As part of SAPPO’s strategy to increase its marketing exposure in the Living Standards Measure (LSM) categories 4, 5, and 6, as defined by the South African Advertising Research Foundation (SAARF), we have partnered with Roots Butchery. This retail chain has a staggering 160 stores nationwide, highlighting the opportunity to introduce the SA Pork brand to a new audience at scale.
In a discussion with chief executive officer Manual Ferreira, the group’s appreciation for their customers’ pork preference was apparent. Ferreira highlighted the growing demand in their market for an affordable and versatile meat such as pork. He also stressed the importance of consumer education on how to prepare pork cuts and ensuring a stable supply chain.
Aside from being optimistic about the future of pork, he radiates hope about the future of South Africa and the opportunity to supply meat to an audience that has a growing disposable income. SAPPO’s team drew a lot of energy from this engagement and will continue to improve its marketing exposure to lower-LSM markets.
The South African Pork Producers’ Organisation (SAPPO) coordinates industry interventions and collaboratively manages risks in the value chain to enable the sustainability and profitability of pork producers in South Africa.
