Let's Talk About Pork

ended

"Pork is the most consumed meat in all of Europe. Despite this, its consumption has been falling, which is a major concern for all players in the industry. The factors that led to this evolution are several but mainly relate to attacks on the sustainability of our meat and animal welfare. This project intends to inform the consumer about the reality of production in the entire pork chain. We are going to demystify the attacks that we have been targeting, showing our conditions of production in the farms with scrupulous respect for the highest standards of animal welfare, and then proving the sustainability of our production process and proving how we contribute to nitrogen fixation in the soil, as well as the conditions of well-being and hygiene of slaughterhouses. A very important factor is also the dissemination of our traceability systems throughout the entire production chain that gives the total guarantee to 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 horizontal message in all the countries of covered by this application, and then specific actions are planned in each country. The total budget for this application is € 7500000 to be applied in three years. The division will be € 1500000 for Portugal and € 3000000 for Spain and France, each. The motto of the campaign will be ""let’s talk about pork"", being directed at young people up to 35 years old and will have a series of true and false messages that are intended to provoke and make the young people know the reality of the pork line."