As coordinator of the Pork Niche Market Working Group (PNMWG), I work with various groups to help farmers raise and market specialty pork products. This article identifies market trends for specialty pork products and describes issues to consider when evaluating whether to raise and market specialty pork. It also includes a list of niche pork companies that are looking for farmers to raise hogs that meet their requirements.

Market trends

Many grocery stores and restaurants are seeking niche pork products in response to consumer demand and desires to be different from competitors. The market for these products is substantial. Recent research conducted by the National Pork Board and PNMWG found that the market potential of niche pork products appears to be as high as 25 percent of the fresh pork market. And an article in the Journal of Animal Science estimated the current US niche pork market to be as large as 500,000 to 750,000 pigs annually.

The following attributes are of most interest to niche pork customers.

• Exceptional quality. Berkshire brands are a good example of products with superior quality attributes.
  
• Raised without antibiotics. While demand for pork from hogs raised without antibiotics has increased, some have noted that antibiotic-free pork is no longer a niche product.
  
• Animal welfare. Various groups have standards for animal welfare attributes, which can involve requiring bedding and outdoor access.
  
• Certified organic pork. USDA regulates standards for these pork products, which are some of the most restrictive of any niche product.
  
• Traceability and authenticity. Being able to trace pork back to the farm is increasing in importance. So is being able to tell compelling stories about the families who raise the hogs.

Issues to address

Q. Do you start something new or team up with an existing effort?  A. Mike Lorentz of Lorentz Meats, a processor in Cannon Falls, MN, tells farmers to sell as much as possible directly to consumers and partner with existing companies to market to larger customers. The reason involves huge challenges when marketing pork directly to grocery stores and restaurants.

Q. Can I meet the production requirements?  A. A key issue is whether you can raise the hogs. For example, eliminating antibiotics and farrowing crates require different skills and facilities.

Q. Can I make money?  A. This is the bottom line. Whether or not you make money will depend on 1) how much it costs you to raise the hogs, 2) the prices you receive, and 3) whether there are systems in place to share in profits.

Q. Does the company have a good track record?  A. Farmers should investigate the company's track record. How long has it been in business? What are annual sales, and how has the company changed over time?

Q. Does the brand have a strong position in the marketplace?  A. Is the brand well known? How do customers perceive the brand? Ask company representatives. Answers should include evidence like reviews by food journalists. You also can search the Internet for brand information.

Q. Are strong management and operations teams in place?  A. Competent staff are important. Ask for information on key staff, such as employment histories. Talk to farmers involved about the company's management.

Q. Do good partnerships exist with processors, distributors and customers?  A. Good partnerships are vital. One issue involves where the meat is processed and who is responsible for getting hogs to the processor.

Q. Is there a strategic plan in place to maintain their niche over time?  A. Ask about future plans. Is there a strategic plan in place for continued innovation over time? Niche markets tend to fill up; continued innovation is needed to maintain market share and premiums.

Specialty pork can be a viable option, but farmers need to look for answers to these kinds of questions before deciding to get involved. The sidebar includes information on companies who are seeking farmers to raise hogs. Feel free to contact them directly or contact me at (515) 232-5661, ext.103, or gary@practicalfarmers.org. PNMWG information can be found at www.pnmwg.org.

editor's note: The Iowa Pork Producers Association has been an active member and financial supporter of PNMWG since its inception in 2001.

Companies seeking farmers Beeler Pork -- No antibiotics, growth promotants or animal by-products in feed. No crates (farrowing or gestation). Bedding and outside access required. Seeking farrowers or finishers. Contact Tim Beeler at (515) 490-8585 or tbeeler@beelerspurepork.com. CROPP Cooperative/Organic Prairie -- Certified organic. Contact Allen Moody at (888) 444-6455 or allen.moody@organicvalley.coop. Eden Natural -- 100 percent Berkshire. No rendered animal by-products in feed. Minimum 100-day antibiotic withdrawal. Also, need hogs raised without antibiotics. Seeking farrow-to-finish farms or finish only. Contact Kelly Biensen at (641) 483-2292 (office), (641) 485-0549 (cell) or info@betterpork.com. New Generation Ag Marketing -- No antibiotics. No animal by-products in feed. No crates. Bedding and outdoor access required. Also seeking certified organic hogs. Contact Donnie Sheldon at (765) 346-0988 or abfpigman@hotmail.com. Niman Ranch Pork Company -- Raised on pasture or deeply bedded pens with no antibiotics or artificial growth promotants, plus vegetarian diets. Contact janeth@nimanranch.com or call (641) 579-6594. Rolling Ridge Natural Meats -- Antibiotic-free, Free-range, animal-compassionate handling. Contact Al Doering at (641) 640-8000 (cell) or al.doering@plantpioneer.com. Wholesome Harvest -- Certified organic. For an application, visit www.wholesomeharvest.com/servlet/the-template/producer/Page.