The BPEX marketing team’s role is to stimulate consumer demand for pork by communicating its benefits, both in domestic and export markets.
To achieve this, the team will focus on four key areas:
- Rejuvenating the image of pork
- Differentiating from competition
- Communicating the health benefits pork offers
- Communicating pork as an environmentally sustainable food.
Although rejuvenating the image of pork will be the area of focus during 2015, work will be carried out across the other areas to ensure goals are met. Partnerships will be secured, consumer perceptions will be challenged and agendas will be set as the BPEX marketing team will take a leadership role within the pig industry to support sales of pork.