Taste is taking center stage as the National Pork Board unveils a bold new strategy to transform how consumers—especially younger generations—think about pork. Sarah Showalter and Neal Hull reveal how deep consumer insights are reshaping the future of pork marketing in America.

At the heart of this transformation is a surprising disconnect: millennials and Gen Z consumers who claim they "don't eat pork" while enthusiastically consuming bacon, ribs, pepperoni, and sausage. This revelation has sparked a strategic pivot from positioning pork as merely a center-of-plate protein to showcasing it as a versatile ingredient in culturally-inspired recipes that younger consumers already love—like potstickers, tonkatsu, stir-fries, and carnitas.

The new "Taste What Pork Can Do" campaign leverages fascinating consumer trends, including the explosion of air fryers (now more common in American homes than coffee makers) and growing interest in smokers and grilling. By targeting specific consumer segments—from "confident meat eaters" who love grilling to "culinary adventurers" seeking new flavors—the Pork Board is meeting consumers where they are while highlighting pork's unmatched versatility. The campaign represents a long-term commitment to making pork relevant for future generations, embracing a "whole hog" approach that celebrates both fresh cuts and processed products while honoring pork's cultural significance across diverse communities.

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The safety nets protecting America's agricultural workforce are unraveling. Dr. Jeff Bender, Director of the Upper Midwest Agricultural Safety and Health Center (UMASH), reveals the far-reaching consequences of recent budget cuts to the National Institute of Occupational Safety and Health (NIOSH) - cuts that have already eliminated 85% of the agency's workforce.

For fourteen years, UMASH has served as a vital resource for farmers, agricultural workers, and rural communities across the Upper Midwest, and beyond. Under the recent cuts to NIOSH, the center's funding is set to expire in September. 

Using a "One Health" approach and recognizing the interconnectedness of human, animal, and environmental health, the center has pioneered innovative solutions to complex problems. From training rural volunteer firefighters to handle farm emergencies to researching better respiratory protection in swine and dairy facilities, UMASH projects, past and present, address real-world challenges that commercial interests typically overlook.

For more information on UMASH, visit: https://umash.umn.edu/about-the-center/

A tug-of-war is brewing between building America's shipbuilding capacity and maintaining the competitiveness of U.S. agricultural exports. As Mike Steenhoek, Executive Director of the Soy Transportation Coalition, explains, this tension stems from recent USTR actions addressing Chinese dominance in global shipbuilding—a position China achieved through 25 years of focused development to capture over 50% of vessel production worldwide.

While promoting domestic shipbuilding represents a worthy national goal, Steenhoek argues the implementation timeline creates impossible expectations for critical export industries. "I'd rather have government policy be predictably good than sporadically great," he notes, highlighting how short-term trade disruptions often lead to permanent shifts in global supply chains. When the 2018-2019 trade dispute with China redirected agricultural purchases toward Brazil, it accelerated Chinese investment in Brazilian infrastructure—investments that remain in place regardless of future U.S.-China relations.

The immediate effects of current policies are already visible at American ports. The Port of Los Angeles projects a 35% decrease in vessel arrivals compared to last year, with retail inventory shortages expected within 5-7 weeks. For agricultural exporters, the situation threatens both immediate access to shipping capacity and long-term market relationships. When fees remain on vessels both built and operated by Chinese entities—vessels that currently transport substantial volumes of U.S. grain—the available shipping pool shrinks while export demand remains constant, inevitably driving up transportation costs. As Steenhoek aptly summarizes using an aviation metaphor: building domestic shipbuilding capacity requires a runway length appropriate for takeoff, not an aircraft carrier deck that sends the economy plunging into the ocean.

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The razor-thin margins in today's pork industry demand a laser focus on herd health to maintain profitability. Dr. Nic Lauterbach, Technical Services Veterinarian with Pharmgate Animal Health, draws on his years of industry experience to deliver practical insights on keeping pigs healthy during challenging times.

What makes sick pigs so costly? As Dr. Lauterbach explains, illness diminishes the efficiency of every production input – feed conversion suffers, space utilization decreases, and labor requirements increase. This cascade effect can quickly erode already slim profit margins. The key is developing systems that both prevent disease entry and respond rapidly when health challenges emerge.

Producers should watch for specific warning signs that might indicate brewing health issues. Reduced water consumption often serves as the earliest indicator, followed by lethargy, decreased feed intake, and increased need for individual treatments. Dr. Lauterbach emphasizes the critical importance of establishing a strong health team before problems arise, creating clear communication channels that enable quick diagnostic testing and appropriate intervention strategies. This proactive approach can mean the difference between a manageable health event and a devastating outbreak.

Cattle producers often turn to average daily gain, feed conversion or reproduction when targeting improved efficiency but while they all have a place, a focus on feed efficiency traits is critical as it zeroes in on both the cost of feed and the value of gain.

Jason Osterstock, Chief Science Officer at Vytelle, joins Sarah Muirhead to explore how data-driven approaches are transforming herd management decisions. Rather than relying solely on conventional measures like average daily gain or feed conversion, forward-thinking producers are harnessing sophisticated analytics to identify animals with superior efficiency traits. These insights enable more strategic breeding decisions that compound benefits across generations.

