Connecting Cultures and Markets
Traveling to another country offers a unique perspective, especially for farmers. Jackie Ponder, an Indiana farmer who raises pigs, corn, and soybeans, joined a trade mission to Vietnam in September. Organized by the Indiana Soybean Alliance and the Indiana Corn Marketing Council, the mission highlighted the benefits of U.S. pork and high oleic soybean cooking oil.
“It’s important for producers to be involved in these trade missions,” Ponder stated. “We often hear great presentations from the National Pork Producers Council and the National Pork Board about international markets. However, seeing the competition and understanding how our pork is presented is crucial.”
Importance of Pork in Vietnam
Ponder’s trip opened her eyes to the significance of pork in Vietnamese diets. She realized the impact her investments could have on export opportunities. As a member of the NPPC Strategic Investment Program (SIP) and the Long-Range Strategic Planning Committee, Ponder aims to help legislators and producers grasp key pork issues.
“We all know the financial benefits of exports. They contribute significantly to our revenue per pig,” Ponder explained. “While the National Pork Board is increasing domestic consumer demand, we can’t solely rely on that. Increasing exports is vital for us as producers, impacting the prices we can get for our pigs.”
During the USDA trade mission, the U.S. Meat Export Federation (USMEF) facilitated meetings between the National Pork Board and the Indiana delegation to strengthen ties in the Vietnamese market. Vietnam’s domestic pork industry has faced challenges from African swine fever outbreaks, creating new opportunities for U.S. pork imports.
Building Relationships in Vietnam
“This mission is important for us to be brand ambassadors for U.S. pork and other products,” said Courtney Knupp, vice president of international market development at the National Pork Board. “This was one of the largest trade missions for the USDA, covering all commodities. It shows the U.S. agriculture’s commitment to Vietnam, a country with which we have historical ties.”
Why Vietnam Matters
Vietnam is experiencing growth, particularly in its middle class, according to Al Wulfekuhle, an Iowa pig farmer and president of the National Pork Board. He emphasized the importance of cultural shifts and modernization in increasing short-term demand.
During the mission, they met with Vietnam’s chief veterinarian officer, who reported that 6 million pigs were lost during the peak of African swine fever in 2019. As of 2024, the country has lost about 64,000 pigs.
“With improved biosecurity and effective vaccines, their pork production is recovering rapidly,” Wulfekuhle noted. “However, we need to build trust and develop long-term relationships in Vietnam, as there are significant opportunities for sustained demand.”
Opportunities for U.S. Products
Knupp highlighted the potential for value-added and premium products in Vietnam. The U.S. is successfully exporting pork spareribs and forming unique partnerships in food service, such as Korean barbecue featuring U.S. pork hearts.
“It’s a great way to maximize our carcass utilization. We want to ensure we sell every part of the pig at the highest value,” she said.
As a soybean grower, Chris Eck stressed the importance of Vietnam for Indiana. He noted that most soybeans produced in the state are used in livestock feed. Therefore, increasing exports boosts demand for Indiana soybeans and corn. This is why Indiana is actively promoting pork in Vietnam through the Porkstars USA showcase, now in its third year.
Porkstars USA Event
Porkstars USA connected three well-known chefs in Vietnam with three young social media influencers, each boasting nearly a million followers. The teams included:
- Northern Team: Influencer Vu Gia Bao and chef Le Xuan Tam.
- Central Team: Influencer Phan Ngan Ha and chef Dinh Son Truc.
- Southern Team: Influencer Ong Chu Nguoi Bong and chef Cam Thien Lon.
“The younger generation in Vietnam is very focused on healthy eating, and these influencers play a crucial role in shaping those preferences,” Eck said.
Through initiatives like Porkstars USA, U.S. farmers are fostering valuable connections in the Vietnamese market while promoting their products and the importance of healthy eating.
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