The American Meat Science Association (AMSA) is pleased to announce that Ronnie Green, Ph.D., with the University of Nebraska-Lincoln will be the featured Wednesday speaker at the AMSA 68th Reciprocal Meat Conference (RMC) this June. Dr. Green, a marketing and advertising expert, is considered one of the nation’s top experts in multicultural marketing and consumer trends.
Dr. Green's presentation will focus on "Growing a Healthy Future: Perspectives on the Livestock and Meat Industries." The 35-year period ahead offers huge opportunities and challenges in sustainably meeting the nutritional and health demands of a growing global population which will be increasingly urbanized, live higher on the socioeconomic scale, and include a considerably larger number of consumers of animal protein. Current global rates of increase in total factor productivity are lagging what will be required to meet these needs, pointing to the critical need for increased investments in science and technology in the agriculture and food sector, following a recent and the current time of declining investment, particularly in the animal and meat sciences. Additionally, significant challenges exist in the developed world from various social-elitism based agendas seeking to influence policy that ultimately will alter our ability to meet the needs ahead sustainably and successfully. Dr. Green will lead RMC attendees in a discussion outlining those opportunities and challenges, defining the underlying premises of them, and suggesting a course forward that will positively lead to growing a healthy future for the 2050 world ahead.