Australian Pork Butchers is a free program resourced by Australian Pork Limited dedicated to providing insights, resources and marketing material to support the sale of pork within retail butchers.
The past year has seen an overhaul for the program, with a shift to focus on creating a supportive community and unlocking new communication channels.
APL has also been focussed on developing practical resources, which can be converted into purchase and consumer in-store marketing material that entices the consumer to try pork.
The program aims to communicate directly to retail butchers and their consumers.
This unique approach helps overcome the barriers butchers might face in selling pork, then integrating the hurdles to provide a solution of more pork on forks.
The introduction of the Australian Pork Butchers Facebook group was an interactive extension of the successful weekly e-newsletter with snapshot insights, industry updates, marketing advice and an additional platform to showcase their own successes with pork to inspire others.
The online community allows two-way communication with the APL team and unlocks access to more members of the industry to engage with the program.
The average Facebook engagement rate across all industries is only 0.08 percent, however the Australian Pork Butchers group has an engagement rate of 13 percent – well above the industry benchmark.
In-store marketing remains a priority for the program, establishing a year-round presence to stay front of mind for consumers.
To enhance this throughout the year, APL launched an additional mid-year pork point of sale kit in 2021 – supporting the everyday consumption of pork.
The kit focussed on versatility, with consumer education around quick simple everyday recipes and pork cuts.
The butchers’ POS kits were promoted through trade media also, with newly created Christmas POS imagery and recipes running in national media outlets in November and December.
APL market research has revealed a lack of grab-and-go and value-add options within local butchers.
The new value-added content aims to create workroom-ready practical recipes that focus on gaps in the market within butcher shops and their pork offering.
Value-added recipes prove to be an effective introduction to pork for the unfamiliar customer, helping to increase the conversion to purchase pork.
The new range was such a success that a top 20 recipe book was created as an added resource, available for free through the program.
The value-added recipes are available on the website at www.porkbutchers.com.au/recipes
APL are now looking at 2022 being a year of growth and strength within the pork community.
We will continue to foster our connections, build on resources and garner butcher support.
If you know of a butcher in your area who you think would benefit from the program, point them in our direction.
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APL Retail Category Manager