Strategic marketing pays off for pork industry with increased consumption

Organisation says busting myths around pork consumption is an important factor for sales to increase. Lindi Botha talks to industry role players to find out more.

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The pork industry has had its fair share of headwinds over the past five years, but concerted efforts to lift standards in the sector and increase consumption have kept it buoyant. More effort is, however, needed to grow demand for pork in South Africa to realise a return for the billions of rands invested in the industry over the last few years.

Speaking at a recent media event held in Pretoria, Dr Peter Evans, CEO of the South African Pork Producers’ Organisation (SAPPO), said that per capita consumption in South Africa had increased from 4kg to 5,4kg per annum over the last decade.

20 FACTS WERE DEFINED AND CAMPAIGNS ROLLED OUT TO DISPEL THOSE MYTHS

“We don’t ever expect to take the place of chicken, our biggest competitor, but there is still a lot of room to increase consumption,” said Evans.

With price being a large driver of food choices in South Africa, pork presents much value for money.