Bringing Home the Bacon

Rapid urbanization and shifting dietary patterns across Africa have contributed to a disconnect between younger generations and their culinary heritage. As Westernized, convenience-oriented foods become more common, essential cooking skills and traditional food practices are declining, driving consumers toward processed alternatives and away from local products. In South Africa, the limited consumption of locally produced pork—despite its global popularity—reflects broader challenges related to consumer perception, accessibility, and limited awareness of the value of local food systems. Addressing these gaps requires a clearer understanding of consumer priorities and the influence of food literacy on purchasing behavior. This study examined South African consumers’ prioritization of extrinsic product attributes in relation to local pork, with specific attention to the role of indigenous food literacy. Exploratory factor analysis identified nine dimensions: Clean Label Attributes, Ethical and Sustainable Farming Practices, Brand Strength, Engaging and Traceable Labeling, Food Safety and Shelf-Life Assurance, Product Presentation, Retailer Credibility, Affordability, and Product Origin. Product presentation (M = 4.07) and food safety assurance (M = 3.90) ranked highest, while origin (M = 2.78) and traceability (M = 3.09) were less influential. Significant differences across gender, population group, income, and education showed that women and lower-income, less formally educated respondents placed greater emphasis on transparency, affordability, and retailer trustworthiness—patterns linked to lower food literacy and higher risk aversion. These insights highlight opportunities to reposition local pork through transparent labeling, ethical production narratives, and culturally grounded marketing that support food literacy and local food systems.