Pig Producers Agree With Levy Marketing Spend, Poll Shows
UK - A poll conducted by the UK's National Pig Association showed that producers appreciate the use of their levy for marketing, such as the pulled pork campaign earlier this year.
25 August 2015
2 minute read
By: The Association said that the poll sends an unequivocal message to Government and the Agriculture and Horticulture Development Board, and that overwhelmingly, pig-keepers are demanding Defra keeps out of decisions about how the pig levy is spent.
Ninety-five per cent of respondents said they want more of their 85p-per-pig levy to be spent on marketing, to help halt flagging consumer demand for pork.
Over 90 per cent of NPA members who took part agreed the sector's recent pulled pork campaign was a good pig levy investment.
Ninety-seven per cent said Defra should not dictate whether future AHDB Pork marketing campaigns get the go-ahead or not.
Independent research shows phase one of the six week pulled pork campaign in May-June created a 19.2 percent uplift in volume sales of fresh pork shoulder.
Phase two of the campaign will run in January-February next year, when one of the goals will be to continue rejuvenating pork's image with younger consumers.
According to the NPA, £3.8m of the pig levy is spent on AHDB Pork marketing activity, about 40 per cent of the sector board's total annual spend.
