Understanding Consumer Decisions Around Pork

In this enlightening episode , we welcome Emily Krause, Director of Nutrition with the National Pork Board, to discuss enhancing consumer decisions around pork and garnering nutritional support through retailers. Emily brings her expertise to share strategic insights and initiatives aimed at increasing the visibility and consumption of pork.

What You Will Learn:

• Visibility and Education: Understand the current challenges around the limited visibility of pork in grocery stores compared to other proteins and the importance of education and promotion to increase consumer awareness and drive demand.
• Health Benefits of Pork:  Learn about the health benefits of lean pork cuts certified by the American Heart Association and the significance of highlighting pork’s nutritional value to consumers.
• Retailer’s Role in Pork Promotion: Discover how retailers can expand pork offerings, educate shoppers, and provide meal inspiration through digital platforms, in-store displays, and engagement with retail dietitians.
• Consumer Choices and Influences:  Explore how ease of preparation, taste, affordability, and nutrient density of pork influence consumer purchasing decisions, making pork a favorable option for families.
• Alternative Meat Products: Delve into the importance of educating consumers about the nutritional value and ingredient lists of alternative meat products, balancing the consumption of plant-based and animal-based proteins.
• Trends in Food Choices:  Examine current trends in consumer awareness and the impact of marketing on food choices. Emily emphasizes the need for transparency in labeling and empowering consumers to make informed dietary decisions.
• Favorite Pork Cuts:  Enjoy a lighthearted discussion on favorite pork cuts, such as pork belly, chops, and shoulders, which showcases the versatility and culinary enjoyment of pork.

This episode of The Real P3 Podcast provides a comprehensive exploration of how to enhance consumer awareness and appreciation for pork. Emily Krause’s insights highlight the versatility, nutritional value, and affordability of pork as a protein source, while also addressing the vital role retailers and education play in influencing consumer decisions.

Join us for a nutritious and flavorful journey that delves into the strategic promotion of pork, aiming to make it a staple in households by showcasing its benefits and versatility.

To learn more about pork and nutrition, visit pork.org/nutrition. 
 
This episode, which previously aired on Coffee in the Barn, is part of the cross promotional exercise of the two podcasts

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www.thesunswinegroup.com

Transcript

Casey
 0:00:00
 Welcome to the Real P3 Podcast. Every Thursday, join the animistic team as we showcase how innovation drives solutions in animal nutrition and business. Dive into groundbreaking developments and practical insights across all livestock and pet species. Tune in  where science plus heart empowers transformative solutions. We are very fortunate to have with us Emily Krause, Director of Nutrition with the National Pork Board and welcome.

Emily
 0:00:21
 Thank you, excited to be here. 

Casey
 0:01:02
 Today we're going to be discussing how consumers make decisions around pork and how we can work with retailers to better provide nutritional support to consumers. One of my co-workers is on a young leadership committee within the pork industry and he went out, I think out east somewhere to a retail store and they talked about the different protein options in the meat case and you know it was like poultry side there was like 12 to 15 options the beef side there was let's say 8 to 15 and then on the pork side there was only like 4 to 8. How do you foresee us expanding the meat cut offerings at grocery stores and continuing that education on there's a lot more things you can do with

Casey
 0:01:42
 a loin.

Emily
 0:01:44
 Absolutely. Well, first I want to say that there is data to show that when thinking about pork, it's not top of mind. There's other options like chicken, like beef, like turkey, like fish, like plant-based, that seem to get me for pork because pork is just forgotten about. It's not on top of mind when it comes to purchasing it for family meals, for health, et cetera. And so one, just talking about it is the first thing. We just need to bring it into the conversation because it's not in the conversation. But also, again, I'm biased. I'm a past retail dietitian. I think if a retailer does have a dietitian,

Emily
 0:02:29
 that can be a really strong point, have those conversations with dietitians and say, hey, there's eight lean cuts of pork. Three of those are certified, heart checks certified by the American Heart Association. That means they have less than five grams of fat,

