Can we really move more pork consumption domestically? It’s a question Brett Kaysen, senior vice president of producer and state engagement at the National Pork Board, says he gets all the time from producers. His answer may not be the popular one, but he wholeheartedly stands by it – yes.
At the 2025 National Pork Industry Forum in Orlando, Fla., attendees will see the initial soft launch of a major consumer campaign to promote pork. The national launch will take place later in the spring, Kaysen says.
“It’s been a long time since the National Pork Board’s done something like this,” he adds. “I’m excited about it. The energy is there, the passion is there. As we talk about moving more pork domestically, that’s going to be a key component to our strategy moving forward.”
But how will this campaign be different?
Kaysen says what is different today is the National Pork Board’s knowledge and data surrounding consumers.
“I am always challenging our marketing team with this question, ‘How do you talk to 331 million Americans about pork?’ And they respond, “Dr. Kaysen, we don’t have to talk to 331 million. We need to talk to the right ones about the right things at the right time using the data we have and our digital tools.’”
He says that gets him excited – the knowledge and technology at the industry’s fingertips to reach consumers in a more effective and meaningful way.
“That makes me a believer,” Kaysen explains. “And that creates the enthusiasm and excitement that I have.”
Times Are Always Changing
There was a time where billboards were a key marketing opportunity in this country and they still work, he says. But times are changing, and the cell phone is absorbing so much of our attention these days.
“Look how young people have this phone in their hand at that time,” Kaysen says. “The ability to get in their brain and make them feel passionate about pork in their heart, that’s different than a billboard. It’s different than a race car. Not that those things weren’t bad. It worked at the time, but now with these digital tools, digital targeting and specific messages to meet people where they are, it’s totally different.”
Agility is key to the National Pork Board’s success, he points out. He credits the board of directors for directing staff to think about two things: build trust and add value.
“Six years ago, we really put an effort around stewardship. We Care messaging and sustainability were important discussions because we knew the marketplace was going there,” Kaysen says. “As things shifted and the markets became more challenging and profitability became more challenging, the board said, ‘Don’t forget about those things, but shift more of the resources to add value.’ Because of their leadership, their direction, we’ve been able to pivot with the industry and be proactive in our approach.”
As 2024 wraps up, Kaysen shares a message for producers.
“I would start by saying thank you. The last 24 months have been tough and our farmers have felt that. I think so many times the general population forgets about the farmer and the great things that they do,” he says. “Then I want to remind them that they are resilient for a reason.”
Things will turn around, and though that’s a message that’s been shared for some time, it’s still true, Kaysen says. The markets are starting to turn and there’s a bright light ahead.
“There are better days ahead,” he says. “And we are standing here with you through all of it.”
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