Pork leads increase in meat consumption

Media Release 10 July 2006 For immediate release

Pork leads increase in meat consumption

Stir fries, ham, roasts, chops and bacon - New Zealanders love them all and are eating more and more every year.

Pork consumption reached an all time high of 20.8 kilograms per capita for the year to March 2006, an increase of 8.6 per cent over the previous year.

New Zealand Pork Industry Board Chief Executive, Sam McIvor, said that whilst consumption of other meats had fluctuated in recent years, the demand for pork had grown rapidly increasing 21% in the last three years.

He attributes much of this growth to the fact that 100% New Zealand Pork is a very good value and nutritious meat option, and says the Board’s repositioning of pork as a fast, easy to prepare and healthy meal ingredient has undoubtedly helped increase sales.

“The infomercials featuring Mike King and Alison Gofton’s Watties’ Food in a Minute television slots have made consumers realise just what a convenient, everyday meal option 100% New Zealand Pork really is.

“Also the Heart Foundation’s tick of approval has reinforced the nutritional and health benefits that people are aware of through the TrimPork label. We know people pick the tick”, he said.

Sam McIvor said the industry had worked hard to turn 100% New Zealand Pork into a versatile product that could be prepared in a multitude of ways, as well as focussing on the development of new products, citing the latest Recipe Club release of Pork Dumplings as shown on television as a good example of pork’s flexibility and broad appeal to children and adults alike.

“And as far as new products go, the success of the recent release of Apple Tender™ promises that consumption will continue to grow.”

He says that 4,000 people at the Mystery Creek Fieldays, tasted Apple Tender™ and they were blown away with its juiciness and tenderness.

“Now Apple Tender ™ is being rolled out in supermarkets we are starting to get an excellent response at retail, which will increase demand for 100% New Zealand Pork further,” Sam McIvor said.

ENDS

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