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Changes at consumer level, as well as an image decline of the meat sector, resulted in considerable decreases of fresh meat consumption. Consumer orientation is considered as a prerequisite to slow down or reverse the adverse fresh pork consumption evolution. Consumer perception of pork is taken as the starting point of this article. Focus is first on assessing differences between facts related to nutritional value and healthiness aspects of pork and their perception by Belgian meat consumers. Second, possibilities of improving pork characteristics are identified. Pork is perceived worst as compared to beef and poultry on the attributes leanness, healthiness, taste and tenderness. Consumer-oriented response strategies should focus at improving these intrinsic quality characteristics, before other elements like traceability, labelling or marketing can be implemented successfully. The possibilities to improve nutritional value, healthiness and sensory characteristics pertain to selection, pig diet composition, transport, slaughter and post-slaughter circumstances. A successful adoption of consumer orientation urges for co-operation throughout the entire pork production chain. The identified topics are key attention points for adequate production and marketing by the pork sector, as well as for consequent communication by government and public services. |
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