“We're focusing on how we can tell the story of Duroc from a standpoint of pork quality, making sure we deliver a quality-based product, and talking about the importance of utilizing Duroc genetics to enhance the consumer experience as well as the value of Duroc genetics for purebred breeders,” said Clay Zwilling, chief executive officer for NSR in the United States.
Zwilling said consumers want to know where their pork comes from and that they are getting a quality product every time.
“Between some of the promotional activities the National Pork Board has done from the standpoint of emphasizing proper cookery methods and proper pork cut selection, consumers are seeing pork as a great option and understanding that there is a quality differential, a taste differential, and a value differential there,” he said.
It’s a prime opportunity to address an industry gap.”
NSR is the organization that maintains the pedigree database for Duroc, Hampshire, Landrace and Yorkshire breeds of swine.
It chose Duroc for branding because “with Duroc, we know inherently this breed has a higher level of intramuscular fat and marbling, better pH and better water holding capacity,” Zwilling said.
He said there is opportunity to expand to other breeds, in particular Hampshire, but Durocs already have name recognition in the marketplace as well as proven quality superiority.
