322: AHDB Pork: Inspiring consumers to put pork in their trolleys

In this pork-focused edition of AHDB’s Food and Farming podcast, AHDB’s John Bates chats with pig farmers Rob Mutimer and Fergus Howie, and AHDB Senior Marketing Manager Nicola Dodd. They discuss our Mix up Midweek with Pork marketing campaign, as well as our We Eat Balanced campaign, which are both targeting consumers during January and February. Since 2017, we have been changing the perceptions of pork by positioning it as a tasty, healthy, quick and easy dish to cook during the busy week. Independent evaluation of the January 2021 pork marketing campaign shows it reached more than 85% of UK households, with consumers’ desire to buy pork at its highest level in three years. Now in its fifth year, we are promoting the health and taste credentials of pork at the start of the year – a time that is associated with consumers trying a healthier diet and new lifestyle changes.   Find out more about the Mix up Midweek activity and how you can get involved Find out more about the We Eat Balanced campaign Shape the future of farming Levy payers are at the heart of everything we do, so it’s only right that we give you a greater voice in how we spend your levy. Find out how your levy is invested and how it makes a difference to your business and the industry.  In April 2022, you’ll get to have your say on the challenges you want AHDB to focus on and the services we will deliver for you in the future. It’s your chance to influence how your levy is spent on the things that matter to you most. Register before 31 March 2022 to have your say Feedback We'd love to know what you think of our podcasts. If you’d like to give your feedback, please complete our short questionnaire, which will help us to improve the podcast on an ongoing basis, or email: [email protected].    This episode was produced and edited by Miriam Drewett, Marcomms Manager (Pork).