The pork industry needs to look for ‘game changers’ in order to stay competitive in production, retail and export, says a category manager with Cargill, one of the largest privately-held integrated food companies in the world.
Cellular phones and high-definition televisions are examples of innovations that changed an industry overnight, says Brian Knudson. Some in those industries adapted and prospered while others did not. The challenge for the pork industry is to find the changes that can revitalize the industry and then embrace them as opportunities rather than threats.
“This is not the first time or the first industry where there have been difficult market conditions,” he explains. His advice is to not only find ‘game changers’ and leaders with courage but to also build food protection to create security and manage costs and revenues for the consumer.
“For example, what is your industry’s culture of food protection?” he asked. “In the production of food, one truckload of salt can ultimately affect millions of people, so downstream numbers are significant.”
All of this requires forethought as to how to stay relevant and compelling, two key factors needed to remain successful in business, he says. “You need to ask questions such as ‘does this matter’ and ‘does this apply’, if it does, you need to ask yourself if you are the best available choice.”
