NPB partners with USMEF and USDA on Pork 2040 study
“Previous international marketing studies centered only on quantitative statistics to define demand, production and market access,” said Bill Luckey, chair of the Checkoff’s International Marketing committee and a pork producer from Columbus, Nebraska. “This unique effort will be more comprehensive, investigating the relevant qualitative factors that shape consumer opinion and hence markets. The study will focus on forecasting the pork and pork-product demand landscape over the next several decades so help determine where best to invest our limited Checkoff resources.”
Besides analyzing linear consumer trends, the study will also follow trends in the development of new production and marketing technologies, as well as in growing environmental concerns and in emerging legal, trade and regulatory regimes around the globe.
“Comprehensive research is vital to our international marketing planning and forecasting in order to stay ahead of the curve,” Luckey said. “We must take proactive steps to market products in both current and emerging markets well into the future.”
NPB announced that the study will be initially focused on China. Another highlight is that the study will include a research platform which will enable the U.S. pork industry to design and implement a long-term strategy for U.S. pork consumption in China and to add context to one of the most critical export markets.
“By forecasting where pork and pork product demand is heading in China, the Pork Checkoff and its partners can return value to U.S. pig farmers through a defined and united focus on growing export demand,” said Craig Morris, vice president of international marketing for the Pork Checkoff.
The study will be funded at the beginning through the Emerging Markets Program. The aim is to increase US exports to China with the help of teams of experts which will assess consumer trends, attitudes and behaviors that influence China’s food system needs.
“Pork 2040 will help decision-makers in business, government and non-profit organizations understand and accommodate the myriad challenges facing our pork industry stakeholders,” Morris said. “Challenges routinely surface from ever-evolving factors that affect the global food system, and we need to be better informed about circumstances potentially within our control and influence.”
The organizations are currently seeking companies to perform services for this research project.
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