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Agricultural News

Pork Board Chairman David Newman Talks Pork Checkoff 4.0

Thu, 05 Dec 2019 16:34:58

Pork Board Chairman David Newman Talks Pork Checkoff 4.0 Oklahoma Radio Ag Network Farm Director Ron Hays sat down with David Newman, President of the National Pork Board, to talk about The Pork Checkoff 4.0 Launch.

Newman says the tagline "Consumer-Focused, Producer-led says a lot about what they do on the National Pork Board, "Because it is about our consumers and when you have more than 97% of our population does not represent pork producers or pork production we're really fighting for and vying for that protein sector every single day. We need our consumers to not only understand what we do but to understand the value of the product that we produce for them. So Consumer-focused is a huge part of our business moving forward into the future."

Newman believes it's essential to engage consumers from a technology standpoint as well, "We engage with customers like Google where you have billions of users on a single platform that literally uses digital technology for everything they do. That helps us mine through this mountain of information with very limited resources that we have at the pork checkoff to understand what our future consumers want. What do Generation Z and millennials? What do they want? Portion Size, purchasing power, where they shop, why they shop, what they want in 2025, not just what they want now." Newman believes that kind of effort is a smart allocation of resources because they can use their money in more strategic ways.

Going forward, Newman says you can't mistake the value of the export market, "Pork is a very diverse protein. It sits in that space of affordable. It sits in the space of diverse.  Thank God it makes bacon! So we have some of these unique pieces that make us uniquely pork. We aren't just meats. We have some really cool things about diversity in our role of foodservice and retail. The Export market is huge, and that is a growing percentage of our business."

Click on the LISTEN BAR below to hear the complete interview with David Newman as he talks with Ron Hays.


Ron Hays talks with Pork Board Chairman David Newman
right-click to download mp3


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