Consumer Trends Drive a New Branded Pork Program to the Meat Case
One of the lessons the U.S. pork industry learned during the COVID-19 pandemic was the importance of helping consumers better understand the story behind the food they eat.
For years, the National Swine Registry (NSR) has strived to enhance the value of purebred Duroc genetics. As technology has developed, consumer interest has grown and new opportunities have opened up, NSR is moving forward with its first association-based branded pork program, Certified DUROC Pork (CDP).
“We're focusing on how we can tell the story of Duroc from a standpoint of pork quality, making sure we deliver a quality-based product, and talking about the importance of utilizing Duroc genetics to enhance the consumer experience as well as the value of Duroc genetics for purebred breeders,” says Clay Zwilling, NSR CEO.
In addition to understanding where their pork comes from, Zwilling says consumers want to know they are getting a quality product every time.
“Between some of the promotional activities the National Pork Board has done from the standpoint of emphasizing proper cookery methods and proper pork cut selection, consumers are seeing pork as a great option and understanding that there is a quality differential, a taste differential, and a value differential there,” he adds.
It’s a prime opportunity to address an industry gap, Zwilling says.
Why Durocs?
NSR is the organization that maintains the pedigree database for Duroc, Hampshire, Landrace and Yorkshire breeds of swine. So, why the focus on Duroc pork?
“With Duroc, we know inherently this breed has a higher level of intramuscular fat and marbling, better pH and better water holding capacity,” he says.
Although he believes there is opportunity to expand to other breeds, in particular Hampshire, Durocs already have name recognition in the marketplace as well as proven quality superiority, he adds.
“If we look at what's been done in the beef industry, specifically with Certified Angus Beef, the opportunity to build a premium-based program around a breed designation has great opportunity. And given where we're at with the pork industry and the emphasis on quality, we believe this is going to be a value-added opportunity for Duroc breeders,” Zwilling says.
NSR wants to change the perception that there are few high-quality pork options available and that they are often poorly prepared. To help do this, they plan to develop and sponsor pork cooking consumer education content and programs to complement efforts by the National Pork Board.
How Does it Work?
To be a part of the CDP program, terminal male animals have to be sired by registered Duroc hogs. Anyone interested in the program should reach out to Dr. Doug Newcom, vice president of genetics and technology at NSR, or Zwilling for more information, marketing tools and resources.
“We're also in discussions with large genetic suppliers to go through a potential certification process to utilize and see if their populations would be qualified to participate in CDP,” Zwilling says. “It's an opportunity to build new partnerships with groups that have interest in and populations of Duroc hogs that would meet the qualifications to be certified as well as continue to support our NSR members registering Duroc hogs.”
The Duroc genetics will be validated through pedigree as well as DNA breed profile verification.
“This program is not just going to be related to quality specs, even though that's going to be a critical part of differentiating it in comparison to commodity pork,” he says. “We want to identify at the front end of the supply chain that the animals are indeed Duroc. This is important to the sustainability and growth of the program.”
When the product reaches the consumer, it will bear a designated CDP label, which confirms that product as qualifying for the program under the restrictions and regulations of the trademark.
“In the end, we want to deliver on what the consumer would expect: a higher quality product with a designation that says this is Certified Duroc Pork. When they see that label, they will understand that there is an emphasis of quality and traceability as well,” Zwilling says.
NSR is identifying potential partners that have superior Duroc genetics that would be able to participate in the program by supporting it and helping it grow.
One of those partners is Wade Hendricks, a Duroc breeder from Elwood, Ind. Hendricks sees great opportunity in a program like this that provides people with an opportunity to breed quality livestock with a purpose.
“It gives breeders a chance to have another avenue to market their products,” Hendricks says. “What other breed has a genetic population that has the ability to make hogs that are efficient, grow fast, are durable, display maternal traits, and possess superior meat quality characteristics? My answer might be biased, but there isn’t one!”
Innovation Continues
CDP is one more way NSR wants to show the U.S. pork industry the value of pedigreed swine extends far beyond the show ring.
“I think we're often seen as the exposition swine organization. Our value is far greater than that. This branded pork program is an opportunity for us to diversify the NSR as an organization and continue to add revenue and value channels for our purebred breeders beyond what happens in the show ring,” he says.
At the end of the day, it’s about providing a delicious and wholesome product to the consumer. To do this, NSR continues to spur new research and innovation.
“We know Durocs inherently inject elevated levels of intramuscular fat that result in more juiciness, more palatability and a more enjoyable eating experience. We also know they have a proven level of a higher pH score. Keeping in mind those factors, we're identifying potential research partners and then identifying our breeder base that has placed emphasis on some of these factors,” he says.
NSR is focused on developing a better baseline for pork quality, not just within the Duroc breed, but within the industry.
“We want to continue to raise the bar for the quality pork eating experience from the standpoint of continual breed improvement,” Zwilling says.
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