University of Minnesota selected as partner in multi-year National Pork Board effort

The National Pork Board recently announced a new five-year effort focused on addressing consumer questions related to the pork industry’s We Care® ethical principles and strengthening consumers’ confidence in choosing pork for their plate.

The Pork Trust Consortium brings together the diverse expertise of five universities and will focus on three key areas to build consumer trust: 1) research designed to answer consumer questions about pork and pork production, 2) communications that share the research findings in a relatable, relevant way consumers can easily understand and use when making decisions, and 3) training to empower people from various walks of life to share research-based information about the pork industry.

“The producer leaders of the National Pork Board recognize the need to engage with consumers to make sure we understand their questions, and they understand more about our commitment to people, pigs, and the planet,” said Bob Ruth, a producer from Pennsylvania and 2023-24 president of National Pork Board. “We also know we can’t do that alone. This unique partnership with exceptional talent from multiple land grant universities is an innovative approach for our industry, and we’re excited to support the effort through the consortium's advisory council as they identify the most impactful ways to build trust in modern pork production.”  

The Pork Trust Consortium includes the following universities: 

• Iowa State University
• The University of Georgia
• North Carolina State University
• North Carolina A&T
• University of Minnesota

Among the five universities, leading experts in animal science, science communication, animal welfare, sustainability, sociology, and agricultural education will work side by side using a systems approach.

Pedro E. Urriola, research associate professor in the Department of Animal Science at the University of Minnesota College of Food, Agricultural and Natural Resource Sciences (CFANS), is leading the research component of the consortium. The University of Minnesota will play an important role in all aspects of the research, training, and communication objectives of the project.

"In September, we hit the ground running and will start with a session organized to listen to concerns and attitudes of pork producers toward consumer concerns about pork production," said Urriola. The session will be held at the Allen D. Leman Swine Conference in the Saint Paul RiverCentre.

"Consumers are presented with a multitude of food choices and food production is a diverse set of intricate, synergistic, and sometimes conflicting connections. In order to have sustainable food systems, we need to study this complexity and communicate lasting solutions," said Jennifer Schmitt, part of the University of Minnesota team.

"Maintaining the global leadership role of the U.S. pork industry requires continual improvement by strengthening the many positive attributes while overcoming the negative perceptions and challenges through communication, education, and research that our Real Pork Trust Consortium is uniquely positioned to do," said Jerry Shurson, part of the University of Minnesota team.

The consortium is currently in the planning phase and will share more information about its approach and planned work in the fall. To stay up-to-date on its work and other initiatives from the Pork Checkoff, visit www.porkcheckoff.org and sign up for the weekly email.