In April 2025, PIC was granted approval by the FDA for the gene edit used in its PRRS-resistant pig, an extraordinary step forward in eliminating challenges from one of the most serious global pig diseases.

Now, research published in the August 2025 American Journal of Veterinary Research has revealed a model of potential global economic and market impacts associated with adoption of this new technology.¹

PIC commissioned Dr. Jayson Lusk, Vice President and Dean of Oklahoma State University's Division of Agricultural Sciences and Natural Resources, and Regents Professor to develop the economic model used in the research.

Since 2000, Lusk has published more than 280 articles in peer-reviewed scientific journals. Much of this research was focused on consumer demand, how consumers respond to new technologies and food products, how demand translates through the agricultural supply chain, and, ultimately, how these changes impact farmers.

Dr. Lusk's economic model answers questions about the PRRS-resistant pig

The potential of pigs resistant to PRRS, a disease endemic to the global pork industry, could be significant. The question becomes, what will happen when the technology is available to breeding herds? How will it impact pork production and prices? What does it mean for farmers and consumers?

Lusk's research constructed an economic model to find out.

"The model linked the supply of market hogs on the one end to demand for pork by consumers on the other end, and it does that in a way that also links global trade," says Lusk. "So, you have our major pork producers in countries like the U.S., China, Canada and other parts throughout the world and links those to each other in terms of global trading patterns."

Industry impact: Potential increased profit per head as a result of adopting the PRRS-resistant pig

The model allowed Lusk to evaluate different technology adoption rates.

"What we're able to do is say, 'if we had 5% adoption, 10% adoption, 100% adoption of PRRS-resistant pigs, what would happen?'" says Lusk. "The overarching story is that as adoption increases, pork production increases and pork prices fall."

But that doesn't mean bad news for pork producers, according to Lusk.

"The important thing to note is that costs fall more than prices fall," adds Lusk. "So, you're able to sell more pork at a lower cost, and the result is those people that adopt PRRS-resistant pigs are more profitable."

Production and price shifts also increase U.S. exports. Ultimately, more pigs and pork produced at a positive margin can increase total industry profit, according to Lusk's model. 

Consumer impact: More, affordable pork

"The main benefit of eliminating PRRS that consumers could see directly is lower food prices," says Lusk.

According to Lusk and his model, by eliminating or reducing PRRS, consumers could also enjoy indirect benefits like improved animal welfare and reduced antibiotic usage², which have been identified as important to consumers.

Other animal and plant proteins will no doubt seek their own novel innovations to increase future productivity and vie for a spot on the consumer's dinner plate. In fact, there are more than 500 gene-edited crops either available for sale or in development^.3

"As a pork industry, innovating now for higher productivity will help maintain pork's spot and industry profitability," says Lusk.

Adoption of PRRS-resistant pigs can be a net-positive even if demand dips slightly

Lusk's model notes that even if consumers reduce their willingness to pay for pork in response to this technology's adoption, it will take a "really large" reduction to offset productivity gains. Likewise, Lusk notes, that if global trade patterns changed (ie, a country decides not to import pork from a country using this technology), productivity gains would likely remain a net positive for U.S. industry profitability, per the research.

"If pork is the most consumed protein 10 to 20 years from now, it's because this technology was adopted," says Lusk.

More information on Dr. Lusk's research can be found here on the PRRS-resistant pig website.