Branded U.S. Products Featured with Food Influencers in Peru, Launched at Retail

USMEF partners with an importer and retail chain in Peru to create a brand activation opportunity with influencers for four U.S. Nutriliver products.

Market development efforts for a unique branded product made with both U.S. beef and pork are advancing in Peru. A nationwide retail promotion was timed with the beginning of a conference for 236 food-oriented influencers in Lima, where four products were prominently featured under the Nutriliver brand. The products ‒ burger patties (individual units and 4-packs), meat filling and meatballs ‒ had just begun a two-month promotion at 68 Metro supermarkets.

The Nutriliver brand had initially launched at 58 Tottus retail outlets in January, and is also now available at 10 Metro Almacén retail stores in Lima.

The recipe was developed last year with a noted chef and South Pacific International (SPI), a Peruvian importer and processor. From the recipe, four products were developed and are sold under the Nutriliver brand. The product development goal was to create affordable products that are protein-rich and easy to prepare using U.S. beef liver and U.S. pork (Boston butt). To address market perceptions about the versatility and taste of beef liver, USMEF and SPI developed a branding strategy to elevate the products' image with consumers.

"Consumers know that beef liver is nutritious and rich in protein, but it carries some negative perceptions related to flavor," says USMEF South America Representative Jessica Julca. "Our goal was to develop a tasty product and to elevate its image through a branding approach. We have been providing tasting samples during retail promotions, and consumers like the taste and respond well to the presentation and packaging."

Julca says the product launch at Metro supermarkets was strategically timed to align with the food influencers conference.

"We coordinated a 20% discount with the importer and the retail chain, to increase visibility and drive trial during the activation period. We saw the conference as a brand activation moment and encouraged influencers to taste the product, take advantage of the retail discount and share their experiences with their followers. We believe influencers will help us promote the Nutriliver brand based on its taste and nutritional value," says Julca.

During the two-day conference, a brand nutritionist presented the protein benefits and nutritional values of Nutriliver and audience members enjoyed samples of Nutriliver burgers. In addition, 42 influencers participated in a contest to create innovative dishes using Nutriliver meat filling. The 150 contest spectators were also treated to samples of Nutriliver meat balls.

Promotional support was provided by USDA's Regional Agricultural Promotion Program.