In this episode of The Squeal, host Dr. Lindsay Case (PIC Technical Director of Product Sustainability) continues the conversation on the future of the PRRS-resistant pigs in consumer markets. Joining her are Marisa Pooley (PIC Director of Communications & Engagement) and Staci Covkin (Circana, Principal of Innovation Consumer & Shopper Insights), two experts in communications and consumer perception. They explore how gene-edited livestock fits into the evolving food landscape, addressing public perception, and the role of transparent communication in building consumer trust.