PEOPLE ▶▶▶
ForFarmers The Netherlands-based ani- mal nutrition company For- Farmers has nominated Chris Deen (pictured), age 55, as member of the executive board, to be ap- pointed by the general shareholders meeting. Upon his appointment, Deen will hold the position of CEO, starting from 1 July 2022. This requires convening an ex- traordinary general meeting of shareholders, taking place in June. The proposed appointment relates to the previous CEO, Yoram Knoop, stepping down in April.
Tonisity Tonisity has appointed Per Pedersen to be area manager for Denmark. He has more than 25 years’ experience in roles related to pig farming and animal nutrition. In his new role, he will be responsible for commercial activities in Scandina- via and will assist the company’s team in Eastern Europe.
GMP+ International Johan den Hartog, GMP+ International’s founder and managing di- rector up until 2021, was appointed officer in the or- der of Orange Nassau, a Dutch royal decoration. He received the honour because of his dedication to and advocacy for feed safety.
Veterinary Pharmaceutical Solutions Minnesota, US-based com- pany Veterinary Pharma- ceutical Solutions (VPS) ap- pointed Stacy Peters (pictured) to be its new Chief Commercial Officer (CCO). The appointment comes only months after the company’s announce- ment that Dean Warras was hired as its new Chief Exec- utive Officer (CEO). Warras replaced outgoing CEO and co-founder, Bill Soderlund.
SHIC The Swine Health Information Center (SHIC) in the USA has appointed Megan Niederwerder, DVM, PhD, to the new role of associate director. Most recently an assistant professor at Kansas State University, Niederwerder started on 1 April with SHIC.
40 ▶ PIG PROGRESS | Volume 38, No. 4, 2022 Premium for “animal-friendly” pork label?
Over 30% of British pork consumers would consider paying a price premi- um for fresh pork products labelled as “animal friendly”, a new British study has found. The research team found that consum- ers are also willing to pay more for pork that is labelled as “local” and “low-fat”, while an “organic” label is less valued. The research was carried out by scien- tists from Scotland’s Rural College (SRUC) and was published in the inter- national open-access journal Agribusi- ness, in late January 2022. The researchers looked at how custom- ers respond to marketing information on fresh pork to determine the best ways to promote animal-friendly meat products. They assessed consumers’ preference and willingness to pay for fresh pork products with various labels, including “animal friendly”, “local”, “low- fat” and “organic”. They then investigated whether there was any trade-off between the labels or if they complemented each other, to see if there was a benefit to bundling animal welfare with other desirable food attributes. They also looked at whether their findings varied between “pro-welfare”, “welfare-reluctant” and “indifferent” customers. The research found that pro-welfare customers (39% of pork consumers)
were willing to pay a price premium for animal-friendly pork (£ 3.92 or € 4.73 for 300g). The price premium increased by 60% if the product was also labelled as “local”, 39% if it was also labelled as “low fat”, but only 2% if the “organic” label was added. The welfare-reluctant customers (41% of pork consumers) preferred conven- tional pork, and the labels “organic”, “local” and “low fat” were ineffective in increasing the demand for animal- friendly pork. The remaining 20% of customers were indifferent as to whether the labels “an- imal friendly”, “organic” or “local” were used, but would pay a premium of £ 1.14 (€ 1.38) per 300g of fresh pork if the “animal friendly” and “organic” labels were bundled together.
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