Will consumers accept gene-edited pork? It’s a simple question, but a lot depends on the answer to this question that PIC continually gets asked regarding the future of the PRRS-resistant pig.
For years, PIC has been working to find a solution to porcine reproductive and respiratory syndrome (PRRS) because the problem is only getting worse, says Banks Baker, senior director, new product strategy at PIC. A recent Iowa State University study shows growing losses from PRRS cost pork producers $1.2 billion per year in the U.S.
PIC is working to gain regulatory approval for pig genetics that are resistant to PRRS. These pigs were developed utilizing non-transgenic gene editing to inactivate a specific gene, CD163, that exists in the pig and allows PRRS infection to occur.
“We understand the consumer is in the driver’s seat,” says Marisa Pooley, PIC director of communications and engagement. “That’s why we’ve completed, to our knowledge, the most robust set of data around where the consumer stands today for their acceptance and their sentiment toward gene-edited foods, gene-edited protein, and specifically gene-edited pork.”
And the results are pretty exciting, she says. PIC hired Circana to survey 1,000 participants across the U.S., ages 18-70 and representative across genders.
Would You Eat Pork from a Gene-Edited Pig?
After reading a description of gene editing in food and the PRRS-resistant pig, 72% of consumers like the idea of the PRRS-resistant pig and its benefits. Pooley says this is in line with the research they’ve seen around gene-edited foods.
“When you talk about the benefits, because they align with what the consumer has been demanding of the food supply for years now, they’re really excited about what the technology can do,” she explains.
The researchers dug even deeper into what this means. After reading a description of what the PRRS-resistant pig is and what gene-edited pork is, the respondents indicated a very high average purchase likelihood.
“Compared to their normative benchmarks, this received a high average purchase likelihood, which we think is especially good because we didn’t give a sales pitch,” Pooley says. “We just explained how gene editing works, and how it would work to create pork like this. Even with that, people were very interested.”
In addition, the results showed males and healthy eaters (people who consume pork heavily and buy it at least three times per month) were above average purchase likelihood.
“I don’t know what else you can get boomers and Gen Z to agree on, but Boomers and Gen Z also had a very high purchase likelihood,” Pooley says. “They mirrored each other, which is really interesting. We know Gen Z is more open to technologies like this and is demanding increased sustainability and transparency. Then, the boomers bring the wisdom of what they’ve seen over their lives in the evolution of the food supply.”
Millennials were similar to Gen Z, she adds. As a millennial, Pooley was surprised how comparable the numbers were between millennials and Gen Z.
“I was surprised by how open the millennial group was to this. I think that it speaks to this idea of transparency and the shift among the consumer demographic that what they really want is transparency. They want to know what’s in their food. They want to know where it’s coming from, that it was good for the animals, good for the planet, and good for their families.”
What Benefits Do Consumers Appreciate Most?
The survey asked consumers what matters most to them when deciding whether or not to purchase gene-edited pork. Four in 10 people said that as long as it tastes the same, they don’t really care.
“Circana said that no matter what it is across the board, in any food research they do, taste is king,” Pooley says. “Beyond that, they ranked reduced need for antibiotics, improved animal welfare and better for the environment as the most motivating benefits for them.”
Familiarity and awareness of gene editing, and especially in agriculture, is growing, Pooley adds.
“We continue to see more conversations about it, more media about it, more awareness,” she says. “We plan to replicate this research. We know that this is one point in time, and we plan to continue probing to better understand where the consumer is at different points of time, so we continue to develop a roadmap for meeting the consumer where they are.”
Circana also asked consumers how much they would be willing to pay for pork with these additional benefits, despite the fact that pork from PRRS-resistant pigs will likely be sold as commodity pork. Pooley points out that 60% say they would not pay more. But among that 60%, the reason why was resounding.
“We all feel the pinch of inflation right now, and they all, by and large, said the reason they would not pay more is because groceries are already so expensive,” she says.
FDA Approval in Process
The survey also showed that 91% of Americans said FDA approval is important for them to purchase gene-edited pork.
“We continue to make progress with FDA, and we’ve recently completed some of the actual on-farm and laboratory audits,” Baker says. “We are getting into the final stages of what FDA has asked us to do through the process that they’ve outlined for approval. We’re really excited and hopeful that FDA approval is within line of sight.”
PIC expects approval within 2025, so emphasis continues to be placed on consumer acceptance. For Baker, this research did more than uncover if people understand what a PRRS-resistant pig is or what gene editing is, it really helped PIC understand what matters to consumers.
“Words matter, and we need to make sure that we’re speaking to consumers in the ways that they want to be involved,” Baker says. “Although the science for the PRRS-resistant pig is extremely interesting, that’s not really where the consumer is at. They’re interested in how does this impact me on a day-to-day basis? What does this mean to me and my family? The science is a very distant thought.”
Don’t Forget
PIC recognizes the interconnectedness of global pork markets and continues to make regulatory progress across the globe. However, Baker says it’s important to remember that FDA approval does not indicate commercialization.
“If FDA approval occurs, we would legally be allowed to sell at that point, but we have said that we will not commercialize in the U.S. until we’ve got other countries, specifically Mexico, Canada and Japan at a minimum,” Baker says. “That’s an evolving landscape. We do believe that we’ve made positive progress, but approval does not mean it’s going to be sold or be available in the supply chain yet.”
In addition to the U.S., PIC has conducted consumer research in Mexico, Canada and Japan.
“PIC plans to replicate this research on an ongoing basis and continue to share the results across the industry,” he says. “This consumer research piece is really important so we can understand our customers and their customers.”
Your Next Read: What Does the Future Hold for the PRRS-Resistant Pig?
