Breeding a pork brand

Pork has traditionally been treated as a commodity, but as retailers force food safety and try to brand pork, producers will have to respond and change from product- to consumer- driven production. Professor Hans-Wilhelm Windhorst, director of the ISPA, Detlef Breuer from ISN, Paul Brand of Brand Quality Meat and Gustav Dronsbein from Westfleisch gave their opinions on this trend during a visit to the ISPA centre in Germany.