November 13, 2018
The National Pork Board, the U.S. Meat Export Federation (USMEF) and the U.S. Department of Agriculture (USDA) announced today that they will engage in a foresight-based marketing study called Pork 2040. The study will investigate changing consumer attitudes and trends in developed and emerging U.S. pork export markets in 17 defined countries.“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 to help determine where best to invest our limited Checkoff resources.”In addition to analyzing linear consumer trends, the Pork 2040 research will assess 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.
