CHRISTMAS shoppers will be more easily able to find Australian pork on supermarket shelves this year. 
 

In coming weeks, Coles, in conjunction with Australian Pork Limited, will role out a distinctive pink label to help consumers more clearly identify and buy Australian grown and processed pork.

The new label will reduce consumer confusion created by the current labelling system which includes ‘Product of Australia’, ‘Made in Australia’ and ‘Made from local and imported ingredients’ for pork products not necessarily made from Australian grown pigs.

Australian Pork Limited chief executive officer Andrew Spencer described the move by Coles as a “big step forward” for Australian pig farmers who have been lobbying government and working with retailers for clearer labelling on Australian grown pork products.

"Many consumers would not know, for example, that all fresh pork on retail shelves is in fact Australian grown. Having the distinctive ‘Australian Pork’ logo on this packaging will drive that message home,” he said.

Coles spokesman Jim Cooper said it was too soon to predict if the new label would boost sales of Australian grown pork and that quality and price would remain key drivers.

"But, if clearer labelling helps reinforce to the Australian consumer they are buying Australian pork that can only be a good thing," he said.

"As all fresh pork is Australian grown anyway; this is a matter of raising awareness and giving the customer confidence in buying Australian product."

The next move will be to develop better identification of Australian pork in the deli cabinet where more than 70 per cent of hams, bacons and other small goods are made from imported pork.

Claire Penniceard runs the Pig Pen at Euroa and said clearer labelling of generic product serves all growers and may lead to increased sales of Australian pork.

"The new label is a good thing for growers and for consumers, who may not be aware of what is and is not Australian pork."

This Christmas, Ms Penniceard urged buyers to look for on-the-bone pork if they were unsure.

"If it’s on the bone, it’s definitely Australian."