A 1998 livestock virus in Malaysia left a gaping hole in the pork market in Singapore, a country that relies solely on imports for its pork consumption. Into the gap stepped Australia, one of the world’s largest exports of meat and livestock. Intent on being more than just a short-term solution, Australia’s pig farmers took the opportunity to brand its product and succeeded in making “Airpork” a household name.
Authors: Paddy Padmanabhan, Ulla Fionna
Subjects: International – Asia, Marketing / Sales