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life%u2019s work degraded by such shameful stunts.When will enough be enough? The latest spate of raids on 20 farms represents more than ideological conflict %u2013 these are direct attacks on the economic and social values of our industry. These law breakers consistently breach property rights, compromise biosecurity protocols and deliberately target our people through trespass and harassment tactics that not only divert critical law enforcement resources but also harm our pigs and our people.The mental, physical and economic toll on rural people and communities must be considered and greater support provided to those who feed our country against the intimidatory ploys used by these objectors.We continue to work with governments on legislative measures that impose substantial penalties for agricultural trespass, providing farmers and business owners with legal protections that send a crystal-clear message that our businesses are not battlegrounds for activists.Their latest behaviour follows December%u2019s Victorian Government response to that state%u2019s inquiry into pig welfare. While we initially questioned the necessity of the inquiry, our industry engaged productively throughout the process, demonstrating our scientific expertise and high standards. The government%u2019s response was to support 16 of the 18 r e c o m m e n d a t io n s in principle, emphasising what we have long advocated %u2013 the importance of science over ideology in setting welfare standards. We will continue to engage collaboratively with the government following its response to the inquiry.We also saw the Victorian Government call out these actions, stating that it would not shut down an industry that supports thousands of jobs to appease those who pull distressing stunts, which only hurt their cause. Our industry has invested millions in developing evidencebased welfare practices, with Australian standards ranking among the world%u2019s best. The suggestion that our farmers operate without transparency is particularly offensive %u2013 we are a heavily regulated industry, consistently audited and maintain open dialogue with governing bodies and regulators.No one cares more about animal welfare than our pig farmers, who dedicate their lives to raising and caring for livestock. The economic viability of our farms depends on maintaining high welfare standards %u2013 it is not only the right thing to do, it underpins good business operations. Looking ahead, the next six months will provide crucial opportunities for producers to shape the future of industry standards and investments. The national Model Code of Practice for the Welfare of Animals: Pigs remains the best framework for setting consistent evidence-based welfare standards. We welcome this opportunity for continued improvement while ensuring farm viability. To Premier Allan and the Victorian Government, stand firm against these theatrical tactics. Our farming communities need your continued support now more than ever. And to our farmers, keep holding your heads high.The government%u2019s response to the inquiry can be read by scanning the QR code below. Standing firm on activistsPoint of Viewby MARGO ANDRAECEOColin Fassnidge and influencer Nonna Fina brought %u2018Get some pork on your fork%u2019 and crackling to life with cheeky humour.THERE%u2019S something extra special about the experience of crackling and succulent roast pork that makes the shared Christmas occasion even more memorable. The crunch of crackling is more than a taste sensation, it really is the sound of Christmas celebration itself.For Christmas 2024, Australian Pork Limited set out to showcase this unique crackling and roast pork experience as the centrepiece.The %u2018Get some pork on your fork%u2019 marketing was an evolution of our %u2018Por qu%u00e9?%u2019 campaign, launched in June 2024. It has been successful in helping us reach our annual targets already, including lifting the perception that pork is %u2018used in everyday meals%u2019 to 36 percent of grocery buyers and lifting fresh pork consumption per capita to 10.5kg.We recruited master food photographer and director Jon Bader to capture crackling and roast pork%u2019s unique qualities, and to take our advertising%u2019s appetite appeal to the next level. The scene of Christmas lunch on the back deck saw our pink-suited charismatic ambassador Ramon Jamon asking %u201cPor qu%u00e9?%u201d %u201cWhy would anyone choose any other roast for Christmas?%u201dThe campaign launched on November 25 and, with exposure from Foxtel to YouTube and drive-time radio to public relations, we ensured that pork%u2019s message reached Australians everywhere. Segments on breakfast shows, magazine features, digital content and news coverage generated 64 million impressions. The combination of roast pork and Christmas ham material and editorial enabled us to dominate Christmas coverage.We also added further special ingredients this year, with social media activity starring chef Colin Fassnidge and influencer Nonna Fina breaking all benchmarks. A crackling Christmas and exciting new year* continued P2
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