Beyond the high-energy buzz of the trade show floor, the hospitality tents at the World Pork Expo offer a unique sanctuary for some of the industry’s most productive and meaningful connections. While the fairgrounds are packed with networking opportunities, seasoned veterans know that the most impactful business is often conducted over a plate of world-class barbecue under the tents.
These outdoor hubs provide a relaxed environment where decision-makers and producers can move past small talk to solve complex production challenges and build lasting partnerships. To better understand why these informal settings are so vital to the industry, Breanna Lawyer, U.S. swine marketing brand manager for Elanco; Gene Noem, owner of JMG Farms; Dr. David Pyburn, managing technical services veterinarian for Zoetis; and Rusty Sobasky, key account manager for United Animal Health, discuss the unique power of the “tent talk.”
When it comes to networking, there are a lot of options at World Pork Expo. What makes the conversation under the tents so productive?
Lawyer: Hospitality tents are one of my favorite places to connect. There’s something about sharing a plate of pork barbecue outdoors that creates a more relaxed, collaborative environment and encourages open, meaningful conversations.
Noem: The tents provide a relaxing atmosphere. You can sit down, cover topics in depth, and have room for those conversations to be focused. The tents also provide a spot for a bit larger groups to talk things through.
Pyburn: I have found that conversations over a meal of delicious pork are a productive way to meet with several industry experts and experienced producers to gain input and find solutions for pig production and health questions.
Sobasky: When you get a chance to meet with decision-makers away from the pressure of their everyday environment – whether that be in the trade show, under the tents or even a happenstance meeting on one of the benches – it is beneficial.
What do you think some of the “tent conversations” will center on this year?
Lawyer: What I enjoy most about World Pork Expo is the “what’s new” conversations that naturally develop. At the same time, many discussions will likely remain consistent with years past—focusing on disease challenges, market dynamics and what’s working (and what isn’t) across operations.
Noem: While I am not sure what others want to discuss, I am hopeful the list of topics help connect recent events to the important – but maybe not urgent – work that our industry must address, including:
- What has the PRV event in Iowa taught us about the need to engage in programs like U.S. SHIP and using tools like Ag View to be prepared for an even larger event?
- How can we as producers work to advance initiatives that will come from the National Swine Health Strategy?
- How do we tell complex stories – whether it is why we house animals the way we do, how we manage manure, new genetic technologies or how technology will help us do more with less labor input? All these areas require telling stories to our customers and consumers in a way that increases trust.
Pyburn: I believe there will be a number of topics covered in tent conversations this year. Porcine reproductive and respiratory syndrome (PRRS) and potential mitigations will continue to dominate those discussions. I also believe we will see porcine epidemic diarrhea virus (PEDV) come up in conversations as it is making somewhat of a comeback, and we will be discussing solutions on what producers can do to eliminate this disease from barns and eventually industry-wide. Additional topics such as emerging diseases and their impact on the industry will be top of mind.
Sobasky: As much as it has been discussed already, PRRS is sure to be a hot topic. I hope we are also talking about how we can help the PRRS-positive pigs that are hitting these nurseries.
What advice do you have for people who have never ventured out to visit companies under the tents?
Lawyer: Go in with a plan—there are a lot of opportunities, and the days can go quickly. Identify the companies or individuals you’d like to connect with and why. If possible, reach out in advance to schedule time, which can help ensure more meaningful and productive conversations.
Noem: Networking is like life. As NPPC President Rob Brenneman says, “Just show up.” Then, ask a question and be curious about the person next to you. Talk to them about two or three questions you are interested in or curious about. Ask them who are the best people at the event to talk to about those questions. Seek those people out. Developing your network helps you learn, but creates opportunity that you would not see without the relationships.
Pyburn: World Pork Expo is successful because of the conversations we have, both at the trade show booth and the tent. We want to help attendees solve production and health issues they are currently having or anticipating and a great way to do that is over a pork dinner or beverage. Advice I would give attendees is to stop and ask questions and make sure you leave the event with fresh perspectives and ideas you can take back to your operation and put to work.
Sobasky: My advice to a first-timer is to eat a light breakfast and remember you don’t have to indulge in all the goodies at every tent. Pace yourself or it will overwhelm you. Be strategic in what tents you visit both from a business purpose and a food purpose.
Why is networking and conversation so crucial to the pork industry?
Lawyer: These conversations provide valuable insight into both challenges and opportunities across the industry. Often, it’s not only what you know, but who you know that helps drive productive dialogue. Strong relationships and open communication are critical to advancing ideas and moving the industry forward.
Noem: Networking helps you develop connections and knowledge. Try to ask one more question than the other person. When you are curious about what others know, they will be open to helping you find your answers. Everyone in a group or meeting has at least one good question. No one gets to know that question unless you ask it.
Pyburn: This business is driven and made successful by the people in the industry. Collectively, we all are working towards the end goal of producing food for the world; and the relationships we build in the industry are crucial to our ability to quickly spot potential, emerging production or pig health issues, helping keep U.S. pork production the best in the world. The relationships we build at events such as World Pork Expo enable us to achieve high production goals and premier pork quality.
Sobasky: Networking is so critical, especially with the struggles we face in the swine industry. Being able to talk to folks that may have already seen an issue you are encountering or sharing an idea that helped you get through a problem.
