Travis Brown, Activate Participant
One of the biggest takeaways from the Activate: Minnesota Pork Leadership Cohort trip to California was that consumer demand doesn’t begin at the grocery store. It begins with understanding every step of the value chain and continuously adapting to what consumers value most.
One experience that left a lasting impression was touring Yosemite Foods. Walking through their facility from harvest to shipping highlighted just how committed they are to maximizing the value of every animal. Whether it was collecting heart valves and pericardial tissue for medical applications, marketing blood to Asian customers, or serving niche markets through their roaster pig program, it became clear that consumer demand isn’t one-size-fits-all. Their operation succeeds because they recognize that different customers value different products, and they’ve built a business around meeting those needs while minimizing waste.
That same consumer-focused mindset carried into our conversations with Save Mart. Spending time with their leadership gave us a perspective we don’t often hear as pig farmers. We discussed how pork is merchandised, what influences purchasing decisions, and how retailers think about growing sales in an increasingly competitive protein case. It was a valuable reminder that producing an exceptional product is only part of our job. We also have to understand how consumers shop, what they value, and how we can better tell pork’s story. Visiting both traditional supermarkets and local Korean and Asian markets reinforced how diverse consumer preferences really are and why understanding those differences creates opportunities for our industry.
Sustainability was another theme that carried throughout the day. While visiting with the California Almond Board, it became apparent that many of the conversations surrounding environmental stewardship, resource management, and public perception aren’t unique to pork production. Agriculture as a whole is facing many of the same expectations, regardless of the commodity. It was encouraging to see that these challenges, and the opportunities they create, are shared across industries.
Finally, our visit to Farmers Warehouse and the opportunity to spend time with Jay Gilbert provided valuable perspective on agriculture’s ability to adapt. Hearing how his family business has evolved alongside decades of change in California agriculture was a reminder that success isn’t about resisting change. It is about understanding it and finding ways to continue serving both producers and consumers.
I came away from the day with a greater appreciation for how interconnected our industry really is. From processing and retail to feed manufacturing and sustainability, every link in the chain has a role in creating consumer confidence and driving demand for pork. As producers, it’s easy to focus on what happens on the farm. This experience challenged me to think beyond the farm gate and reminded me that understanding our customers may be one of the most important investments we can make in the future of our industry.
