NC Pork Report - Fall 2017 - 8

INDUSTRY NEWS

National Pork Board changes
marketing focus

A

T THE JUNE 2017 NATIONAL
Pork Board meeting, the NPB
Board of Directors unanimously
approved a new domestic marketing
strategy to reshape how the organization markets pork products.
The result is a bold and strategic
move away from a primarily businessto-consumer advertising model to a
primarily business-to-business consulting model. This includes a shift in
responsibilities for the NPB Domestic
Marketing team.
This go-to-market strategy redefinition
was a year-long process, and included
the thoughtful insights of all audiences, according to NPB CEO Bill Even.
"From producers to packers and retail
to foodservice leadership, the people
we interviewed agree that we need to
update our domestic marketing approach

and programs," said Even. "That means
clearly understanding, not only who buys
pork today, but how they are influenced
and access information."
The big changes are driven by what
he called "the three M's":
* Millennials: America's largest generation has increasing buying power and
makes buying decisions differently
than its predecessor generations.
* Mobile: The speed of communication and access to information fuels
demand, requiring constant attention
to new means of communication.
* Multicultural: Currently 36 percent of
the U.S. population, the newest arrivals to the U.S. and their families will
make up 50 percent of the population
by 2050.
Even said responding to those drivers in a way that assures pork demand

remains strong prompted the National
Pork Board to spend the past year conducting extensive research to define
the critical needs of pork marketing.
The research has included in-depth
discussions with producers, packers,
processors, retailers, foodservice, and
consumers.
The plan includes consolidation of
all websites and a new digital content
strategy. All NPB websites will be consolidated at the www.pork.org site by the
end of the year and other changes will be
implemented at the beginning of 2018.
It is unsure of how these changes will
be implemented at the state level. These
changes do not affect state organizations'
marketing plans or funds given to the
state organizations. Once the national
strategy is finalized, more direction will
be given to the states.

Date set for
the 2018 annual
conference

M

ARK YOUR CALENDARS! THE 2018
NC Pork Conference will be held
March 7-8 at the Crabtree Marriott in
Raleigh. The conference will include the popular
Bacon Bash, annual meeting, educational sessions and awards ceremony.
Please note that the conference will not be
held in conjunction with the Southern Farm
Show, which is scheduled for Jan. 31-Feb. 2,
because those dates also coincide with the
International Production and Processing Expo
in Atlanta, which is becoming more popular
with poultry and swine producers.

8 | FALL 2017 | NC P ORK RE PORT | NCPORK.ORG


http://www.pork.org http://www.NCPORK.ORG

Table of Contents for the Digital Edition of NC Pork Report - Fall 2017

Letter From the President
Industry News
Producer Profile
Legislative Update
Profile: Brandon Hartman
Sustained Excellence in Swine Production
Youth News
Pork Checkoff Announces
Advertiser Index
NC Pork Report - Fall 2017 - Intro
NC Pork Report - Fall 2017 - cover1
NC Pork Report - Fall 2017 - cover2
NC Pork Report - Fall 2017 - 3
NC Pork Report - Fall 2017 - 4
NC Pork Report - Fall 2017 - 5
NC Pork Report - Fall 2017 - Letter From the President
NC Pork Report - Fall 2017 - 7
NC Pork Report - Fall 2017 - Industry News
NC Pork Report - Fall 2017 - 9
NC Pork Report - Fall 2017 - 10
NC Pork Report - Fall 2017 - 11
NC Pork Report - Fall 2017 - 12
NC Pork Report - Fall 2017 - 13
NC Pork Report - Fall 2017 - 14
NC Pork Report - Fall 2017 - Producer Profile
NC Pork Report - Fall 2017 - 16
NC Pork Report - Fall 2017 - 17
NC Pork Report - Fall 2017 - 18
NC Pork Report - Fall 2017 - 19
NC Pork Report - Fall 2017 - 20
NC Pork Report - Fall 2017 - 21
NC Pork Report - Fall 2017 - 22
NC Pork Report - Fall 2017 - 23
NC Pork Report - Fall 2017 - Legislative Update
NC Pork Report - Fall 2017 - 25
NC Pork Report - Fall 2017 - Profile: Brandon Hartman
NC Pork Report - Fall 2017 - 27
NC Pork Report - Fall 2017 - Sustained Excellence in Swine Production
NC Pork Report - Fall 2017 - 29
NC Pork Report - Fall 2017 - 30
NC Pork Report - Fall 2017 - 31
NC Pork Report - Fall 2017 - Youth News
NC Pork Report - Fall 2017 - 33
NC Pork Report - Fall 2017 - Pork Checkoff Announces
NC Pork Report - Fall 2017 - 35
NC Pork Report - Fall 2017 - 36
NC Pork Report - Fall 2017 - 37
NC Pork Report - Fall 2017 - Advertiser Index
NC Pork Report - Fall 2017 - cover3
NC Pork Report - Fall 2017 - cover4
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