The U.S. pork industry is setting its sights on Taiwan as a key market for export growth in Asia, but regulatory hurdles continue to slow progress.
Nearly five years ago, Taiwan established maximum residue levels (MRLs) for ractopamine, a feed additive used in some countries to promote lean muscle growth in pigs. While the levels allow for limited use, the move triggered consumer skepticism and a wave of misinformation about the product’s safety — creating a lasting impact on demand for U.S. pork.
Exports have taken a significant hit, with U.S. pork shipments to Taiwan dropping by more than half in recent years. The value of trade has followed suit, making the market far smaller than its potential.
To combat the issue and reconnect with Taiwanese consumers, the U.S. pork industry recently launched a 15-week promotion across Costco stores in Taiwan. The program featured pulled pork, ham, bacon, and several varieties of pork sausage, focusing on the safety, versatility, and convenience of U.S. pork.
Industry leaders say Taiwan remains a priority market, and building trust with consumers is key. Ongoing education and marketing efforts are expected to continue in hopes of regaining lost ground and tapping into new growth opportunities in the region.
