Suffolk pig producer takes ABN Innovation Award
Alastair Butler, 29, from Halesworth in Suffolk was the winner of the inaugural ABN Innovation Award presented at the British Pig and Poultry Fair, Stoneleigh, Warwickshire. Selected from three finalists, his prize-winning initiative centred on marketing British pork shoulder for home cooking the increasingly popular hog roast.
Presenting to the panel of judges, Noble Foods CEO Peter Thornton, sausage producers Debbie and Andrew Keeble and The Grocer’s fresh food editor Michael Barker, Alastair demonstrated the need for the British pig industry to balance demand for the carcase. “We export £3million pigs’ worth of shoulders at low prices each year which devalues the cut,” he said. “If we create a demand for these we can get a better balance of carcase use and increase consumption of British Red Tractor pork.”
His initiatives included educating consumers in the value of the pork shoulder and in promoting the shoulder as part of the increasingly fashionable hog roast. He included farm shops and catering outlets as well as high street retailers as his key target markets.
Finalist Tom Martindale, Harper Adams student and from a pig farming family in Hampshire presented his ‘Sponsor a pig’ initiative where interested consumers would have the opportunity to buy a pig and have an insight into its production prior to slaughter.
“We would offer the pig at a fair price,” said Tom. “At the same time we would be educating the public and promoting British farming through farm visits, and encouraging young people into our industry. It would be a great way of reconnecting the consumer with the food they’re eating which has been lost over the past few generations.”
The third finalist, Kerri Worrall from Norfolk, presented her novel idea of a ‘buy British’ with points awarded for purchases of British pig and poultry products but which could be extended across other food products. Branded British Champion Award Card, Kerri saw her initiative as a vehicle to generate loyalty among consumers and to generate useful market data.
“It’s time to tempt the consumer back to British,” said Kerri. “But you have to offer something of value. Using the loyalty card consumers would collect points redeemable against products or gifts, such as days out at British attractions.”
Kerri saw the run up to the Olympics as an ideal time to promote the British Champions loyalty card when consumers were ‘tuned into’ promoting Britain and British products.
The balancing of raw materials and adding value to the carcass, along with the deliverability of the initiative outlined in Alastair’s presentation appealed to the judges.
Alastair was presented with a cheque for £1000 from Alan Murphy of sponsors ABN. “It is fantastic for ABN to be involved with this new award and the level of innovation should be encouraged in our industry. The judges have had a difficult job to select a winner from three outstanding presentations.”
The finalists:
- Alastair Butler, Halesworth, Suffolk. After studying marketing and supply chain management Alastair spent six years working in sales in the food industry. He is now a partner in the family business running a 2,000 sow outdoor free range unit.
- Kerri Worrall, 32, from Pulham St Mary, Norfolk. Kerri is a freelance PR consultant, graphic designer and copywriter and has a strong interest in local community activities.
- Tom Martindale, 22, is currently studying agriculture and marketing at Harper Adam’s University College, Shropshire. Tom plans to return to the family business in Hampshire where the 90-sow free range herd is combined with a pork processing business.
The ABN Innovation Award set out to provide a unique opportunity for young people from both outside and within the industry to put forward exciting and innovative concepts for marketing British pig or poultry food products to the UK consumer.
