New Zealand Pork launches ‘The Extraordinary Kitchen’

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New Zealand Pork launches ‘The Extraordinary Kitchen’ targeting foodie consumers
Innovative online initiative uses Facebook and YouTube to ‘up the ante’ on the New Zealand pork industry

April 04 2012 New Zealand Pork (NZPork) today announced a new initiative targeting consumers via in-store and online activity including Facebook and YouTube in a campaign to educate and inspire consumers on how to createeasy and delicious 100% NZ pork meals.

The Extraordinary Kitchen initiative, which has a strong online focus, is the boldest marketing campaign seen within the industry for a number of years says NZPork Chairman Ian Carter.

He says from tomorrow, on all New Zealand-farmed pork, the well-known 100% New Zealand Pork rosette will be complemented by The Extraordinary Kitchen label, which will identify the type of cut and directconsumers to a new website which offers the best way to cook 100% New Zealand pork.

“We're going on the front foot, promoting the quality of New Zealand product and ensuring shoppers can easily identify 100% NZ pork in the chiller” says Mr Carter.

Mr Carter says the labels are part of a drive by the New Zealand pork industry to “up the ante” within the industry.

“Forty-five per cent of all pork is imported - and we think that’s way too much,” added Carter.

A series of online videos, hosted by celebrity chef Simon Gault and fast rising young chef Nick Honeyman, will be released as part of the new campaign. These videos will show and inspire consumers how to create easy, flavoursome pork dishes at home using a variety of fresh 100% New Zealand pork cuts.

Mr Carter says “New Zealanders are great experimenters in the kitchen, but our research shows that they're not especially confident and have some outdated perceptions when it comes to preparing pork dishes. These videos will show just how easy cooking with 100% fresh New Zealand pork is – and the great results that are possible”.

Mr Carter says that the campaign also dispels common misconceptions by showing that pork is a healthy option in abalanced diet.

“Some pork cuts are leaner than skinless chicken. Regardless of your budget it is easy to prepare imaginative, delicious meals from every cut,” he says.

“100% fresh New Zealand pork is a world-class product and our research clearly shows that when consumers have confidence preparing it, there's massive room to grow market share. We aim to do just that.” says Mr Carter.

For more information and to view the videos go to www.extraordinarykitchen.co.nz

ENDS

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