How Pork Board insights helped shape marketing strategy at Clemens
We made a deliberate decision in naming this weekly newsletter. It directly reflects the change in how the Pork Board leads the conversation about pork within our industry.
Since the Jan. 10 launch of the Dinner at Home in America report, we’ve been delivering weekly doses of the insights uncovered in the comprehensive research effort we undertook in 2018. We’ve explored several of the nine meal occasions that happen every night in homes across the country, we’ve provided a look at the perception challenges pork has with today’s consumers, and we’ve teased the deep dive into the Hispanic market we’ll unveil later this fall.
And soon you’ll see insights for the foodservice industry, as we’ll be releasing a new report during the National Restaurant Association Show in May.
As far as newsletter content, we’ve been heavy on the insights, but light on the action.
To be fair, that should not be much of a surprise. New products don’t just appear after a few weeks – it takes time to research, innovate, and test before anything makes its way to the dinner table. When six or seven figures have gone into product development, you want to make sure you’re making the best decisions possible.
But as our research continues to indicate, our industry is serving a much different customer (with different expectations) than we were five, 10 or 20 years ago. There’s tremendous value in being nimble, first to market, and willing to adapt.
Today, we want to highlight how an industry partner is using the insights we’re providing to inform and elevate their marketing decisions.
Enter Clemens Food Group, and the marketing strategy they launched at the 2019 Annual Meat Conference in Dallas.