The pork industry aims to keep increasing its share of the New Zealand market as overall meat consumption falls.
New Zealand pig farmers produce about 50,000 tonnes of meat per year, more than half of the pig meat consumed here.
NZPork chair Ian Carter of North Otago says pork is the world's favourite source of animal protein but is only number three in New Zealand.
He told the organisation's annual conference on Monday that the industry's target should be number one, but despite productivity and market share increasing there are challenges.
Mr Carter said mandatory country of origin labelling would reduce confusion among consumers about where the pork products they are buying come from.