When people seek to tell the story about animal agriculture amid the messages shared by adversaries, those in the industry might feel like they are the biblical figure David up against his formidable foe, Goliath.
The scriptural analogy was brought up during the business seminar, “Fighting for the Future of Agriculture: Everyone’s Role in Shaping the Narrative,” at the recent World Pork Expo in Des Moines Iowa. The seminar was hosted by Alltech.
Seminar panelist Kylee Deniz, executive director of the Oklahoma Pork Council, pointed out how the agrifood industry is clearly the underdog, so accurate and detailed messaging is needed from as many in the industry is important.
The Alltech Pork Team hosted a business seminar during World Pork Expo 2025. Speakers included (left to right): Lori Stevermer, past president of the National Pork Producers Council; Susanna Elliott, chief marketing and communications officer at Alltech; Kylee Deniz, executive director at Oklahoma Pork Council; and Andy Curliss, vice president of strategic engagement at NPPC.Alltech
“We can't go at this alone, and every piece of the puzzle does matter, because we know the opposition is great. It's well funded. It's a machine today,” she said.
So how can the industry win against “Goliath,” seminar moderator Lori Stevermer, immediate past president of the National Pork Producers Council (NPPC), asked.
“I think you just have to think of the audience,” said Andy Curliss, NPPC vice president of strategic investment.
Curliss said the audiences who hear the message will have different areas of interest. They can be consumers, or they could be interested in regulations, or even legal matters.
Focusing on consumers, Curliss said most are primarily interested in taste, affordability and availability, while environmental concerns are also important to some.
“To me, it's understanding what arena am I operating in, what is the message that needs to be delivered in that arena, and then doing that in a way that connects. That's different with a politician than it is with a regulator, and it's certainly different with a jury. … It's a complicated answer with some nuance to it, depending on where you're operating.”
A recording of the seminar can be found on Alltech’s YouTube channel.
