Pork explores township market

The pork industry enjoyed a good year in 2007 and imports were needed to satisfy local demand. D espite the growth the African Pork Producers’ Oganisation (Sappo) plans to launch a R5 million pork promotion drive to target new markets, while retaining its existing client base. “Current consumption is 3,7kg per capita per year,” said CEO Simon Streicher. “aiming to increase this by 5%.” ne campaign already making a name for itself is a “butchery-braai” restaurant concept in Guguleto in the Western Cape. These popular township restaurants sell fresh meat and provide braai facilities. “The butchery owner found his pork fillets were in low demand, so we suggested pork sosaties. Now he can’t meet demand,” said Streicher. The owner can serve up to 400 people at a time and he sells 20 carcasses per week. Based on this pilot success and market research, 60% of black South Africans are prepared to eat pork. treicher said Sappo was also targeting Soweto where six “butchery-braai” restaurants have already been identified. “We’re targeting the emerging black middle class who were never really exposed to pork. The challenge is overcoming perceptions.” The demand for processed and packaged pork is reported as down. of Enterprise Foods Klaas Havenga attributes the drop to decreased consumer buying power. “Pork is seen as an alternative, healthier protein source, but consumers aren’t prepared to pay about R80/kg,” he said e attributes the steep prices to the high yellow maize price that forced up input costs.” – David Steynberg