It's important to talk about the quality products and people that make up our industry. The team at APL work to ensure these products make it to an Aussie dinner plate.

Get some Pork on your fork

At the beginning of the 2021 year, Australian Pork re-launched it’s quick and easy campaign. The new year meant new tactics for our ‘Quickie’ TV ad.

The original 2020 ad featured pork steak for barbecue season, the new 2021 version highlights the variety pork brings to the family dinner table. The ending was tweaked to showcase three new pork ‘everyday meal’ options; spaghetti bolognaise, tacos and schnitzel.

Highlighting pork makes a great change up for those family favourites busy households are all already cooking.

“It’s so quick & easy to give your old family favourites a delicious new twist. Just get some Pork on your fork.”

The new ‘Quickie’ ad, which runs across free-to-air TV, subscription TV, radio, social channels, and online video is in keeping with Australian Pork’s iconic cheeky tone and is light but education-focused.

The new ad can be viewed here or to check out Australian Pork’s ‘Quickie’ recipe collection head to pork.com.au.

As we draw closer to the end of 2021, development is again underway for the next phase of ‘Easy to cook’ advertising. A new national campaign is due to launch in February across TV, radio and online video channels.

Valuable Provenance

The Valuable Provenance Program was created to add sustainable value to the industry. We do this by differentiating Australian pork from imported pork.

Most consumers are unaware they are buying ham or bacon made from imported pork. Our focus is to raise awareness of this fact, as well as how to find ham and bacon made with Australian pork.

The program recently completed a trial awareness campaign in Adelaide. There were two key messages for this campaign.

  1. The majority of ham and bacon is imported
  2. Look for a nearly full bar chart on the country-of-origin label to ensure you’re buying Australian pork

We are evaluating the findings from this awareness campaign. The next steps are yet to be confirmed.

The program will continue to celebrate ham and bacon made using Aussie pork. Events like InterNational Bacon Day and the lead up to Christmas are key to this activity. We will use public relations activities like Christmas ham collaborations and media features.

PorkStar

PorkStar is the ‘influencers’ brand for the Australian pork industry. We have a long-term approach that drives desirability for pork. Influencers, media, chefs and food professionals lead the food industry and wider public audience.

We work with professionals at the top of their game. This ensures pork is part of the right conversations driving inspiration and change at the leading edge of the industry.

Pork perception, value and preference is driven through:

  • Targeted media campaigns
  • High-end experiential experiences
  • A targeted national events program
International

APL has been in consultation with industry members since October 2019 to expand into several export markets. Strategic market development plans have been prioritised to create a balanced portfolio of growth opportunities.

This approach is part of the APL 2020-2025 Strategic Plan. Most pork exporters request that APL take the lead in undeveloped export markets. When exploring attractive but unknown markets, it is more efficient for industry members to leverage one set of research. A single suite of projects can inform targeted market development (where the costs are still high).

Industry members and exporters identified Japan as their primary market for growth. We have classified it as a top priority for market development for the 2021-22 year.

Japan is the second largest importer of pork globally. Despite having market access, our exports have remained at around 2% of Australian pork exports for the last two decades.

As an industry body we have not focused on Japan in the past. We recognise it as a high value market opportunity.

Exporters will be provided with activities such as:

  • Pre-market entry knowledge building
  • Training and upskilling in:
    • country
    • culture
    • etiquette
    • case studies
    • research

We are conducting two-phase benchmarking research of Australian pork vs competition. We are benchmarking against competitors such as USA, Canada and Japanese domestic pork. This research covers shelf-life competitiveness and eating quality.

Results of testing will help us:

  • Show how Australian pork can be competitive pork in Japan
  • Provide information to assist industry planning for improvement and competitive advantage
  • Identify a point of difference for development of our Australian pork story
Volume Foodservice

The Volume Foodservice program is all about inspiring chefs and venues to put Australian pork on their menu. We work with our supply chain, venues, chefs and cooks in the affordable to moderate segment. This accounts for approximately two thirds of all food service meals.

Activities for 21/22 include:

  • Out-of-home reports deliver exclusive monthly, quarterly and annual insights into the food service landscape
  • Supply chain – Working with producers, processors and distributors
  • Recipe development
  • Partnerships to encourage pork usage with venues, chefs and various supply chain members
  • Advertising in trade press
  • Attending and displaying at trade shows including Foodservice Australia in February 2022
Pork Butchers

Pork Butchers is a free program dedicated to providing resources to support butchers across Australia. With the end goal of getting butchers to stock and sell more pork.

Point-of-sale

The program point-of-sale (POS) material to showcase the benefits and versatility of pork. We also provide recipes to educate consumers on pork and how simple it is to include as an everyday meal. The aim of the point-of-sale kits are to support the butcher in selling pork to customers in store.

Newsletter and Facebook

The weekly e-newsletter updates the industry on our program and marketing opportunities. This includes industry updates, market insights, business tips and consumer recipes.

Pork Butchers also run a private Facebook group for butchers. This is a great way to be involved in the Australian butcher community and receive updates.

Value-added recipe books

We work closely with a team of talented butchers and recipe developers. Together we provide relevant and fresh value-added recipes for Australian butcher stores. These recipes are designed for butchers to create and sell to their customers.