Page 6 - Australian Pork Newspaper
P. 6

Pork belly porchetta.
Second – and perhaps more than ever – we all need an excuse to cele- brate the festive season and take a moment to re- charge after a year that has tested our patience on so many fronts.
• Taste magazine.
Roast pork and crackling on the menu this Christmas
Marketing Matters
increased supply on retail shelves during this period. Given the increased likelihood of Christmas lunch or dinner being in- home affairs this year, the Australian Pork Limited marketing team has been working on strategies to reach more people on the
CHRISTMAS is fast approaching and as a nation, we have spent the majority of the year stuck at home with lim- ited ability to dine out or travel.
and Western Australia. This year, we encourage industry members to keep their eyes out for Aus- tralian Pork advertising, as we have national pres- ence promoting roast pork and crackling from De- cember 6-24 through the
channels to align with brand activity, so we are reaching the consumer at home and all the way through to the point of purchase.
While it seems likely that a few restrictions will remain in place over the Christmas period – cer- tainly with international and several regional desti- nations out of the question – two things are clear.
following media:
• Free to air TV
• Foxtel (subscription
Joint activity has been confirmed with butchers, Woolworths, Coles and Aldi.
First, the majority of Australians will stay put over summer and enjoy Christmas close to home.
of golden, bubbly, crunchy crackling paired with the tenderness and flavour of pork.
• Catch up/online TV
• YouTube
• Shopping centre panels
In foodservice chan- nels, we are investigating opportunities to promote meal kit services such as Hello Fresh, in-home Christmas meal delivery kits from restaurants and charity Christmas ham- pers such as OzHarvest.
This year’s Christmas marketing activities are an amplification on previous years, with in- creased budgets, a rise in activity across media channels and communica- tion touchpoints.
(digital and static banners outside supermarkets and butchers)
These opportunities will ensure Australian pork has presence in the Christmas offering, no matter where it comes from.
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path to purchase.
The majority of Austral-
These activities will also be supported by proac- tive public relations and in-house social media to inspire consumers with Christmas recipe ideas, as well as demonstrating the simple steps to get the perfect pork roast and crackling.
Ideally, the increased activities and re- minders in the lead up to Christmas will equate to more pork on forks and more crispy crack- ling, which is a win for both the consumer and for Australia’s pork in- dustry.
As such, we are pre- sented with a wonderful opportunity to get more home-grown pork on consumers’ forks over Christmas, especially as all signs are pointing to
ians celebrate Christmas, and Australian pork plays a prominent role in those celebrations, whether home-grown Australian ham or delicious roasts.
From a media perspec- tive, we will be reaching at least half of the gro- cery-buying population in both metropolitan and regional Australia across NSW, Victoria, Tasmania, Queensland, the Northern Territory, South Australia
From a category per- spective, we have also looked at increased mar- keting activity in retail
With particular regard to roast pork, APL’s job is to remind consumers
Have your say on a new animal welfare act
VICTORIANS have new legislation, with a Animal Welfare Act Jaclyn Symes recently undertake enforcement.
the chance to help im- prove animal welfare in the state by shaping
Directions Paper set- ting out key proposals and options for a new
now available for public comment.
encouraged Victorians to have their say on the op- tions for the new laws, which will help keep a high standard of animal welfare and support the state’s farmers to main- tain access to important export markets.
This would further protect the welfare of animals, with penalties better aligned with the seriousness of the of- fence, and authorised officers better able to ensure animal carers are doing the right thing.
Minister for Agriculture
“Victorians love their animals – that’s why we are encouraging people to provide their feedback and shape new legislation that will help make sure people treat animals humanely,” Minister Symes said.
Recognising animal sen- tience would also bring Victoria in line with other Australian and interna- tional jurisdictions.
A new act will deliver on the government’s elec- tion commitment to re- place the current Preven- tion of Cruelty to Ani- mals Act 1986 – which is more than 30 years old.
“Right now, animal welfare obligations are spread through multiple acts, regulations, several national standards and guidelines, and almost 30 codes of practice,” Min- ister Symes said.
The Directions Paper sets out several proposals for the new act, which aim to strengthen Vic- toria’s reputation as a humane and responsible producer of food, and to maintain public confi- dence in the agriculture industry, research insti- tutions and many other animal sectors.
“Our new laws will simplify the rules and help those doing the right thing demonstrate their high standard of care for animals.”
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Naturally ahead
Among the proposals put forward for comment is the setting of minimum standards of care people must provide for animals.
The government has al- ready made reforms to improve animal welfare, including mandatory pain relief when mulesing sheep, regulating appro- priate fruit tree netting to protect wildlife and introducing the Pet Ex- change Register to im- prove the traceability of cats and dogs.
This would mean people caring for animals must meet the basic needs of the animal – such as providing adequate food and water, and veterinary treatment for an injury or illness – rather than simply outlawing cruelty.
The government is also investing $3 million to support not-for-profit and community vet clinics, animal shelters and foster carers to purchase equip- ment and improve their services.
Other options being considered are how best to deliver on the govern- ment’s commitment to recognise animal sen- tience – meaning they feel pleasure, comfort, discomfort, fear and pain – in the legislation, and how to ensure regu- lators are better able to drive behavioural change, monitor compliance and
The Directions Paper and survey on the pro- posals for the new act are available at engage.
The Directions Paper was developed following extensive consultation with key industry and commu- nity stakeholders about our existing laws and opportu- nities for improvement.
Page 6 – Australian Pork Newspaper, November 2020
The survey closes on Monday December 14, 2020.

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