The past twelve months have marked a return to profitability for most pig producers in Northern Ireland.

The early summer saw the production downturn that has been a feature of pig farming throughout most of Europe since the beginning of the year converted into stronger market returns at long last. But farmers are not out of the woods yet. Months of losses have now to be recouped against a backdrop of higher input prices and the spectre of a return to higher levels of production in many parts of mainland Europe, where this year’s bountiful grain harvests will encourage many producers to re-stock.

But let’s look on the bright side for a change. Many economists are predicting that the days of cheap food are over and there is no sector of agriculture in Northern Ireland that will welcome these sentiments with open arms more than our embattled pig producers, who have had to endure the ups and downs of the international commodity markets for two generations without one penny of assistance from Europe.

For the second year in succession the summer failed to materialise. The barbeque season fell pretty flat and fresh pork sales failed to materialise. But this apart, overall pork and sales have risen year-on-year, pretty much in line with inflation. In general terms, retailers and suppliers within the pork and bacon sector are reporting that demand for these products has remained constant over the past 12 months. This values the overall market at around £150 million. Of this total, cured products – cooked and uncooked – account for 65 per cent of sales with the rest of the market made up of fresh pork products, including sausages. Pre-packed rasher sales in Northern Ireland currently amount to £35 million, with the pre-packed sausages and total pork sectors amounting to £20 and £35 million respectively. Branding continues to be a growing influence within the sector

VITAL TO KEEP INNOVATING

In fact, Denny Sales Manager Paul Barber believes it is vital that brands keep on innovating. “This was evidenced earlier in the summer – what summer some might say! – when we launched the New ‘Denny Delicious’ sausage range in Northern Ireland,” Paul told Ulster Grocer.

“The range is an exciting and innovative development for the Denny brand. The sausages have both a wonderful meaty bite and a succulent texture, which really bring out the hint of flavours in the range.”

“The launch of Denny Delicious aims to develop the premium sausage category which has seen a fully authenticated 21 per cent year-on-year growth and the non-breakfast usage occasion for sausage,” continued Paul. “Extensive consumer research indicates that the key to this development is the subtle use of flavour, which is the logic behind the range which includes traditional; traditional pork sausages with a hint of honey roast flavour; traditional pork sausages with a hint of caramelised onion; and traditional pork sausages with a hint of sun-dried tomato and rosemary.”

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