Barbados’ pig farming sector is capitalizing on strong Christmas season performance to launch a new locally-developed brand called Sousie, despite persistent concerns about meeting national demand and competing with imported pork products. Henderson Williams, President of both the Barbados Agricultural Society (BAS) and the Barbados Pig Farmers’ Association, confirmed the development while reporting sustained industry performance throughout 2024.
The strategic move toward branded, value-added products represents a significant shift in the industry’s approach to market challenges. While production statistics for 2025 remain unavailable, Williams noted that farmers have maintained positive momentum built over previous years. The sector has witnessed remarkable growth, with producer membership more than doubling in 2024 as farmers intensified efforts to counter imported pork and expand domestic market share.
Industry expansion has been fueled by multiple factors including government loans facilitated through BAS, innovative product development, and an influx of younger farmers entering the sector. Official data reveals substantial production increases, with pig slaughter numbers rising from 30,975 in 2023 to an additional 1,257 animals in 2024.
The Sousie brand initiative marks a critical evolution in the industry’s strategy, moving beyond primary production into processed goods including burgers and pork sausages. This value-added approach complements what Williams describes as ‘solid production levels’ while addressing the fundamental challenge of stimulating consumer demand for local products.
Collaboration with Barbados’ hospitality industry has formed another key component of the sector’s growth strategy, alongside the introduction of refreshed branding for both fresh and processed pork products. Despite ongoing competition from cheaper imports, industry indicators suggest rising output and renewed market interest in Barbadian pork products.