The pig and poultry industries need to improve their marketing and do more to engage the consumer, producers have claimed.
The poultry industry has been abject in terms of marketing and needed a sustained effort from all sides, argued John Bowler of John Bowler Eggs, who was speaking at this month’s Pig & Poultry Live conference, organised by the Royal Agricultural Society of England.
“You can’t just decide you are going to do a little bit of marketing today,” he said. “You have to live, breathe and sleep it and try to perfect it until you’ve got a complete story.”
A joined up industry approach was also needed to boost sales and profitability, added James Hook, MD of P D Hook (Hatcheries). “With the pressure on price the only way we’ll all survive is with a clear transparent supply chain working in harmony together,” he stressed.
A panel of shoppers claimed the industry should work with celebrities such as Jamie Oliver if it wanted to convey complex messages such as the benefits of genetically modified food.
The pig and poultry sectors could even learn marketing lessons from the automobile industry, according to John Fossey, brand director at Subaru and Isuzu.
Like meat producers, the two car brands did not have the marketing budget to compete with the major manufacturers, Fossey said. But they had managed to boost sales through targeted event sponsorship, appearances at rural events and a three-month multi-media magazine package that included website banner and skyscraper ads and the sponsoring of user forums and a microsite.
The poultry industry has been abject in terms of marketing and needed a sustained effort from all sides, argued John Bowler of John Bowler Eggs, who was speaking at this month’s Pig & Poultry Live conference, organised by the Royal Agricultural Society of England.
“You can’t just decide you are going to do a little bit of marketing today,” he said. “You have to live, breathe and sleep it and try to perfect it until you’ve got a complete story.”
A joined up industry approach was also needed to boost sales and profitability, added James Hook, MD of P D Hook (Hatcheries). “With the pressure on price the only way we’ll all survive is with a clear transparent supply chain working in harmony together,” he stressed.
A panel of shoppers claimed the industry should work with celebrities such as Jamie Oliver if it wanted to convey complex messages such as the benefits of genetically modified food.
The pig and poultry sectors could even learn marketing lessons from the automobile industry, according to John Fossey, brand director at Subaru and Isuzu.
Like meat producers, the two car brands did not have the marketing budget to compete with the major manufacturers, Fossey said. But they had managed to boost sales through targeted event sponsorship, appearances at rural events and a three-month multi-media magazine package that included website banner and skyscraper ads and the sponsoring of user forums and a microsite.
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