The World Pork Expo is a critical hub where innovation, networking and industry tradition collide. Navigating the expansive Iowa State Fairgrounds effectively requires a mix of strategic planning and practical preparation. To help you make the most of your experience, we sat down with industry veterans Lexi Beeler with LMB Consulting, Mark Hayden with AP, Eric Sanny with Novus and Lori Stevermer with Alltech. From “kicking the tires” on new technology to the essential importance of comfortable shoes and sunscreen, these experts offer their insider guide to mastering the trade show floor and maximizing every professional connection.
Why is the trade show a “must-attend” event?
Beeler: The World Pork Expo is the place to learn about the latest innovations and ideas. While the booths are fantastic to visit, the seminars are also a great way to learn and expand your knowledge. The great thing about raising pigs is that new technology can be used in all aspects of the industry, whether you’re a commercial, niche or show pig producer.
Hayden: For us, it is the most important trade show of the year where we can showcase our products and get first-hand the voice of the customer. For producers, it’s a great opportunity to see the newest products and speak directly with people they might not get the chance to otherwise.
Sanny: The Young Pork Advocates Issues Meet is a new and exciting event. Seeing the talent and knowledge young people are going to bring to the swine industry is very rewarding.
Stevermer: It encompasses all that is new in the pork industry. Walking the tradeshow floor allows you to see equipment in person and “kick the tires.” In addition, you can have good conversations even with companies that may not have anything “new” because the industry continues to change and there are always new ideas or processes being implemented.
What should people expect to get out of the trade show?
Beeler: Expect to meet new people. Be prepared to shake hands and introduce yourself. This is a place to connect and network. Don’t let the fear of introducing yourself to someone new keep you from expanding your network.
Hayden: Everyone should expect to see and hear about the most current product innovations as well as timely topics affecting the industry. In addition, there are plenty of opportunities to eat delicious pork prepared in a variety of ways. How can you make sure that happens? As my dad liked to say, “prior planning and preparation.” Everyone should go on the World Pork Expo website and identify the people they want to see and the seminars they want to attend.
Sanny: I had a great start to World Pork Expo almost 35 years ago. I was fortunate to connect with people who were willing to walk me around the show, introduce me to industry people and get connected early, before my career even started. It was such a beneficial jumpstart and led to my first job in the industry.
Stevermer: My honest direct answer is that you get out of it what you put into it. If you attend the show and walk through the exhibits and don’t stop to talk and ask questions, you’re not capturing the full value. I know it’s hard to visit and get everything done at times, but all aspects of the industry are represented, why not take advantage of that?
What is your favorite aspect of the World Pork Expo trade show?
Beeler: I’m biased, but I think the Iowa State Fairgrounds is a magical place. Walking down the Grand Concourse past tents filled with amazing people from all over the world puts a smile on my face. My favorite aspect has to be the people who are there, but the food is a close second!
Hayden: It’s hard to pick just one, but I would say interactions that we have with our customers. It is great to see everyone face-to-face and reconnect on both a professional and personal level. Our customers truly become our partners and friends.
Sanny: Connecting with industry friends and customers. Letting everyone know the new and exciting things our company has to offer.
Stevermer: As someone who has a background in sales and marketing, I enjoy seeing the booths and displays and the interesting methods that companies use to showcase their products and services. I’m also impressed by all the new technologies and/or products that are featured at the show.
Why are trade shows important for ideation and innovation in the pork industry?
Beeler: I believe collaboration is key for our industry. Agriculture is built on values and traditions, which means a handshake is still worth its weight in gold. I think an event that brings people together is critical for innovation to spread and ideas to spark. The World Pork Expo is truly the place to be when it comes to the pork industry.
Hayden: For our company, we love to hear directly from the people who work with our products daily. They know the good, the bad, the ugly, and what’s missing, so all of that feedback makes us better and pushes us to continually improve our products.
Sanny: If you work in the swine industry, take in the event to connect with new and old colleagues. Go in with a perspective that there is always something new to learn. If you don’t work directly in the swine industry, come to understand this. The vast majority of the industry genuinely try to make this industry better by improving performance, welfare and bringing a quality protein source to the dinner table.
Stevermer: Ideation and innovation happen best when people are gathered together. The hospitality tents are an extension of the trade show where relaxed conversations can happen. Think of the challenges we’ve addressed and the ideas that have been generated by sitting together and brainstorming. It’s wonderful!
