DES MOINES, Iowa — The National Pork Board launched Real Pork, a master-brand strategy that celebrates all that is real about pork and the farmers who bring it to the table.
The Pork Board invites consumers to experience the authenticity, flavor and ability to bring people together that Real Pork provides.
“Real Pork not only celebrates the authentic flavors of pork, it encompasses the values and beliefs of the pork industry from farm to fork,” said Angie Krieger, vice president of domestic marketing at the Pork Board.
“Our work began on this master-brand strategy before the coronavirus appeared the United States, but the shift in buying and cooking habits the pandemic created certainly accelerated our efforts.
“Six months in, consumers are weary of meal preparation, they want new experiences and to travel.”
Retail sales of pork have surged as consumers are cooking more at home.
According to Information Resources Inc., retail sales volume from March 1-Aug. 30 increased 17% for fresh pork and 24% for ground pork.
Bacon sales surged 24% and breakfast sausage went up 29% in that time frame. Ham sales increased 20%.
“We want Real Pork to be a bright spot for our producers,” Krieger said. “It’s been a rough year for our producers and people in general, dealing with COVID has been tough.
“We sold a lot of pork in 2020 through retail. We believe, through this master-brand strategy and improving consumer perceptions, we’re going to be able to continue those sales gains and reintroduce pork to the next generation.”
Indiana Pork Producers Association leaders are working to bring pork to Hoosier tables.
“Indiana Pork is excited to connect the farm to the fork,” said Jeanette Merritt, director of checkoff programs at Indiana Pork. “We’ve enjoyed telling our farmers' stories for many years and will continue to educate consumers about our production practices and why they can trust the pork they are eating.
“‘Real Pork’ won’t be an advertising campaign, rather it will be an education process as we encourage consumers to trust our farmers and enjoy an authentic pork dish.”
Learn more at: www.pork.org/realpork.
October 03, 2020 at 01:28AM
https://ift.tt/34hVF2k
Real Pork strategy launched: Connecting consumers to pork - Agri News
https://ift.tt/2RsHZwT
Pork
No comments:
Post a Comment