER) and ProChile. It seeks to position Chilean pork meat in the Asian market, focusing on the B2B (importers and distributors) and the HORECA channel (Hotels, Restaurants and Coffee shops), through an implementation and strengthen strategy of the country brand, aiming to improve the competitive position of Chilean pork exporters regarding other market competitors. Its strategy is based on responding to the clients' requirements according to their customs, preferences, response time, volume, type of products, among other aspects, adjusting the offer to the particular needs of each market.
The high genetic excellence used allows to obtain food of excellent organoleptic quality, ensuring the final consumer a healthy, reliable product and with a highly qualified taste. ChilePork relies on a Quality Assurance Programme that allows pork companies to guarantee that the final product complies with all the requirements to be a healthy and safe product according to all the consumer's needs.
Target markets: China, South Korea and Japan.
The main objective of the brand is to create a loyalty bond between Chilean exports and South Korea's and Japan's importers and distributors, as well as to generate spaces in China, reinforcing the attributes of Chile as country of origin. The campaigns include the holding of events focused on the press, B2B and HORECA channel, in each of the said Asian markets, aiming to strengthen the bonds and make the Chilean product known. It, also, considers working with specialized press, sending newsletters and developing merchandising and promotional material to position the image, reliability of the industry and committed business relationships.