When Passion for PorkTM launched in 2012, the goal was to help grow a strong domestic market for Alberta pork products. Through a comprehensive multimedia campaign, Alberta Pork hoped this initiative would improve awareness of the benefits and value of locally-produced pork products.
So far, Passion for PorkTM has provided multiple channels for consumers to learn more about pork. Their website and social media accounts have consistently increased in viewership and followers, and their 30 videos have totaled over 18,000 views. That does not include the 11 million views of their three television commercials and 65,000 visitors to the website.
Passion for PorkTM also offered pork educational opportunities through hosted events such as in-store samplings that helped to boost sales of various pork cuts at 15 Alberta grocery stores. Meanwhile, Swine and Dine, Passion for Pork’s bi-monthly restaurant event, is so successful that restaurants in Edmonton and Calgary are asking to host the next one. Their major marketing initiative, “June is Pork Month,” also supports events that promote pork like Calgary’s Pig & Pinot.
“Reminding consumers of the great taste of Alberta pork was essential to Passion for Pork’s early success,” said Darcy Fitzgerald, Executive Director of Alberta Pork. “These events also show the versatility of pork and open consumers’ minds to the possibilities of cooking with pork, while highlighting the creativity of the chefs we partner with.”
However, that campaign was just the beginning. Building on current efforts, Passion for PorkTM started their Partner Relations Program (PRP) in 2014. Areas of focus for the PRP include creating pork experiences, continuing consumer awareness initiatives and enhancing relationships along the pork value chain.
“The pork industry went through some tough financial times, but pork is still Alberta’s second largest livestock group,” said Fitzgerald. “By addressing challenges and opportunities at all levels of the value chain, the PRP can help industry meet consumer demands and further industry sustainability.”
The PRP has already seen some encouraging outcomes during its first year, including a successful addition to their roster “June is Pork Month” events. In partnership with The Tomato food magazine, Alberta Pork hosted the Porkapalooza BBQ festival in Edmonton last June. This pork-centric barbecue experience is poised for a second round in 2015.
Events are not the only way the PRP aims to teach consumers about the benefits of eating pork. Future awareness and education initiatives include the introduction of cooking classes that focus on cooking certain pork cuts, and a retail sticker program that allows consumers to recognize Alberta pork on grocery store shelves.
Fitzgerald acknowledges that if successful, both of these initiatives would address some of their bigger consumer challenges.
“Consumers are increasingly interested in where to buy and how to cook Alberta pork,” said Fitzgerald. “In-store events were a start, but it only assisted a small group of consumers. Albertans want to buy local, so a sticker program makes identifying locally-produced pork easy. They are also more inclined to buy pork if they understand how to cook it. Cooking classes provide a hands-on experience, while giving consumers knowledge that they can share with others.”
The PRP also emphasizes the importance of a collaborative value chain. The early years of Passion for PorkTM focused on retailers and foodservice, but the PRP looks to also work with producers, processors and distributors to ensure everyone is on the same page.
“Industry demands and expectations are constantly changing, so industry has to quickly adapt practices and enhance relationships to offer the best possible eating experience for consumers,” said Fitzgerald. “We see the Partners Relations Program as a way for industry to tackle current challenges and opportunities, allowing for unified understanding and future development.”
The Alberta Livestock and Meat Agency (ALMA) has been a proud partner since the launch of Passion for PorkTM. Gordon Cove, ALMA President and CEO, sees this initiative as a way to find a balance between industry needs and consumer demands.
“For every livestock group, having a firm presence in the domestic market is important,” said Cove. “Passion for PorkTM is a valuable part of Alberta’s pork industry because it encourages collaboration, education and strong relationships throughout the value chain. The results speak for themselves and hopefully, their work can continue moving the pork industry forward.”
For more information about Passion for PorkTM, please visit
http://www.passionforpork.com/
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