In June the CPI team worked with a processing partner member to conduct a series of distributor education programs (DEP) in Singapore and Hong Kong with foodservice, retail and further processor distribution partners.
DEP presentations featured an overview of the Canadian Pork delivery system with a focus on quality and safety assurance systems along with the points of differentiation in the marketplace as compared to competitors. The program included a cutting and merchandising demonstration combined with preparation and cooking methods designed to optimize end-user utilization and consumer satisfaction of Canadian pork.
“Collaborative programs that feature the Canadian pork story as the foundation combined with the value proposition premium Canadian brands bring to the table is a very effective strategy,” says Michael Young, Vice President, CPI Technical Programs and Marketing Services. “This is a unique approach for educating customers in the export marketplace.” Young also noted, “It’s important for CPI to support both generic and premium brands in the export marketplace; this approach allows CPI to present the Canadian pork story and the processor partner to present the unique attributes of their own premium brand in an educational and interactive environment with their customers.”
The event in Singapore was attended by senior management as well as 15 sales and marketing staff and was conducted at a processing facility and retail outlet. The event in Hong Kong was conducted at an on-site test kitchen and training facility and attended by 25-plus sales and marketing staff brought in for the event from Hong Kong and key markets in mainland China.
“These DEP sessions are helpful when we want to move business to the next level,” says Donald Leung, Chairman Donald’s Fine Foods. “They not only provide information on pork production in Canada, it is an opportunity to demonstrate new and interesting ways to merchandize pork and showcase trends in pork consumption.”
Mr. Leung also notes that having Michael Young, a representative from Canada Pork International, giving the presentation carries more weight with the audience. “Customers are more open to information presented by someone representing the entire industry instead of just one company. In fact, these presentations are not only good for my business, they are valuable for all Canadian pork export businesses.”
For more information about CPI supported DEP programs for premium brands or to learn about conducting a similar DEP event featuring your premium brand in the export marketplace contact
Michael L. Young
Vice President, Technical Programs & Marketing Services
Canada Pork International
Tel : +1 778 425 1982
Email : young@canadapork.com
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