What’s the opposite of real? Fake.
“When we look to position you as producers and an industry differently in 2022, the message is pretty clear and simple,” says Bill Even, CEO of the National Pork Board. “We are real farmers on real farms raising real pigs that produce real pork that’s real nutritious and real sustainable.”
Even shared how the U.S. pork industry is bringing America what’s real during the Illinois Pork Expo. One of the priorities of the National Pork Board in 2022 is to build trust and add value through a positive image of U.S pork.
It’s repositioning the industry, Even says. Real Pork is not another campaign, it’s about earning freedom to operate for producers by reducing concerns about the environment, public health, welfare and nutrition, while increasing the sale of pork.
“At the end of the day we aren’t afraid of who we are and what we do. Our job is to make sure we use your Checkoff dollars in a new way that helps you do your job better,” Even says.
What are Consumers Concerned About?
Checkoff-funded scientific research shows that consumers have five major concerns, he explained. Those concerns include:
1. Pork comes from factory farms.
2. Pork is unhealthy and unsafe.
3. Pigs are crowded and mistreated.
4. Producing pork is bad for the planet.
5. Producing pork is bad for society.
To bust these myths about pork production, the National Pork Board brought in Eric Stonestreet, an actor and former pig producer, to serve as a spokesman for Real Pork last fall.
Pork’s Place in the Meat Case
One of the other ways the National Pork Board is adding value through a positive image of U.S. pork is researching and proving the best meat case layout includes more ground pork. They’ve been conducting tests of five fresh meat case configurations at 35 Hy-Vee stores. Early results show 87% of consumers preferred the fresh meat case that did not include alternative proteins.
He also outlined the other four priorities being funded by the Pork Checkoff in 2022. They include:
- Keep ASF out and prepare for an FAD like ASF.
- Strengthen grassroots engagement.
- Diversify international portfolio.
- Establish U.S. pork as a global leader in sustainable agriculture.
A Great Story to Share
“The supply chain is asking for proof of our sustainability,” Even says. “That’s not going away, but we shouldn’t be afraid of it.”
Even defines sustainability as productivity – doing more with less, raising more pounds of pork with less land, less water, less energy.
“Our story is a great one,” Even says. “The only issue I see is we’ve got to quantify it. You can’t manage what you don’t measure.”
The day is coming when this data won’t be optional, so that is why it’s important to figure out your benchmark now, Even adds. He urges producers to request a free On-Farm Sustainability Report.
“This is quickly becoming the ticket to ride, like it or not. We don’t have anything to fear. We are literally this close to becoming carbon neutral,” Even says. “Who knows where this whole carbon market is going to go, but at the end of the day you have to have data to participate in it.”
Request an On-Farm Sustainability Report here.
Read More from Farm Journal’s PORK:
It’s Time to Get on the Bus: National Pork Board Unveils Sustainability Goals
Pig Farmers Commit to Sustainability: Here’s the Proof
The Proof is in the Data, Minnesota Pig Farmer Says
