June 30, 2008

 

Australian Pork airs ads in Singapore to retain market share

 
 

Australian Pork Limited, a producer owned organisation, is airing ads in Singapore to convince consumers that chilled pork does indeed taste better than frozen pork after local authorities exalted consumers to switch to frozen pork in a bid to fight rising inflation.

 

The company flies chilled pork shipments from Australia  to Singapore under its Airpork brand. On its advertisement in Asiaone.com, a popular news portal, the company said nutrients and juices flows out along with the ice when frozen pork is thawed, reducing its taste and nutrient content.

 

The government of Singapore has been urging its population to opt for frozen pork as a means to alleviate the effects of food inflation.

 

The country's inflation in May was at a 26-year high. With food costs rising 7.5 percent from a year earlier, Singapore's Prime Minister Lee Hsien Loong has been urging consumers to opt for the frozen pork, which could be 50 percent cheaper than chilled pork.

 

Main supermarket chains in the country such as Giant and NTUC have logged a 10-percent increase in frozen pork sales for the past year, according to The Straits Times. 

 

New paper articles have quoted dieticians and consumers as saying that frozen pork tastes no different and is not less nutritious than chilled pork. 

 

Singapore's per capita pork consumption is estimated at about 69 kg per year, lower than China's 75 kg.

Video >

Follow Us

FacebookTwitterLinkedIn