The article highlights the challenges New Zealand's pig industry, represented by NZPork, faces in selling locally produced pork to consumers during a cost of living crisis due to the importation of cheaper pork from countries with lower animal welfare standards. NZPork's CEO, Brent Kleiss, points out the discrepancy between local production and imports, with New Zealand importing over 40% of its pork in the 2021/2022 financial year. Kleiss emphasizes the desire for better animal welfare among consumers, which is not reflected in their purchasing behaviors. The article also discusses the inadequacies of country-of-origin labeling, calling for equal welfare standards for imported pork, and addressing the advantages that overseas farmers have, such as government subsidies and access to cheap feed. It also brings attention to practices in countries like Spain and the USA, which are not in line with New Zealand's welfare standards, such as gestation stalls and lack of pain relief during castration. The piece also touches on the European Union's welfare rules and efforts to improve minimum standards for pig keeping in member countries like Poland.