No one will argue that a lot has changed since the Pork Checkoff was established by the Pork Promotion, Research and Consumer Information Act of 1985. When producers gathered to create a more unified, forward-thinking pork industry 40 years ago, they wanted to strengthen the position of pork in the marketplace.
But even though there was great support for this mindset, Gordon Spronk, a Minnesota pig farmer, says he, as well as many farmers, focused almost entirely on on-farm production practices with the goal of producing more.
Now, as president of the National Pork Board, Spronk is calling on the U.S. pork industry to consider a different perspective.
“I’m challenging you to change the way you think, and think of the consumer first,” Spronk says.
The opportunity in front of the pork industry is incredible, he explains. Protein is “having a moment” that he encourages producers to take advantage of for the future.
“Consumers are recognizing that protein is more important to their diet,” Spronk says. “In addition, the overwhelming association of meat with strength, energy and overall wellness is becoming apparent, even in my own family. All of a sudden, my grandchildren, who are all athletes, don’t drink ‘milk’ anymore. They drink protein (which you and I know is milk), but the bottle is clearly standing with the granular protein in that milk.”
Where does pork fit into this protein moment? Spronk says human nutrition research has played a key role in providing scientific evidence for at least two simple points: (1) athletes recover faster and (2) pork can help turn carbohydrates into energy and supports brain and nerve function.
What Does Belief Have to Do With It?
When recapping an earlier educational session discussing the National Swine Health Strategy at the National Pork Industry Forum, Spronk recapped a producer saying: “Listen, do we believe we can really do this? Do we really believe we can eliminate endemic pathogens from our national herd?”
Spronk says this really struck a chord with him because of the word “believe.”
“To me, the key word there was believe,” Spronk says. “And here is why – that’s a human behavior issue, not a technical issue or a science issue. That’s a human behavior issue.”
He discussed metanoia, an over 2,000-year-old Greek word that he says is relevant to how the industry moves forward.
“Metanoia, at its basic meaning, says, ‘think about your thinking,’” Spronk says. “A thought becomes thoughts. Thoughts become actions. Actions become behavior. Behavior becomes character. Character becomes how I live. You have an opportunity, and your opportunity starts with changing your mind. It’s as simple as that.”
Know the Consumer
As more and more data becomes available about today’s consumer through National Pork Board efforts, Spronk challenged producers to “be ruthless in understanding the consumer.” The consumer intelligence and consumer segmentation studies all focus on understanding what consumers want and then how the pork industry can meet that demand.
“Be relentless in changing your own mind and seeking what the consumer wants and needs from us as producers,” he says. “It’s amazing what you can get when you are really purposeful in wanting to study your consumer.”
One way to put yourself in the consumers’ shoes is to go to the big stores and try out new pork cuts like the coppa pork steak or learn how to cook new recipes like pork tonkatsu.
If innovation is needed, try innovating pork yourself. Get to work in your own kitchens and find new ways to use pork, to prepare pork and to serve pork. Invite your friends over and feed them pork, he says.
“Take the posture of a seeker,” Spronk says. “Change your mind. Think about the ways you think about pork. It starts with me. It starts with you.”
