Do you want the good news or the bad news first? If you are like most, you’d rather hear the bad news first. The bad news is pork’s consumer base is shrinking. The good news is this decline is reversible, says Bill Even, CEO of the National Pork Board.
“Something I learned from former South Dakota Ag Secretary Larry Gabriel was, ‘Change is inevitable. However, adaptation and survival are optional.’ I think we’re at that pivotal moment right now in the U.S. pork industry,” Even says. “Consumers are changing, how they’re thinking about food is changing and our demographics are changing.”
That’s why the National Pork Board and the Pork Checkoff are changing, too. With the board of directors’ direction to build trust and add value for U.S. pork producers, the Checkoff is getting ready to launch a new consumer marketing campaign that’s unlike anything they’ve ever done before.
Why Change is Needed
Data suggests fresh pork per capita consumption is on the decline in the U.S. among younger consumers. That’s why the National Pork Board built a new tool – NPB Consumer Connect – to work against some of the reasons why pork consumption is on the decline. One of those reasons is attitudinal segmentation, explains Brett Kaysen, senior vice president of producer and state engagement at the National Pork Board.
“As I visit with producers, I often ask, ‘How do you talk to 339 million Americans about pork?’ The reality is we don’t have to – this tool allows us to figure out which people we should talk to and about what,” Kaysen says.
Consumer Connect groups consumers in seven segments. The Checkoff is focusing on four.
Confident Meat Eaters: “I’ve got this.”
Culinary Adventurers: “Up for the challenge.”
Mindful Choicemakers: “I make conscious choices.”
Simple Feeders: “Just get me through this meal.”
“We know a lot more about these segments than we ever have in the history of pork as a protein. We know what they’re thinking, feeling and sensing. And really, what they’re believing in their hearts and minds. Now, whether that’s true or not, we’re trying to meet them where they are,” Kaysen says. “We want to give them a product they can appreciate both from a protein health and wellness perspective, but also the social license behind it that the product was created responsibly at a farm level.”
Being able to be more effective and efficient with producer dollars to target certain consumers is exciting, Kaysen says.
“As a data person, we’re really digging deep into the data and starting to analyze what do people expect from pork? If you’re a heavy user, how do we continue to keep that trust with you? Or if you’re one that’s a healthy skeptic, how do we break that skepticism down and really touch you while driving volume and value of pork on behalf of the producers?” Kaysen explains.
The Time is Right
In late February, the board of directors of the National Pork Boad allocated $8 million out of reserves to get this work rolling and find out how to best use this tool to meet those consumers where they are. The Pork Checkoff wants to provide consumers with answers to the questions they’re asking, which is different than the Checkoff telling consumers what they want them to know.
“I think that’s an important takeaway. Consumer Connect allows us to meet consumers where they’re at – in their family, in their life, geographically, ethnically – and what they like about pork as a food,” Even says. “If they’ve got questions about how pork is raised, we’ve got the answers through our We Care ethical principles on the trust side of the equation as well.”
This is a bold direction for the National Pork Board, but Even is quick to point out that they haven’t been idle in the past.
“We’ve had a business-to-business consultative strategy underway since 2020 working directly with packers, processors, grocery retailers, food service and restaurant, to help them understand how to position pork to move more pork and to move it profitably,” Even explains. “The more profit that’s inside the system, the more profit our producers will be able to access as well throughout the system.”
A Process – Not an Event
During the pandemic and post-COVID, it wasn’t uncommon to go into the grocery store and see shelves completely wiped out. During this time, many consumers bought ground pork for the first time and used it as a substitute for ground beef.
“They liked it,” Even says. “We saw that data trend in 2020 going into 2021. We started work on ground pork at that time, in a lot of conversations, a lot of business plans, a lot of running the calculator and sharpening the pencil, and really talking to the supply chain around the opportunity with ground pork.”
Not only does it meet a price point that’s favorable to consumers now with high food price inflation, but it also has great taste and flavor and is easily substitutable in many dishes. Just as importantly, pork can be used as an ingredient.
“Four years after some of that initial data work, you’re starting to see some of that come to life,” Even says. “We’ve got more selections in the grocery store. This calendar year, upwards of six new ground pork product lines with different seasonings and different packaging are coming out. It takes a while for these large businesses in the food chain to make changes necessary to bring some of these new products to life for the consumer of today and the consumer of tomorrow.”
It’s this steady, behind-the-scenes work that the Pork Checkoff does so well that has allowed Pork Board to amplify that with their new Consumer Connect work, he adds.
Is Pork Relevant?
Don’t underestimate the importance of relevance, Kaysen explains. If you want to attract the younger generations to pork, you’ve got to find a way to bring them into the fold.
“This Consumer Connect work helps us figure out how. We’ve learned that the word relevance is easy to say, but what does that mean? Not only do we need relevance by generation, but we also need relevance by demographic, whether it be African American or Hispanic. Folks in this country have an opportunity to eat differently, and that’s okay,” Kaysen says.
But one thing that is the same is consumers of all generations and demographics expect U.S. pork to meet them where they’re at.
“That’s why this data-driven approach is so important. Some folks do not think of pork as center of plate like the Boomers did. Pork is more of an ingredient. We’ll give it to you however you want it, as long as it drives volume and value,” he says. “But we can’t give the consumer what they want unless we know what they want.”
That’s why Consumer Connect is a critical tool, he says. It helps figure out what’s in a consumer’s heart and mind.
“We have been doing great work since the history of the Checkoff and ground pork is a great example,” Kaysen says. “But in my opinion, this is a pivotal moment for U.S. pork relative to the consumer insights and data we have today. We know more about the modern-day eater than we ever have in the history of the Checkoff. But let me be clear, that’s not because we have been asleep at the switch – the tools are better. Data is more readily available.”
Consumer Connect will utilize the American pig farmers’ Checkoff investment to get that data and mine it, shape it and put a laser-like focus on how the industry moves the needle for pork, both volume and value-wise, he adds.
“We’ve proven that if you do that well, the return on investment is phenomenal. It shows we’re being more effective and more efficient because we know more about the consumer and how we connect with them to provide pork that’s relevant in their portfolio of wants and wishes,” Kaysen explains.
Ultimately, Even says this is what producers expect them to do with their hard-earned money.
“Our job is to be the scouts and look at what’s changing out there, bring facts and data back to them. Then, along with a business plan, say here’s the direction we think we should go,” Even says. “The ability to pivot, go in a new direction and be agile is part and parcel of the Checkoff today. The train’s left the station and we’re headed in the direction. Consumer Connect is going to be part of the engine for that.”
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