Emily
 0:02:45
 so super lean. And Jake intends to have this heart, or this health halo. Like when people think about, oh, I want to lose weight or January get fit, they think of chicken. And what we know is that tenderloin, which is the leanest cut of pork, is just as lean as boneless, stainless chicken breast. And that

Emily
 0:03:06
 shocks people. They're like, what? I thought pork was fatty. And then there's so many options that they can have. And of course, it's not just the lean cuts of pork. There's so many different cuts. I love the good pork shoulder. But a lot of those cuts aren't in the stores and I think it's because people aren't asking for them. If people aren't asking for them or looking for them, they're probably not purchasing them. And why would a store that people aren't going to buy.

Emily
 0:03:37
 And I think that's tough because it's kind of on two ends. People need to see it in the store and the store needs to have it for people to buy it, but then people need to know that it's an option and how to use it in order to buy it. And so going to those people that are really educating shoppers in the store where they buy food, like the retail dietitian, is super important. And as I've been having conversations with dietitians, they know tenderloin, they've heard of a loin, they've heard of a chop, and that's about it. They're like,

Emily
 0:04:11
 wait, ground pork is a thing? Sometimes they store a saw ground pork, sometimes they don't. And so I think by showing these dietitians, especially those that work really closely with their merchandising teams and their buyers, that, hey, I talked to the team at the National Pork Board and we know that people are looking for an affordable protein that's versatile, that is lean, it's going to fit into their healthy eating pattern. And right now we have tenderloin and people need more than just a tenderloin. And starting to build that conversation and build that demand. And I mean, that's a whole nother conversation.

Emily
 0:04:53
 I think that's, there's so many factors that go into it. But when we're talking at retail and that education and by a dietician being able to go into the aisle and say, hey, here is this tenderloin when it's in the air fryer, it has such an intense sweet flavor. And so people like to eat food that tastes good and it's even better when it's nutritious. And so if we can get people excited about eating these types of pets, then they're going to purchase it more and help build that ask for having those products in. I mean, it's a lot

Emily
 0:05:43
 of work, right? I mean, we just talked about there's a lot of dietitians that work for dairy and beef, and so they're out there educating. And so we're really trying to create this community of people that understand pork. They know the lean cuts and can help share that message and exponentially bring more awareness and get cork on the table. 

Casey
 0:06:08
 Yeah, I think you highlighted a really good point of it's, the retailers do have a pretty large hand in what is offered within the meat taste, but targeting the consumer specifically to, whether that's through social media or digital platforms, and showing them, you know, these are different things that you can do that you might not necessarily have thought about, and just raising awareness of the pork shoulder or other cuts, and just starting that conversation

Casey
 0:06:38
 to prompt them to start to ask for those, for those cuts at the, at the meat counter. I think that's probably the most efficient way and fastest way to increase the cut offerings within the grocery store, especially in fresh meat. 

Emily
 0:07:11
 Yeah, and you know, too, a lot of retailers have, are now getting more high-tech and have TVs. I don't know if your local grocery store has TVs above different departments or in checkout. So there's two things that I think are super cool. And the retailers that are coming out with these, I think this is a huge opportunity for us to grab ahold of. But they have these TVs and produce in the meat section and sometimes in the center store where they can do ads where they're talking about items on sale or a specific product. But what they can also do is give meal inspiration.

Emily
 0:07:48
 And we know that most people, I forget the percentage, I know there's a percentage out there, but most people do not meal plan and they go to the store on a Tuesday night to buy groceries for Tuesday dinner. And so the grocery store can put together, hey, we have this pork tenderloin and these... I'm trying to think. I'm thinking only of crockpot recipes right now, which isn't good for that. I think of something where they can just put it in the oven and bake it, maybe even potatoes and a side salad, not the end cap salad.

