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.
