THERE are many options available to add value to home-produced pork, such as utilising traditional breeds and developing products for the retail, catering or artisan food markets. However, an idea is only as good as the time spent on developing it into the best product for your chosen marketplace in order to help increase returns from pork production.
There are a range of triggers for people to start looking at ways to add value to their produce and meet consumer demand for sustainably produced pork reared in Wales. These triggers can include wanting more control over where their pork ends up, changes in a family business, or wanting to carry the pride in rearing pigs through to the end consumer.
“Adding value can be a lifeline to farming businesses, but it’s not just about the product, it’s about spending time researching your idea and the marketplace, and then how you present that product and market it later on,” Myrddin Davies, of Cywain - which supports farmers and food producers to add value and access new markets for Welsh food and drink - told producers at a series of events organised jointly with Farming Connect.
“You can add value to home-produced pork by using it in ready meals, mobile catering or developing a totally new, innovative product or variation on traditional foods. Invest in getting the product, brand and packaging right for your marketplace. Most importantly, love what you do, as you will spend a lot of time and money on the project.”
When developing added value products there are a number of considerations such as how the produce will be sold; whether directly to the public at farmers’ markets, to local trade customers, or larger customers through a distributor. Market and competitor research is important, as is identifying a unique selling point. Another of the main starting points is calculating the base cost of the product.
“Figures are usually a reality check for ideas early on. Without working out figures you’re never going to know if it’s going to work. If you know what the fundamental ingredients cost you know the base cost for your product and can work out if you’re getting the best deal in order to add value,” added Mr Davies.
Also speaking at the events was Illtud Dunsford, who founded Charcutier Ltd in 2011 at his family farm in the Gwendraeth Valley, Carmarthenshire as a way of expanding the family tradition of producing home-cured products. The business produces heritage bacon and hams, as well as continental cured and dried products and was named the best food producer in the 2016 BBC Food and Farming Awards. He highlighted the potential market for pork produced in Wales, which currently only accounts for 4.4% of annual consumption.
“For efficient pig farmers there’s a huge potential market there to increase the amount of pork eaten in Wales that has been reared in Wales,” he said.
“There’s no right way to add value to your produce, you have to do what suits you and what you have a passion for. It is a difficult industry but there’s valuable support out there and one thing that has made a difference to our business is travelling and gaining a true understanding of the products and processes before attempting to make them ourselves.”
When considering how to add value Mr Dunsford suggested looking at pedigree or breed specific animals, husbandry systems such as free-range, organic or outdoor reared, and accreditation schemes such as the Red Tractor, RSPCA assured and protected food name designations. He also urged people to take advantage of any support available.