Pork marketing campaign intensifies

OVER 3 million labels for approved pork and bacon products have been distributed to help restore consumer confidence on the Irish market.

A comprehensive communications programme for Irish meat is continuing in both the domestic and international markets following last week-end’s recall of Irish pork and bacon, according to Aidan Cotter, Chief Executive of Bord Bia.  The programme is supported by continuous monitoring of international media in the main markets for Irish meat, by consumer research in the key domestic and UK markets, and continued liaison by the organisation’s international office network with the industry’s leading accounts.
 Earlier this week Bord Bia launched a new label* to highlight product that has been unaffected by events leading up to the recent product recall. The design of the new label and the accompanying consumer information programme was guided by qualitative research undertaken among Irish consumers throughout Monday to Wednesday of this week. The research indicated that consumers were reassured by the swiftness of the response by the Irish authorities and appeared to rate the potential economic impact ahead of concerns over health and safety issues.