In the pork industry, there is more that brings us together than separates us, says National Pork Producers Council (NPPC) CEO Bryan Humphreys. However, the foundational “pillars” of the industry are shifting.
“Survivability requires adaptation,” Humphreys told the delegate body at the National Pork Industry Forum. “We cannot adapt to a new world order that we simply don’t understand.”
Four Pillars in Flux
Humphreys outlines four fundamental truths that have guided the industry for decades but are now undergoing radical shifts:
The Erosion of Science and Facts: For years, the industry relied on objective data to win legal and political arguments. Today, Humphreys warns that the definition of science is “under attack.” He pointed to the “MAHA” (Make America Healthy Again) coalition as a driver of a movement attempting to replace peer-reviewed research with unsubstantiated social media claims.
“My fear is that our primary battle will shift from simply using data, information and facts to actively defending and validating the very existence of those facts that make our food system the safest and most abundant in the world,” he says.
- A Scrambled Political Map: The traditional lines of political alignment aren’t just blurred, they are being completely re-written, Humphreys says. For example, he noted a “bizarre reality” where the far-left and far-right are finding common ground in attacks on ultra-processed foods.
- Unchecked Executive Power: With Congress frequently stalled, the Executive branch has filled the void with aggressive rulemaking and executive orders. Humphreys warns of “regulatory whiplash,” noting that while unchecked executive action may benefit us at times under the current administration, it sets a dangerous precedent for future administrations to bypass the legislative process.
- Transactional Geopolitics: Agriculture was once the “crown jewel” of American trade deals. Now, trade is often focused on national security, critical minerals and domestic manufacturing. Humphreys warned that pork risks becoming “collateral damage” in broader geopolitical fights if the industry does not adapt its trade strategy.
The Power of Bacon
Despite all the “noise in Washington,” Humphreys reminds producers of two unwavering truths: the global love for pork—specifically bacon—and the high level of public trust in farmers. Citing 25 years of Gallup polling data, he noted that the American farmer remains one of the most trusted resources of information.
“In all the political headlines that we face, people love your product. People trust and love you all,” Humphreys says. “When a grassroots organization made up of you all as members faces foundational shifts, I firmly believe that the opportunities are endless if we are willing to adapt and change.”
A New Strategic Playbook
To address these shifts, Humphreys says the industry must execute on the “playbook.” The 2022 decision to increase the Strategic Investment Program (SIP) rate to 15 cents per $100 of value created an “extraordinary opportunity for us to take a broader and more aggressive approach.” The strategy moving forward will include:
- Third-Party Validation: In addition to industry-led research, looking to the work of third-party experts and allied coalitions to validate the science behind modern pork production.
- Direct Political Engagement: Becoming more comfortable in the political arena, from grassroots town halls to leveraging PACs and holding historical individuals in Congress accountable.
- Executive Branch Focus: Deepening bipartisan relations directly with regulatory agencies to ensure the industry has a voice regardless of which party occupies the White House.
- Strategic Trade: Working with partners to anticipate barriers and ensure U.S. pork is ready to move the second a trade door opens.
“Bring on the Mountains”
Humphreys revisited a metaphor he shared years ago of “two paths” up a mountain. He urged producers to avoid the narrow, solitary path and instead choose the wider path of collective commitment.
“As we step into this new world order, the perception of a divided industry will weaken our ability to navigate the challenges ahead,” Humphreys says. “There is more that joins us together as an industry than will ever separate us. Bring on the mountains. I look forward to seeing you at the top.”
