When I was growing up my mother was diligent about dosing me with dramamine before every lengthy car trip, because without it I was that kid -- the one that prompted at least one emergency stop along the side of the road. She would crunch the pill into pieces and swamp them in a soup spoon with chocolate syrup. I took the medication, but her technique for me forever connected the flavor of chocolate syrup with a phantom bitter aftertaste.

I wonder if most publicists' and marketers' moms did the same thing. Even when a company is required by law to disclose bad news -- a loss for a publicly held concern, for example -- the press release writers go to amazing lengths to bury that information at the bottom of the third page. Nevertheless, the aftertaste lingers.

I see so many examples of this that my attention is more quickly snagged when a company or organization dispenses with the sucrose and addresses an issue head-on. Kudos to the Pork Board, then, for its comprehensive "Dinner at Home in America" research, first released in January, and the organization's series of "Insight into Action" newsletters that explore the nuances of the research in more detail.

Pork has for generations been the most widely consumed animal protein in the world (and is now neck-and-neck with poultry meat globally). In the U.S., however, it's long been in third place (second place in Canada, just edging out beef). And the Pork Board takes the ... well, pig by the tail.

In the March 13 "Insight into Action" newsletter, for example, marketing communications director Jason Menke dives into the fast-growing habit of eating alone: "During these occasions, diners are looking for simple options ... and more often than not, are just fine defaulting to whatever’s already in the fridge or freezer. Considering 18% of Americans will eat dinner this way tonight, it’s critical for the pork industry to develop more exciting meal solutions catered to the individual."

He goes on to explain that, because solo diners over-index on processed (read: easily prepared) meats, that fresh pork has to be made just as convenient, with pre-cooking, packaging designed for easy prep and clean-up, and smaller portions.

"Family meals will always be a huge focus for pork, but we need to start thinking beyond that if we’re going to grow pork affinity. With meal solutions that meet their needs, solo diners can be enticed to try more pork," Menke writes.

On the growth in takeout meals: "Unless it’s in the form of pepperoni or sausage on a pizza, pork isn’t a popular delivery or takeout meal. ... Because quick, convenient options that the whole family would enjoy are the primary drivers for these parents, ready-to-eat items like rotisserie-style pork, carnitas tacos and ribs could capture parents at retail who are tired of pizza night."

On pork's popularity on the grill: "... a gap still exists between belief and implementation. [Consumers are] defaulting to choices they view as 'indulgent,' like steak and salmon, even though several pork cuts hold a similar quality. So what are we missing?"

Having laid out the challenge using dispassionate facts, the newsletter follows up with equally dispassionate suggestions for meeting it: "We also need to remind consumers that grilling pork is as simple as grilling other proteins. ... By adding detailed instructions to pork’s packaging, creating kits with popular seasonings and rubs and educating retail associates on pork messaging and preparation, we can help make pork a grilling season staple."

The newsletters then tie back to a series of webinars that the Pork Board has done on distinct challenges/opportunities, like "Feeding Families in a Hurry".

I find the group's call-it-what-it-is approach refreshing, and while I'm well familiar with the demographic trends covered in its "Dinner at Home in America" study, I feel re-energized about trying to tackle them. I outgrew trying to sugar-coat the medicine a long time ago. What about you?

Ditch the chocolate syrup, Ma

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