What pork can learn from Black Angus

Black Angus beef is on many menus worldwide. Why? Because this jet-black, Scottish breed of cattle is popular with many consumers. What can the pig sector learn from this?

Large meat and fast food companies like to show off Black Angus meat. McDonalds has named a burger after it, while Kwekkeboom makes bitterballen out of it. They do not do this because the meat of this breed of cattle is up for grabs. No, they do this because the name 'Black Angus' scores very well with consumers.

The name 'Black Angus' has a high cuddly factor. In practice, these cattle are kept in the usual way, for example in the United States, where some states (Montana or Kansas) are bursting with 'farms' that produce these cattle on a large scale. The animals are slaughtered in the regular way; the meat only gets a label. This label links to the variety and that creates an experience. In principle, this also applies to Hereford or Blaarkop meat in the Netherlands, only on a smaller scale.

Varieties with sounding names
It is not the case that all pigs have the same genetics and are therefore not distinctive. In fact; there are many breeds of pigs that have sounding names, such as Piétrain or Duroc. Names that undoubtedly stimulate the experience among consumers. Just like wine varieties such as Merlot or Malbec do. These are grape varieties that stand for a taste direction and often for a certain quality. Consumers consciously choose one or the other. 

In my view, too often attempts are made to tempt the consumer with the technical aspects of pig farming. Whether pigs have 1 square meter or 1,1 square meters of floor space, consumers don't give a damn. Naturally, the production must meet the requirements set by the legislator. However, the added value must be sought in other areas. And many consumers are increasingly sensitive to taste and experience.

Everything already in the house
The pig sector has all the ingredients to give the animal a name. What about 'Duroc bacon'. That doesn't sound bad, does it? It is not the case that innovation in this area is standing still. Vion recently introduced another BBQ meat brand. In addition, there are a number of small-scale concepts trying to differentiate themselves with genetics. However, too little is happening on a large scale to entice European consumers. In general, supermarkets are full of meaningless one-sided meat packaging.

When the characteristics and taste properties of a certain terminal boar are printed on the packaging, this undoubtedly adds value. Combine this with a energy label and conventional pig farming is gaining distinctive character. With the electronic chips that pigs carry, all data is often already registered. It just needs to be translated into ready-to-use language. This 'big data' is therefore worth gold in several areas.

Dual purpose cow
Finally, the 'dual purpose cow'; a new word for written-off dairy cows that are processed into meat. The pig sector can learn from this too. In principle, breeding sows also serve a dual purpose. Who comes up with something for that, instead of 'industrial meat'?

Wouter Job

Wouter Baan is editor-in-chief of Boerenbusiness and Food Business. He also closely follows the raw materials markets and focuses on animal proteins such as dairy and meat. He regularly interviews leaders from the agricultural sector and the food world.

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