Page 6 - Australian Pork Newspaper

Now is the time to pivot Australian Pork Limited’s marketing focus
Marketing Matters
Coronaviruses, COVID-19 and our pigs
* from P5
ID-19’s major clinical
pigs the clinical signs are relatively mild.
when we are infected a second time – not the first. As we get older the innate defence mecha- nisms of the body be- come weaker and we rely on antibodies to
because it is new.
Once the first wave has
signs.
This is only an outline,
One of the contribu- tors might be that at birth we are gifted with natural immunity to pathogens.
passed, this virus will likely become one of the seasonal cold varieties we are familiar with.
if you are concerned you must consult with a medical professional.
But this first occur- rence is a painful lesson – we are all human and in this together.
The major signs are fever, fatigue and coughing.
The body takes 14 days or so to create antibodies but these only protect us
protect it.
With this virus, no-
Sneezing and a runny nose are not signs of this COVID-19 disease. Age groups affected
body has the antibodies
Clinical signs
Common cold
Influenza
COVID-19
Fever
Uncommon
Common
Common
Fatigue
Sometimes
Common
Common
Cough
Common
Common
Common
Aches and pains
Common
Common
Sometimes
Sore throat
Common
Sometimes
Sometimes
Headaches
Uncommon
Common
Sometimes
Shortness of breath
No
No
Sometimes
Runny nose
Common
Sometimes
Uncommon
Diarrhoea
No
Sometimes
Uncommon
Sneezing
Common
No
No
The majority of flu and colds appear to be more serious for the very young and old.
COVID-19 is different in that it really affects older people.
Pigs with PED have something similar but the other way around, where pigs less than 10 days of age get very sick, though in older
THE first rule of mar- keting is ‘ask a customer or observe a customer’.
Since 2010 we have been doing just that.
Coincidentally pork has been the growth species over the past nine years.
Australian Pork Limit- ed’s marketing programs remained consistent be- cause customer behaviour remained largely consist- ent.
It has become common in the past four weeks to see toilet rolls, tinned vegetables, pasta, rice and meat shelves empty.
Sales are no longer nor- mal, so we have halted the trial and will re-run it when we’re back to nor- mal sales.
by PETER HAYDON
Australians bought what their families en- joyed eating.
This has gradually changed over time to- wards Australian pork and chicken, and away from beef and lamb.
Panic buying has caused shoppers to fill their pan- tries, fridges and freezers with a barely believable level of stock.
That will occur, as all crises pass.
There is little doubt Australian grocery shop- pers radically changed their behaviour earlier this year.
The changes in consum- er behaviour have caused four necessary changes to APL’s marketing activi- ties for the next three to six months.
Finally, there are now many Australians who have panic bought pork.
Distributed by
Delivering superior performance in all situations
The Seclira range is powered by the unique active ingredient dinotefuran poviding rapid knockdown of target pests
Seclira WSG is broad spectrum insecticide providing a unique mode of action for y and mosquito control for external agricultural buildings
Seclira Pressurised Fly Bait’s convenient and easy to apply formulation is suitable for use in animal housing facilities
For more information on
the Seclira range, visit crop-solutions.basf.com.au
or contact your local CCD Representative on 1300 791 009
@basfpestcontrolau
ALWAYS READ AND FOLLOW LABEL DIRECTIONS.
© Copyright BASF 2019 ® Registered trademark of BASF. W239831 12.2019
First, Australians re- duced eating out, before the governments limited them to takeaway and de- livery only.
Almost all these peo- ple will find themselves spending more time at home in the coming weeks, cooking a greater portion of their meals at home.
So, for the short term we will support restau- rants and foodservice as much as possible in these horrendously difficult times.
Many Australians are not practised pork cooks and many of them now have cuts in their freezers they are unfamiliar with.
Unfortunately, many will close.
Last year, as part of the digital content strategy, the Marketing team cre- ated a ‘how to cook by cut’ video guide for all major cuts.
The support will not be promotion, but it will be help.
They have also been busy building the recipe library.
In times of trouble, peo- ple remember who made a contribution rather than an excuse.
We now face an op- portunity from a position of strength and prepared- ness.
Promotion will return when we get to the re- covery phase of this pan- demic.
The team members have reorganised their time and budget allocations to manage the myriad small, quick decisions that make up an agile, increasingly digital and social blitz.
Second, people are not eating less, they are buy- ing their food and stock from supermarkets and butchers.
We will make mistakes, but we will also get direct hits.
There is an immediate opportunity.
These channels have mostly stopped promot- ing and are focusing on getting high-quality Aus- tralian meat to shoppers who want it.
We have an opportunity to help Australians enjoy pork more than they ex- pected too, but time is of the essence.
There is little point pro- moting while demand is through the roof.
The arenas for doing well in the next three months are in the hearts of out-of-work chefs and foodservice staff and in the homes of Australian consumers.
Third, and unfortunate- ly, the change in super- market buying patterns has made Adelaide’s ‘buy Australian ham’ trial in- valid.
We can’t get hundreds of thousands of people back to work, but we may be able to make hundreds of thousands of in-home meals better.
The purpose of the trial was to learn what effect awareness that ‘the ma- jority of ham is made from imported meat’ had on normal sales.
Page 6 – Australian Pork Newspaper, April 2020
Abnormal sales have unfortunately halted Adelaide’s
‘buy Australian ham’ trial.
www.porknews.com.au