The National Pork Board will move into 2018 with a new communications strategy. As times change, National Pork Board CEO Bill Even says the Pork Checkoff also needs to adjust…
“When you think about when the Pork Checkoff started back in 1985, 1986, your phone was bolted to the wall in your kitchen. Fast forward to 2017, that phone is in your pocket, and you’ve got the entire world at your fingertips with access to the internet.
“And the other thing, you go back to the 1980’s there was a lot of generic commodity fresh pork on the market, really undifferentiated in the meat case, today there’s a huge rise of brand, a rapidly consolidating supply chain, with the packing and retail and food service industry. So, it really necessitated the board stopping and rethinking it’s strategy.”
The Pork Checkoff strategy takes into consideration the concerns of today’s consumer…
“So, the Pork Checkoff is really taking a look at what consumers want to know about pork as a food, recipes and health and nutrition and taste. And also, what people are interested in is how this pork is raised, where did it come from, animal welfare, antibiotics, and so forth.
“So, our new business-to-business strategy is really designed to bring those two things together and get that information out to those folks in the supply chain so that they can amplify it.
“We’ve got a limited amount of Checkoff dollars, producer’s money, let’s figure out how we leverage that by working more closely with the brands.”