Fall is definitely in the air. Many people are enjoying football (or, like me, patiently awaiting the kickoff of the Big 10 season — Go Hawks!). But this time of year also means more softball for my girls, which results in a lot of driving time and downtime in-between games for this mom to solve the problems of the world.

Last weekend my daughter played at a field that brought back a lot of memories for me and not necessarily in a good way. Three years ago I suffered a pretty serious concussion when I was struck by a line drive foul ball while sitting in my lawn chair just outside the third-base fence line. It was an unlikely location to be hit by a foul ball, and it still amazes me how that ball had just the right trajectory to hit me. Also, I actually saw the ball coming my way, but had just enough time to avoid being hit square in the face. As you might imagine, a lot of my softball spectator behaviors have changed since that day even though the incident was not caused by any lack of awareness or preparation on my part.

A few months ago, our team at the National Pork Board socialized some data that may have hit many people in our industry like a line drive to the head. It’s a scorecard that shows just where pork ranks with consumers’ perceptions in a number of different categories: easy to prepare; flavor; and, good for me/my family. The slide has even been referred to as “The Slide of Doom.” As you can imagine, it’s not great news.

For those in the industry, it is hard to accept that pork could be ranked no higher than fourth in consumer perception on these factors. Pork champions (including me!) have been drinking the proverbial Kool-Aid for a long time. Pork is delicious. Pork is as easy to cook as other proteins. Pork is sustainable. We all know the talking points.

The problem is we have not proactively engaged with consumers on all these proof points in a way that’s been effective, and that’s a hard pill to swallow. The industry has collectively spent a tremendous amount of resources during the last several years, and we’ve had some very successful campaigns by any measurement. Yet consumer perception of our products remains low.

In my blog last month, I mentioned the birth of our new master brand, Real Pork. I also foreshadowed what went into the development of that master brand and how we intend to change these not-so-favorable perceptions. My next three blogs will delve deeply into how consumer perceptions of pork have evolved, and how we must work together as a united industry if we are to have any chance of changing them. Candidly, we’ve unintentionally brought some of this on ourselves.

For those of you who frequently attend softball and baseball games, you know that it is common to hear phrases like “look out” and “foul ball.” Well, this is me yelling “heads up” and imploring you to listen. If you make, sell or market pork products or are in any position to engage with consumers about our industry, please pay attention. Now is not the time to think that where you are sitting is safe.

Heads up: What foul balls can teach us about consumer perceptions

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