It is typical for American Meat Science Association’s annual Reciprocal Meat Conference to cater to large audiences with a wide variety of interests. Its 72nd year was no different. An underlying theme to all the keynote addresses and sessions, however, was the attention on the consumer. “Consumer” is not a unique term as it is something every person is every day. Still, in this industry, it is this group that is being focused on more and more. No matter the session attended, it likely could be agreed on by a majority of the audience that this year’s focus on the consumer and the power of communication tools to reach them was subtle but difficult to forget.
The AMSA 72nd RMC began June 24 with Dr. A.K. Pradeep, founder and chief executive officer of MachineVantage. With his focus in Neuroscience and Artificial Intelligence (AI), attendees listened to his introduction wondering how in the world he planned to relate it back to meat science. The message, however, was very clear: What is the meat industry going to do to set itself apart? What is the meat industry going to do to reach its consumers? In a world in which consumers want transparency and clear communication, they’re getting it from the wrong side. Consumers want specialization. In a world in which they care about what goes into their food, how it is grown and raised and the health benefits they receive, what will we tell them? They can look straight on the package for the information they want, but if the meat industry does not have exactly what they are looking for, they will find it somewhere else. Dr. Pradeep explained how AI technology could help companies market products by using the example of ice cream and a consumer’s connection with it to breakfast. With technology like this, and others such as eye tracking and MRI imaging mentioned throughout the week, producers can give the consumer more of what they want when the right price isn’t enough anymore.