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Extension Communications
3614 Administrative Services Building
Ames, Iowa 50011-3614
(515) 294-9915

7/19/00

Contacts:
Dave Stender, Cherokee County Extension, (712) 225-6196, dstender@iastate.edu
Sherry Hoyer, Iowa Pork Industry Center, (515) 294-4496, shoyer@iastate.edu

Value-Added Pork Groups Make Progress

AMES, Iowa -- Value-added marketing activities in northwest Iowa are helping pork producers focus on adding value to their products, according to the Iowa State University Extension livestock specialist who works with the producers. Dave Stender said more than 30 participants are involved in four different groups based on individual interests and goals. Overall efforts are funded jointly by the Iowa Pork Industry Center at Iowa State University and the Extension 21 program.

"As these groups progress it will be interesting to watch their progress toward capturing value," Stender said. "The different approaches by these groups makes this an interesting demonstration because of possible comparison of the process, leadership and success of each group."

Following a seminar in March, representatives from 22 operations expressed interest in working together to start a value-added group. Ten of these incorporated into a food company aimed toward making direct sales to consumers.

A second group has begun a market feasibility study at county fairs and plans to form a cooperative. The feasibility study included a survey and completed database of 431 potential consumers that can be sorted by location, willingness to buy and willingness to pay the premium, amount willing to purchase and favored characteristics. An upcoming meeting with institutional food service purchasers will help producers identify more potential markets.

A third group is exploring Internet meat sales and the fourth is looking at ways to expand the market share of their natural meat products. All the groups are working to develop appropriate genetics programs for market differentiation and consistent product lines. One has already purchased a local locker for processing and has placed products in three local grocery stores.

Value-added activities are often expensive and time-consuming, but Stender said participants in these groups are motivated to do well.

"They're doing product testing and feasibility studies, attending conferences and identifying grocery lines that will carry their type of projects," Stender said. "As they build on their earlier successes, they learn that adding value is an achievable goal."

The program continues through 2001 and will document methods, successes and failures of each groups. For more information, contact Stender at (712) 225-6196.

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