A Full-Circle Experience: How Pork Leadership Institute Changed a Life

Ten years ago, Courtney Knupp traveled to Mexico as part of Pork Leadership Institute (PLI), a one-year comprehensive training program co-led by the National Pork Board and the National Pork Producers Council (NPPC). Little did she realize then how her path would make a full circle a decade later.

“PLI was great exposure to both the workings of the Pork Checkoff and also the policy initiatives of NPPC. Getting to see and understand both organizations through different visits and meetings as well as our international experience have been foundational in my career journey,” Knupp says.

At the time, Knupp was working for Elanco as a senior marketing associate for their swine business and took part in PLI through their involvement as an allied member of NPPC as well as her family being contract growers in Iowa. She later took on a role as director of international trade policy for NPPC before joining USDA’s Foreign Agricultural Service. Today she serves as vice president of international market development for the National Pork Board.

“Being in charge of how we accentuate and differentiate the U.S. pork brand in international markets to make sure we maximize the value of every unit we sell overseas is an amazing opportunity,” Knupp says. “Whether that's increasing volume and value or diversifying product mix, U.S. pork’s efforts in Mexico have been really successful since we started being a net exporter in the mid-90s.”

She credits where she is today to the exposure PLI provided about the workings of the pork industry, the importance of international marketing, market access, and the simple fact that good people are needed to work in these positions.

“It's been really eye-opening. I would say that my passion for international marketing started 10 years ago with that exposure,” she says. “It’s why I wanted to get involved working in the pork industry directly for producers.”

This week, her experience comes full circle as she joins the 2022 PLI class on an international experience in Mexico City to help educate PLI members on the Mexico market and its importance to U.S. pork producers.

Courtney Knupp in 2012 PLI
_{Courtney Knupp at the 2012 Pork Leadership Institute experience in Mexico.}

U.S. Pork in Mexico

The 2022 PLI experience in Mexico takes place at a critical time as the Mexico market has been an important market for the U.S., especially in 2022. Mexico is a country with increasing disposable income. And they love pork, Knupp adds. As of August, Mexico is the No. 1 volume market for U.S. pork, up 14% from last year.

“The Mexican consumer prefers pork be a part of their diet. At the same time as there is opportunity for imported U.S. Pork, their domestic production is evolving and growing as well. Mexico is also an exporter of some products and that shows a good trade relationship where they can find value in some of their products and we can either backfill or provide where they have deficits,” Knupp says. “It’s a really complementary relationship.”

In addition to the value of our trade relationship with Mexico, Knupp says the U.S. and Mexico have a great partnership on foreign animal disease (FAD) and take their responsibility seriously to keep FADs like African swine fever (ASF) out for the good of both countries.

Those are just a few reasons why Knupp is “jazzed” to journey to Mexico and help the 2022 PLI class experience a different perspective on our neighbors to the south. From how to differentiate the value of U.S. hams versus non-U.S. hams to exploring U.S. retail sampling promotions in stores to understanding how current government decisions can impact U.S. pork access, she knows it’s going to be a worthwhile experience.

Courtney Knupp in 2012 PLI
_{10 years ago, Courtney Knupp participated in the 2012 Pork Leadership Institute.}

Professional Growth for Producers

People are busier than ever and the demand on producers’ schedules continues to grow. So why is PLI a valuable investment of a busy producer’s time?

Knupp emphasizes that both the National Pork Board and National Pork Producers Council, as well as state pork associations, are producer-led organizations that need producers to actively participate in the spending and investment of dollars and prioritization of work efforts.

“Export value is such a big part of both organizations’ missions and coordinating together is key to make sure our producers get the maximum opportunities to sell pork in as many markets as possible over time,” Knupp says.

That’s why exposing future leaders of the pork industry to international marketing opportunities is critical. She also believes it’s important for all producers to see that no matter how big their operation is, every pork producer is an important part of the supply chain. PLI helps them see where they fit in the bigger picture.

“PLI has a true proven track record on bringing strong people into the fold – exposing them to what they need to know as they go on to become key decision makers and thought leaders. I've seen that time and time again,” Knupp says. “We want to make sure staff who work on behalf of producers get direction from people who give direction to the priorities and interested in the success of the industry as a whole.”

But it’s not just about the pork industry, she points out. PLI helps develop leadership skills and helps people gain valuable experiences that will help them be more successful in life – regardless of what their job may be.

Courtney Knupp and Joe Dykhuis
_{Courtney Knupp, along with Michigan pork producer Joe Dykhuis, joined the U.S. trade mission to the United Kingdom this summer to learn more about the UK consumer and what they are looking for in the meat case.}

A Little Full-Circle Advice

Taking on a more active role in the pork industry is a decision Knupp will never regret after her PLI experience. She says it’s been a great way to contribute to the future prosperity of the industry.

“Your input and thought leadership help direct staff who work on your behalf to execute and maximize each and every dollar invested to get results,” Knupp explains. “Whether it's in food safety, domestic or international marketing, foreign animal disease preparedness...we're all in it together. I would encourage people to take the step and apply for these programs, whether it's state or national, because you will learn a lot and the people that you meet, you will continue to run into for the duration of your career.”

More from Farm Journal's PORK:

How a Grocery Store and a Packing Plant Opened Two Pig Farmers’ Perspectives

Pork Industry Grooms Future Leaders