EU PiG – Create awareness through company tours and the sale of unique Berkhout meat with a story

Berkhout Meat’s goal is that the end user buys a tasty and familiar piece of meat that meets and even exceeds their expectations, directly from the producer. The programme is built on the Berkhout brand name.

Ambassador: Van den Berkmortel, Netherlands

Publication date: July 2020

Theme: Meat quality

Challenges: How to promote pork to consumers

This is promoted by organising open days and farm tours, walking and cycling tours, allowing consumers to see and appreciate that they care for their animals with passion and experience in an honest, trusted way.

The benefits and costs of promoting your business

Benefits

Income from tours:

Open days: free entrance farm tour €15 pp (adults)/€7.50 pp (children up to 14 years)
Walking tour: €7.50 pp (adults)/€5 pp (children up to 14 years)
Cycling tour: €27.50 pp (adults)/€15 pp (children up to 14 years)

Benefit of work:

New outlets at a higher value per kg
Expected revenue increase: 15%

Costs

Cost of implementing changes:

Approximately €60,000 per annum
Total spend: €350,000 in six years

Based on the above, annual revenue due to the sale of extra pig meat is almost €70,000 per year.

Building a brand name

Berkhout has invested in developing a brand on their packaging and marketing, creating points of sale on-site and at other premises, meeting rooms and skyboxes to tour the facility while maintaining biosecurity. The total costs for this are more than €350.000 over the past six years. The goal has always been to make consumers curious about the sector and the Berkhout pig. A collaboration with Puur Brabant ensures that Berkhout meat has a unique story and is for sale in the local farm shops. There is a lot of ignorance about the pork sector, so many people form their own opinion about it. Farm tours and a more open approach offer an enormous opportunity to positively promote the sector with its own story. Berkhout are proud of what they do and happy to show this to consumers.

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