John Myers Jr., Business Reporter

Roasted suckling pig ready for your plate. It is important to educate our population on the nutritional value of pork. photos by Ian Allen Staff/Photographer

To leverage business from the growing demand for pork meat and to build up market share, the Jamaica Pig Farmers Association (JPFA) is revamping its processing operations to deliver more of the 'other white meat' to Jamaican tables.

The idea is to deliver leaner cuts to grocers and meat shops, in an increasingly health-conscious market.

"We are moving forward resolutely, developing standards and benchmarking our operations against the best internationally, and we will try to add value to our members and develop a viable and sustainable industry," said JPFA president Annabel Williams.

"Pork suffers from many myths and misconceptions and it has been a much maligned meat. As pig farmers, we believe it is important to educate our population on the nutritional value of pork."

Popular source of protein

In Jamaica, chicken is the most popular source of protein with more than 100 million kilograms consumed annually, while pork is about one-tenth of that.

But pork is already the most popular meat eaten worldwide, and the JPFA has included in its development plan - which is backed by a $20 million grant under the Private Sector Development Programme - a public campaign to raise the awareness about its nutritional value and quality in a bid to increase consumption locally.

Local pork consumption is estimated at 10 million kilograms annually, and the island's 6,200 pig farmers have an 80 per cent corner on the market.

Imports take care of the other 20 per cent, but local meat suppliers see the opportunity to improve their share.

In five years, they have grown supplies 1.5 times at peak, rising from 5.5 million kg of pork in 2002 to 8.2 million kg produced in 2005.

There was a slip in performance in 2006 when production dropped to about 7.4 million kg, pushing the value of the sector to $2 billion.

But the JPFA has already signalled that it expects 2007 to peak above 2005's performance.

The campaign to have Jamaicans eating more was launched earlier this month.

Local pork, she said, has improved dramatically with the introduction of superior pig breeds from Canada, as well as modern breeding practices and techniques.

Easy to prepare

"It is nutritious, tasty, extremely versatile - think of the number of dishes you can do - and it's tender and easy to prepare," Williams said.

"Our association is also striving to increase pig production to meet with the growing demand for pork products in Jamaica."

The JPFA head, who operates a 2,000-acre farm in Bethel Town, Westmoreland, says the association hopes to build up local business before setting sights at regional markets.

Already, Caribbean Broilers Group - whose core business is poultry production - is tapping into the value added side of the pork market, having developed a range of ready-to-eat and pre-packaged pork products under its Caribbean Passion brand.

The company also offers choice cuts of pork that are pre-packaged and sold in local food stores.

"All these things are going to become key issues in this busy environment that we are living in," said Williams. "People have less time to cook; they want convenient food; they want something that's healthy."

- john.myers@gleanerjm.com