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2019 Chinese New Year – the Year of the Pig
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WHILE many of us have already marked the new year, Chinese New Year celebrations are yet to come and this year we’re encouraging everyone to get involved.
This year, February 5 marks the beginning of Chinese New Year and Australian Pork Limited is jumping on board the Year of the Pig, which is thought to bring fun, wealth and good fortune.
Pork is a much-loved protein around the world, including in China and is an essential ingredient in many dishes deemed good luck during celebrations.
Chinese New Year and Lunar New Year celebra- tions are increasing in Australia, so we are en- couraging people to give some Chinese-inspired dishes a try at home.
Some of these are very easy, like dumplings, which are consumed for a wealthy and prosperous life.
The recipes we’re pro- moting use versatile pork cuts like mince, belly and scotch, and focus on dish- es that are simple, rela- tively quick to prepare and no-fuss.
Marketing Matters
Dishes include a chilli jam pork stir fry, pork and chive dumplings and crispy soy pork belly roast.
Ultimately, we’re hoping to give consumers inspira- tion to try these recipes, love them and make them part of their main meal repertoire.
The campaign will be launched with a $500,000 advertising campaign on TV and radio with so- cial integration from late- January.
The campaign is an ad- ditional investment in marketing from APL, giv- en that Chinese New Year coincides with the supply growth in the first half of the year.
To further celebrate the Year of the Pig and en-
courage people to try a new pork dish, APL is also running a competition for consumers, giving them a chance to win a share of more than $60,000 worth of prizes.
To enter the national promotion, people sim- ply need to buy fresh pork between January 14 and February 18, keep their proof of pork pur- chase and enter online at yearofthepig.com.au for an instant chance to win.
They’ll have a chance to win a range of prizes from knives to Scanpan prod- ucts, a fridge and even a $5000 gift card.
Butchers are also being encouraged to join in the celebrations and inspire their customers.
Point of sale kits have been sent out, including customer recipe leaflets, counter cards and post- ers.
They’ve also got ac- cess to Chinese-inspired value-add dishes they can create in store to offer their customers and boost their bottom line.
We hope the new year is off to a good start for you, but also that you’ll join us in sharing a Chinese- inspired dish with fam- ily and friends during the Year of the Pig.
For more information and recipes, visit pork. com.au
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$120,000 fine for
serious pig meat
biosecurity breaches
A BRISBANE com- pany and its direc- tor have been fined a total of $120,000 for biosecurity breaches associated with the transport and storage of imported uncooked pig meat during 2014 and 2015.
The case was heard at Brisbane District Court recently, with the di- rector fined $20,000 and placed on a three- year good behaviour bond.
The company was also fined $100,000.
They were found guilty of 76 separate of- fences relating to ‘deal- ing with landed cargo in quarantine’ contrary to s44B(3) of the Quaran- tine Act 1908.
The company was re- quired to transport the imported containers directly to an approved arrangement site or to the processing facil- ity of the importer, to ensure effective bio- security control was maintained.
It was identified that the containers were in- stead being stored at a non-approved site and in contravention of di- rections issued by the
department.
These actions could
have exposed Austral- ia’s agricultural indus- tries, environment and the community to seri- ous biosecurity risk.
Pig meat can carry foot and mouth dis- ease, which could cost Australia around $50 billion over a decade if it was to arrive here.
It can also carry Afri- can swine fever, which has no known cure.
While ASF is harm- less to humans, it is currently spreading throughout Asia and Europe and is a major threat to our $5.3 bil- lion pork industry.
Biosecurity direc- tions are issued for a reason.
Importers and those within supply chains must comply.
The department wel- comes the strong pen- alties handed down by the court.
It sends a clear mes- sage that breaches of Australia’s biosecurity conditions will not be tolerated.
For more information on biosecurity, visit agriculture.gov.au/bio security
www.porknews.com.au
Australian Pork Newspaper, January 2019 – Page 3
by PETER HAYDON General Manager Marketing
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