Maybe it was the Florida sunshine or maybe it was the announcement of a new tagline for the pork industry to rally around, but the energy was undeniable at the National Pork Industry Forum in Orlando on March 12-14. Producers from across the country gathered to make important decisions for the future, network with colleagues and help determine the direction of the National Pork Board and the National Pork Producers Council.
Producers were encouraged to stop asking “why?” and start asking “how?” by keynote speaker Tracy Walder, former CIA and FBI agent and author of “The Unexpected Spy.”
“Sometimes you just need to do it because sometimes asking questions becomes this crutch for us to not do the thing,” Walder says. “I’m not saying we should be careless or reckless. I’m not saying we should not research things before we do them. But I think you can only plan for so much. You can only ask questions for so long before you we just need to get into it and do it.”
Here’s a quick look at the variety of topics shared during the week.
“To me, this new campaign boils down to three key points. This is a generational moment. It’s different this time because National Pork Board has the data to show us what consumers want. We have more cultural ways of promoting pork than ever before.” – Gordon Spronk, Minnesota pork producer
“I am excited about the consumer segmentation work we’ve been doing and the ability that we have to make extremely tactical decisions based on numbers and analytics. It’s allowed us greater insight into what consumers really want. We have been able to identify who we need to speak to and what we need to say to them. Our consumer keeps changing, but I think access to this data really changes the game as to how we go out there and teach people to love pork.” – Alayne Johnson, Indiana pork producer
“No farm can deny the implications of what happens in DC on their farm.” – Bryan Humphreys, CEO of the National Pork Producers Council
“This campaign promotes the whole hog. Encouraging the promotion of processed and fresh pork will create a whole new dynamic – kind of an ‘aha’ moment like, ‘Yes, bacon is part of the list.’ We’ve tried so hard to own that fresh market, which is important, but it shouldn’t be the only thing that we’re trying to promote and share excitement about.” – Jennifer Tirey, executive director of the Illinois Pork Producers Association
“We need good policy to be able to farm.” – Lori Stevermer, Minnesota pork producer
“The data is clear. Younger Americans eat pork less frequently. Long-term consumption is at risk. All of our data points us that way, but the good news is, it’s all reversible.” – David Newman, senior vice president of market growth at the National Pork Board
“It’s not about us. We’ve already laid that foundation. For me, it’s about my grandkids and the next generation and legacy we pass on. Don’t be afraid. Think about who we need to elbow a little bit and who we need to give a nudge to. That person may or may not be in this room. What is the next step you will take?” – Duane Stateler, Ohio pork producer and president of the National Pork Producers Council
“I get excited about the work that we’re doing at the National Pork Board and what Checkoff can do to ensure that you as employers, you as state associations, and you as industry folks, have a pipeline of young people, a pipeline of talent, that you can go to in order to find your next leader at your organization.” – Jesse Heimer, Missouri pork producer
“We can tell stories all day long, but if we don’t have the facts to demonstrate what we’re doing on the farms, we’ll never make a difference. There is a way to use all our resources. We can use our Checkoff to educate us and get it to the point that you need to have the political discussion. Then you’ve got to change hats and use NPPC’s experts and figure out how to strategically tell and demonstrate the story better of the pig farmers.” – Cheryl Day, executive vice president of the Ohio Pork Council
“We want people to know they can affect change when they show up and participate – decisions get made by the people that go to the meetings.” - Bill Evens, National Pork Board CEO
Your Next Read: Your Voice Matters at National Pork Industry Forum
