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Can roast pork edge out roast chook at the deli counter?

Riverina-based producer Riverview Farms is capitalising on the need for convenience with its ready-to-eat Pork Roast with Crackle, which has become a popular addition to supermarket deli counters of late.

The product is sold cooked, hot and ready to eat, much like hot chickens, and has picked up a slew of awards already including the gold medal in the Convenience Main Meals category, Best Convenience Main Meal and the Champion Australian Convenience Food trophy at the Australian Food Awards.

“Consumers are making more frequent, smaller trips to the supermarket each week and ready-made meals and precooked products are high on the shopping list. Hot convenience foods offer consumers inspiration for ‘what will be for my dinner tonight’ or ‘my lunch right now’,” Riverview Farms brand manager Ashley Hoffmann

“We couldn’t shut our eyes to this change in buying behaviour, so we chose to innovate to meet the needs of the modern consumer. It’s been a huge success that has propelled Riverview Farms to a leadership position for pork in the ‘grab and go’ meals category, which we’re very proud of. We focus on innovation, service and the very best quality pork, and we are delighted by the way the market has embraced our latest product offering.”

Hoffmann said many consumers are unsure about the best way to cook pork and are excited about products that reduce the complexity and time required.

“Our research overwhelmingly shows that consumers choose roast pork because of the crackle but a lot of us are too busy to prepare a roast on a regular basis. The Riverview Farms Pork Roast with Crackle is prepared and cooked instore the traditional way, so consumers can now buy a pork roast they love and have it any day of the week.”

Riverview Farms, part of Rivalea Australia based in Meadowbank NSW, owns and manages the entire production cycle of its products, from raising pigs, to processing to distribution.

Hoffmann said the challenge with introducing ready-to-eat pork to supermarkets is in showing them how they can introduce a new product/service into their existing in-store system that will drive incremental growth to their business.

“The Riverview Farms Hot Roast Pork with Crackle is much more than just a pork product, there is a level of service that sits behind the product which has helped make it so successful.”

“Shoppers are certainly looking for inspiration, particularly when it comes to pork. Inspiration in terms of flavours and meal types, but also in terms of preparation and convenience.”

Riverview Farms ready-to-eat roast pork is available at selected Coles stores nationwide.

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