What makes this evolution particularly exciting is its accessibility. Technologies that were once reserved for only the largest operations are now available to producers of all sizes through user-friendly platforms and mobile devices. This democratization of data science allows the entire industry to advance toward more sustainable production methods. Vytelle exemplifies this approach with its integrated technology platform designed to help cattle producers deliver more protein with fewer inputs, ensuring that meat and milk remain competitive food choices for future generations amid growing sustainability concerns.

Want to learn more about optimizing your herd's efficiency? Visit vytelle.com to discover how their technology solutions can transform your operation. 

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Ever wonder what consumers really think about animal agriculture practices? Dr. Valerie Kilders of Purdue University reveals groundbreaking approaches to understanding public sentiment through web-scraped data and media analysis during her presentation at the PEAK Conference in Minneapolis.

When poultry markets experience price volatility and consumer concerns about animal welfare intensify, producers need insights faster than traditional research methods can deliver. Dr. Kilders demonstrates how analyzing digital conversations provides near-immediate feedback on shifting public attitudes—revealing that consumer responses during recent market disruptions showed remarkable increases in certain sentiment metrics during critical periods.

The research uncovers a fascinating distinction between what consumers say in formal surveys versus how they express themselves online. Social media and news commentary capture stronger emotional responses and more policy-centered critiques, particularly around fundamental questions of production systems and housing conditions. These emotional reactions often reveal deeper concerns about transparency and animal treatment that might go undetected through conventional research approaches.

Perhaps most significantly, Dr. Kilders highlights the growing disconnect between modern agricultural practices and consumer understanding. As production has evolved, many consumers have lost connection with how food is produced, creating a knowledge gap about what constitutes appropriate animal welfare from a veterinary or production standpoint. This presents both challenges and opportunities for producers to engage in meaningful community conversations, providing education while acknowledging different perspectives on animal care.

This episode of Feedstuffs in Focus is sponsored by United Animal Health, a leader in animal health and nutrition. You can learn more about United Animal Health and how they are working to advance animal science worldwide by visiting the website at UnitedANH.com

Egg prices have been on a wild ride, with unprecedented volatility creating headaches for everyone from producers to restaurant chains. But what if there was a financial tool designed specifically to smooth out these price swings? That's exactly what StoneX has developed with their new shell egg contract.

As Ryan Turner of StoneX explains, this innovative risk management solution emerges just as the company celebrates its centennial anniversary—a meaningful full-circle moment considering StoneX began as an egg brokerage in Chicago back in 1924. From those humble beginnings, they've grown into a global financial services powerhouse while maintaining deep agricultural roots.

What makes this contract particularly valuable is its customer-driven origin. Turner emphasizes that the best financial products always emerge from client needs. 

While external factors like recent tariff announcements will impact commodity markets broadly, shell eggs remain somewhat insulated due to their predominantly domestic consumption. Nevertheless, having effective risk management tools becomes even more crucial during periods of geopolitical uncertainty. As Turner notes, once these financial instruments gain traction during volatile periods, they typically become standard industry tools for decades to follow.

The industry's participation is vital for this contract to develop its full potential, Turner notes. 

Ileitis is a common cause of diarrhea in grow-finish pigs. When underdiagnosed, ileitis can result in a significant amount of money being left on the table and out of producers’ pockets. 

Joining our Ann Hess today to talk about ileitis and what producers can do to minimize its impact is Dr. Nate Winkelman, co-owner and veterinarian at Swine Services Unlimited.

This episode is brought to you by Pharmgate Animal Health, a growing business that puts livestock first. Pharmgate provides a proven portfolio of technically supported, high-quality products that are the foundation of custom herd health protocols. By offering multiple options for active ingredients, concentrations, and administration routes, Pharmgate provides you with choices to fit your needs and gets you the results you want. 

To prevent the spread of influenza in a commercial livestock system, it is highly recommended for staff to wear personal protective equipment or PPE. Considered the last line of defense to prevent an infection in an individual, it is also the least effective as wearing PPE well and consistently can be a challenge for producers and caregivers on farm. 

Feedstuffs Ann Hess caught up with Montserrat Torremorell of the University of Minnesota at the American Association of Swine Veterinarian’s Annual Meeting to discuss a few studies that speak to the effectiveness of on-farm PPE in preventing flu infection and transmission.

This episode of Feedstuffs in Focus is sponsored by United Animal Health, a leader in animal health and nutrition. You can learn more about United Animal Health and how they are working to advance animal science worldwide by visiting the website at UnitedANH.com

With unique access to those on the frontlines of agriculture and science, two filmmakers set out on an incredible journey around the world to find the answer to what would seem like a relatively easy question. That being, Are we better off in a World Without Cows? 

Joining our Ann Hess from the NCBA tradeshow floor in San Antonio are World Without Cows filmmakers, Michelle Michael and Brandon Whitworth.

This episode of Feedstuffs in Focus is brought to you by Alltech. Acting as your trusted partner, Alltech delivers integrated expertise and tailored solutions and services to provide a comprehensive one-stop resource for solving your challenges. Alltech’s expertise is your competitive edge. Visit Alltech.com to learn more.