Emily
 0:08:28
 But putting something together where they have that inspiration on the screen right above where it's sold, people are probably going to the Fresh Meat case to buy a protein. But if they see that on the screen, well, that's easy. They just told me what I'm going to have for dinner tonight. Same thing goes for these end caps. They have a lot more stores are adopting these refrigerated end caps and bunkers where they can have fresh

Emily
 0:08:55
 and dried goods together in one end cap on the end of an aisle. And so you can have recipe inspiration, which in my opinion is better than a recipe because especially if you're buying groceries for Tuesday night dinner on a Tuesday, you don't have time to go for a recipe. But if it tells you, you're not in your head. But if you say this plus this plus this wrote in a pan, wrote on a baking sheet, and in 30 minutes you have dinner, that's a huge win, especially for families.

Casey
 0:09:28
 And if we could have all of the ingredients that you need in one spot. Yeah.That would make life so much easier 

Emily
 0:09:34
 That's what these bunkers have. They have the fresh, the frozen if it's there, and the dried goods so it's one-stop shop. 

Morgan
 0:09:59
 That's a great idea. I wish, from what I've seen our grocery store is like that. But that is an absolutely great idea because I can tell you, you know, for the most part we try to meal plan and you know we're a family of four soon to be five. And that's like the last thing I want to do after working all day and taking care of the kids is try to think about what I need to make for dinner. Alleviating just that mental load from parents and just making life easy where you can just,

Morgan
 0:10:21
 it's 30 minutes. I call it the bewitching hour between 4.45 and when dinner's on the table because everyone is cranky and hungry and you're stressed out from the day and you're trying to get 50 things done at once. And so I really appreciate that idea. 

Emily
 0:10:57
 Well, it's even thinking there's a lot more we're seeing marinated cuts or kebabs that already have the veggies with it in the meat case, which is huge, but even the deli. What I saw when I was at retail is that canals didn't really cross over. If you were in the fresh case, you weren't always shopping the deli, and if you were in the deli, you weren't always shopping the fresh case. So there's an opportunity to incorporate pork into some of those deli options where it's already prepared, it's ready to go. You don't really see pork in the deli very often. It's a lot of-

Emily
 0:11:15
 It's not usually deli. A lot of- Usually, or just sliced ham. I think that's the only thing I ever see. That's true. There's pork. Or pastrami. Yeah. But if we're looking at the fresh pork cut, it's almost non-existent. And so that's a huge opportunity to expand the way that people view and eat pork.

Casey
 0:11:22
 You mentioned that pork has three cuts that are identified by the Heart Association as heart healthy. Are there any other health certifications or, I guess, labels added to different pork cuts to draw attention to the other additional health benefits to pork? of any that would make sense right now. 

Emily
 0:12:24
 I will say, I don't know if I've mentioned what cuts are heart healthy, but they are the tenderloin, the sirloin roast, and the sirloin chop. That being said, this is a huge conversation right now in the world of nutrition and dietetics about what is on the label of a product that calls out the health benefits. And so it's definitely a good question and I think it's what figuring out and I know it's being tested that like what can we put that is gonna actually mean something to the consumer because there's I mean there are so many different labels on so many different products and sometimes

Emily
 0:13:10
 it's like what is I don't even know what this means it's a symbol that it makes me feel like I should know what this is and I don't know what it is. Mostly that's from pre-packaged goods in center store, but I think it's definitely something and quite honestly, I don't think a lot of pork really has those call-outs. And so- Well, pork's gluten-free logo on it. Maybe that means something to some people and people appreciate that.

Emily
 0:13:50
 That's one thing, but I think there's an opportunity on package, but there's also an opportunity for in-store. I've had conversations with people and they're like, I actually don't know where the pork is in my store. They know where beef is, they know where chicken is. They know where it is in general, but they don't remember seeing what part of the aisle it's in. And so calling that out, again, that's on the resale or on the merchandising side and what signage, but it's a huge opportunity to call out, especially those lane cuts. We know people are interested in health and wellness, we're just not calling it out.

Casey
 0:14:20
 Well, I think that just our generation of individuals and parents and we're just way more, and I'm sure COVID had, or the pandemic had something to do with it, but we're putting in our bodies, I would say for the most part. I mean, are you seeing that same thing?

Emily
 0:14:56
 I am.

