2025 marked the final year of the “EU Pork, The Smart Choice” campaign, led by Interporc and FILPORC and funded by the EU, concluding three years of activities across China, Vietnam and the Philippines.
10 masterclasses were held in collaboration with leading cooking schools in China, Vietnam and the Philippines, including cities such as Qingdao, Chengdu, Da Nang and Cebu. These sessions reached 424 chefs and trainees in 2025, bringing the three-year total to 1,000+ professionals.
A campaign booth was also present at 3 international trade fairs, including CIIE (China), Food & Hotel (Vietnam) and WOFEX (Philippines). These events attracted 100,000+ industry visitors in 2025 alone, and 260,000+ visitors across 8 trade fairs throughout the campaign.
Targeted tastings and restaurant promotions were organised in China and Vietnam. 2 Targeted Tastings engaged 100+ professionals, sparking new opportunities, while restaurant promotions across 8 locations reached approximately 5,000 consumers.
In the Philippines, the campaign partnered with premium retailers for promotions, covering 15 stores in 11 cities, reaching 213,000+ consumers. In-store tastings, cooking shows and educational materials provided consumers with a direct and engaging way to discover European pork.
In parallel, study trips to Spain and Portugal enabled 24 professionals from all three markets to gain first-hand insight into production practices, food safety systems and EU standards.
As the campaign concludes, three years of on-the-ground work come to an end, significantly exceeding initial expectations and strengthening awareness of European pork among professionals and consumers in key markets.
We sincerely thank all partners, team members and professionals who contributed to the campaign, as well as everyone who followed its activities and supported its delivery across the three markets.
All in all, three years later, the answer is still the same: EU pork, The Smart Choice! ✨
