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Want to Grow Pork Demand? Build Trust

Growing pork demand and building trust are not mutually exclusive. Gene Noem, National Pork Board vice president, says growing demand works hand in hand with building trust.

As Noem looks forward to continuing to serve the pork industry in the year ahead, there’s no denying his passion to help consumers understand how pork production is a model for sustainability, how pork producers protect the environment and care for animals, how the pork industry serves communities and treats people well, and how it is continually training and educating itself to be better.

But he says he’s also focused on how the pork industry can grow demand – both internationally and domestically.

“The National Pork Board invests good money and shared money with other entities like USDA, National Pork Producers Council and U.S. Meat Export Federation (USMEF) and the other checkoff organizations that contribute to USMEF, to make sure that we understand the lay of the land,” he says. “How is demand changing? What are the kinds of products that different countries in different parts of the world are looking for? And how can that niche end with what we produce here? We're going to produce good research and good information for others that work in the trade advocacy area to utilize and grow that demand internationally.”

One of the challenges of growing pork demand domestically is fitting pork into busy lives, Noem explains. That’s why work is being done to provide information that helps people planning meals be able to put pork on that routine list of meal options.

“Pork can be more than the center of the plate, it can also be an ingredient to a lot of things,” he says. “We see a lot of prepared meals where you can go in and buy meal kits and pork is really an ingredient.”

In addition, 60 million U.S. residents are of Latino descent today, Noem says. Pork is an important part of the Latino culture. However, as these residents become more acculturated in the U.S., they often lose some of their connection to pork. The National Pork Board is looking at ways to help them stay tied to pork by accentuating pork’s culture and connection to their roots.

“Our education and promotion efforts really help our packers and processors ride on the coattails of some of the Pork Board money by creating information around how consumers think, but also getting that marketing out there so that some of those ethnic groups,” Noem says. “We want to keep pork number one in the world in terms of meat consumed.”

(Voir la vidéo)

Par JENNIFER SHIKE (18/03/2021)

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Photo : Bob Van Aubel (Unsplash)

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