Factors influencing consumer demand for U.S. pork exported to the Republic of Korea (South Korea)

The potential market for single-ribbed bellies and Boston butts in South Korea was characterized and quantitative selection criteria were identified for use by U.S. packers when selecting pork for export. South Korean retail meat market managers and traders/wholesalers in Seoul and Pusan were interviewed and asked to identify the quality attributes that are considered when making pork-purchasing decisions. In addition, pork labeling characteristics and meat display case measurements and space allocations were recorded in each retail store. Data from box labels were recorded in retail storage coolers to characterize pork products currently being merchandized in South Korea. Sample retail packages of belly and butt slices were collected and sent to a commercial laboratory for analysis of iodine values, ether-extractable fat content, total aerobic plate count (APC), total coliform count (TCC), and generic Escherichia coli count (ECC). No quality attributes of U.S. products exceeded the expectations of retailers. Quality attributes of U.S. pork products that exceeded the expectations of traders included presence of foreign material, marbling, tenderness, juiciness, flavor, and overall eating satisfaction. Traders/wholesalers assigned negative ratings for overall workmanship and adherence to purchase criteria for U.S. pork products. Retail APC for South Korean belly samples were higher (P < 0.05) than APC for U.S. belly samples. Retail TCC and ECC for butts and belly samples and APC for butt samples did not differ by country of origin. Retail prices for South Korean bellies were higher (P < 0.05) than prices for retail U.S. and Danish bellies. Pork butt prices did not differ (P > 0.05) by country of origin. Beef, pork, and poultry products comprised 66.8, 27.8, and 5.4%, respectively, of the total meat display case frontage. U.S. beef products occupied, on average, 18% of the total beef display area, whereas U.S. pork products comprised 2.6% of the total pork display case area.