The report shows consumers are beginning to reject imported pork in favour of the New Zealand product, according to the Waikato Times.

It says a 9 per cent drop in pork imports is the first major drop in imports in seven years.

Jim Ashton, from Top Mark Butchery in Frankton, said while he had not seen an increase in customers he had noticed more people wanted to know what they were eating and where it came from.

"There is a general push to buy New Zealand-made anyway and with this melamine scare in China people want to know that they can buy something they trust," he said.

New Zealand Pork chief executive Sam McIvor said that in the tough financial times consumers were reverting to brands they could trust.

He said the 100 per cent New Zealand message was a key component of that trust.

"We believe New Zealanders are waking up to how much imported product is coming into the country.

"There is no doubt that New Zealanders want to know where their food comes from."

Early this year New Zealand Pork launched Country of Origin labelling to denote New Zealand grown bacon and ham.

"We've made it available free to manufacturers and retailers who can prove they use New Zealand product, and we've struggled to keep up with demand.

"The feedback we have from bacon manufacturers is that their New Zealand grown product is increasing in sales. As consumers are now buying their Christmas hams we are sure we'll see the same trend there."