Emily
 0:14:57
 I think people are more curious about food than they ever have been in understanding where it comes from. I think, you know, people say they are interested in taste and flavor and nutrition and cost and sustainability and all these things, but it's really the purchasing patterns that showcase what drives that. But I do think people are interested in making sure that they feel confident in what they're feeding their family.

Emily
 0:15:28
 And so we know that pork is a great option for families. It's just educating them on and knowing that it can be a part of what they view as a healthy lifestyle for being their family. 

Emily
 0:16:06
 Yeah, I will just add that as everyone's done experiencing inflation and the price of most goods going up, pork has been one of those items that really hasn't gone crazy. It's an affordable protein. I think if people eat animal proteins and are looking for a nutrient-dense protein, it's one of the most affordable. And that has a huge story to tell because people are price-sensitive and they feel like they can't afford to feed their family well.

Emily
 0:16:23
 And that's just not the case.

Emily
 0:16:24
 I think there are options out there. I mean, no one can argue with the fact that food costs more than it did four or five, however many years ago it is now, but it's about that education. And again, a barrier, it's not just price, it's not just taste or familiarity. It's when people buy it, they need to know what to do with it. And people know what to do with chicken, people know what to do with beef. They just don't feel as confident when it comes to pork. And I think that a lot of people have had bad experiences

Emily
 0:17:04
 with overcooked pork chops or overcooked pork. And so they just think that they're going to have, you know, that's what they're going to do when they get it. And they're nervous to spend money on something that they don't know is going to turn out

Emily
 0:17:17
 potentially.

Emily
 0:17:18
 And so there's just so much opportunity to show people how easy it can be. Oh, it's so easy. It's 145, rest for three minutes, two simple steps. And it doesn't take super long, especially if you're grilling. I mean, it's quick and easy. 

Casey
 0:17:51
 This is a may get a little controversial but what is your view on the retail side with the competition of alternative meats to pork, beef, chicken, other meat sources, how do you foresee that alternative meats playing into the availability of say real meat, but animal-based meats availability within the grocery store? 

Emily
 0:18:29
 That's a really good question. I think, I mean, there's so many factors with that. One, there's just so many companies out there and I think taste and flavor is a huge thing. If we're talking truly from a nutritional standpoint, I mean, a lot of those products have added saturated fat. So people say that meat has saturated fat, well, so does plant-based proteins. They oftentimes have a lot of sodium added to them to make them taste good. And then if we're talking about the nutrients and the protein, the bioavailability of nutrients in animal proteins in general is going to be more than a plant-based protein. And I am under the, like I always say, all foods fit. I'm all about moderation. Like I enjoy tofu.

Emily
 0:19:02
 I work with the pork board. I enjoy tofu. I enjoy beef. I enjoy all of it. It can all fit. I think it just depends on the person. And in my opinion, I don't think anyone should be scared into having

Emily
 0:19:20
 one or the other because of health reasons. I think so many people think that, well, if I want to eat healthy, I have to eat plant-based protein. I can't eat animal protein. And that's just not the case. All foods fit. But I'm also... The bioavailability of nutrition is more so than animal protein. In my opinion, it tastes better. And so I think it fits. Do I think it's going to overtake animal protein?

Emily
 0:19:51
 No. I think the cost is more. It's just not realistic for a lot of people. I mean, it's a part of the plate. It's not something that should be recommended one over the other. And so it's interesting though, because there's a lot of new things coming down the pipeline.

Emily
 0:20:19
 And it's... Because I mean, people can't afford... At the end of the day, a lot of people can't afford plant-based proteins. It's just out of a lot of people's price ranges. And like I said, we shouldn't have people scared that they're not feeding their family well if they're not getting them plant-based protein. Go ahead.

Casey
 0:20:39
 Nicole Stangeloff Oh, I was just going to say, you kind of mentioned the additional ingredients that are included in these plant-based alternative meat sources. And I think, you know, when we look at labels today, there's a lot of extra stuff and names on things that, I mean, I'm a nutritionist and I don't even know what some of this, these ingredients are without looking them up. for those families and individuals that are looking for providing and eating, I don't

Casey
 0:21:20
 want to say all natural, but a whole foods based approach, like low additives, low filler ingredients, meat and protein sources, the only ingredient in pork is pork, unless it's sausage or bacon or some other processed meats, but in that case, 98% of the ingredient is still from its original form. 

