Disruptions. We face them every day. Most of you probably deal with them like I do: try to ignore them. A classic example of ignoring: earlier this month the party in the hotel moved from the bar to the room next to mine at 1:30 a.m. I rolled over and tried to go back to sleep. As humans, we’ve actually gotten pretty good at covering our eyes and ears so we don’t have to deal with the obstacles in front of us.

But what happens when we apply the “ignore approach” to disruptions in the meat industry?

What disruptions you ask? Today’s disruptions include challenges to the very definition of “meat,” the generational changes in attitudes toward meat, the fact that the meat industry doesn’t “own” protein anymore and the well-funded momentum of plant- and cell-based “meat.” Flexible attitudes about meat mean the landscape has forever changed, whether we like it or not.

Here’s the thing: Disruption is something everyone likes to talk about, but few actually want to do something about. We’re naturally resistant to it, until it becomes valuable. Think about it: Nexflix and Hulu have replaced DirectTV in many homes, Verizon’s cellular coverage has made landlines nonexistent and streaming music has turned CDs into coasters.

And before you comment that my examples are all about technology, let’s talk about how technology has changed the way consumers think about food. I have a friend who has not been in the supermarket in two months thanks to online shopping and pick up services; she loves the convenience they give her. Since you won’t find Jackie standing in front of the meat case anymore, we must find a different way to reach her.

What do all of these “new” things like e-commerce do to the “old” things like visits to the grocery store? It makes them obsolete.

Ouch – I don’t like that thought when I apply it to the meat industry. But it does get me fired up.

We have to move past our fears and speed up our reaction time. We start by acknowledging the disruptions impacting our business and recognizing that they aren’t going away. And while I personally don’t like admitting it, I think that coexistence is the new name of the game.

But just because we are making room for these disruptions is by no means a sign we should give up. Like any good competitor, we must up our game with products and services that meet the evolving needs of today’s consumers… pretty much what some of the disruptors are already doing, huh?

We can no longer assume holiday meals will have prime rib and turkey in the spotlight or that summer grilling season means steaks, ground beef burgers or pork chops are the only proteins sizzling on the grill. We will need to work harder than ever to fight for every square inch on the plate.

Becoming obsolete is not an option. Rather than ignore them, let’s learn from those doing the disrupting: how can we rethink, revamp and re-evaluate our products and our messaging to capture the hearts and stomachs of today’s consumers?

Buck up, Buttercup: Ignore industry disruption at your own peril

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