Sales of karne norte rise to 34% of total market

Pre sautéed corned beef, more known as karne norte, is becoming a very popular meal among Filipinos, notably the lower income brackets whose patronage has caused sales of karne norte rising heftily to 34 percent for the first six months of 2002 versus its level of 18 percent last year.

According to a survey conducted by the Philippine Association of Meat Processors Inc. (PAMPI), karne norte easily accounted for a third of the P6-billion corned beef market, with the remaining 66 percent coming from regular corned beef sales.

Meat processors cited the phenomenal growth of karne norte to the liberalized importation of affordable manufacturing grade beef and the massive effort of brand owners to promote their products with the use of movie stars. CDO, which launched its karne norte last year, does not use any named movie personality but confines its image to the masa.

CDO Foodsphere Inc., a key industry player and PAMPI member, ventured into meat canning in 1998 devoting a separate manufacturing plant and technical staff for this purpose.

Jon Bendicion, CDO marketing manager, claimed the company has made an impressive share of the karne norte market because of its large following in the broad C market.

To address this market segment, CDO pioneered in the 100 g. pack offering at P10, which turned out to be a "big success," Bendicion said noting the product’s impact among consumers in the C income bracket.

Because of its affordability, pleasing aroma and ready to serve formulation, the product has gained loyal consumers, which have their perceptions of what makes a good corned beef. But its aroma, when the can is opened, readily captures the campaign’s message of "sarap guisado nalalanghap," Bendicion said.

Other corned beef makers who use named showbiz personaliteis in endorsing their products are Winner (of Cebu) being promoted by megastar Sharon Cuneta and Argentina of Pacific Foods which have couple Aga Muhlach and Charlene Gonzales-Muhlach.