Niche/Ethnic Pork

Revised Novemeber 2021

Overview

Niche marketing is targeting a product or service to a small market segment that is not being served or in which demand has not exceeded supply. A market niche can be identified as a market that has different characteristics than the traditional market provides. Some examples of niche pork in particular would be antibiotic free pork, heritage breeds and organic pork. In 2005, 25% of consumers say they would be willing to pay a 40% premium for certain niche pork attributes.

Marketing

• Areas of Possible Collaboration among Niche Pork Companies, Pork Niche Market Working Group - The project identified five possible areas of collaboration among niche pork companies.
• Hogs, Economic Research Service (ERS), USDA.
• Global Agricultural Trade System, Foreign Ag Service (FAS), USDA
• National Pork Board Niche Marketing Factsheet, National Pork Board.
• New Product Development for Pork Niche Marketing, Pork Niche Market Working Group - This online guide describes the new product development process and provides a list of resources.
• NichePORK - This Web site by the checkoff-funded National Pork Board provides answers and resources regarding niche marketing.
• Profitable Pork: Strategies for Hog Producers - The Sustainable Agriculture Network provides examples of producers who serve niche markets. Jarrod Sutton, Vice President, Channel Marketing, National Pork Board
• United States Pork Niche Market Phenomenon, Iowa State University.

Production

• Biosecurity for Alternative Swine Production, University of Minnesota Swine Extension research reports.
• Costs, Returns, Production and Financial Efficiency of Niche Pork Production, Iowa State University Extension and Practical Farmers of Iowa - This project reports data collected from 41 farrow-to-finish farms.
• Efficiency of Niche Pork Production in 2007, Iowa State University, 2010 - Information from 27 niche pork producers was analyzed for production cost and efficiency. Pigs from these farrow-to-finish farms were typically "natural," meaning they were raised without antibiotics using bedded pens with outdoor access.
• Efficiency of Niche Pork Production in 2008, Iowa State University, 2010 - Information from 18 niche pork producers was analyzed for production cost and efficiency. Pigs from these farrow-to-finish farms were typically "natural," meaning they were raised without antibiotics using bedded pens with outdoor access.
• Efficiency of Niche Pork Production: Lessons from Iowa, Pete Lammers, Oregon Pork Producers Council, 2011.
• Niche Pork Production Handbook, Iowa Pork Industry Center, Iowa State University Extension, 2007 - This online guide has nine sections and 30 subsections that cover such things as nutrition, managing cots, reproduction and genetics, production flow and pig husbandry.
• Returns and Costs of Niche Pork Production in 2007, Iowa State University, 2010 - Information from 27 niche pork producers was analyzed for return, cost and financial efficiency. Pigs from these farrow-to-finish farms were typically "natural," meaning they were raised without antibiotics using bedded pens with outdoor access.
• Returns and Costs of Niche Pork Production in 2008, Iowa State University, 2010 - Information from 18 niche pork producers was analyzed for return, cost and financial efficiency. Pigs from these farrow-to-finish farms were typically "natural," meaning they were raised without antibiotics using bedded pens with outdoor access.

Processing/Manufacturing

• American Association of Meat Processors (AAMP) - Representing more than 1,300 small- and medium-sized meat, poultry and food businesses.
• Labeling Procedures, Food Safety and Inspection Service (FSIS), USDA.

References

• Niche Pork, Pork Checkoff