Consumers are wary of pork as African swine fever outbreaks occur.

Around 11 a.m., Vinh Market (Vinh City) was deserted, but Mrs. Le Thi Dao's pork stall still had plenty left. "In recent days, purchasing power has dropped noticeably. Before, I used to sell about 200 kg of meat from 3 pigs a day, but now I can't even sell all the meat from just one pig. Individual customers are fewer, and communal kitchens and restaurants are limiting their use of pork in their daily menus…," Mrs. Dao said.

It's not just Vinh Market; many other local markets in Vinh City are facing a similar situation. Mr. Tran Dinh Nam, a small trader from Thanh Chuong district who regularly transports meat to the city for sale, said: "Previously, if I transported 100 kg of meat to Vinh at 6 am, it would be all sold out by 9 am because people preferred pork from local farms."

Now, with Thanh Chuong becoming a "hotspot" for African swine fever, pork sales have plummeted. Even though I've accepted a 10-20% price reduction compared to before, and all the meat I sell has clear quarantine certificates, they turn their backs on me whenever they hear about the disease. No matter how I explain, it's no use."

The reluctance to buy pork amidst the outbreak is not only evident among housewives but has also spread to eateries and restaurants. Slow pork sales, falling prices, and continued difficulty in selling have placed considerable pressure on small-scale farmers and businesses.

Ms. Pham Thi Tuyet, a consumer in Le Mao ward (Vinh City), said: “I still eat pork, but I have to choose to buy it from supermarkets or clean food stores, where there are clear labels and origins. I've temporarily stopped buying pork from the market because I'm not comfortable with it. Many acquaintances have also switched to buying chicken or fish for safety.”

In reality, many consumers are still willing to spend an extra 10,000-20,000 VND/kg to buy meat at supermarkets and organic food stores. The reason is not the price, but the trust in food safety and hygiene. Observations at several organic food stores show that pork consumption has remained stable in recent days, not as significantly affected as at traditional markets.

Mr. Nguyen Van Trong, manager of a clean food store on Le Nin Street in Vinh City, said: “Customers still buy regularly, and sometimes the prices even increase slightly. The price of meat here is higher than the market price because it undergoes full inspection and quarantine, but they still trust it because they know the origin. When there is an epidemic, people tend to choose safer places to buy rather than just looking at the price.”

Meanwhile, the situation in rural areas is not much better. Pork, once a staple food for many households, has been significantly reduced in their diets. Some people have switched to frozen meat, canned goods, or other alternatives.

Authorities have issued numerous recommendations to stabilize the market and guide consumers towards responsible consumption.
According to the Nghe An Department of Animal Husbandry and Veterinary Medicine, African swine fever does not spread to humans, and pork, if inspected, slaughtered according to proper procedures, and stored hygienically, can be consumed normally. However, public anxiety remains a persistent concern.

“Although I am well-informed about African swine fever, I am still hesitant to buy pork at local markets. This is because, currently, many people on social media are reporting that in some localities, infected pigs are still escaping, and slaughtering is not being strictly controlled…”

The current slump in pork sales is a consequence of a chain of trust breakdowns – from production and slaughtering to transportation and consumption. Even if the meat is clean and safe, if control is lax and information is unclear, consumers will still choose to be defensive. In this context, improving disease prevention and control capabilities, publicly disclosing certified slaughterhouses and reputable businesses, and strengthening market inspections are key solutions.