How pig producers can create their own territory in supermarkets

UK - "There are farmers' wives and daughters out there who may not have pigs but have a passion for British food - and we can harness them to promote British pork," Malcolm Baxter told NPA Producer Group.
calendar icon 8 July 2003
clock icon 2 minute read
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NPA is active on members' behalf in Brussels & White-hall, and with pro-cessors, supermarkets & caterers – fighting for the growth and pros-perity of the UK pig industry.

Reporting on the successful conclusion of an NPA/BPEX in-store demonstration project at Morrisons supermarkets in Sheffield, Wakefield, Leeds, Blackburn, Norwich, Mansfield, Pontefract, Ipswich, Preston and Heckmondwike, he urged the project be made a permanent feature of the pig industry's marketing mix.

"There's enormous scope for taking it forward," said John Rowbottom, "but it is important we use our own demonstrators, trained by MLC."

He said the project was important because it gave the industry "possession" of that bit of the supermarket they were working in at the time.

The in-store demonstrations project, which was financed by BPEX, involved recipe leaflets, booklets and tasters being given out by demonstrators wearing a distinctive uniform created specially for the project.

The NPA demonstrators all had a farming/self-employed background and were enthusiastic and passionate about promoting British pork, said Malcolm Baxter.

Source: National Pig Association - 7th July 2003

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