Meat + Poultry - August 2007 - 88

AAMP
assessment
Executive outlook on
opportunities, challenges
Editor's note: After more than a year at
the helm of the American Association of
Meat Processors, Dr. Jay Wenther, executive director, finds reason for optimism.
Overall attendance at the organization's
68th Annual American Convention of
Meat Processors and Suppliers' Exhibition in Milwaukee this past July was up
over last year and more than 25 new
supplier companies were first-time exhibitors at the trade show.
But challenges lie ahead, as they do
for every professional association whose
members are part of a mature industry facing increasing competition upstream, downstream and from larger,
better-funded organizations.
As the conference was winding down, Wenther sat down with
MEAT&POULTRY to assess the "state of
AAMP," and discuss the organization's
objectives going forward. - JC
M&P: What do you see as AAMP's
No. 1 challenge near term?
Wenther: We need to make sure that
as many of our members as possible
take advantage of the benefits of attending our annual convention, and we need
to do a better job of making sure that
the members who do come really get
engaged with the other members.
M&P: What do you mean by
"engaged?"
Wenther: Time and again our members tells us that the most valuable benefit of this show is the chance to talk to
other processors, to learn from members
who have real success stories to share.
We want to provide a strong program
of technical information, processing
insights, and business and regulatory
updates. But at the end of the day, our
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August 2007

members have encountered every problem you could think of - and found
ways to solve them. So the one-on-one
contact and conversation that goes on
at the show is one of the most important ways members benefit from being
a part of this organization.
M&P: That said, I know there has
been talk of moving the convention
from its traditional mid-July date, as well
as other ideas to make the attendance

Wenther

and the member benefits more robust.
What has been discussed, and are there
any concrete plans in place?
Wenther: Yes, we've talked about
moving the show, possibly earlier in
springtime. But that creates potential complications with unpredictable
weather, which would damage attendance, and possibly cause conflicts for
our supplier-members with other shows
they attend. One tactic we have settled
on is keeping the annual convention in
the Midwest, at least through 2010 (the
next three sites are Cincinnati, Omaha,
and Kansas City). That way, we capital-

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By Dan Murphy
meatpoultry@sosland.com

ize on attendance from members who
can drive to the site. We're also looking
at potentially aligning ourselves with
various affiliated organizations, such as
barbecue companies or maybe regional
food service associations. But that's still
down the road.
M&P: What about combining the
corresponding state meat association show with the national AAMP
convention?
Wenther: We've discussed that, and
it's a possibility. A lot of logistics would
have to be worked out, and some concerns about state association members
"getting lost" in a bigger show would
need to be addressed. But that's certainly one way we could help build attendance. It makes a lot of sense.
M&P: In terms of boosting attendance - and participation - what is
AA MP doing to reach out to processors
who are not members?
Wenther: That's a challenge. We
know there are companies out there
who don't see the need to join an organization such as AAMP. We feel there
are tremendous benefits to membership,
but somehow we need to communicate that to these folks. It's easier when
they come to us for help because they
have some sort of a crisis, of course.
But the bottom line is that we need to
make sure members realize all we can
do to help them become more professional, more successful and more profitable. That's our top priority, and it's
one we're going to keep in focus with
everything we do.
We would like to hear from you - to comment on
this story or to request reprints, contact us by
e-mail at: meatpoultry@sosland.com.

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Meat + Poultry - August 2007

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