Pork Pantry
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Article archive

By Sally Wilson

In November 2008 we attended the national media launch in Cape Town, where Dr Ina van Heerden gave a presentation on all the latest research findings on South African pork. At this launch we met up with various food editors from magazines and newspapers throughout the country. As result of this we in PMB and Durban managed to get in newspapers such as the Daily News and the Witness, free, full colour, full page advertising on the updated findings on South African Pork.

Newspaper advertising such as this, as well as our new booklets, The Complete Guide to South African Pork, and our new pork recipes, all contributed to the success of our ladies in-store promotions during the months of January and February 2009. These months as we all know are a time of year when money is scarce and PORK PRICES are still at their highest.

In many cases;

pork leg roasts       R41.99kg
pork loin chops     R59.95kg
pork rashers          R59.95kg
pork sausages        R45.99kg
pork stir fry           R69.95kg.

It was therefore great to start 2009 off with these new booklets and recipes, and the response from the public, particularly on the booklets, was excellent. We have found that people who are suffering from health problems such as heart, cholesterol, diabetes and TB, or who are just keen to live a healthy lifestyle, are very interested in this updated information. In a number of cases we find people request an additional booklet to pass on to their doctor, dietician, personal trainer, or just to give to another family member whom they think would be interested.

On the 23^rd February to the 15^th March, 3 weeks in total, the SAPPO TV ADS appeared on SABC 1, 2 and 3 advertising fresh South African Pork, with the 2010 soccer world cup as a theme.

Our KZN Pork Producers Organisation wanted to follow through with this national TV campaign and soccer theme, and it was decided to run an IN-STORE PORK PROMOTION in all our butcheries during the months of March and April.

Our ladies were given new blouses, aprons and table cloths for their promotion. New banners were made with the one TV celebrity appearing on them, and mini, leather soccer balls were made to be given out to the public who purchased pork. The customers had to buy pork, answer two pork related questions on a small questionnaire, and then bring back their till slip to the demo lady as proof of sale, to receive their free soccer ball.

The giving out of these soccer balls created a huge amount of hype around the butchery areas, bringing a lot more attention to the different cuts of fresh pork on display!

Everyone wanted a soccer ball, and so, pork sales definitely escalated as result!

The consumers were made more aware of the TV ads that were currently showing on SABC 1, 2 and 3, as they recognized the TV personality on the new banners!

In total +- 2,500 balls were given out in the Pietermaritzburg area, and I can honestly say, if we had trebbled that amount, they would have all gone!

The Royal Agricultural Show took place in Pietermaritzburg from

Friday 22^nd to Sunday 31^st May. The attendance figure was +- 245,000 people.

Our Educational Stand was in the Mercury Festival of Fine Living Hall.

We were able to use our new banners featuring the TV celebrity in the ads, as the back drop. The TV ads were once again being flighted on SABC 1, 2 and 3 from the 20^th of May to the 9^th of June, covering the entire 10 day period of the Royal Show, plus 2 weeks after.

A variety of the new pork recipes in full colour was available at the stand, as well as the new booklets.

Marieta very kindly gave us the TV ads so that we could play them throughout the show period on our TV monitor, once again drawing the publics attention to the TV ads.

Pork tasting was available for the public throughout the show.

We were very pleased to receive a silver certificate for our stand, awarded to us by the Mercury.

On the Tuesday the 26^th May I ran the ‘PORK DAY’ in the demo kitchen in the food hall.

The demonstrations were well attended by the public and the pork dishes prepared were enjoyed by all.

Judging by the comments of those that attended and by the general feed back, the ‘Pork Day’ proved to be once again most successful.

I would like to thank the following SPONSORS who very kindly donated pork or ingredients for tasting at the stand and the demo kitchen;

UNIPORK FRESH
MNDENI MEATS VICTORIA RD
OSCAR’S DELI MEATS
PICK N PAY VICTORIA ROAD FAMILY BUTCHERY
FARMHOUS DELI
MERRIVALE BUTCHERY
PARKLANE SUPER SPAR

(and to those who donated money towards the running of the show)

SA LIVESTOCK
EPOL
DE HEUS FEED (Nutrex)
VIRBAC ANIMAL HEALTH
ELANCO ANIMAL HEALTH
MERIAL
BAYER ANIMAL HEALTH
Nu Tec SA (Pty) Ltd
MEADOW FEEDS
AVIPHARM KZN (Pty) Ltd
MG2MIX SA (Pty) Ltd
PFIZER ANIMAL HEALTH

The Royal Show continues to be and excellent platform to promote South African pork from, as we reach out to all walks of life, encouraging them to be more aware of the benefits of eating South African pork.

 During the last 2 weeks of May, PICK N PAY main line stores ran a MEAT CARNIVAL. They requested extra in-store dems. We did our best to accommodate this request as all our ladies were involved in the 10 day Royal Show which was during the same period. In total we were able to give them 13 extra dems, for which they were very grateful.

The butchery managers said that having the ladies do in-store dems over this period helped them incredibly with their pork sales, even though the dem days, as result of the show, were not on a Friday or a Saturday!

The one butchery manager told me that for the first time in a long while he hit his budget that month! He said it was because he had had an in-store pork promoter and that his sales were just so much higher. He was absolutely thrilled!

June and July are the months when PORK PRICES are at their lowest and demo ladies are encouraged to get consumers to buy pork in bulk and stock up their freezers.

Once again our TV ADS are being shown on TV 1, 2 and 3.They started on the 27^th July and will be running until the 16^th of August.

These ads again boost in-store pork promotions, and with us now looking at selling prices that have in many cases dropped by R10kg and more, higher pork sales are certainly generated!

Some pork prices are as low as the following;

pork leg roasts: R25.98kg (one butchery at R19.99kg on special!)
pork loin chops: R42.99kg
pork rashers: R35.99kg
pork sausages: R29.95kg
pork stir fry; R49.98kg.

This is definitely the time of year to stock up ones’s freezer!

The KZN Pork Producers have this year decided to participate in the

2009 NEDBANK ESTON SHOW. This show will be taking place in the last weekend of August, Saturday the 29th and Sunday the 30th, at the Eston Country Club.

We will have a stand in the craft and trade marquee, where we will be giving out pork neck steak tasting sponsored by SA LIVESTOCK.

We will also be giving out our new booklets and recipes. If you are in the area, please do come and visit our stand.   

The 2009 SUNDAY TRIBUNE GARDEN & LEISURE SHOW will take place this year in Pietermaritzburg on Fri 25^th to Sun 27^th September.

This show attracts an attendance figure of +- 45,000 people

We will once again be having our educational stand at this show, with lots of tasting and information available for the public.

This show attracts a different clientele to the Royal Agricultural Show, and our KZN Pork Producers stand always proves to be an ‘absolute must’ for those that attend!

Pietermaritzburg’s local free newspaper, THE MIRROR, continues to be an excellent outlet for advertising South African pork on a monthly basis. This newspaper is distributed to 65,000 people in and around Pietermaritzburg.

Judging by the number of phone calls I receive, the public obviously enjoy trying out our monthly pork recipes that appear in this newspaper!

The Mirror also continues to publish free inserts on a regular basis for the KZN Pork Producers Organisation.

Finally, I would just like to just say a very big ‘thank you’ to our Pietermaritzburg team of ladies. They are just so incredibly passionate about what they do, even though it is only a part time job.

I thank them for their loyalty and enthusiasm.