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Abstract
Changes at consumer level, as well as an image decline of the meat sector, resulted
in considerable decreases of fresh meat consumption. Consumer orientation is considered
as a prerequisite to slow down or reverse the adverse fresh pork consumption evolution.
Consumer perception of pork is taken as the starting point of this article. Focus
is first on assessing differences between facts related to nutritional value and healthiness
aspects of pork and their perception by Belgian meat consumers. Second, possibilities
of improving pork characteristics are identified. Pork is perceived worst as compared
to beef and poultry on the attributes leanness, healthiness, taste and tenderness.
Consumer-oriented response strategies should focus at improving these intrinsic quality
characteristics, before other elements like traceability, labelling or marketing can
be implemented successfully. The possibilities to improve nutritional value, healthiness
and sensory characteristics pertain to selection, pig diet composition, transport,
slaughter and post-slaughter circumstances. A successful adoption of consumer orientation
urges for co-operation throughout the entire pork production chain. The identified
topics are key attention points for adequate production and marketing by the pork
sector, as well as for consequent communication by government and public services.