Emily
 0:22:06
 And yeah, I think it is an interesting conversation because you do have the people that are plant-based protein, scientific-based protein, and then they're talking about non-processed foods. And so it's ironic. It's a kicker conversation. Yeah, it is. And I just, I always say, it's like, if you want to eat that, go ahead, but go into it knowing what you're eating and knowing that it's not necessarily more healthful than the alternatives. So my opinion is that we just need to educate people and people need to make their own decisions on what they choose to eat. They shouldn't be scared into eating one thing or another, but they should have the information and make those decisions for themselves. And, you know, marketing is powerful.

Casey
 0:22:39
 Yeah, I think, you know, after talking with Kristen last week and you this week, I think the National Pork Board is on the right trajectory in the way that it's approaching the educational side of not influencing but educating the consumer how we tell the story of pork and the nutritional benefits of it and all the different cuts and ways that you can eat it.

Casey
 0:23:16
 Totally. Yeah. I mean, people just, like I've said several times, people just, it's not a consideration, it's not on the table. And so we're trying to bring it to the table and show that it can be an option and it can be nutritious and flavorful. 

Casey
 0:23:44
 And it's been a fun journey so far and it will continue to be. Yeah, I'm looking forward to seeing how things evolve over the next handful of years. I just would like to kind of end today's discussion in asking you, what is your favorite cut of

Casey
 0:23:52
 pork?

Emily
 0:23:53
 Well, that's a good question. So I should have a better answer for this since I work with pork belly, but I have separate. So I love pork belly. It's not only in Ket, but I love a good pork belly. I just went to Southeast Asia earlier this year and the joke was that I didn't even have to try to find pork because there was pork in every meal. I think it depends on how it's prepared, but my favorite lean is a chop, and then I think shoulder and pork

Emily
 0:24:36
 belly. All over bacon, which surprises people. I know bacon is my favorite food, and it's on the list, but it's down the line compared to some of the other ones. How about yours, Morgan? 

Morgan
 0:25:16
 Well, I would say ground pork and bacon are usually always in the fridge. That is one of the go-to breakfast items on my three-year-old's plate is either sausage or bacon. And so I would say those are probably the top two things that are always around, but I really like trying new things. We got a smoker a couple years ago, and I think I've used it more than my husband has because I like to try different recipes and cook things, especially when we're having family gatherings or whatnot. I want to be able to educate those around me the different ways that we can cook pork and offer it.

Morgan
 0:25:43
 And so I would say I've made a really good pork shoulder recently. And I'm in charge of the Easter ham this year. So we'll see how that goes as well. Is that the first time? It's not the first time I've done it, but it's the first time I'm doing this new recipe.

Emily
 0:26:03
 Okay.

Emily
 0:26:04
 Well, you'll have to let me know how it goes. Yeah.

Morgan
 0:26:08
 So we'll see.

Morgan
 0:26:09
 But yeah, so it's a toss-up. I just love meat in general. I say that we're a meat-itarian family.

Emily
 0:26:32
 I love that. And I think to your point about showing your family and friends about the way that you can prepare it, I mean, that's the best thing. I mean, we've all been somewhere where we had something that we just can't stop eating or we can't get out of our brain. And we're like, I need the recipe. Right. You're doing that. That's awesome.That's all I have. This was awesome, Morgan. This is amazing.

Morgan
 0:26:47
 Yeah, thank you. I really appreciate your insight into the retail side and how the National Pork Board is working with healthcare providers and expanding on that story that the National Pork Board is working on telling

Emily
 0:27:03. Absolutely. I'm excited to be a part of it. I'm excited to be a part of it. 

Casey

Alright, well we really appreciate your time today and hope you have a great rest of your week. Thanks for being here. 

Emily

You too.