In my three decades of involvement in the meat industry, encompassing meat sales and various roles in six different USDA inspected meat plants, I've had the privilege of offering customers and prospects immersive plant tours into the inner workings of these facilities.

Recognizing the significant time investment required for such plant tours and the dedication of the plant workers involved, I firmly believe that these experiences are not just valuable but essential for those fortunate enough to witness a meat plant in operation firsthand.

Here are four compelling reasons why meat plant tours should be integral to every meat plant's operation:

•Dispelling Misconceptions: The power to dispel false notions and misconceptions about meat plants is a key aspect of these tours. Guests might enter with preconceived ideas fueled by depictions such as Upton Sinclair's "The Jungle," portraying grim conditions in some meat plants. More commonly, guests simply harbor imaginations that the reality is far worse than it truly is. A recurring comment from tour attendees is, "wow, that was not as bad as I had imagined,” or “that was quite a bit better than I was expecting.” Offering a glimpse behind the scenes helps correct misinformed perceptions.

•Revealing the Art of Food Production: With less than 2% of Americans directly involved in food production, and many residing in urban areas with limited exposure to agricultural processes, showcasing how food is made becomes paramount. Urban dwellers, in particular, benefit from the opportunity to witness the process of food processing and gain firsthand insights into the journey from farm to table. Encouraging questions and engagement during these tours enhances the learning experience, fostering a deeper appreciation for the food they consume.

•Fostering Pride in Culinary Offerings: For chefs and restaurant owners, being able to confidently proclaim, "I've been to the meat plant that provides the meats we sell," adds a layer of authenticity and pride to their culinary offerings. Connecting with the source of their meats enhances the storytelling aspect of the dining experience, creating a stronger bond between the restaurant and its patrons.

•Building Trust in the Meat Industry: In an era marked by misinformation, mistrust, and sensationalized headlines, establishing trust in the meat industry has become paramount. The proliferation of inaccurate narratives on social media and misleading news articles has led to a pervasive lack of confidence. Instances like 'the cow that stole Christmas' or the 'pink slime' debacle have further fueled skepticism. To address this, proactive engagement through plant tours is essential. By providing an open and transparent view of meat production, we empower our customers with firsthand knowledge. This proactive approach ensures that when the next wave of misleading meat media arises, we have an educated and discerning customer base ready to differentiate fact from hype. The tours serve as a shield against misinformation, fostering a foundation of trust between the industry and consumers.

While acknowledging the logistical challenges of offering physical tours to a global customer base or in smaller plants, there's a solution – bring the meat plant tour to your customers.

Leveraging tools like PowerPoint presentations with videos and photos, virtual plant tours offer a scalable and effective alternative. I personally utilize this format, finding it impactful for training entire restaurant staffs, from front to back of the house.

To elevate the virtual tour experience, consider incorporating comprehensive information about the entire process, from the ethical raising of animals on farms to the final processing stages. Leverage resources from industry organizations such as the NCBA and the Pork check-off for valuable insights and talking points. For an even richer presentation, venture into the farms and ranches your meat plants source from, integrating videos and images into your virtual tour.

Additionally, tap into the wealth of resources provided by the Meat Institute, including the insightful 'Glass Walls' videos found on YouTube to further enhance the educational aspects of your presentations. Search for ‘meatnewsnetwork’ on YouTube to find these resources.

Remember to leave ample time for questions during virtual plant tours. Introduce your guests to food safety team member and be sure to explain your plant’s commitment to produce safe quality food. I like to show guests how we test for pathogens and how we know the plant is clean by using swabs that are sent to a lab.

For those seasoned in giving plant tours, your insights and additional suggestions are highly welcomed. What other suggestions do you have?

For the meat plants that welcome repeated plant tours on a regular basis, a hearty thank you is given. Let’s continue to make meat plant tours an indispensable and enlightening experience.

Why are meat plant tours important?

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