Successful customer awareness campaign boosts Scottish pig industry

A customer awareness campaign has provided a boost to the Scottish pig industry, after it raised awareness of the Specially Selected Pork label by 41%

The Scotland-wide campaign was run by Quality Meat Scotland (QMS) between May and July this year to increase both awareness of the Specially Selected Pork label and the market share of the branded product.  Consumers were encouraged to look for the label when purchasing pork by adopting the tagline ‘When it comes to taste, it’s all about the label’.

Pre- and post-campaign figures showed that customers who agreed that Specially Selected Pork is produced to ‘higher standards’ rose from 49% to 61%, while 46% agreed the Specially Selected Pork label represents a product with ‘higher animal welfare’ compared to 37% before the campaign. The number of shoppers agreeing that the label is the ‘best available’ increased to 42% compared to 35% and, encouragingly, the number of shoppers who claimed they would pay more for the product rose 6% to 39%.

Uel Morton, chief executive of QMS, described the success of the campaign as “very encouraging”. He said: “The Scottish pig industry is, without doubt, enduring a period of uncertainty and this record awareness of the quality of pork produced in Scotland is a very positive signal for our farmers.

“The survey results also show that consumers are recognising the commitment of our industry to high standards of welfare. The Scottish pig industry works very closely with Scotland’s leading animal charity, the Scottish SPCA. Indeed our development of the ‘Specially Selected Pork Approved by the Scottish SPCA’ label was a ground-breaking initiative.

“In recent weeks our industry has taken further strides forward with the announcement of the first apprentices in the new Scottish Pig Academy and several major retailers have increased their commitment to sourcing and clearly labelling Specially Selected Pork.”

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