Communications plan on improving perceptual awareness of Swiss pig farmers for Generation Z

Abstract

Suisseporcs is the Swiss Pig Breeders and Producers Association located in Sempach. The main task of the Suisseporcs is to represent the interests of all pig farmers vis-à-vis the market, organizations, authorities, politicians, and consumers.

According to Suisseporcs, the number of pork consumption has fallen drastically in the past years. Suisseporcs assumes that an image improvement of the Swiss pig breeders is required. Especially, Generation Z should be addressed. Since they are mostly affected by the global trends of no or less meat consumption.