Well Christmas is rolling around quick enough and while there is some concern about the general state of the market one thing is certain, that New Zealand grown pork, bacon and ham will be featuring strongly on menus this summer.
Why is it? I think it is a combination of two things. Firstly there is no doubt that the NZ grown drive from consumers is increasing and what’s more wholesalers, processors and retailers are responding to it. Why? Because they know it’s smart business.
On 16 November we announced our inaugural 100% New Zealand sliced and leg ham winners from 86 hams spanning 51 businesses. The media has taken the competition and the winners to heart. The analysis shows that working with our PR agency Porter Novelli we have achieved (to date) $140K equivalent in advertising (EAV) dollars and one of the great things with the coverage has been the emphasis that New Zealand grown and PigCare Accreditation has received. Over the last couple of weeks I’ve talked to a number of consumers and retailers who have noted that the PigCare Accreditation is giving real confidence to consumers – it says to me that having the labelling on-pack is a no brainer and it’s good to see the on-going use of this by retailers.
As we come into the Christmas ham season its great to see our big three manufacturers all offering a 100% New Zealand ham as their premium brand, and already we’re hearing rumours that imported legs and hams just aren’t selling. When you’re buying make sure it’s New Zealand and take the time to identify an entrant in our 100% ham competition – then you’ll know you’re supporting a local who’s supporting you. Need 100% NZHam?
What’s also exciting is to see the innovation appearing in-store around the use of pork mince. Hellers and Freedom Farms both recently launched both patties and meat balls using New Zealand pork. But it’s also happening with many supermarkets who are starting to make their own added value products – included in this is the resurgence of the pure pork sausage which is routinely rated as the real sausage connoisseurs favourite. Premium sausages are becoming a highly profitable option for using some parts of the carcase that are harder to shift – if your local butcher or supermarket isn’t making a good pork banger get on their case and give them a none too subtle push in the right direction.
Read more