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Agricultural News

Pork Industry Using Digital Strategies to Expand Its Domestic Customer Base and Increase Demand

Fri, 29 Jun 2018 15:55:52 CDT

Pork Industry Using Digital Strategies to Expand Its Domestic Customer Base and Increase Demand The Oklahoma Pork Council hosted the annual Oklahoma Pork Congress on Friday of this week in Norman. During the event, Radio Oklahoma Ag Network Farm Director Ron Hays caught up with Jarrod Sutton, vice president of domestic marketing for the National Pork Board, there in attendance to speak to Oklahoma’s pork producers about how the NPB is working to make sure the mounting supply of US pork is efficiently moved through the domestic marketplace. He explained some of the key strategies in how his organization is working to accomplish this. Listen to their complete conversation by clicking or tapping the LISTEN BAR below at the bottom of the page.

With increased production and added pressure from tariffs levied on US pork exports as a result of an intensifying trade war with our foreign customers, Sutton says “There is plenty of it to go around.” Thankfully, though, he says there is also the opportunity with which the industry can utilize to achieve its goals.

“Look, we’ve got more supply and the opportunity is for us to move that demand curve to the right,” he said. “That means, increasing consumption and we know we can do that because that’s the business we are in.”

Sutton and the Pork Board are relying heavily on research and digital tools to accomplish this task, targeting individual demographics and connecting them with the product or cut that best meets their individual needs. To be successful at this, he says one must consider each customer’s perception of the various cuts of pork relative to taste and convenience as well as a growing social component concerning the product’s sustainability.

“Pork has it all. We’re doing all kinds of work to communicate that message to consumers, in the digital space especially,” he said. “Last year, we started exploring some opportunities to partner with Google. Google also owns Youtube. Google is the number one search engine worldwide and we like to think every sale starts with Google. People search, people find, people buy. We want to make sure we are part of that algorithm. Because, at the end of the day it’s about getting more people to eat more pork more often and that’s exactly what we’re trying to do.”

A focus of this campaign has also been to better reach the various ethnic demographics with Pork’s message. Currently, there is significant growth in the multicultural demographics of the US population, specifically with the Hispanic US consumer. And, pork is a traditional staple in Latin American markets. Sutton says the NPB is working to foster a stronger relationship among these consumers and keep pork as a priority item in the kitchens of these valued customers.

“Those are the priorities we’re thinking about,” he said. “It’s really about the rapid evolution of technology and how pork can be leading and certainly a part of that.”



Hear Ron Hays and Jarrod Sutton discuss the digital marketing strategies of the National Pork Board
right-click to download mp3


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