U.S. pork industry faces Ractopamine challenge in Taiwan | Food Business Middle East & Africa

USA – The U.S. pork industry is continuing to target Taiwan as a major export market in Asia, but long-standing regulatory and consumer barriers are limiting progress.

In 2020, Taiwan set maximum residue levels for ractopamine, a feed additive used in some pig production systems to encourage leaner growth, marking a turning point for the trade relationship.

Although the rules permitted controlled levels of the additive, public opposition grew quickly, fueled by health concerns and conflicting information about the product’s safety.

The skepticism has had a measurable impact, with U.S. pork shipments to Taiwan falling by more than half since the policy was introduced.

As a result, the value of U.S. pork exports to Taiwan has also declined sharply, leaving the market significantly below its projected potential.

Promotion in retail stores

In an attempt to recover demand, the U.S. pork industry launched a 15-week campaign in Taiwan earlier this year, partnering with Costco stores to highlight different pork products.

The promotion included items such as pulled pork, ham, bacon, and several types of sausage, and emphasized themes of safety, variety, and everyday use.

This retail initiative was designed to reconnect directly with shoppers and provide visibility for U.S. pork at a time when consumer trust remains uncertain.

Industry representatives said that while Taiwan presents challenges, it is still considered one of the priority destinations for U.S. pork exports in Asia.

Ongoing strategy

To rebuild confidence in the market, the industry plans to continue education efforts and promotional campaigns aimed at clarifying how pork from the United States is produced and regulated.

Officials believe that consistent engagement is necessary to reduce the impact of misinformation and to demonstrate the value of imported pork to Taiwanese households.

The campaign also reflects the broader push by U.S. pork exporters to diversify sales channels in Asia, where competition from other suppliers, including the European Union, has been strong.

With demand yet to return to earlier levels, industry leaders see Taiwan as a test case for how long consumer concerns tied to feed additives may influence international trade.

The outlook remains uncertain, but exporters continue to focus on Taiwan in hopes that sustained communication and retail exposure can gradually restore the country’s role as a stable market for U.S. pork.

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