Page 4 - Australian Pork Newsapaper

Bacon and building Australian
SINCE we introduced the pink Austral- ian PorkMark back in 2009, we have celebrat- ed the best Australian bacon and ham each year, in order to high- light just how much imported pig meat is going into smallgoods in Australia.
Whilst bacon is a joy- ful taste experience, the chocolate of meat if you will, over the last few years we have struggled to get the message out to enough consumers.
This year the team de- cided to try a different approach.
The team includes all of APL but the lead- ers were Tenita Camp- ton (who is responsible for the PorkMark Ham and Bacon Awards and their promotion), Ash- ley Gray (a Kiwi import from Beef and Lamb New Zealand), Julia Un- win (who oversees both PorkMark and the differ- entiation of Australian pork) and our original PorkStar Mitch Edwards (who has now become even more famous as a contestant on Channel 9’s “The Block”).
The rest of APL, and several producers
Marketing Matters
mucked in to help am- plify the campaign.
The Food Service team worked with chefs to create content, the advertising team pro- vided digital support and allowed PorkMark and Country of Origin loose on the socials and Danang Prasetyo as- sisted on a new Awards platform and Survey Monkey.
Peter Smith helped us get the producers in- volved for the first time ever and the rest of the APL team, producers, wholesalers and State farming organisations shared the survey with their networks which saw us reach a statisti- cally significant sample size.
The aim remained to celebrate the winners of
the PorkMark Austral- ian Bacon Awards in the media.
Previously this activity ran over a ‘Bacon Week’ but last year we shifted it to align with Internation- al Bacon Day, to tie in the awareness message around imported bacon products.
This year we shifted away from a celebration message, to an aware- ness raising message and commenced our com- munications much ear- lier with the media and influencers.
Ashley also worked re- ally hard on local media around each state win- ner.
In order to engage consumers and generate further media hooks, we also launched a survey across our social media
platforms, asking people ‘what’s the most Aus- tralian way to eat your bacon?’.
We were aiming for 1000 respondents and finished with over 3000!
The winner will re- ceive a year’s supply of award-winning bacon, so it was a pretty good incentive!
This angle gave us an- other shot at coverage this week.
We also tied in more activity this year with APL’s sponsorship of the Kingaroy Bacon Festi- val, held over three days in August, and attended by over 10,000 people.
APL sponsored the weather live crosses from Sunrise at this event, as well as running a producer’s meeting and working closely with Sunpork on the event.
At the time of writing this, International Bacon Day is yet to happen, but we have already hit an audience reach of over 16.9 million.
Smashing the previ- ous record from 2011 of 13.5m!
That’s five times the amount from last year and headed into the stratosphere.
by PETER HAYDON General Manager Marketing
Australian young pork leaders
THE most recent Austral- ian Pork Young Leaders Meeting was held at the beginning of July 2019 in Toowoomba.
It was attended by 25 young pig industry mem- bers from Queensland, NSW, Victoria and the Australian Capital and fa- cilitated by Clark Forbes from PIC.
As has been the case at previous meetings, mem- bers of the APYL group shared their respective roles and experiences within the industry, as well as provided insight into what they’re expect- ing from the future.
Member speakers at this most recent meeting were: • Zelda Nel (SunPork
Farms Tong Park);
• Locksley Bishop (Bur-
nett Pork/Sunnynook Farms);
• Chris Stevenson (Col- lins Wholesale Meats/ Gilly’s Smallgoods); and
• Elsie Dodd (BEC Feed Solutions).
The meeting also in- cluded presentations from guest speakers.
• Kylie Lee from TAFE QLD, Toowoomba asked the group about what their businesses need in the training and educa- tion space, and where the skills shortages are across
industry more broadly. The group suggested there would be benefit to in- creased training opportuni- ties in the following areas:
◊ Basic maintenance skills and reporting;
◊ Basic understanding of biosecurity;
◊ Livestock handling and husbandry; and
◊ Teamwork and con- flict management.
It was also agreed by the group that the deliv- ery of training should in- clude both practical and theoretical content and be flexible in terms of loca- tion and timing.
• Cam Nicholson from Nicon Rural Services spoke to the group about Understanding, Manag- ing, and Analysing Risk. Key points from his ses- sion were:
◊ Risk = likelihood x consequence;
◊ Decision-making is influenced by the head (logic and rational think- ing), the heart (emotions and values), and the gut (also known as intuition, which is shaped through knowledge and experi- ence);
◊ Different people have different perspectives on what level of risk is ac- ceptable. Therefore, a ‘right’ risk is determined
by whether or not a person can deal with the outcome or consequences; before making a decision, a per- son should consider the level of regret they will have if their decision has a bad result; and
◊ Good decisions are informed decisions. Right decisions can only be in- formed by hindsight.
The APYL group is sup- ported by DAF QLD and APL to provide the next generation of Australia’s pork industry with the opportunity to network, share experiences, and de- velop new skills.
If the testimonials given by members after the last meeting are any indica- tion, this is well and truly being accomplished:
“APYL provides access to knowledge and in- formation on topics that greatly beneficial to pig production but not always readily available to the in- dustry.”
“APYL has given me a platform from which to draw inspiration and mo- tivation in my profession- al life through networking and development activi- ties with like-minded in- dividuals.”
“An invaluable opportu- nity for professional de- velopment with the up and coming of the Australian pig industry, with young representatives from all aspects and companies surrounding pig produc- tion and agriculture.”
“Personally, I find the APYL meetings a great opportunity to continue to develop my own skills and industry knowledge, as well as being a great way to network with industry members that are a similar age. From a business point of view, I think APYL has value because it’s a chance for us to support the devel- opment of the next genera- tion of the pig industry and help enable ongoing inter- action between the mem- bers of the group.”
“The APYL group has such a great environment, all members are really open and honest which leads to some great discussions that are very relevant to my pig- gery business.”
“The sessions have been a great way to increase our network of young “up and comers” in the indus- try, and we are covering such a wide range of peo- ple from farms to services across Australia. Having a good core group of people has enabled us to develop those networks so we can now reach out to each for support or advice when working on different pro- jects or just day to day operations on farm and in our businesses.”
“I love being around the future men and women of the pork industry - they are smart, articulate and passionate about pork pro- duction, it’s inspiring and exciting.”
If you or someone you know would be interest- ed in joining the APYL group, please contact ash ley.norval@australianpork. com.au, sara.willis@daf. qld.gov.au or a member of the steering committee for more information. Rachael Bryant, APL Manager Technology Transfer and Industry Capability
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Page 4 – Australian Pork Newspaper, September 2019
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