INTERPORC, the Spanish Inter-professional Agri-Food Organisation for White Pork, officially kicks off its 2026–2028 promotional campaign, co-financed by the European Union. This three-year promotional campaign called European Pork, Because Ordinary isn’t Good Enough (EUPORK Extraordinary) aims to promote the quality, safety, and versatility of European pork. From 2026 to 2028, the campaign will deliver a dynamic program of promotional activities designed to engage both industry professionals and consumers.
These will include participation in major trade fairs, in-store retail promotions, masterclasses at culinary schools, study trips to Europe, and exclusive star-chef dining events. The campaign will also be supported by a strong digital and media presence, including billboards, social media platforms such as Instagram and Facebook, and collaborations with key opinion leaders (KOLs) to further amplify the message and extend the campaign’s reach.This multi-market initiative across the Philippines, South Korea and Vietnam, consists of a wide range of activities, including trade fairs, seminars, media outreach, and in-market promotions
From 24 to 26 March 2026, the campaign debuted with an exhibition booth in Vietnam designed to showcase the excellence, traceability, and versatility of European pork by providing an engaging and immersive experience through live cooking demonstrations, product displays, and on-site tastings. Two professional chefs developed a menu to highlight the versatility of EU pork, using a selection of cuts, including Secreto, Presa, Belly and Ribs, demonstrating the products’ versatility in both traditional and modern culinary applications.
A key highlight of the booth was the live carving of Serrano ham from Spain. This attracted significant attention and provided an authentic introduction to European cured meat craftsmanship to Vietnamese and international visitors of the booth.
As the official kickoff event, participation at Food & Hospitality Vietnam set a strong foundation for the campaign’s upcoming activities across the three markets. It reinforced the positioning of EU pork as a safe, versatile, and high-quality product, while creating valuable opportunities to connect with industry professionals and expand market awareness.
For more information about the EU Pork Extraordinary campaign, upcoming activities and other market news, please visit our website www.eupork.eu or contact us via email at [email protected].
