Spain

INTERPORC: Communication is one of the most important tool for the pork sector

The Spanish pork sector has a high social and economic component that must be adequately transmitted to society through good communication. This has been reflected in the round table 'Challenges in communicating the livestock-meat chain to the consumer', held within the framework of the Lorca Livestock, Industrial and Agri-Food Fair (SEPOR).

Posted on Nov 02 ,00:15

Alberto Herranz, director of the Interprofessional INTERPORC, and participant in the conference, highlighted that "the good work of companies in the pork sector provides us with very powerful messages that we must take advantage of and communicate appropriately".

In this sense, he has given as an example that "43% of direct employment in the sector are women who are present throughout the chain, from senior management to researchers, industry workers, farmers, veterinarians... In the pig industry, equality "gender is something natural, and that message cannot be transmitted by many sectors".

Herranz has also highlighted that “we invest in rural areas and 43% of farms are located in towns with less than 5,000 inhabitants, which allows these towns to be provided with other services and infrastructure that establishes population. Communication is our tool to tell that part of society that is concerned about the abandonment of rural areas that pork is a solution that creates a future for families.”

Regarding hoaxes, Herranz has pointed out that “in the face of false and biased stories, we have the reality of the data. Let us communicate that official figures indicate that we are only responsible for 2.43% of Spain's GHGs. That 82% of the water footprint attributed to us is rainwater that would continue to fall even without animals. "That we have reduced the use of water by 30% per kilo of meat produced between 1990 and 2020".

Herranz has pointed out the importance of approaching target audiences with messages and proposals that capture their interest. In this direction, he has referred to actions carried out by the Interprofessional such as sponsorships of the Queens League, the Kings & Queens Cup and the 'The Grand Prix' program, or direct events such as the day 'Improving women's leadership in the Spanish agri-food sector', held recently.