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Helping Ag Businesses Reflect on their Accomplishments and Look to the Future

Posted by Craig Morris, Deputy Administrator of the Agricultural Marketing Service Livestock, Poultry, and Seed Program in Research and Science
Feb 21, 2017
Lamb Locator screenshot
The American Lamb Board’s Lamb Locator provides locations where lamb fans can enjoy this tasty product. Not only does the Lamb Locator list farmers markets, grocers, butchers and restaurants selling American lamb, it also includes a list of wholesale suppliers. Photo courtesy of the American Lamb Board.

Reflection, celebration, and ambition are hallmarks of entering a new year. We reflect on the challenges we faced, celebrate our accomplishments, and set goals for the future. For businesses, a common goal is finding new ways to satisfy ever-changing consumer demands. Our nation’s farmers and ranchers rely on research and promotion programs to help meet these demands, connecting consumers to their quality products. With a focus on highlighting quality products and building consumer trust, many research and promotion groups embarked on new initiatives and continued to expand on others in 2014.

Success for agricultural businesses often depends on their ability to provide consumers more information. The American Lamb Board accomplishes this by providing locations where lamb fans can enjoy this tasty product. Not only does the Lamb Locator list farmers markets, grocers, butchers and restaurants selling American lamb, it also includes a list of wholesale suppliers. Making this information available to the public helps more and more people enjoy quality lamb products that are produced by American farmers and ranchers.

In 2014, the National Pork Board released a new strategic plan. The plan is centered on results, accountability and collaboration. With a commitment to increasing consumer trust, investing in sustainable research, and increasing consumer demand, the plan will guide the Pork Board through 2020. Rooted in collaboration, the new vision is to elevate pork as the global protein of choice by continuously and cooperatively working to do what’s right for people, pigs and the planet.

The National Watermelon Promotion Board used a unique approach to get people to consume more watermelons. The board focused on research suggesting that many Americans know that they need to drink to stay hydrated but don’t drink water because it lacks flavor. Encouraging people to stay hydrated by eating watermelon or drinking watermelon beverages, the board embarked on a national campaign that included declaring July 24 as National Drink Watermelon Day.

These are just a few examples of how research and promotion programs are connecting consumers to quality foods produced by our nation’s farmers and ranchers. The USDA’s Agricultural Marketing Service (AMS) will continue working with these groups as they attempt to overcome marketing challenges and find new markets for their products.

National Drink Watermelon Day poster
Encouraging people to stay hydrated by eating watermelon or drinking watermelon beverages, the board embarked on a national campaign that included declaring July 24 as National Drink Watermelon Day. Photo courtesy of National Watermelon Board.
Category/Topic: Research and Science

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Comments

TJ Lindhorst
Jan 25, 2015

I just read your quote "...For businesses, a common goal is finding new ways to satisfy ever-changing consumer demands. Our nation’s farmers and ranchers rely on research and promotion programs to help meet these demands..."
Let's be sure and SHOW the consumer exactly what goes on in the research programs, in detail! And let's be sure and promote it heavily so that each and every consumer is aware of exactly what it is we are doing. THAT'S how to satisfy the ever-changing consumer demands. Or do you not do that because it would surely offend the consumer?!!
You do things behind closed doors only when you are trying to hide something - Beware, the consumers are catching on!

Misty Day
Jan 27, 2015

I agree with TJ's comment. Also, shame on you for the work you do at the US Meat Animal Research Center! It is an absolute disgrace.

Who are you
Jan 28, 2015

Although meat is food for humans, it provides protein for the body but in doing so I feel very cruel.