Pork Pantry
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Article archive

by Marieta Human, SAPPO's promotions coordinator (photo)

What is the purpose of the promotions?

The purpose of the promotions is to keep fresh South African Pork relevant and visible to the average consumer who enjoys a piece of meat on his/her menu.

In doing the above, we have to communicate as often as possible with our consumers, as well as with butchery managers and the key people in the management structures of the retail trade.

Our goal is to ensure that market share for fresh South African pork is at least maintained, and where possible, increased.

How are these promotions funded?

Pork Producers in SA pay a voluntary levy to Sappo, and a portion of this levy is used for advertising and promotions.

What are the main characteristics of the promotion campaigns?

In 2003 the focus of the campaign in 2003 shifted to a larger extend to the value of fresh, South African pork.

Pork is promoted as an excellent meal solution for the modern consumer. It is affordable, contains lots of protein, is low in fat after being trimmed, is approved by the Heart Foundation of South Africa and also provides important nutrients such as minerals and vitamins.

Promotions in 2007

SAPPO is currently involved in two comprehensice research projects.
 
A study is currently being undertaking by the ARC Meat Science Dept to determine the nutritional value of fresh pork . This is done to update all information on the nutritional analysis of South African pork, as early indicators show that local pork contains less fat than the pork in other countries, although data quoted on the nutrtitional composition of pork is often taken from American sources.
 
The results of the above study will be available early in 2008.
 
On a marketing level, consumer research is currently being done by TNT Research Surveys on the attitudes and usage of pork amongst the Black Diamond segment of the population. A study done amongst all consumers about openness to start eating pork more frequently, some positive indicators showed that the Black Diamonds would be a prime target for increasing pork consumption .  The final report from this study will be available during November 2007.
 
National Braai Day       
 
Impactful advertisements were placed in the Star, Daily News, Pretoria News,Argus,Burger and Beeld  for National Braai day on 24 September.

Consumers were given ideas and tips on delicious pork cuts suitable for the braai and reminded of the fact that pork offers the best value for money and can stretch the budget to include the luxury of a braai more often.
 
Heart and Stroke Month

Full colour advertisements were place in two issues of Heart Magazine, to support national awareness for heart health and to remind consumers of the value of fresh pork in the diets of heart health conscious people.  Lean pork cuts with an outside fat layer of 3 mm or less, are endorsed by the Heart and Stroke Foundation of SA as part of a healthy eating plan.
 
These advertisements were also aimed at illustrating the versatility of fresh pork and that there are many different cuts which can be prepared in ways to suit health conscious consumers.
 
Pork in the Townships

The promotional staff are currently investigating ways of making pork more easily available to meat traders in the townships.  
These investigations have shown that there is a massive potential to increase pork sales in the townships , should the availability of pork be improved in a way that makes it easy for small traders to obtain boxes of pork cuts.  These traders are unable to utilize whole carcases and will benefit from getting smaller quantities of pork on a frequent basis.
 
Negotiations with caterers in Soweto has resulted in Leg of Pork with Apple Sauce now being a standard item on the menu offered to customers.