For Jesse Heimer, building for what’s next means preparing the farm, the pork industry and the next generation to move forward together.
Heimer is a third-generation pig farmer and a member of NPB’s Board of Directors. His family’s history in the industry stretches back to his grandfather’s purebred Hampshire operation, and his children now represent the fourth generation.
Building the Next Generation of the Pork Industry
Today, Heimer Hampshires is a 500-sow operation in northeast Missouri focused on raising competitive show pigs and producing Berkshire pork. The farm’s impact extends beyond raising pigs.
“As an industry, we do an incredible job of teaching young people about pigs,” he said. “But I think we often fall short in teaching them about pork.”
Using Consumer Insights to Build Pork Demand
Heimer is also helping guide how the National Pork Board builds demand through the Taste What Pork Can Do® campaign. He sees the campaign as a foundational shift in how the industry connects with consumers.
Rather than relying on assumptions about what consumers want, the campaign uses data and business intelligence to better understand how people view pork, including the barriers that may keep them from choosing it more often. Those insights support the supply chain with product innovation, advertising and experiences that better fit consumers’ lives.
Finding New Opportunity in Ground Pork
The pork industry often looks for the next big innovation to unlock growth. Heimer believes one of its strongest opportunities may already be familiar to consumers: ground pork.
Expanding the availability and visibility of ground pork could give consumers an approachable, versatile way to choose pork for more everyday meals.
“It’s hard for the average producer to believe that something that simple could be so impactful,” said Heimer.
For Heimer, ground pork demonstrates that building demand does not always require inventing something entirely new. Sometimes, it means using consumer insights to recognize an overlooked opportunity and working across the supply chain to bring it to more shoppers.
Whether he is helping a young exhibitor raise their pig, bringing a new perspective into the boardroom or supporting smarter demand-building, Heimer’s focus remains the same: creating opportunities today that help pork producers succeed tomorrow.
