With consumers and their questions about pork production in mind, the National Pork Board recently announced a new five-year effort to address consumer questions related to the pork industry’s We Care Ethical Principles and strengthen consumers’ confidence in choosing pork for their plate, says a recent release.
Titled “The Real Pork Trust Consortium,” the effort combines the expertise of five land grant universities from across the U.S. to focus on three key areas aimed to build consumer trust.
According to the NPB release, these key areas include:
1. Research designed to answer consumer questions about pork and pork production
2. Communications that share the research findings in a relatable, relevant way consumers can easily understand and use when making decisions
3. Training to empower people from various walks of life to share research-based information about the pork industry
Pennsylvania pork producer and the 2023-24 NPB President, Bob Ruth says in the release, “The producer leaders of the National Pork Board recognize the need to engage with consumers to make sure we understand their questions, and they understand more about our commitment to people, pigs and the planet.”
Additionally, Ruth acknowledges that the pork industry and producers cannot do this task alone, therefore partnering with universities and with support of the consortium’s advisory council, the most impactful ways to build trust in modern pork production will be implemented.
The universities included in the effort are Iowa State University, the University of Georgia, North Carolina State University, North Carolina A&T State University and the University of Minnesota.
Specifically, experts in science communication, animal science, animal welfare, veterinary medicine, meat sciences and product safety, nutrition, agricultural economics, sustainability, sociology and agricultural education will work side by side using a systems approach, notes the release.
Alexa Lamm, University of Georgia professor, says in the release, “Consumers want answers to their questions about the food they eat – and we have good, science-backed answers to share. At the UGA College of Agricultural and Environmental Sciences, we are excited to partner with an industry that wants to work with scientists to find the answers and use the best methods to communicate transparently about the research behind pork production. We want everyone to have the information they need to make educated choices about the food they eat.”
With the consortium in the planning phase, NPB plans to share more information about the approach and planned efforts later this year.
