Do you know how much has been made from local pork?

Yeah, it's a problem, this imported meat hiding in plain sight.

And just to be clear about it, from our point of view, the issue is transparency, the lack of transparency so customers are aware of the source of the meat that's in their order.

So in terms of your question about the volume, as you say, 41% of all pork consumed in Australia is imported.

And that works out to be about 285,000 tons per year, carcass weight equivalent.

Now, in terms of the split of that between food service and process, like you say, sliced ham and bacon, It's quite hard to separate out exactly what goes where from that point.

We're using ABS data to get that overall tonnage of imports coming in.

You also have to ask how they can pay all that freight of pork from Denmark to here and still undercut us.

... sort of thing, yeah.

You know, it's, it's a...

Now, there are very good reasons why, um, in order to, um, get the right productivity, the care that ha- happens indoor, there's indoor farming, but the side effect of that is, the unintended consequence is that people make up their own stories, and they're more susceptible to, um, negative messaging on social media that, uh, activists and, you know, people who don't believe in an omnivore way of life, um, put out there on social media.

So we had a very clear problem.

Um, silence isn't an option.

You know, into the vacuum, people make up their own stories.

Um, and the more...

So talk to us a little bit about that media strategic choicing, choice making you had to make.