New Zeland-The pork industry.

NEW ZEALAND-PORK INDUSTRY.

The final import analysis report for the pork industry has been completed for the year ending September 30.

We’ve been watching it carefully as there has been a hint for a few months now that imports may have taken a dive.

The September figures confirm it, for only the second time in 15 years imports have dropped.

The other was in 2001 when the IHS for PRRS was implemented and transitional facilities took some time to develop.

In the 2006-07 year 40,434 tonnes cwt was imported and in the 2007-08 year 36,657 tonne cwt, a 9.4% drop.

Interestingly enough the average price of imports was about the same. At the same time our domestic production at 51,339 tonnes is the second highest on record.

There is no doubt that global production changes and fluctuating exchange rates have assisted somewhat but I’m going to stick my neck out and say that New Zealand Pork activities have played a significant part in reducing imports.

In February, we launched the 100% New Zealand ham and bacon labels, and to the end of October have distributed 980,000 bacon labels and 720,000 ham labels.

In May, we held the inaugural Lesnies 100% New Zealand bacon competition with 233 bacons entered from 110 bacon makers.

Those who won medals indicated that on average their sales lifted 75%. We got 65 media items around the bacon competition which gave us the equivalent of $270,000 advertising coverage.

The issue of imported pork has also been raised often in the Country of Origin Labelling (COOL) debate with most commentators using pork as their example. We certainly did our bit with the Government Select Committee.

Go to www.cool.org.nz and have a look at a recently-launched website on this issue. During the year we have regularly run the Mike King Country of Origin ad emphasising the benefits of New Zealand grown.

We’ve also listed all of those guaranteed 100% NZ bacon and ham purveyors on our website.

The message is certainly getting through to consumers and everyone I talk to seems to know about "that imported pork" and if they don’t at the start of the conversation they certainly do by the end of it.

Now all of our major processors have committed to a 100% NZ bacon and ham which is a sharp contrast with 18 months ago when some were 100% imported product. We have made some headway and we will be working hard to keep that ground.