The study, Pork 2040, will scrutinise export markets in 17 destinations and assess trends in new production and marketing technologies, environmental concerns and legal, trade and regulatory regimes around the globe.
The groups revealed that China would be the first country evaluated as part of Pork 2040, with plans to implement a long-term strategy for US pork consumption in the Asian country.
The study has been funded by The Emerging Markets program, which will enable a team of experts to assess China’s food system needs and to increase US exports into the region.
“This unique effort will be more comprehensive, investigating the relevant qualitative factors that shape consumer opinion and hence markets,” said Pork Checkoff’s chair of international marketing Bill Luckey.
“The study will focus on forecasting the pork and pork-product demand landscape over the next several decades so help determine where best to invest our limited Checkoff resources.”
Meanwhile Pork Checkoff’s vice president of international marketing Craig Morris said Pork 2040 would help decision-makers in organisations understand and accommodate the myriad challenges facing our pork industry stakeholders.
“Challenges routinely surface from ever-evolving factors that affect the global food system, and we need to be better informed about circumstances potentially within our control and influence,” said Morris.
The bodies are accepting proposals from contractors to give their insights into the Chinese market via the National Pork Board website.