Australian Pork Labelling in Delis Allegedly Misleading

AUSTRALIA - Western Australian pork producers would like to see better labelling on locally produced pork products and it's working on creating its own WA pork brand.
calendar icon 24 June 2014
clock icon 2 minute read

According to ABC, Russell Cox, Executive Officer of the Western Australian Pork Producers Association, is happy with Australian Pork Limited's latest marketing campaign to increase consumption, but he says there’s still significant confusion at the retail end.

“If you go to the delis in Coles and Woollies you’ll see the Australian pork brand in the processed section.

“It’s a bit of an ambush marketing exercise, simply because the Australian pork brand is on the Australian pork products in that deli section, but some of that product, probably up to 60 to 70 per cent of it, is actually an imported product.

“There is a bit of a labelling issue. We’re looking at having our own WA pork brand.

“We have to do more work in that area so that consumers understand that it [fresh pork] is a locally produced product.”

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