For over two decades, the U.S. pork industry has been slowly bleeding consumer attention. In 2001, pork commanded 4.6% of U.S. consumers’ total food expenditures. By 2025, that share shrank to 3.3%.

The broader food basket is growing faster than pork, says Glynn Tonsor, an economist at Kansas State University. Consumers are spending more money, but they are choosing to spend it elsewhere.

Pork producers are world-class at hitting production goals. Success is measured by performance metrics such as pigs per sow per year, average daily gain and feed conversion.

But Tonsor says there is a painful truth the pork industry must accept: Production efficiency is necessary, but it is not sufficient on its own for profitability.

Without a clear pricing mechanism (like beef’s USDA grading system) that flows dollars back to the barn for raising a higher-quality eating experience, producers have limited direct financial reason to change genetics or feed for quality.

“We have to give the consumer a product they are willing to pay a premium for,” Tonsor says. “Let’s stop looking narrowly and unproductively at beef and chicken. It’s time to align our economic signals with what the consumer actually wants to eat. As I often say, let’s grow the economic pie and worry less about the share of yesterday’s pie!”

Read the full article here.