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Taking a ladylike stance on promotions.

The plight of Scottish pig farmers has been of great concern to members of the Scottish Pig Industry Initiative (SPII) over the last year, and a number of initiatives have been taken to try to alleviate some of the problems farmers face.

SPII marketing executive, Maggie Mitchell explains: "We have worked closely with the MLC and the National Farmers' Union of Scotland to try and evolve market conditions back into the area of profit. Areas of particular concern are those of foodservice and retail labelling, where the origin of the product is not always clear.

"We applied for, and won, a Marketing Development Scheme Grant from the Scottish Office to help us raise awareness of the benefits of Farm Assured Scottish Quality Pork products. In addition, Scottish Enterprise has provided us with financial support to assist with export promotion.

"These grants will be used to help differentiate and raise awareness of our products. This is in addition to existing promotional activity, financed through the MLC's Pork and Bacon Promotion Council."

Marketing activity using the `Time to....' theme will continue during 1999. `Time to Cook' recipe leaflets were developed during 1998 to increase awareness of and interest in Farm Assured Scottish Quality Pork products at point of sale. These were also used at consumer exhibitions and by Scottish Ladies in Pigs and will continue to be utilised throughout 1999.

Other recent activity included a successful customer event held in conjunction with Safeway, at Balmoral Hotel in Edinburgh in March this year (pictured).
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Comment:Taking a ladylike stance on promotions.
Article Type:Brief Article
Geographic Code:4EUUK
Date:May 1, 1999
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