Battle Of Australia’s AirPork And The Local Supply

I am not sure how often any of you visit local grocery stores such as NTUC. Since the outbreak in the pig farms just across the straits – for as far as I can remember – Singapore or rather NTUC has been importing pork from Australia instead. Couple of weeks ago, the counter that was used to be filled with AirPork (air flown pork from Australia) was overtaken by a new local supply by a far greater margin (somewhat like 80% of the shelf space). The packaging is very attractive and the meat does look fresher than AirPork. I saw a staff who usually works behind the beef counter admiring this parade of new products and I started to have a chat with him.

Me: Wow, these are local pork eh?
Meat Man: (Giving me a serious and stern look) These are local pork. Much fresher than AirPork … (and he continued to educate me why it is so … common sense really).

I noticed that the new packaging comes with all the new terminology as well. I am so used to the naming convention of AirPork that I found it hard to actually choose which type of meat to buy from the local pork.

Me: Man, I really don’t know which one is which.
Meat Man: What you want?
Me: Pork muscles … AirPork used to have that.
Meat Man: Pork muscles no have but this … (holding up a “priced” item) … is rare. One pig one piece.

I looked at the price and I gasped. Next to me came an old man …

Old Man: Why change all the names? How to buy?
Meat Man: (Randomly picked up a package) … try this. Just try.

I just could not decide which one to take. Another thing strange about the new packaging is that unlike AirPork that has the information on the weight of the meat as well as price per kg. This new local supply has this tag of “not less than 250g” with the same type of meat selling at a fixed price making a price comparison totally inconvenience.

I picked up one type of meat, put it back, picked up another, and put it back. Finally I laid my hands on the minced pork.

Me: Man, this looks really fatty (as my finger circled around all the white fatty stuffs).
Meat Man: Pork, no fat, no good to eat. Local pork pink. AirPork red. Pink more fresh.

Not sure if I really wanted to risk my health over something that was obviously fatty, I picked up what seemed like lean pork loin to me (that is the name I am familiar with). I must say, though the portion was a bit too much just for Cynthia and I (250g for 2 people is a lot), the taste was out of the world. I was in Heaven, for a moment. Succulent and fresh.

Couple of days ago I returned to NTUC and the local supply only occupy 20% of the shelf space. The rest was repopulated by AirPork. I was not surprised. Even with someone who enjoyed the experience that much, I did a mental calculation. The local supply must have been 20% to 40% more expensive than AirPork. I doubt if the local supply will win the battle at all.

If I was to market the new supply, I would have … (1) named the type of pork exactly the same as AirPork to gain immediate acceptance, (2) slabbed in a promotional price to make it competitive with AirPork, and (3) created a premium category and/or drive down the cost to make the pricing sustainable. And if the live fish suppliers are doing the same, more Singaporeans will enjoy the freshness of seafood rather than keep eating the dead fish. It is ridiculous that the dead fish costs the same if not more than the live fish in Hong Kong.

PS: Picture taken when we were in Melbourne.