Consumer education

ABOUT CONSUMER EDUCATION

Our vision is to make pork the preferred and most trusted protein choice in South Africa by driving consumer demand, supporting industry stakeholders, and providing innovative marketing solutions that enhance growth across the pork value chain.

Sa Pork

Consumer promotions

We increase pork category awareness, dispel pork myths, educate consumers on the intrinsic value of pork and drive demand through:

• Advertising campaigns on print, digital platforms, and radio.
• Engaging social media content—videos, reels, and infographics—to showcase pork’s affordability, versatility, and nutritional benefits.
• Consumer competitions and interactive campaigns that encourage trial and brand engagement.

Retail & butchery support

We partner with retailers and butcheries to enhance pork’s visibility and appeal at the point of sale. Our support includes:

• In-store promotional materials such as posters, recipe cards, and banners to drive consumer interest and purchase decisions.
• Gamification competitions that engage consumers in a fun and interactive way, educating them about pork’s nutritional benefits, versatility, and affordability.

These competitions also serve as a valuable tool for gathering consumer insights, helping us understand public perceptions of pork and refine our communication strategies based on their feedback. This approach ensures that pork remains at the top of consumers’ minds while equipping retailers and butcheries with the tools they need to boost sales and effectively educate their customers.

Industry resource hub

Research has shown that designers, advertising agencies, media houses, creative professionals, butchery owners, and retailers often lack the time or budget to create high-quality pork imagery and videos. Additionally, standard stock libraries offer limited pork-specific visuals and digital assets. Recognising this gap, SA Pork has developed its custom stock library to ensure businesses along the pork value chain can easily access high-quality, industry-relevant content. This initiative helps companies to showcase pork effectively while maintaining visual consistency and appeal across various marketing channels.

As the industry’s go-to marketing support platform, SA Pork provides a comprehensive range of resources to support the promotion of pork across multiple sectors. Our offerings include:

• High-quality recipes, images, and videos for marketing and promotions.
• Educational material on pork’s nutritional value, myth-busting facts, and other pork facts to surprise you.
• A dedicated online portal with free marketing assets tailored for butcheries, processors, and retailers.

Measurement & tracking of impact

To ensure the effectiveness of our efforts, SA Pork continuously measures and tracks the impact of its campaigns and initiatives. We monitor consumer engagement metrics, such as website traffic, social media interactions, and ad campaign performance, to assess awareness and interest. Retail sales data and in-store promotional effectiveness are reviewed to determine shifts in purchasing behaviour and demand trends. Additionally, we gather feedback from industry partners to refine our strategies, ensuring that SA Pork remains a valuable and results-driven resource for the pork industry.