We’re all in this together…
“We’re all in this together. And it shows, when we stand. Hand to hand, make our dreams come true.”
Sound familiar? For the intended audience, maybe not. For now, just hold on to those words.
Here’s something I’m picking you’re all aware of. That is, that the meat industry doesn’t often stand together. The scary part is that I’m not sure we even know that we can.
There are many different narratives, opinions, evidence-based statements and layered communications, not just out of single countries but distilled down even further by region, by animal type, by production system. We argue that our sector is complex, it’s unique and multi-faceted so having a single narrative or a unified approach in how we talk to the world, just doesn’t justify our work.
Well, what about the fact that those who don’t believe meat has a role to play in today’s diet have a single approach. Beef, lamb, pork, poultry, dairy – it’s still the same message… that the world would be a better place if we didn’t consume animal products.
What if we isolated that approach for just a moment? What response would we have? Is it, that the world would be a better place with animal products – nutritionally, economically, socially, sustainably, environmentally? I’m a marketer by trade, so it’s in my nature to simplify conversations and highlight the overarching points. And it seems to me that across the globe, levy boards, commercial companies and member organisations are doing exactly that and doing it extremely well. But we’re still missing a trick. We’re doing a good job but we’re still doing it in silos. Which is part of the problem. There is no narrative that connect the dots and explain in simple terms why we’re all these things. If we can ensure that voice is heard, is understood and is accepted we can each build our own stories and our own points of differentiation atop of that voice.
In addition, are we doing all we can? Are we open to new ways of doing things? Not just open to hearing from our counterparts in different markets but those that are suggesting new ways of solving challenges.
This has been of real issue for far too long. To take a back seat with the perceived knowledge that it’s virtually impossible to create this messaging and align together should give us no comfort. Because if we decide it can’t be done, then we’re choosing to face battle over battle and are set to be bruised and battered with not much hope of coming out the other side at all.
Since reflecting on this which was written earlier in the week, coupled with some hugely encouraging conversations with national organisations from across the globe and international alliances, I genuinely believe we can come together to achieve what we haven’t as of yet. Agree? Would love to hear from you.
The global meat industry taking a leaf out of a teenage musical from the noughties*.
Who would have thought?
*High School Musical, circa 2006 and global phenomenon.