‘Tis the season. Every year, it starts a little sooner. This year, we had snow at Halloween, and I feel like I’ve been seeing Christmas decorations since about the same time. December is also a really busy time for our family on the birthday front. With one of my daughters turning 15 this month and the twins turning 17 just before Christmas, this month’s blog will be a bit of an homage to them.

I’ve mentioned the girls a lot over the last year. Whether it’s talking about improving the culture in the meat industry so young women will choose careers in animal protein, or how their generation (Gen Z) is shaping the future of food, I look to them for inspiration because they mean so much to me. Everything I do or have done in my career, I have ultimately done to make a better life for them.

You see, for all the dedication that I have to the meat (especially pork) industry, it pales in comparison to being a mom and wanting to make a better life for my daughters. As a mom, working in an industry where I feel good about the products we offer the marketplace is vitally important to me. Producing ethical, sustainable, and nutritious food that’s good for my daughters is something I’m proud of, and my hope is that my daughters also take pride in what mom does when they talk to their friends.

In many ways, I’m no different than any other mom. In a lot of other ways, I’m extremely atypical.

I am an “industry insider,” and I have facts and data in my head most other moms don’t.

I know that lean pork is good for you, and a good source of protein.

I know how pork producers and processors have worked over the last several decades to reduce their environmental footprint.

I know that pork producers and processors hold animal well-being of the utmost importance. We have programs and practices in place to prove it.

While the data can help validate my claims or refute claims I know are false, the data itself doesn’t mean as much as knowing the people who put all the time and effort into the research and practices that have led to the data points that create our story.

See, the main reason I trust our industry is because I TRUST THE PEOPLE IN IT. I’ve known many of them for years. We share a common language and common values. And because I have seen their work and commitment, I’m proud to call many of them my friends.

So, I ask you: How do we market this sentiment? How do we get out of the habit of trying to force feed data and facts to consumers, and instead inspire them and give them confidence in our products?

Facts and data aren’t necessarily what we need to lead with as an industry. We need to demonstrate shared values. What does our industry have in common with those parents who want to know that the products they buy are good for their children and for the world they live in? A lot.

Let’s first find the common ground we can agree on – whether it’s the environment, nutrition or animal well-being. Then we can work on building trust. And market share.

Marketing trust requires more inspiration, not more data

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