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Upcoming NichePORK Conference to be
held February 17 in Michigan
Pork producers interested in alternative production methods and in marketing
value-added or niche pork can learn more at the upcoming Niche Pork Producer
Conference to be held
February, 17 at Western Michigan University's Fetzer Conference Center in
Kalamazoo, Michigan.
Producers will have an opportunity to hear from other experienced producers
and from industry experts who have insights into niche marketing efforts.
The conference is brought to producers by Michigan State University
Extension and the National Pork Board through the Pork Checkoff with
sponsorship by the Michigan Pork Producers Association and MIFFS (Michigan
Integrated Food and Farming Systems).
Conference agenda with topics/presenters and registration information will
be available on nichepork.org early January.
“Differentiating the Plate with Niche
Pork” article speaks to chefs in Food Arts magazine
Niche pork producers and the chefs using their products were featured in the
October 2005 issue of Food Arts magazine, the premier print vehicle serving
the upscale chef industry. The niche pork article was part of a special
Banquets & Catering section to help chefs and caterers deliver extraordinary
meals to their clients with products that set their operation apart and
preserve their reputation.
To download a pdf of the article click here.
Consumer trends for products
claiming “Natural” and “Organic” continue to appear strong
Natural/organic and farm-friendly foods were reported to show strength in an
April 2005 article in Food Technology which presented the top 10 global food
trends:
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“Fair-trade coffee became
the number-one coffee brand, ‘sustainable’ farming practices became a
new marketing term, and sales of nitrite/nitrate-free meats,
‘wild-caught’ fish, and almost anything organic continued to soar.”
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“Foods that are closer to
the farm – referred to by such terms as homestead and farmstead; organic
and natural; sustainably grown, free range and grass fed; air-cooled
poultry; grown from heirloom seeds; produced with respect for the land,
animals, and workers – continue to capture premium food and beverage
markets worldwide.”
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“With 94% household
penetration, the natural/organic segment has become mainstream and is
enjoying continued strong dollar growth at 9.5%. The more specialized
organic products sub segment grew 15.9% in dollar sales.”
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“In the U.S., sales of
organic foods grew 18% last year to reach $10.9 billion, with consumers
increasingly opting for organic packaged foods over natural, according
to the Natural Marketing Institute."
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“In Restaurants &
Institutions’ 2005 Organic Study, half of all restaurant operators said
they use at least some organic products; in fine-dining restaurants,
69%. Of those who ordered organic, 85% ordered vegetables, 60% fruits,
43% meats, 42% grains/pasta, 40% cheese, 25% canned/frozen, and 23%
baked goods.
Companies like Campbell’s food are positioning organic brands to retailers:
The 2004 National Meat Case
Study revealed that:
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22% of packages in the
retail meat case carried a natural claim in 2004.
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Of those, 61% were on
chicken packages, 17% on turkey, 9% on pork, and 7% on beef.
Brochure developed by Pork Checkoff
highlights consumer potential for buying niche proteins at retail stores
A brochure was developed for use by the National Pork Board with retail
audiences to present the highlights of a consumer research study conducted
in 2005. Results of the research study revealed that:
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market potential for niche
pork products at premium prices could be as high as 25% of general
consumers, depending upon the individual product’s specific niche
attributes
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the largest opportunities
involve products with multiple attributes
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consumers place different
levels of importance on different niche attributes
Printed copies of the brochure
are also available to niche producers by contacting the National Pork Board
at 515-223-2617.
To download a pdf of the brochure click here.
Pork Checkoff print advertising is
driving increased nichepork.org website activity
The national print advertising for nichepork.org targeting chefs that
started in 2004 resumed in 2005:
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unique visitors to the site
increased 43% from 2004 to the first half of 2005
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when the 2005 ad schedule
kicked off in March, unique visits to the site increased 45% over
February 2005
2006 NichePORK marketing efforts began
to take shape at the July NichePORK Producer Committee meeting
The National Pork Board Niche Pork Producer Committee met July 12-13, 2005
in Des Moines to brainstorm possibilities and determine priorities for 2006
NichePORK marketing efforts. Key initiatives proposed for 2006 include:
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expansion of chef and
retailer programs to create greater awareness and interest for niche
pork as a category as well as the nichepork.org website
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educating the trade and
consumers on the various niche terminology being used today
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additional research on niche
pork opportunities with retailers and targeted consumers/niche users
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continuation of niche pork
producer conferences
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revamping/update of
nichepork.org to be more user-friendly and to provide new types of
information about niche pork opportunities for producers as well as for
the trade and consumer audiences
Producers: Click here to view your checkoff
responsibilities or call (515) 223-2617
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