Pork campaign targets younger females

Tuesday, June 2, 2009

We hear a lot about the aging farmer. But what about the aging pork consumer? A report by the Value Chain Management Centre, called "Consumer Data for Farmers," finds that more than half of pork consumers are over the age of 51.

Pork Marketing Canada hopes to change the average age of consumers, explains Keith Robbins, director of communications and consumer marketing with Ontario Pork. A new campaign will target 25-35 year old females who might currently be putting chicken ahead of pork.

The three-year consumer research project was undertaken in partnership with the Chicken Farmers of Canada, the Canadian Sheep Federation, the Canadian Pork Council and Ontario Veal. It can be accessed at the Value Chain Management website at www.vcmtools.ca. The Value Chain Management Centre is an offshoot of the George Morris Centre in Guelph.  BP