Breeding a pork brand

Pork has traditionally been treated as a commodity, but as retailers force food safety and try to brand pork, producers will have to respond and change from product- to consumer- driven production. Professor Hans-Wilhelm Windhorst, director of the ISPA, Detlef Breuer from ISN, Paul Brand of Brand Quality Meat and Gustav Dronsbein from Westfleisch gave their opinions on this trend during a visit to the ISPA centre in Germany.

This article can also be found in Pig Progress Volume 19 number 7. To view the article online simply click on the link below.