Let's Talk About Pork

Pork is the most consumed meat in all Europe. Despite that, its consumption decreased, which is the midpoint for all stakeholders in the industry. The factors that led to this decrease are several but mainly relate to controversies on the sustainability of pork meat and animal welfare. The project aims to inform the consumer about the reality of production in the entire pork chain. Its goal is to demystify the various information that has been targeting the sector, by showing the conditions of production in the farms with scrupulous respect for the highest standards of animal welfare, and then proving the sustainability of the production process and how it contributes to nitrogen fixation in the soil. Together with this, other points concern the conditions of well-being and hygiene of slaughterhouses and the dissemination of traceability systems throughout the entire production chain that gives the total guarantee for the consumer who has at his disposal a meat that respects all food safety standards. Consumer habits differ from country to country, but this will be the message spread throughout all the countries covered by this application, and will lead to specific actions in each country. The slogan of the campaign will be "let’s talk about pork", which will target young people up to 35 years old. This campaign will  be based on true and false messages that will sparkle interest among the young people about the reality of the pork line.