EU PiG – Community management for pig farming

Irish producer Shane McAuliffe has opened his farms to the public to inform consumers about sustainable pig production.

Ambassador: Shane McAuliffe, Ireland 

Publication date: February 2020 

Theme: Meat quality

Challenges: Opening farms to engage with the public

They have very strict biosecurity, so they have a viewing room where large groups can look in on the pigs and watch CCTV footage on a big TV screen from all over the farm. They have also made many TV appearances and have a strong social media presence.

The main benefits are to the pig farming sector as a whole, as it gives them a reasoned voice in an era of much negative press towards farming and sometimes pig farming in particular. The consumer also benefits from hearing from the farmer's perspective, something not always very evident or accessible. This approach has evolved over time, and while costs are minimal, it takes a lot of time, which Shane is willing to devote as he is committed to giving a farmer's perspective on sustainable pig production.

Benefits:

• Positive publicity for the pig farming industry
• The general public and consumers benefit from hearing the farmer's perspective
• There is an increased reach to consumers through an online presence
• The engagement with consumers is increased

Costs:

• The viewing platform was paid for by the farmer and incorporated into the original design of the farm. No subsidy was recieved
• The only other cost is that of the farmer's time. This is estimated at one day per month
• Visitors don't have to pay a fee for this service

McAuliffe Pig Farms welcomes visitors to gain an insight into sustainable pig farming practices. In order to maintain strict biosecurity measures, large groups can be taken to the viewing room where they can see the pigs and a large TV screen shows CCTV footage from across the farm.

• Positive publicity for the pig farming industry
• Consumers can benefit from dialogue with the farmers
• Increased reach to consumers through online presence
• Increased engagement with customers

McAuliffe Pig Farms welcome international groups and students to gain insight into sustainable pig farming practices in Ireland. Large groups can go into the viewing room to look at the pigs and view CCTV footage from across the farm.

Shane dedicates much of his time to giving guest lectures at third-level institutions, using videos to give the students an interactive tour of the farm. He also hosts student placements.

McAuliffe Pig Farms have appeared on national TV programmes, including a live broadcast from the farm on 'Big Week on the Farm', which was watched by 1.5 million viewers. As well as this, Shane has a large presence on social media, with almost 10,000 followers across multiple platforms. 

To access more information, contact RPIG (Ireland): Ciaran Carroll or EUPig@ahdb.org.uk

This project has received funding from the European Union`s Horizon 2020 research and innovation programme under grant agreement No 727933.