Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211


Agricultural News

Pork Checkoff Working to Finish Plan to Reposition Pork's Image to Better Reach Today's Consumer

Thu, 08 Jun 2017 15:01:50 CDT

Pork Checkoff Working to Finish Plan to Reposition Pork's Image to Better Reach Today's Consumer With the consumer market for pork and other protein sources changing rapidly, the Pork Checkoff is putting the finishing touches on a plan to capitalize on those changes by repositioning pork marketing, Terry O’Neel, president of the National Pork Board, told an audience at World Pork Expo Thursday. “The Pork Checkoff has embarked on a journey to determine how best to market pork today,” O’Neel, a pork producer from Friend, Neb., said. “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.

Even said that responding to those drivers in a way that assures pork demand remains strong prompted the National Pork Board to spend the past year conducting extensive research to define the critical needs of pork marketing. The research has included in-depth discussions with producers, packers, processors, retailers, foodservice, and consumers.

Jarrod Sutton, the National Pork Board’s vice president of domestic marketing, said the research was designed “to find the marketing sweet spot at the intersection of market trends such as population growth and growing market diversity; market opportunity that capitalizes on pork’s flavor, convenience and value, and marketing tools the Checkoff can use to reach younger and more diverse audiences.

Sutton views the changing marketplace as an opportunity to inspire all segments of the pork chain to find new ways to succeed. The signs are positive, Sutton said. Demand for protein remains strong. Red meat and poultry production is projected to grow over the next three years -- by 6.6 percent for beef, by 9 percent for poultry and by 12.3 percent for pork, 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.

Source - National Pork Board



WebReadyTM Powered by WireReady® NSI


Top Agricultural News

  • Atop the RON Rural Soapbox - Former Secretary John Block "Ag Day & RFS"  Fri, 23 Mar 2018 05:23:49 CDT
  • Omnibus Clears Senate- Ready for President to Sign- Includes Key Policy Isues for Farmers and Ranchers  Fri, 23 Mar 2018 03:29:20 CDT
  • R-Calf USA Loves President Trump's Plan for Tariffs Against China  Thu, 22 Mar 2018 20:32:19 CDT
  • Wind Industry Nervous Over State Legislature's Flirtations with Retroactive Cuts to Existing Incentives  Thu, 22 Mar 2018 17:16:28 CDT
  • Five-Dollar Wheat has Come and Gone but OSU's Kim Anderson says there's Potential to See it Again  Thu, 22 Mar 2018 16:17:38 CDT
  • Thursday Market Wrap-Up with Justin Lewis  Thu, 22 Mar 2018 16:06:20 CDT
  • Oklahoma Grain Elevator Cash Bids as of 2:00 p.m. Thursday, March 22, 2018  Thu, 22 Mar 2018 14:57:23 CDT
  • Soy Growers Welcome Provisions Included in Omnibus Bill Set to Resolve List of Issues in Ag Industry  Thu, 22 Mar 2018 14:53:14 CDT

  • More Headlines...


    Ron salutes our daily email sponsors!

    Livestock Exchange Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit P&K Equipment Stillwater Milling American Farmers & Ranchers KIS FUTURES, INC. Oklahoma Cattlemen's Association Oklahoma City Farm Show

    Search OklahomaFarmReport.com

    Find more about Weather in Oklahoma City, OK

    © 2008-2018 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.