NZPork courts consumers

“We need to provoke interest in our product and our industry. We need to invoke confidence in our production standards and systems. And we need to evoke desire for our product.”

As stated in the report the pork industry recognises that pig farming is not well understood by many New Zealanders, particularly with regard to the requirements of caring for its animals. In light of this, the industry is taking steps to be more transparent and advocate confidence to its consumers via its production systems and standards.

Projects underway include the development of educational resources and enhancing the NZPork website with short films about the industry and its people. NZPork hope that the projects will be a useful tool in ensuring the public and consumers can better understand how pigs are farmed in New Zealand.

The Presentation Assessment, which is additional to the PigCare audit programme, began implementation in March 2014. The industry-wide independent welfare assurance, plus presentation assessment, is unique in New Zealand’s livestock industries.

“Sound animal welfare practices are critical for pork producers. It is vital to the industry’s success that animals are healthy and well cared for. Demonstrating that required standards are being met or exceeded builds confidence in the industry, but is also a challenge,” says Carter.