In 1976, not only did the movie, “Rocky,” inspire the country, but a valuable leader in the pork industry also made her debut. Jennifer Tirey, Illinois Pork Producers Association executive director, may not be using her talents in the same way Rocky used his, but she brings positivity and energy to her role in a way that has impacted many.
“I’m a huge Rocky fan,” she says. “I’ve always gravitated toward stories of the underdog and trying to help everyone rise up.”
Look Forward
For Tirey, her life has been full of challenges that have inspired her to look forward and be positive. Perhaps the biggest of those challenges was when she was diagnosed with cancer shortly after she married her husband, Kevin.
“Not even a year into our marriage, I was diagnosed with Hodgkin lymphoma,” Tirey says. “It has really made me appreciate and look at all the positives as much as possible. I am not going to lie. Sometimes I have horrible days, but I really do try to look at the bright side of things and try to find a positive outcome.”
She believes some of her past experiences have allowed her to look at the hard days through a different lens.
“You know, my doctor told me I may not be able to have children after going through chemotherapy, and I have two wonderful kids now,” Tirey says. “My husband and I built a family, not knowing if that was going to be a possibility. I just don’t take anything for granted.”
That’s why she also is a big proponent of living a healthy lifestyle. In her spare time, she teaches yoga and enjoys passing on her enthusiasm for eating right and exercising to others. Her passion for health ties in well with her role advocating for Illinois pork producers and sharing pork’s story with consumers.
“Pork producers put a lot of pressure and abuse on their body,” Tirey says. “When I hear producers talk about loading hogs and the physical stamina that is part of that, I admit I have no point of reference because I don’t do that every day. But we have to take care of ourselves and be around for things other than day-to-day work. Look long term so you have a healthy life as you get older.”
Part of a healthy lifestyle is making wise food choices, and Tirey says it’s important to help consumers realize the important nutritional benefits of pork and equip pork producers to talk about it, too.
“Protein is such a valuable source of nutrition,” she says. “I hope that consumers see the benefit and the value. The way that we try to weave it back into the pork producer is by sharing their stories and letting consumers know that ‘This is who raises your food. This is who is working 365 days a year to make sure you have that valuable protein for your family.’”
Avoid Assumptions
She views her role as someone who can help cut through the confusing messages consumers experience today.
“People just believe what they hear and don’t try to do any sort of research these days,” she says. “That’s what our association and our staff constantly tries to do is get through the noise and help consumers understand why pork is such a great protein and why our farmers do what they do and care so much about what they do.”
Tirey also wants to help producers understand they can’t just keep their head down and go about their work every day or they will never see positive results from consumers.
“When I came into this role, we had a lot of regulatory fights and battles, and a lot of our producers felt very defensive,” she adds. “I tried to impress upon them, that if we don’t share our story — if we don’t go to those dietitian conferences, sit on those panels and give them that inside track to what we do — then they’re never going to know. If you’re not a part of the conversation, then the assumptions are made and you’re not there to talk about it.”
Josh Maschhoff, president of the Illinois Pork Producers Association, says that’s one of the things he appreciates most about Tirey – her ability to be a part of any conversation.
“She is excellent at building relationships with people,” Maschhoff says. “She can walk into a room where she might not know anybody and quickly make introductions and connections with those people. And most importantly, she can remember their name.”
Tirey says that’s a skill that has taken some work over the years to develop. Her best advice is to give people direct eye contact and really pause to take a moment to listen to who they are and what they have to say before you start talking.
Her ability to hear people has helped her carry on many tough conversations in her role. For example, she recently learned of an all-pork ban at all the Chicago public schools that was implemented during COVID. Every Monday through Friday, the Chicago public schools serve over 325,000 meals. That’s a conversation that can’t be ignored, she says.
“We’ve been working diligently to find answers and connect with newly elected board members of the Chicago Public School Board and work with our legislators that represent those key constituencies in those school districts,” Tirey explains. “A high demographic of the Chicago Public Schools is Hispanic and African American. One of the highest consumption rates for pork are those two demographics, and for those families that probably don’t even realize that something that they hold so culturally close to them by preparing pork in their families, but yet their children are not able to access that valuable protein.”
It’s an issue that she won’t give up on for the pork industry that she cares so deeply about.
“When I was hired, I told the board my family was everything to me and that I would work my tail off, but family came first,” Tirey says. “They always supported that. They encourage my family to be a huge part of this industry because that’s what who they are and that’s why I love representing them every day.”
Tirey also shares the secret behind why she cut her hair after she started working for the Illinois Pork Producers Association, tips for connecting with people you don’t know and more about the challenges facing the pork industry on “The PORK Podcast.” You can watch it on YouTube or listen anywhere podcasts are found.
