3 January 2001
Apathy threatens pigmeat promotion

By FWi staff

APATHETIC pig producers threaten the future of a Meat and Livestock Commission-funded direct marketing campaign for pigmeat.

The “Its Your Choice” campaign is due to finish in March, but the MLC could end it sooner unless there is more industry support, the Pigworld website reports.

The campaign uses MLC levy money to enable industry representatives to meet shoppers face to face and promote the virtues of the Quality Standard Mark for pigmeat.

Its Your Choice co-ordinator Ali McPhail is quoted as saying the scheme can increase British pigmeat sales at supermarkets by 400% on the day.

But the MLCs Chris Lukehurst has told the National Pig Association campaigns group, that funds will be withheld unless there is more producer involvement.

“There is only one way producers and allied trades can save the campaign, and that is to support its activities,” the website says.

“This will enable (new NPA campaigns group chairman) Malcolm Baxter and his colleagues to put a strong case for continued funding through 2001/2002.”