Page 43 - Lets talk pork - AGM 2017
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Mainstream educational campaign
A comprehensive educational campaign was con- ducted, with targeted messages about the quality, versatility, safety and delicious eating aspects of South African pork, carefully aimed at the consum- er segments most likely to become  rst-time or heavier consumers of pork.
Educational articles in print media were linked to all the digital versions of the publications, and boosted on the publications’ Facebook pages and/ or Mobi sites, where appropriate. Short, concise video demos of delicious pork dishes were also in- creasingly becoming part of all communication.
With this core campaign, SAPPO had succeeded in achieving exceptional value for money, much more so than regular advertisers had ever hoped to achieve.
Regional projects
Many worthwhile projects to counter negative be- liefs about pork and to promote usage and positive familiarity with pork are underway in the di erent provinces, all of which are backed by in-store pro- motions. These projects include, but are not limi- ted to, butchers’ training, butchers’ competitions, meat trade social events for management and key decision-makers, butchery Bonanzas, schools pro- grammes, township meat trader education and township in-store promotions, educational pork videos and cookery school competition sponsor- ships.
10.3 DEVELOPING PIG FARMERS – Kgadi Senyatsi, Daniel Letsoalo & Thembelihle Ngiba
In 2006 SAPPO took the initiative to establish the developing pig farmers’ division with the primary intent of assisting emerging pig farmers to become economically viable and sustainable commercial pork producers. The programme’s approach was to maintain a quanti able database, taking into consideration the geographic location, current production status and project impediments for the
South African Pork Producers’ Organisation
purpose of developing a national framework that will guide all developmental initiatives within the portfolio committee.
Primary objectives:
• To develop a tailor-made training and mentor- ship programme that will equip smallholder pig farmers;
• To facilitate and give advice on market access and production inputs;
• To assist with infrastructural development and construction plans;
• To assist with the development of business plans.
During the 2015 SAPPO annual general meet- ing, the National Agricultural Marketing Council (NAMC), represented by Mr Zamikhaya Xalisa, was not impressed with the way SAPPO was spending transformation funds. NAMC advised SAPPO to align the organisation’s transformation activities to be in line with NAMC’s transformation guide- lines. A committee comprising both SAPPO and NAMC personnel had been appointed to develop a plan that will ensure that the objectives of the transformation guidelines are met. The objective was to address transformation activities within the pork industry whilst broadening the participation of developing farmers in the mainstream of pork value chain. Due to limited funds, a total of four farms out of the 17 nominated were identi ed and selected for  nancial assistance. The aim was to expand the units up to 200 sow units for far- row-to- nish, with a weekly supply of 200 weaners to outgrower units. Farms were selected based on the following criteria:
• Land tenure
• Farm size: Big enough to accommodate a 200-
sow unit
• Individual farmer rather than a community
• Unit size: Minimum 20 sows and maximum 150

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