Bord Bia today launched the latest phase in its campaign to encourage consumers to look for the Bord Bia Quality Mark when buying rashers and cooked ham. New research revealed Irish consumers currently spend €186 million per year on bacon, an annual increase of 7%, with rashers accounting for two thirds of sales.
In 2007, value added pork products recorded the fastest growth rate, including ready made stir-fry mixes and ready to roast stuffed joints. These increasingly popular convenient options account for 10%of the overall pork market, valued at €138 million (Source: TNS MRBI 2007).
Bord Bia’s campaign aims to increase market share for quality approved rashers and cooked ham in retail outlets nationwide. The key promotional activities include TV, outdoor and radio advertising; PR activity and on pack competitions. A total of 1.4 million packs of quality assured rashers and cooked ham will carry promotional stickers with competition details. Prizes will include a holiday at Ashford Castle.
The ‘IT Colleges Pork Cookery Competition’ is also underway to encourage student chefs to use the less popular cuts of pork and to highlight the benefits of buying pork with the Bord Bia Quality Mark. The competition is organised by Bord Bia in association with Dawn Pork and Bacon; Glanbia; The Irish Association of Pigmeat Processors; IFA and The Panel of Chefs in Ireland and is open to all first and second year Culinary Arts students from IT Colleges nationwide. Amongst the many prizes is an exclusive work placement with top chef Neven Maguire.
The Bord Bia Quality Mark reassures consumers that the rashers and ham they are purchasing have been produced to the highest standards and are traceable from farm to fork. A national survey of grocery shoppers indicated that 78% are aware of the Quality Mark and of those who are aware, the majority said they would be more likely to buy products with the Quality Mark (Source: Milward Brown).
In Ireland, 150,000 tonnes of pigmeat is consumed on an annual basis. This represents half of the total product available and reflects the significance of the domestic market to the pigmeat industry. Two thirds is purchased in retail outlets and the remainder is consumed in restaurants and other catering establishments.