Story by Oklahoma Pork Intern Presley Pullen
Experiencing World Pork Expo through the eyes of the Oklahoma Pork Council was an adventure I won’t soon forget! Each moment in the historic city of Des Moines provided opportunities to network with industry leaders, learn about advancing technologies, and understand the diversity of pork careers.
Fellow Oklahoma Pork intern Gus Ward and I were able to embark on an Intern Tech Tour with the National Pork Board where we visited companies such as JYGA Technologies, MetaFarms, Barn Tools, Ro-Main, United Animal Health and more. At each booth, we were able to gain insight on the mission and goal of each organization and the role they play in pork production.
Sponsored by the National Pork Board, the Positioning Pork for Success: Meeting Consumers Where They Are session opened my eyes to how consumer preferences drive pork producers’ behavior. The session was moderated by Kiersten Hafer and featured panelists Sarah Showalter, Alayne Johnson, and Tony Manker. The group discussed the three main motivators of consumers: taste, balance, and convenience. In conjunction with this topic, the National Pork Board offered a typing tool personality test utilizing your eating habits to place you in one of seven categories as a pork consumer.
As you can see in the photo above, I am a “simple feeder.” I learned I prioritize convenience over nutritious content and prime taste and flavor. I am more concerned about getting through the meal to keep on with my day than breaking down the source of protein I am consuming.
Oklahoma Pork Council team member Matti Carlile is a “confident meat eater.” She incorporates pork into her diet any chance she gets. Gus is a “culinary adventurer”, seeking every opportunity to try the most unique item on the menu and experiment with recipes at home. It’s important we recognize this audience and maintain positive relations with our top consumers.
The industry leader panelists introduced the consumer segmentation process and shared mind-blowing statistics from their research. An impressive 80% of pork consumption is consolidated in just 24 states, with millennials consuming less than half the pork per capita of Baby Boomers.
Alayne expressed her insight on combatting this issue, aligning directly with the National Pork Board: building trust and adding value. Tony was able to provide examples of how his company is using technology to appeal to consumers. Providing advertisements with QR codes linked to recipes, consumers are able to start with the big picture and learn new ways to incorporate fresh pork cuts into their diet. Sarah highlighted the growing popularity of easy-to-use appliances like air fryers and slow cookers and how these instruments can attract a new audience.
The pork industry is full of leaders who place integrity at the forefront. Alayne displayed the character of pork producers when she said, “We can’t give them information that we don’t know.” I commend the National Pork Board for investing in research to track consumer preferences and truly meet our customers where they are.
As I reflect on my travels, I feel extremely grateful to have a broader view of the pork industry and the producers who keep it going! I’m leaving Des Moines with new perspectives, knowledge, a full belly and heart!