Young NPA discuss changing the appeal of the Pig Industry

The future is pork!

Young NPA get behind changing the appeal of the UK Pig Industry

JSR staff recently attended a Young National Pig Association (YNPA) national event to discuss the importance of creating an industry that appeals to consumers, processors, suppliers and the future workforce.

Presentations from Pilgrim’s, Meat Business Women and AHDB provoked group conversation across the day on the long-term industry tactics and strategies in place, as well as how individual members of the industry can help support the present and future landscape of UK farming and pork production.

Here’s what JSR’s Technical Co-ordinator, Tabitha Friston reported about the day:

Creating demand for pork through the eyes of the shopper

Given there is no need to supply without demand, reinventing pork in the eyes of the shopper is a key place to start!  Learning of the strategies behind getting pork onto consumer’s forks offered an insight into just how crucial the work is that goes into new product development, and targeted marketing within the pork food category. Through innovative strategy, organisations continue to work with a fresh approach to the products we offer on supermarket shelves, actively working on expanding the popularity of pork with the consumer.

Through targeted product development and marketing, our products have the potential to change consumer perceptions of pork on many levels, whether this be health perceptions, cookability, product for money or welfare messaging. And of course, fulfilling consumer needs and preferences through a diverse product range encourages production demand, beneficial to the producer. To meet these means, it is essential to offer a diverse range of products, prepare for future food trends and cater to the latest culinary crazes. These are a few of the things that allow for the sector to secure and grow consumer demands, necessary to get our pork from farm to shelves with commercial opportunity in the middle.

Reframing the perceptions of working in the Agri-food sector

As a further step towards creating industry appeal, Meat Business Women unpicked the perceptions of working in the agri-food sector and how we might break down negative connotations associated with careers in UK food production. Opening discussion, YNPA members identified key contributing factors to misperceptions as lack of representation within primary education, difficulties with access to experience, not appealing to potential workers from outside the agri-food sector, and one we are guilty of as an industry, being a closed book.

This is a reminder that now is the time to seek opportunities to educate on the diversity of careers available in the industry and the type of skillsets that may transfer from the non-Agri food sector. These changes may be vital to secure a future workforce. Re-working negative perceptions and breaking down the barriers that impact popularity and appeal surrounding the industry is ultimately key. It is now where we forward plan our vision for the future and begin to take a fresh approach to making the industry thrive. Whether this be on farm, within education, or the product offered on the shelf, it all has a place in the success of the pork production sector and will benefit our future workforce.

Thank you to the NPA for connecting members of the industry together in discussion of such important contributing factors, lets continue creating an industry that appeals!