The better animal agriculture business continues to compete with various proteins – each by way of reaching the customers, but additionally by way of attracting buyers.
As a way to assist the business get a greater grasp on the issues it’s doing proper and the issues it could do higher to achieve these individuals, J.J. Jones, govt director of the Nationwide Institute for Animal Agriculture (NIAA) supplied his personal SWOT (Strengths, Weaknesses, Alternatives and Threats) evaluation. Jones shared his ideas on the 2024 Animal Agriculture Alliance Stakeholders Summit on Might 9 in Kansas Metropolis, Missouri.
Strengths
Animal protein – whether or not it’s hen, turkey, eggs, pork, beef, eggs or dairy – is very desired by customers, Jones stated.
“Folks have a want to have animal-derived proteins in their diets, not solely from a bodily standpoint, but additionally psychological,” he stated.
Jones spoke of an acquaintance who was exploring vegetarianism and veganism. He didn’t problem her private resolution, however did ask if she was taking nutritional vitamins and dietary supplements to proceed to have the well being advantages animal protein merchandise present. Animal protein is a “full protein,” he stated, declaring that it incorporates vitamins which can be vital to good bodily and cognitive well being.
One other energy of animal protein is its cultural historical past. An instance of that’s that meat merchandise have historically been served at celebrations.
Weaknesses
One weak spot of the business, which particularly can have an effect on its capability to draw buyers, is an absence of innovation.
“Typically, we’re afraid to strive new issues,” he stated. However Jones believes it’s higher to attempt to fail, than fail to strive. “I wish to problem us to strive new issues extra shortly,” he added.
He additionally burdened that animal agriculture business is simply too scientific and makes use of jargon too typically. Do customers or buyers know what you imply whenever you say “feeder cattle” or “pullet?”
He additionally says animal agriculture is simply too segmented and fragmented. “Typically, we will’t even agree,” he stated.
Alternatives
There are actually alternatives for the business with a rising inhabitants of customers, however wealth can also be constructing in lots of geographic areas. With elevated wealth comes extra individuals keen to speculate.
Jones identified that in 2021, 9 out of 10 of the highest meals agri-tech investments had been with various proteins. And from 2019 to 2022, agri-tech investments almost tripled. As buyers proceed to have curiosity in agriculture, the animal agriculture sector has the chance to say a few of these funding {dollars}.
To profit from the chance to realize and retain customers, the business must “give customers permission to get pleasure from animal proteins.”
“It’s been shared many occasions … individuals do wish to client our pro0teucts. We simply have to satisfy them the place they’re at, and provides them that emotional permission to get pleasure from our merchandise.”
Threats
Animal agriculture faces continuous threats of poll measures and laws that may be a unfavorable disruption. These threats don’t seem like going away.
One other risk is that of local weather change. Jones burdened that he wasn’t going to attempt to say who’s chargeable for it, however he says there is particular proof that local weather change exists.
“We’re seeing zoonotic ailments transfer into areas and international locations that they’ve by no means been in earlier than as a result of the local weather is ripe for mutations or the survivability of these micro organism, these viruses, these fungi, so we now have to acknowledge that local weather change is occurring. It’s going to have an effect on not solely zoonotic ailments, it’s going to have an effect on the feed manufacturing or the welfare and well-being of these animals,” he stated.
