Pork Checkoff’s Pork 2040 Plan

Posted on

The Pork Checkoff takes a long-term view of international marketing. National Pork Board vice president of international marketing Craig Morris outlines the Pork Checkoff’s Pork 2040 Plan. This strategy includes a three-stage process beginning with a review of current markets. Morris has more details in this edition of Pork Pod.


Don Wick


Craig Morris, Vice President of International Marketing, National Pork Board




Don Wick: 00:16 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. I’m Don Wick speaking on behalf of the Pork Checkoff, and today our guest is Craig Morris, vice president of international marketing for the National Pork Board. And it’s no secret the Pork Checkoff has been invested in international market development since its very beginning, but the Pork Checkoff is also taking a longer term view of this effort. Craig, give us your perspective. What’s happening here with the international markets as we march forward?

Craig Morris: 00:41 Absolutely. Everybody’s going to start hearing a lot more about, the long name is the “Market Assessment: 20 Year Foresight Analysis of Pork Product Consumption”, or what we’re trying to call Pork 2040. Really what we want this to do is enable the US pork industry to design and implement a long-term strategy for US pork consumption in global markets by framing each market very uniquely from, not only where it is today, but where it’s heading in that near term. So looking at five years out, 10 years out, and 20 years out. It’s a three stage process. First thing we’re going to do is put teams together and send them around the world to the markets of today. Those markets that we have limited or restricted access into, and then those markets that we know based on demographic data, consumption patterns, income changes, are going to be very attractive markets in the future.

Craig Morris: 01:38 Really trying to find that next Japan, for example, and that next Japan might not just be one country, it might be a basket of countries. But getting these teams out there, doing in-depth analysis of pork consumption in those particular markets, trying to understand what’s going on there in terms of consumer demand, infrastructure. What it would take in terms of addressing the needs of that market related to environmental concerns, legal trade, regulatory regimes. We’re then going to bring that data back here and really try to translate that into consumer insights that we can use to actually have real actionable recommendations for the US pork industry. That information on long-term consumer pork consumption trends we think is going to help the US pork industry set strategy, align time frames, and hopefully, increase demand for US pork. And finally then when we have sort of that distilled information back from those teams, what we want to do is start doing some projects then, that can help enhance US pork’s marketability and accessibility in those markets that we know are gonna be big markets for pork in the years ahead.

Don Wick: 02:48 Why is it important for the Pork Checkoff to take that long-term approach like this, Craig?

Craig Morris: 02:52 Producer dollars can be used in a way to really, as I call it, sort of venture capital. Industry is very focused on near term, a return to shareholders. They’re focused on marketing products where they can market them today. What we want to do here is use producer dollars to really identify where is the global market going and then doing what we can to invest in research then, which is one of the things that I think checkoffs do the best is invest in research. Do that research to really understand what is it that we can do to position US pork in those markets of the future. Looking at kind of where we’re going in terms of this study, we’re going to be looking at places that we don’t currently sell product into it all. Looking at the markets like the Indias, looking at the Nigerias. Obviously looking around the world at markets that we know based on all available information. The Philippines, for example, the Thailands, the Nigerias, I guess as I had said, the Perus. The variety of markets around the world that we know are going to have greater demand for pork, and then what can we do with producer dollars to position US pork on those plates.

Don Wick: 04:05 Craig Morris, vice president of international marketing for the National Pork Board. Thanks to you for listening to this edition of Pork Pod. For more information on this topic or the Pork Checkoff itself, visit pork.org.