With the consumer market for pork and other protein sources rapidly changing, the Pork Checkoff is putting the finishing touches on a plan to reposition pork marketing.
“The Pork Checkoff has embarked on a journey to determine how best to market pork today,” said Terry O’Neel, a pork producer from Friend, Neb., and president of the National Pork Board. “The direction may be drastically different than we’ve seen in the last quarter century.”
The big changes that require a new marketing plan, the National Pork Board’s chief executive officer Bill Even said, are driven by what he called “the three M’s”:
Millennials: America’s largest generation has increasing buying power and makes buying decisions differently than its predecessor generations.
Mobile: The speed of communication and access to information fuels demand, requiring constant attention to new means of communication.
Multicultural: Currently 36 percent of the U.S. population, the newest arrivals to the U.S. and their families will make up 50 percent of the population by 2050.
Jarrod Sutton, the National Pork Board’s vice president of domestic marketing, viewed the changing marketplace as an opportunity to inspire all segments of the pork chain to find new ways to succeed. The signs are positive, he said, noting the demand for protein remains strong. Pork production is projected to grow by 12.3 percent during the next three years, starting with projections that 2017 will be a record year for pork production
Sutton said the new direction of Pork Checkoff-funded marketing will build on the three pillars of pork’s brand identity – quality, trust and value – and “will provide a unique value to the pork supply chain to position itself as the industry leader in knowledge of the consumer’s requirements and preferences, insights into category growth, and future-proof solutions for stakeholders to grow and thrive in a rapidly changing world.”
O’Neel said he expects that the new marketing strategy will be deployed early in 2018.