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CEO message – 5 June 2020
The Australian pork industry is uniquely placed to leverage renewed consumer support for ‘Australian Made’ products.
Typically $17 million worth of imported pork, about 4000 tonnes, arrives in Australia each week to be heat-treated, processed and sold in competition with smallgoods made with Australian pork. And whereas ABARES has confirmed that Australian farmers are some of the least subsidised in the world, imported pigmeat is sourced from countries in Europe and North America where farmers have access to much higher subsidies.
The availability of surplus Australian pigmeat due to COVID-19 supply chain disruptions has provided the opportunity for local smallgoods producers to access more Australian pork for their ham, bacon and other products.
APL is prioritising this growth opportunity while there is critical alignment across the supply chain. Building a greater foothold in smallgoods categories is something that enjoys significant support from supermarkets and other retailers and the foodservice industry, because they know their customers prefer bacon, ham and other cured products made from Australian pork.
The wider uptake of country-of-origin labelling and greater product transparency for consumers are goals our industry shares with the rest of Australian agriculture and the Federal Government. We welcome Agriculture Minister David Littleproud’s leadership in this respect and commend his work in encouraging major fast food franchises to embrace country-of-origin labelling. Recent confirmation that McDonald’s will introduce country-of-origin labelling is a crucial breakthrough and we will continue to encourage other franchises to follow suit.
Effective labelling empowers consumers and will help add momentum to our efforts to increase the use of Australian pork in smallgoods. This, in turn, will give supply chain businesses the chance to demonstrate to customers genuine support for quality Australian pork products – something which is an increasingly compelling marketing edge.
Encouraging results arose from the trial APL launched in Adelaide in February to raise consumer awareness about the fact the majority of ham and bacon in Australia is made from imported pork. Based on this, and as new opportunities arise to tap into changing consumer sentiment in a post COVID-19 market, we plan to resume the campaign in 2021.
In the meantime, I encourage producers to follow Australian Bacon and Ham on Facebook and encourage your friends and family to do the same.
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Australian Pork Limited
The producer owned organisation supporting and promoting the Australian pork industry. Australian Pork Limited (APL) is caring for the future of Australian pork.