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Weekly Overview: Pulled Pork Campaign Delivers Results for British Pork Sector

10 August 2015

ANALYSIS - Whilst UK dairy and sheep farmers are suffering with low prices, pig farmers are experiencing some great results following the AHDB Pork Pulled Pork Campaign.

Funded by levy payers' money, the first phase of the six week campaign has generated an additional £7.8 million worth of total fresh pork sales, according to independent research company Kantar Worldpanel.

Kirsty Walker, head of marketing at AHDB Pork, said: “It’s clear from the results that the first phase of the campaign has driven an increase in pork shoulder sales by encouraging 206,000 more households to buy shoulder during the campaign period. This delivers on the overall objective for this first phase of starting to rejuvenate the image of pork by getting more people to try it."

AHDB Pork chair, Meryl Ward commented: “It’s great to see a campaign being evaluated in such a professional way, which clearly demonstrates value for money in this first phase. It is also particularly pleasing to see that a significant amount of the sales increase, 42 per cent according to Kantar Worldpanel, came from shoppers adding pork shoulder to their baskets without cutting down on other meat purchases. I hope that retailers are particularly are happy with this result.”

In African Swine Fever (ASF) news, increasing reports from countries across Europe experiencing ASF in their pig operations is a worrying sign that the disease is not under control.

Estonia reported more cases in farmed pigs this week. Four cases were detected at a farm in Tarvastu parish, Viljandi county and all 2149 pigs on the farm were destroyed in response.

A backyard swine operation in Rakke parish, Lääne-Viru county, also reported a case of ASF and all three pigs at the site were destroyed.

Earlier in the week, two backyard pig holdings with nine susceptible pigs and two pig farms with a total of 1664 susceptible pigs were also effected.

In Russia, a farm in Krasnodar Krai discovered 10 cases of ASF in its pigs out of a susceptible population of 608.

There were also five outbreaks in village pigs in the regions of SaratovskayaKurskaya and Bryanskaya, leading to the death of over 100 pigs.

Ukraine also had another two cases of ASF in pigs in the village of Lisne, Chernigov region and Lithuania found one pig sick with the disease in a village in Kaunas province.

There were also  outbreaks in wild boar over the last week with Lithuania recording just one outbreak, Poland three, Estonia 40, Russia four and Latvia 36.

Lucy Towers

Lucy Towers
News Team - Editor

After graduating from The University of Sheffield, Lucy joined 5M in 2011 as part of the News Desk team. In 2012, she was promoted to editor of TheFishSite. With previous farming experience and a love for the great outdoors, Lucy has a passion for wildlife and the environment.



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