Agricultural News
National Pork Board's Angie Krieger Turns COVID-19 Lemons into Lemonade
Fri, 10 Sep 2021 16:34:58 CDT
There is no denying the COVID-19 poked some large holes into everyone's perceptions of the sturdiness American food supply chain. As consumers struggled to find or afford animal protein at stores in 2020, a conversation about how and where Americans get food sparked on a level wider than the agricultural bubble.
Angie Krieger, vice president of operations for the National Pork Board, said the sourness of supply chain deficiencies offered the National Pork Board sweet opportunities to welcome consumers to the discussion, some for the first time.
"I have teenage daughters and I think for a long time they thought that food naturally just showed up at the grocery store - like magic," Krieger said. "For a lot of consumers who are removed from the farm, that is not top-of-mind."
Krieger said despite the COVID-19 pandemic being a challenge for the pork industry, it offered a great opening for pork producers to share their stories.
The National Pork Board is steeped in consumer insights, according to Krieger. She said technology allows them to listen to consumers on the internet to better focus marketing tactics. They have found two large disconnects: consumers don't use the same language as industry professionals and they are not concerned about the same things as industry professionals, Krieger said.
A way the National Pork Board is working to reach consumers (and audiences) is through a new partnership with actor and former pig producer Eric Stonestreet.
"We just launched a new campaign where we are busting myths about pork production," Krieger said. "We are calling it The Rural Dictionary - when we can find those connection points and maybe add a little bit of humor to it as Eric will bring to this campaign, we can begin to build trust."
Krieger said producers get into dangerous waters when they assume consumers have the same level of knowledge about their food. She said she believes Stonestreet's industry knowledge, strong work ethic along with playing many beloved characters, will enable the National Pork Board to reach consumers they possibly have never reached before.
She said the National Pork Board is always looking for new opportunities to help people understand and feel good about where their favorite pork products come from.
Hit the LISTEN BAR below to hear KC's conversation with Angie Krieger, where the two further discuss opportunities the National Pork Board is taking advantage of to propel pork's image among consumers.
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