The better animal agriculture trade continues to compete with different proteins – each by way of reaching the shoppers, but additionally by way of attracting traders.
As a way to assist the trade get a greater grasp on the issues it’s doing proper and the issues it could possibly do higher to achieve these individuals, J.J. Jones, government 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 Could 9 in Kansas Metropolis, Missouri.
Strengths
Animal protein – whether or not it’s hen, turkey, eggs, pork, beef, eggs or dairy – is extremely desired by shoppers, Jones stated.
“Individuals have a need 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 choice, 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, mentioning that it accommodates vitamins which might be essential 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 point of the trade, which particularly can have an effect on its capability to draw traders, is a scarcity of innovation.
“Typically, we’re afraid to strive new issues,” he stated. However Jones believes it’s higher to try to fail, than fail to strive. “I want to problem us to strive new issues extra shortly,” he added.
He additionally pressured that animal agriculture trade is simply too scientific and makes use of jargon too typically. Do shoppers or traders know what you imply whenever you say “feeder cattle” or “pullet?”
He additionally says animal agriculture is simply too segmented and fragmented. “Typically, we are able to’t even agree,” he stated.
Alternatives
There are actually alternatives for the trade with a rising inhabitants of shoppers, however wealth can be constructing in lots of geographic areas. With elevated wealth comes extra individuals prepared to speculate.
Jones identified that in 2021, 9 out of 10 of the highest meals agri-tech investments had been with different proteins. And from 2019 to 2022, agri-tech investments almost tripled. As traders proceed to have curiosity in agriculture, the animal agriculture sector has the chance to assert a few of these funding {dollars}.
To benefit from the chance to achieve and retain shoppers, the trade must “give shoppers permission to get pleasure from animal proteins.”
“It’s been shared many occasions … individuals do need 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 pressured that he wasn’t going to attempt to say who’s liable for it, however he says there is particular proof that local weather change exists.
“We’re seeing zoonotic ailments transfer into areas and nations 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’ve got to acknowledge that local weather change is going on. 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.
