Page 15 - Australian Pork Newspaper

Confused consumers
A RECENT survey conducted by Aus- tralian Pork Limited revealed that 50 per- cent of Australians upon initial view of the packaging of a ‘plant- based roast pork’ con- sidered the product was made of pork.
said this was not a new issue for the industry and APL have been regularly involved in government discussions to build clear definitions to ensure people know what they’re buying.
This confusion poses an unacceptable risk to the reputation of the in- dustry and its products, as a trusted provider of nutritious and ethically produced protein.
“In September we sup- ported the plant-based labelling roundtable hosted by Minister for Agriculture David Little- proud,” Ms Andrae said.
The survey also found that about 50 percent of respondents believed that plant-based prod- ucts shouldn’t be al- lowed to use terms such as ‘pork’ or ‘bacon’.
“It is important con- sumers have access to labelling that clearly lists raw ingredients and, just as importantly, whether or not they are home- grown or imported.
APL have been working with industry and government for some time on this issue, and while APL sup- ports consumer choice and market innovation, it is simply asking for clear identification of the source and processes involved in developing these products.
“Truth in labelling will ensure consumers are not inadvertently misled by labelling and will also certify all proteins on our shelves meet the same signifi- cant compliance stand- ards that the meat and dairy sectors currently adhere to.”
This vision is shared with other meat and livestock industries.
APL has provided a submission to support the current Senate in- quiry into protein label- ling.
Australian Pork Lim- ited chief executive of- ficer Margo Andrae
The Australian Pork Limited plant-based survey was completed by 1000 respondents na- tionally.
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Still frames from the consumer awareness and education campaigns by Australian Pork Limited.
response to messaging. Findings will be shared once all campaign results have been compiled and evaluated towards the end
Ashleigh Beyers, As- sistant Brand Manager, Marketing, Australian Pork Limited
Adelaide knows it’s pork
A NEW marketing cam- paign from Australian Pork Limited in Adelaide has increased awareness of imported pork prod- ucts by 32 percent over the past four months.
Mark McLean was syndi- cated in newspapers across the country, highlighting the need to grow demand for local production to drive future growth for the industry.
of the year.
The APL marketing team re-launched the Adelaide trial in March this year in response to extensive re- search showing most con- sumers were unaware that they were buying ham or bacon made from imported pork.
Overall, preliminary campaign results have been positive, indicating a direct
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APL research over the past five years has demon- strated a clear need to dif- ferentiate Australian pork from the imported prod- ucts that continue to arrive on our shores each week.
As a result, the APL cam- paign focussed on aware- ness and education in two parts.
Initially pointing out to consumers the prevalence of imported pork prod- ucts on Australian shelves, and then showing how to find Australian-made ham using the country of origin labelling.
Showing consumers how to look for and interpret CoOL on packaging was particularly effective, espe- cially when viewed across multiple media touch- points.
Awareness increased from 51 percent to 68 percent after exposure to only one element of the campaign, jumping to 83 percent if they viewed mul- tiple elements.
The advertising cam- paign ran across multiple media platforms, lever- aging local programs on free to air and catch up TV, YouTube and shopping centre panels with close proximity to supermarkets.
At the same time an Adelaide-based public re- lations agency was used to engage local personalities for both print and social media features.
The media response was strong, reaching an audi- ence of approximately 14.62 million through 25 print and online articles.
Most notably, the Aus- tralian newspaper picked up and expanded on an interview originally pub- lished by the Adelaide Ad- vertiser.
The interview with Riverhaven Enterprises co-owner and pig farmer
Australian Pork Newspaper, September 2021 – Page 15
www.porknews.com.au