Australian Pork Newspaper

Phone: 07 4697 3344 • Fax 07 4697 3532
www.stockyardindustries.com
Vol 24. No. 2 February 2020 Australian Pork Newspaper PO Box 387 Cleveland 4163 Phone (07) 3286 1833 Fax (07) 3821 2637 Email ben@porknews.com.au
The perfect weeknight quickie
New ad campaign a hit while trespass penalties amiss
THE summer holiday period again provided a great chance to pro- mote Australian pork and give consumers compelling reasons to support Australian pig farmers.
Of particular note was the way Australian pork and ham was so prominently marketed in major supermarket promotions leading up to Christmas, confirm- ing our product is at- tractive to both retailers and their customers.
Our latest initiative, which has gone ‘live’ in recent weeks, show- cases how fantastic pork is as a convenient option for a weeknight dinner, especially when time is of the essence.
The ‘Fancy a Quick- ie’ ad campaign has received a wonderful response and captures consumers’ attention with cheeky humour and a simple message.
The ads sell pork as an attractive solu- tion for busy, working households looking for a stress-free option for a quick and easy dinner.
This campaign is a great credit to the Aus- tralian Pork Limited Marketing team.
Australian farm- ers and regional busi- nesses have also been buoyed by the incred- ible support com- ing from consumers who’ve backed the grassroots ‘Buy from the Bush’ campaign to help communities im- pacted by drought and bushfire.
Point of View
by MARGO ANDRAE CEO
Farmers, including pork producers, have great support in main- stream Australia – in the cities and the media – especially when times are tough.
The backing we’ve received from across the country has been emphatic and confirms extreme anti-farming campaigns by fringe ac- tivist groups are indeed out of touch with com- munity values.
At the height of the summer’s fires and heatwaves, anti-meat campaigner People for the Ethical Treatment of Animals confirmed how increasingly des- perate and irrelevant it is by blaming the live- stock industry for the natural disasters.
The PETA campaign claimed the bushfires were occurring because people “refuse to stop eating animals” and Australians “can help put out the flames by going vegan today”.
Like we’ve seen be- fore when farmers have been hit by floods or fire, rural communities unite to respond to the
animal welfare emer- gencies that invariably arise.
Of course, PETA and its peers have again done absolutely nothing to assist the emergency animal welfare task at hand due to the bush- fires.
If PETA and other an- ti-farming groups were genuinely interested in animal welfare, they’d be side-by-side with producers on the front- line of these fires, unit- ed by a genuine desire to help livestock and wildlife in need.
While farmers have been generously donat- ing precious fodder and serving as volunteer firefighters, the only thing PETA has been serving this summer is its own dangerously skewed agenda.
Our vigilance against anti-farming extrem- ism must continue on a number of fronts.
In January, an activ- ist who pleaded guilty to trespassing onto a Queensland piggery and stealing six piglets walked away from court with 12 months’ proba-
tion and a $300 fine. The activist subse- quently posted photos of herself with the pig-
lets on social media. We continue to see wanton criminal activ- ity where these extrem- ists break into piggeries (farms where families live) and pose enormous risks to biosecurity and
animal welfare.
In the face of the Af-
rican swine fever threat, on-farm biosecurity has never been more vital for our $5.3 billion in- dustry.
But perhaps the most outrageous element to this particular crime is the stolen piglets were removed from the safe- ty and security of the piggery and exposed to unacceptable welfare threats.
The piglets were sto- len before they’d even had their first milk, which obviously has a huge impact on their health and immune sys- tem development.
Newborn piglets re- moved from the farm suffer greatly and a number invariably die.
There must be real deterrents and punish- ments for this sort of criminal activism.
A PL is dedicated to protecting the safety of our members.
Our industry must continue to highlight the need for tougher penalties for those who, under the disingenuous veil of animal welfare, put our livestock and industry at such great risk.
“I GUESS we could make it a quickie,” she says.
Weeknight dinners can be a stressful prospect, but cheeky new ads have a hot tip for hungry, time-poor consumers.
Australian Pork Lim- ited has launched its new advertising campaign, re- vealing pork is quick and easy to cook and keeping Australian Pork’s iconic cheeky tone.
APL Marketing and Communications Man- ager Mitch Edwards said, “People are returning to work and it’s barbecue season, so it’s the perfect
time to try a pork steak.” “The new ads are about a couple on a bus during the daily commute, some- thing many of us relate to, and that discussion we all have about dinner pros-
pects.
“We hope these ads will
make people smile, but also show them a new way to cook and help them serve up a satisfying quickie.”
The ads, which run across free-to-air TV, subscription TV, radio, social channels and on- line video, are light but education-focused.
“Pork is versatile and
easy to cook,” Mr Ed- wards said.
“In this ad we’ve focused on cooking pork steaks with the 6-2-2 method.
“That is, six minutes on one side, two on the other and then rest for two min- utes.
“It’s quick, easy and set to gratify.
“Our website pork.com. au has plenty of recipe inspiration to help you get some pork on your fork.”
To see the ad, visit you tube/dj3U5GwFqLg or for pork steak recipe inspira- tion, head to pork.com. au
FUNKIM AT
FEEDER
One of the biggest-selling nursery feeders in Australia! Feeder for pigs from 6-120kg
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