UK to revamp pig and poultry marketing

There is a strong need to change the funding model for UK's Assured Food Standards to ensure resources are directed into the marketing of their pig and poultry products, according to industry analysts.

This was one of the conclusions made during the debate at this year's British Pig and Poultry Fair, Stoneleigh Park, Warwickshire, which asked how the industry could get consumers to buy their own.

The debate centred around a series of films looking at consumers' pre-conceived ideas on pig and poultry production, what influenced their buying decisions and how they reacted to visits to a broiler and intensive pig unit.

Negatively, the majority of the 14 consumers surveyed had little understanding of the Red Tractor, despite the fact the logo has been around for 10 years.

However, after visiting pig and poultry farms and being educated on the high standards of welfare, a number of the consumers said they would now look for the Red Tractor logo.

One said she "would definitely not worry so much about only having free-range chicken, as long as it had the Red Tractor mark on with the Union Flag".

Another said she would be more discerning: "I now understand the Red Tractor sign better and know to look for the flag, so therefore I know everything of that product will be British."

There is a great need to improve consumer awareness, said panel member Richard Lowe. "Farmers are making the effort to do a good job and produce this product, yet the consumer does not know what it means. But this was largely due to a lack of investment in a marketing strategy, rather than failure of marketing itself," he added.