Page 10 - Australian Pork Newspaper

AVAMS Conference message
n Spread awareness and stop resistance
AUSTRALIA’S chief veterinary officer Dr Mark Schipp has con- gratulated Australian livestock sectors for having “one of the most conservative ap- proaches to antimicro- bial resistance in the world.”
AHDB antibiotic use group across cattle, sheep and pigs.
Dr Schipp addressed this year’s Australian Veterinary Antimicro- bial Stewardship Con- ference on the Gold Coast.
dustry organisations and other non-govern- ment stakeholders.
national standards that drive global action to mitigate antimicrobial resistance.
As a direct conse- quence of this, some Australian producers have tested the AHDB software program but have found that it needs adapting to the medica- tions available locally.
The findings come from the report Aus- tralia’s First National Antimicrobial Resist- ance Strategy for 2015– 2019 and show that collaboration between government and One Health partners were effective in minimising the development and spread of AMR and ensure the continued availability of effective antimicrobials.
They will all play an important role in im- plementing the strategy over the next five years.
Pork industry expert and Australian Pork Limited consultant Dr Ross Cutler spoke about antimicrobial stewardship in the Aus- tralian pork industry.
The most recent Aus- tralia’s National Anti- microbial Resistance Strategy 2020 and Be- yond has since broad- ened its scope to en- compass food systems, the environment, and other classes of anti- microbials such as an- tifungals and antivirals.
Dr Leigh Nind man- ages the One Health and Epidemiological portfolio for the De- partment of Agricul- ture, Water and the En- vironment.
In the years since the first AVAMS meeting in 2018, the pork in- dustry has built on this value statement.
In addition, APL ad- ministers a project funded by the Aus- tralian government Rural Research and Development for Profit Program, developing laboratory robotic tech- niques for detecting an- timicrobial resistance genes in chickens and pigs to define their an- timicrobial resistance status.
Australia’s One Health partners include medical and veterinary boards, academia, ac- creditation bodies, in-
Her presentation on current antimicrobial stewardship influ- ences in animal health included strategic policies development, legislation and inter-
Developed in 2019, the resources assist field veterinarians train their customers in A MS concepts.
For any completed or upcoming antimi- crobial research from APL, visit australian pork.com.au
Raymond Chia
APL Animal Health Stewardship Manager
This will be achieved through Australia’s One Health Master Ac- tion Plan, which pro- vides national focus areas guidance for each stakeholder to develop their own action plans to deal with AMR.
He believes that an- timicrobials should be used “as little as pos- sible, as much as neces- sary” in the Australian pork industry.
APL also works with veterinarians from major pork producers and private pig vets to provide advice on an- timicrobial stewardship issues.
She explored some of the One Health ap- proaches and the ways they collaborate with new sectors, integration of data and visualise information.
APL is actively in- volved in antimicrobial stewardship initiatives including antimicrobial prescribing guidelines for pigs.
APL sponsored Mandy Nevel’s visit to Australia in 2019 as leader of the UK
Dr Nevel presented papers on antimicrobial stewardship at the Aus- tralian Pig Veterinar- ians’ AGM in 2019, and to groups of producers in each state.
A frame from the consumer awareness and education campaigns by Australian Pork Limited.
Import awareness campaign
NEW insights into con- sumer awareness and purchasing behaviour in Adelaide has been re- vealed in a trial marketing campaign conducted by Australian Pork Limited this year.
tralian pork products in store, as well as measure any changes in perception and consumer behaviour.
Analysis of the campaign beat initial targets with an average recognition of 57 percent for any element and 67 percent overall aware- ness by the end of the cam- paign.
The APL marketing team re-launched the trial in metropolitan Adelaide in March as a response to extensive research showing most consumers were una- ware that they were buying ham or bacon made from imported pork.
Using Adelaide as a test market, the campaign fea- tured TV advertising, live radio reads and adver- tising during morning and evening driving hours, and billboards near major su- permarkets.
Those who saw the cam- paign were more likely to be aware of and use the country of origin labelling when shopping for ham and bacon.
The four-month aware- ness campaign specifically aimed to raise awareness of imported pork in ham, and how to identify Aus-
The advertising pointed to the prevalence of im- ported pork products on Australian shelves and then educated consumers on how to look for a nearly full bar chart on the country- of-origin label to find ham made from Australian pork.
This indicates a signifi- cant impact in a four-month timeframe considering the prior lack of advertising on the CoOL.
The analysis also indi- cated that more exposure to various touchpoints resulted in greater aware- ness of imported pork on shelves and the knowledge to find ham and bacon made from Australian pork in the future.
This key learning will be utilised in any future cam- paigns APL may launch Australia-wide.
Teagan Levett
APL Consumer Insights Analyst
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Page 10 – Australian Pork Newspaper, December 2021
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