What Now for Pork Consumers?
Advocates of Farmers Markets throughout the country have seen an opportunity arising from the recent debate about pig
“The recent concern over animal welfare as part of pork production in New Zealand is a real opportunity for New Zealand
Farmers Markets to step into the spotlight” suggests Farmers Markets New Zealand chair Chris Fortune. “With little
direction from the Pork Industry Board as to which producers are free range or otherwise, Farmers Markets throughout the
country are the only forum for consumers to have a conversation directly with the people who are growing their bacon,
ham and pork”.
There are a range of pork producers represented at New Zealand’s farmers markets, however because most of them are small
scale, they tend towards outdoor rather than indoor farming systems. These include Jonathan Walker of Soggy Bottom
Holdings in Ngaruawahia. Jonathan and wife Sarah specialise in free range pork from old, rare breeds of pig which are
well suited to outdoor conditions.
Jonathan has seen his sales almost double over the last 3-4 weeks and simply cannot keep up with demand. “I have
received over 20 emails from restaurants, butchers and delis, just over the last week. There is certainly a huge
increase in interest in my product, driven by welfare concerns for the animals themselves.”
One of the arguments put forward is that free range pork is more expensive. “It’s true that my product is a more
expensive product, but if that is your major concern then I would argue that at the end of the day you need less of it.
It’s all about taste. I believe that is because of the way I farm it. I sell my bacon to a local burger joint who have
found they need to use less bacon to get the same flavour as they were previously. The meat is more satisfying; two
sausages make an adequate meal instead of three.”
There are indoor pork producers represented at farmers markets as well and they too are relishing the opportunity to
engage with their customers about the way they raise their pigs.
FMNZ chair Chris Fortune points out that. “Farmers markets give people the opportunity to move past the headlines, and
go straight to the source. Farmers markets also give pork producers the opportunity to build loyalty and tell their
individual story so they don’t get tarred with the same brush as disreputable producers”.
Authentic Farmers Markets are an opportunity for people to make real, informed choices about what they are eating. “It
doesn’t matter what the food or issue is, choose to buy from the people who grow it or make it. Choose to buy your food
from people who can give you the answers to your questions”.