Ep. 165 – Marketing Insights in the Pork Industry with Tara-Ann Dugan, Director of Consumer Marketplace Insights for the National Pork Board

Today, Tara-Ann Dugan gives us a deep dive into the wonderful world of pork which includes barbeque, pork chops, and bacon! We learn how pork is trending and in what ways the consumer eats the meat. We go into the insights on how the data was collected (if you’re into that like I am) and also some market trends that might be related to your field.

Tara also has a great history in consumer insights and I loved talking to her about her career journey. Her 4 year McDonald's stint, for instance, was super informative to see how a giant company moves forward. Form all-day breakfast, to food mobile ordering apps.

We apologize in advance for any sound issues in this interview. There is a high pitched kettle-like noise sporadically throughout the interview and we’ve tried multiple methods to reduce the noise the best we can. We recommend that you listen to this podcast not using headphones in case you are sensitive to high pitch noises. Other than that, enjoy the show.

About Tara

Tara-Ann Dugan (Tara) joined the National Pork Board as the Director of Consumer and Marketplace Insights in 2018.  With experience spanning 12+ years across McDonald’s Corporation, IRI working with Hillshire Brands (now Tyson Foods), Nielsen, and Hammacher Schlemmer, Tara has a strong demonstrated background steeped in syndicated research, food and foodservice as well as innovation, and consumer & shopper insights.  Her passion is bringing quantitative and qualitative data together to illuminate the consumer story while making strategic and actionable recommendations to drive growth.  Tara is a proud alum of University of Illinois Urbana-Champaign and Roosevelt University, where she received a BS in Business Administration in 2005 and MS in Integrated Marketing Communications in 2008.  Tara is also a self-proclaimed Foodie!

Shownotes 

The white paper we talk about: National Pork Board White Paper we talk about

When someone asks what you do for a living, what do you tell them in a sentence or less?: I help figure out what people buy and why. I leverage consumer and data insights to deliver marketing material What exactly is the national pork board?: For every dollar for pork, a little goes to the Pork Board for research purposes Other organizations such as dairy and cattle What are some cool insights about pork?: Pork makes up about 1/4th of the meat sales. Though bacon is the most popular, there are so many other categories What's bigger than pork?: Beef is about 40% of the share, chicken 20% Are there certain ethnicities that enjoy pork more?: Yes, in Hispanic and Asians. Pork Belly is now trending amongst Millenials. Pulled pork is trending in superbowl cuisine How did you create that research study?: We partnered with Numerator that analyzes purchasing and analyzed their buying patterns. Did focus groups all over the countries. How many responses do you usually get?: 10,000 responses! What are the benefits between large scale and small scale tests?: You get different sets of data. Small groups are much more specific. What did you find out?: We’re very busy, and very mobile. We are also based off of occasions. There are many different needs for food. Sometimes products are create solving one person’s problem Describe the steps to get to where you are today?: I went to Urbana Champaign. I used to be in Finance, but I also loved talking to people so Consumer Research was for me Coming out of college, I went to Hammglershallmer, an eCommerce company I then worked with IRI and worked with Hillshire brands with Jimmie Dean and Ballpark Since you’ve worked with so many different brands, what is the underlying principles within what you’ve done in your jobs?: It’s all about the consumer McDonalds Wraps All Day breakfast Cage Free Eggs I did everything at McDonalds from food to mobile apps and ordering All Day breakfast – The consumers want it, but it is a big ship and it’s hard to move What are the most important skills in your job?: Analytical, yet you need Empathy. You need to see what is going on in their lives How does your data reach farmers?: We kinda work for the farmers. Food Technology: Consumer Electronics Show had refrigerators that could take stock on what consumers have on hand and place orders for them The biggest challenge the industry has to face: How can the meat industry innovate? Not much in the meat isle. We are putting a finger on plant-based and cell-based meat. The innovation is exciting Chicharrones Favorite cut of pork?: Bacon or prosciutto Adam's favorite: All-You-Can-Eat Korean Barbeque One thing you’d like to know more about?: I’m curious about how Artificial Intelligence will evolve. Favorite Book: Seven Habits of Highly Effective People Favorite Kitchen Item: Airfryer Can you recall a favorite meal recently?: Escovitch Lobster. I had it in New Orleans and in Jamaica, the restaurant in Jamaica is called Pier 1. What should schools be doing more of?: AP Economics gave me a great foundation and I don’t think those courses are regularly available. Price trends of pork: Someone who eats pork is also more likely to eat beef or chicken The most popular cut: bacon The least popular cut: offal Find me on Linkedin: Tara-Ann Dugan There is a ton of information about consumer insight on LinkedIn Alan Reed - Chicagoland Food and Beverage Quarts Marketing Research

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