Real Pork campaign begins with earning the trust of pig farmers
The president of the National Pork Board says a campaign to build consumer trust hinges on gaining the trust of pig farmers first.
Gene Noem, who works for pig breeding company PIC, calls “Real Pork” a trust and image campaign that targets consumers.
“Real Pork is really a brand, it’s not just a statement of Real Pork but a brand that we’re trying to make sure that as we talk with people, we’re talking about real farmers, real pork, real good, real nutritious, (and) real sustainable.”
Speaking to Brownfield at Iowa Pork Congress in Des Moines Wednesday, he says Real Pork begins with earning the trust of pig farmers so they feel comfortable sharing their story.
“And then helping them identify next-level metrics that would be something that our consumers are really interested in and making sure we want to tell. So we start out by gaining their trust, giving them a paradigm to talk about what they’re already doing today, and then giving them goals to make sure that we look at the future as well (and) next steps.”
The National Pork Board is helping aggregate data that shows pig farmers are using less land, water, and energy to produce pork.