Aussie Consumers Choose to Purchase PorkMark

AUSTRALIA - In the latest round of consumer research conducted in October this year, Australian Pork Limited (APL) found one in four Australian’s have purchased Australian pork sporting the hot pink PorkMark logo on the packaging. The PorkMark logo signifies the pork in the package is guaranteed to be Australian grown pork.
calendar icon 30 November 2010
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The research also indicated that Australians preferred to buy Australian, in part to support Australian farmers, but also because they believe Australian grown produce to be fresher, safer and of a higher quality.

The PorkMark was developed by APL in late 2008 to address the confusion surrounding country of origin labelling, especially for processed pork products such as ham and bacon.

APL CEO Andrew Spencer said, “Over 70 per cent of ham and bacon consumed in Australia is sourced from pork imported from countries that subsidise their agricultural production and will in the future continue to use gestation stalls. The sad fact of life is that Australian consumers, because of the ineffective labelling laws in Australia, have no way of telling what is grown in Australia and what comes from overseas.“

All fresh pork on supermarket and butcher shop shelves is Australian grown. Animal health and quarantine regulations, designed to protect Australian livestock from serious diseases prevents importation of fresh pork. The majority of pork used in the processing of ham and bacon is imported frozen and boneless to minimise the risk of disease.

Mr Spencer said, “Once the imported meat is processed it is then sold to Australian consumers under two labels – ‘Made in Australia’ and ‘Made in Australia from Imported and Local ingredients’. How are consumers expected to make a considered purchasing decision from those two labelling categories, if they wish to buy Australian grown? The reality is you can’t.“

The development of the PorkMark label holds two important functions; firstly it differentiates ham and bacon products that have been made from Australian grown pork. Secondly, it reinforces the “Australianess“ of fresh pork. There are currently 274 butchers, wholesalers and processors licensed with APL to use the PorkMark logo on their packaging.

The tips for buying Australian grown pork are simple:

  • All fresh pork is Australian grown;
  • For Christmas ham, look for ham on the bone, if it has a bone it is Australian grown;
  • Look for the bright pink Australian PorkMark, that is a guarantee the pork in the package is Australian grown; and
  • Look for 'Product of Australia' labelling that also guarantees it is Australian grown.

“What we now need is support from Australian consumers in getting more “Aussie pork on your fork“ this Christmas,“ Mr Spencer said.

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