i+Porc launches a reputational improvement plan supported by communication

After conducting an in-depth study on society's opinion of the pork sector and detecting areas for improvement, the i+Porc cluster developed a strategic communication plan. It aims to improve the image and perception of pork production in Spain, associating it with sustainability values, animal welfare, innovation, and biosecurity. The manager of i+Porc, Alba García, explains how the development process of this plan, approved in November by the cluster's General Assembly, has been and the steps that will be followed in its implementation.

Alba García, i+Porc manager. Photo: Alba García.

Why did i+Porc decide to encourage the development of a strategic communication plan for the pork sector?
It resulted from listening to our partners, which was reflected in renewing the cluster's strategic plan. In the survey of i+Porc partners on prioritising the services to be provided by the cluster, communication appears behind the development of R+D+i projects in cooperation. This demand is included in the strategic axis number four of the plan we have been deploying, including efforts to improve communication and reputation. The first step in our internal programming in this regard includes "the definition and development of an External Strategic Communication Plan, " which we have been working on for over a year and was approved by the General Assembly of the cluster at the end of last November.

What are the primary needs observed in the industry to initiate this plan?
Despite being a leading sector worldwide and strategic for our country, society has little knowledge of the industry, and we have noticed that there seems to be little positive image of it. For this reason, we understood that i+Porc needed to join efforts to contribute to a powerful image of the industry among society and opinion leaders. This motivation leads us to seek external expert advice to develop a strategic communication plan that aims, firstly, to understand the reality and society's perception of the industry and, secondly, to define the marketing and communication strategy that allows us to improve our image and set the path for responsible and lasting growth over time, supported by a more innovative, competitive and sustainable sector.

What previous work has been done to detect these needs?
Concerning the strategy proposed in the diagnostic phase, market studies (quantitative and qualitative) were carried out to gain in-depth knowledge of society's opinion. To this end, a quantitative study of consumer perceptions was carried out through 1,500 telephone and online interviews, which was completed with a study of monitoring social networks and online listening based on keywords related to the pork sector. In addition, interviews were conducted with key stakeholders and internal and external analysis of the industry were carried out, which made it possible to detect the main strengths and areas for improvement, as well as the main threats and opportunities in the environment. The first need shown is that the industry needs to improve its image, mainly regarding sustainability and animal welfare. In fact, as a result of the study, we saw that society generally has a good perception of pork but does not have a good image of the sector, mainly in the two aspects mentioned.

Who is involved in the development of this strategic plan?
It is a cluster project and, therefore, of all its partners. In developing it, we have had their experience and opinions, especially those of the members of the Board of Directors, through different meetings and work sessions always led by the company that has provided us with specialised external professional services, AGR Food Marketing.

What are the objectives of developing and implementing a strategic communication plan for the pork sector?
The specific communication objectives are intended to contribute to improving the image and perception of Spanish pork production, associating it with values of sustainability, animal welfare, innovation, biosecurity and also those related to rural development and job security in the rural Spain, to increase the perception of closeness to society and transparency to strengthen the link with the human factor of the farmer,   their excellent work and professionalism, and the fair generation of a more modern and attractive image of the sector. Beyond these communication objectives, this plan can be an excellent tool for structuring and uniting the industry, offering a long-term vision and value proposition for the sector, focusing on the farmer and the person developing the activity that provides us with quality meat.

How do you intend to address the stigmatisation that some sectors of society attribute to people who work on farms or in companies related to the industry?
Precisely with a long-term strategic plan to improve the sector's reputation in society. This plan is based on two main pillars: firstly, action, that is, to enhance and correct the actions of the industry that may be the source of criticism and its current lousy reputation, since what most communicates about the industry are its actions; Secondly, communication, with a long-term communication action plan. We want this communication plan to connect emotionally with society and tell them about the sector's reality on a one-to-one basis. That is why it will put people, farmers, and people who dedicate their lives to raising livestock to care for others because they guarantee a balanced, healthy, tasty, sustainable and accessible diet. From there, naturally, we will talk about animal welfare as something logical and the need to do the impossible to guarantee respect for our environment, the one in which animals are raised, which is vital in the business.

At what stage of development is this communication plan now?
The General Assembly of i+Porc has approved the plan and, as agreed in that session, it has already been presented to our reference organisations, ANPROGAPOR and INTERPORC, as a preliminary phase to the next steps of implementation of the first phase of the plan. In the coming weeks, we expect to make significant progress in its implementation and promise to continue communicating its progress. From the cluster, we are very excited to be able to contribute to a structured action plan in the midterm, in which all companies, both producers and members of the ecosystem that makes production possible, will be critical pieces.

Besides improving the sector's image, are you confident that this plan will reverse the downward trend in meat consumption?
This action plan focuses on the communication and sectoral reputation objectives mentioned above. Based on these communication objectives, key performance indicators (KPIs) have been set to measure the success of the actions. We understand that any contribution to improving the perception of the production sector can, in turn, positively influence meat consumption.