A qualitative and participative approach to analyse different strategies of valorization of Noir de Bigorre pork chain

The Noir de Bigorre (NDB) French regional pork chain produces fresh pork and dry cured ham (under Protected Designation Origin PDO label) from Gascon purebred pigs. Within TREASURE project, a focus group was carried out with stakeholders of the NDB chain to better know andcollect their perception of the way its products are valued. The objectives of this participative approach were to conduct a Strength, Weakness, Opportunity and Threat (SWOT) analysis of theNDB chain and products, as well as to assess the feasibility of potential marketing strategies forcreating added value and matching market demands. A World Café (WC) was conducted with 11 representative stakeholders of the supply chain (farmers, processors, retailers, consumer,governance…). Participants were allocated to four tables. The first WC session was focused on the SWOT analysis and the second session on a 4P (price, products, place, promotion) approach. Then main ideas of the discussion on 4P were selected after voting to conduct an Analytical Hierarchical Process (AHP). Lot of strengths and opportunities have been highlighted. PDO label and high sensorial quality of the products enhance attractiveness and values of the NDB chain. NDB chain characteristics (farming system, naturalness, history, heritage and culture) meet social expectations of consumers. Improvements points have been underlined through weakness and threat regarding sanitary risks and data management. AHP method allows the classified relative importance of each item/strategy within and between the 4P topics. We observed a strong proximity between the strategies preferred by stakeholders. Potential evolutions of the carcass payment system for farmers and the information provided on loin and ham were mentioned. The development of the coverage of local stores in PDO area was a potential strategy suggested to improve local visibility of the products. Promotion of the NDB products is mainly linked to its story. To support products from the animal to tasting is important and needed. This participative approach gives elements to guide the reflections of the NDB chain actors with a constructive and optimistic view to the future.