Australian Pork Newspaper

Vol 25. No. 11 November 2021 Australian Pork Newspaper PO Box 162 Wynnum 4178 Phone (07) 3286 1833 Email ben@collins.media
New sustainability framework for pork
Point of View
by MARGO ANDRAE CEO
THIS time last year, Australian Pork Lim- ited was focussed on the launch of its 2020-25 strategic plan, in which we were bold in our ambitions setting the tone for the next five years.
work into four key pil- lars, that we’re referring to as ‘the four industry Ps’ - people, pigs, planet and prosperity.
One of the key deliver- ables within our strategic plan was to develop a sustainability framework for the Australian pork sector and, I’m extremely proud to be able to share that publicly this month.
When our industry is working together – across people, pigs, planet and prosperity – we know we can achieve a strong Australian pork industry that will pro- vide top quality sustain- able protein into the future.
Our hope for this framework is to transi- tion those audacious ambitions into action, demonstrating our com- mitment to continuous improvement.
The ambitions and ac- tivity we have set will not exist solely as words on a page, they will un- derpin everything we do and stand by as an or- ganisation, a sector and a team.
want to see and hear from us moving for- ward.
As to the specific tar- gets and activity within each of these pillars, you can read the full document at our newly revamped website – aus tralianpork.com.au
While our sector has a great story to tell in the areas of animal wel- fare, environmental foot- print and community building, the new frame- work gives us the op- portunity to build upon these strong foundations – giving us a laser sharp focus for the future.
Developing the frame- work was a hugely col- laborative process which began by listening to in- dustry and reached all the way out to the wider Australian community.
Sustainability to us means producing our products in a way that supports both our in- dustry people and our local communities, ensuring the highest quality care to our pigs, leaving the planet better than we found it and sup- porting our producers to receive a fair return on their investment.
Over coming months I’ll provide a deeper dive into various ele- ments of the framework in this regular column.
Initially, staff from across the organisation fed into the plans to en- sure we captured all the latest industry insights, both national and global.
We’ve strategically broken down the frame-
In the meantime, if you have any questions or feedback, please feel free to reach out to the APL team at any point.
The framework not only provides a platform for our sector’s achieve- ments to be recognised both nationally and in- ternationally, but it also sees us playing a more significant role in the de- velopment of the broader Australian agricultural sustainability story.
The APL senior team provided substantial input to ensure it reflects the high-quality strategy APL is striving to de- liver and it is reflective of the APL vision to say what we do, do what we say and prove it.
Many speak of sustain- ability frameworks being a tool to safeguard an industry’s social license to operate, but for us the goal is societal celebra- tion.
From there the draft framework underwent extensive industry con- sultation.
With targets such as 60 percent of pig production using waste recycling and renewable energy and the sector adopting closed loop systems for carbon and water, we want Australians to feel good about our industry and be proud to stand behind us.
This involved pro- ducers, the APL Board, state farming organisa- tions and, via our var- ious communications, the wider industry and government.
Earlier this year, we also ran dedicated com- munity research to glean insights around what the current percep- tions of our sector are and what Australians
Cover of the Australian Pork Limited sustainability framework document.
Completing the festive table with pork for the butchers’ point of sale kits.
Marketing gets more pork on festive forks
Marketing Matters
WITH Christmas around the corner, Aus- tralians are determined to reconnect with loved ones after another year affected by COVID-19.
But despite eased restric- tions, uncertainty around interstate and interna- tional travel will continue the trend towards enter- taining at home.
Which means big op- portunities for Australians to celebrate the festive season with pork.
have its turn to shine on the festive table.
reach the consumer at home – from the point of meal planning all the way through to the point of purchase.
This year, the Australian Pork Limited marketing team are making sure Christmas is complete with roast pork and crack- ling.
Public relations activi- ties will target pre-orders for Christmas hams at local butchers and high- light bang for buck at the supermarket to sup- port a range of household budgets.
Partnerships with butchers, Woolworths, Coles, Aldi, Drakes and Harris Farm will ensure Australian pork has pres- ence in the Christmas of- fering – no matter where it comes from.
Consumers will see bub- bling, golden and crispy crackling on free-to-air TV advertising.
Inspiration on social media will also prompt consumers to look for Aus- tralian ham and try non- traditional cuts of pork for festive entertaining, such as pork belly bites.
They’ll also be able to get perfect crackling tips via pork.com.au and when listening to the radio at peak driving times.
These targeted activi- ties over the Christmas period will create mouth- watering festive season inspiration that will take over the Yuletide table.
Running between De- cember 6-24, the cam- paign will see roast pork advertising across mul- tiple media touchpoints in and around shopping centres.
The Christmas cam- paign will also launch on Pinterest this year for the first time, with sponsored roast pork advertisements, and Christmas enter- taining and glazed ham recipes that point to pork. com.au
With offerings such as roast pork and crackling, the classic Australian Christmas ham and even pigs in a blanket, we’re getting more pork on forks this festive season.
APL marketing cam- paigns will also reach Australians nationally through catch-up and online TV, YouTube and radio streaming.
APL’s category mar- keting will be aligned through retail channels and brand activity to
Look for our Christmas campaign sales results in the February issue of this publication.
As always, ham made from Australian pork will
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