The National Pork Board has approved a new domestic marketing strategy
Jarrod Sutton, VP Domestic Marketing, The National Pork Board
Don Wick: 00:01 From the Pork Checkoff in Des Moines Iowa it’s Pork Pod! Pork Pod, a look at the hot topics in today’s pork industry. The Pork Checkoff is working for you through various forms of research promotion and consumer information projects. This is Don Wick speaking on behalf of the pork check off. And today our guest is Jarrod Sutton who is the Vice President of Domestic Marketing for the National Pork Board. The National Pork Board has adjusted its Domestic Marketing approach. Jarrod bring us up to date. What does this mean?
Jarrod Sutton: 00:30 It’s a great opportunity Don! Quite frankly, to think through a new way to approach marketing to meet a changing consumer segment a changing consumer base and their needs where they are when they are and when they’re ready for the information I think that’s where really where all this boils down to is there’s 320 million Americans in this country. And we know a lot about a segment of those consumers what we want to do is really put more of our resources and focus towards building out a stronger more robust market intelligence database that’s full of insights. And so in short we need to know how consumers and all consumers are either interacting with our product or not. And I mean all pork products we will be the pork experts. And so then our job is to make companies who are marketing directly to consumers and hoping to sell a bit more pork to them a little bit smarter in how they may go about doing that.
Jarrod Sutton: 01:20 And so if you had to boil it down I’d say our shift is really from a B to C strategy going directly to consumers as we’ve done for a number of years and evolving more to a business to business consultative insights driven strategic partnership for those companies.
Don Wick: 01:36 So we’ve obviously have cooperated worked with these channel partners in the past. This just wraps that up.
Jarrod Sutton: 01:43 I think that’s a great way to put it. We’ve met we’ve been greeted open with warm welcome open arms because there’s a need to sort of fill that void and have a better understanding of not only the production story which is important part and trust is really critical that as we all know and so we need to ensure that our customers are buying pork products understand the pork production process (*caughs* excuse me) and how producers do what they do the right thing (*clears throat* pardon me) everyday on the farm. And so that’s an important point and that’s opened up a lot of new doors for us as well. And so as we think about the best way to potentially position that farmers story and the we care initiative that is that is designed to instill trust and is directly correlated to growing demand. And so as we marry that up with additional insights that help companies understand how consumers are their lifestyles are changing their buying habits are changing their eating habits are changing the cultural demographics are changing there’s a rapidly growing Hispanic consumer population in this country and how the consumer is eating today as a result of that is changing and it’s and it’s all for the positive for pork by the way the millennial consumer now outnumbers the baby boomers.
Jarrod Sutton: 02:59 And so with that comes a change in generation a change in thoughts of change in views. We need to we need to find out more about what that means and the opportunities for pork. And then we need to share that with those companies who are attempting to sell more of our product. And again just make them a bit smarter and a little more successful in doing it.
Don Wick: 03:16 So how do you go about that? It’s really providing resources to them or what’s that. It’s a collaborative effort?
Jarrod Sutton: 03:22 At the end of the day, it’s really about collaboration. And so let’s figure out how do we how do we understand as much as we possibly can about the changing consumer landscape and what the motivators to purchase are what the barriers to purchase are and then effectively address them to either realize new opportunities and develop them through innovation some new convenient products for those that are really our greatest port champions. We refer to them as. And then more importantly be very pinpoint precision marketing if you will and target and specific the barriers to purchase with these various segments of consumers. That’s also going to lead to some innovation in product development and product marketing. But at the end of the day, we know that there’s a changing, evolving consumer sentiment as it relates to today’s food system. We’re going to marry up the production story to instill trust.
Jarrod Sutton: 04:11 Along with that product marketing story which we all know is flavor and versatility and all the great things that pork offers. And through those insights that we discover share those putting our resources towards first discovering and to deploying and sharing with key companies key retail key food service obviously the Packers and processors to help them understand how to be even more targeted with their dollars and be more successful in marketing pork products to a growing consumer segment.
Don Wick: 04:40 How can this lead to more innovation as you mentioned?
Jarrod Sutton: 04:42 I think what we’re going to discover pretty quickly is that convenience is an important part of the millennial mindset and convenience can be defined a lot of different ways. But essentially what we’ve got to do is make sure that our products fit the lifestyle that the millennial consumers living. So it may not be that big bulk of value packs and you know 12 pound whole boneless pork roast as maybe it used to be. Of course that’s always going to be there but for some folks who may be in single household single family households are going to shrink some of that pack size to be one chop instead of four chops. So maybe some easy simple innovation like that. But I also think that people are eating more as this food industry and the food cuisine and food culture continues to evolve. You know people are seeking out more carnitas as an example as opposed to nine pound pork shoulder roast to effectively make their carnitas does and so there will be further processors that will continue to take that extra step out of the process for consumers and probably sell carnita meat in the retail grocery space before long.
Jarrod Sutton: 05:45 And so those are just a couple of easy examples. But the exciting thing is we’re going to invest a lot of Pork Checkoff dollars and resources towards understanding all of that better and really guiding the processors who are looking for those insights in terms of how they know how they work where they invest what to create these new products and really mitigate that risk to ensure that they’re successful and ultimately growing demand for pork.
Don Wick: 06:08 Thank you for listening to this edition of Pork Pod. For more information on this topic or the Pork Checkoff itself, visit pork.org or call the Pork Checkoff Service Center 1 800 456 PORK (7675).