By DOUG GRAVES

Ohio Correspondent

COLUMBUS, Ohio — The Ohio Pork Council (OPC) was established in 1968 when leaders in Ohio’s pork industry determined it was a necessity to promote their own product. When the organization began, about 800 farmers dedicated themselves to this task.

Today, the OPC has approximately 2,500 members and is celebrating a milestone with its 50th anniversary. “The Ohio swine business looks quite a bit different than it does today,” OPC President Rich Deaton said.

Deaton recalls growing up on the dairy farm during his high school days, thinking at the time that 30 sows was a sizeable operation. In the 1960s and early 1970s, that many would generate enough income to support one family.

“The family farm has changed from owning the pigs to facilitating others in contract facilities,” he said. “We have a lot of contract farmers who make up the Ohio pork industry. We have a lot of dedicated, cutting-edge producers here in Ohio who have done an extremely good job partnering with crop farmers in production.”

Over time, producers have had to evolve in their way of doing things on the hog farm. According to Deaton, the OPC has evolved just the same.

“We have changed more towards reaching the consumer,” he said. “The staff has done an excellent job of helping farmers tell the story about pork production. For me it’s a really enjoyable experience to be the leader of a state pork association.”

Deaton knows the strong foundation that leaders before him built, praising them for remaining focused on advancing the industry and eventually turning opportunities into milestones: “I am standing on the shoulders of giants.”

As the organization has grown, so too have the programs to promote pork, along with increased services for OPC members. Today, the OPC orchestrates new ways for farmers to tell their story beyond information found on the organization’s website.

In fact, the OPC can be considered a leader in some innovations. It was the first state association to host non-farming groups like schoolchildren on virtual farm tours. OPC pig farmers have walked students, teachers, adults, food bloggers and consumers through their barns thanks to the wonders of the internet.

According to Deaton, his organization recently hosted a group of bloggers.

“That’s just another example of the continuous effort in telling the story of pork,” he noted. “The connection with Ohio bloggers to share pork recipes and reach more consumers is beneficial. Blog posts, stories and recipes have reached a total of 887,000 views last year.”

Conversations about pork and food happen every day. In fact, according to pork checkoff research, pork is the most discussed animal protein, grabbing 31 percent of online discussion about the topic.

“No matter if the discussion happens online or in person, Ohio pork producers have always welcomed the opportunity to discuss real pig farming and pork,” Deaton said. “I think the Ohio Pork Council has always been on the cutting edge in how we meet the people in telling the story about pig farming.”

Former OPC president Bill Knapke currently sits on the state’s Livestock Care Standards Board. He said pork producers have been extremely conscientious and responsible when it comes to the environment, and the OPC has spearheaded this effort.

“I think the Ohio pork producers have been very environment-minded, we’ve been very responsible,” Knapke said. “We’ve been involved when it comes to research and best management practices.”

Deaton and Knapke agree that the image and efforts of the OPC has sparkled over the years, but the bottom line is the product farmers sell. Pork matters, more than anything else.

“How do we get the American public or consumers to consume more of our pork?” Deaton said. “The challenge here is to continue to get others comfortable with purchasing and consuming pork domestically.”

While bacon is quite popular among American consumers, fresh pork is not. Data from the pork checkoff show U.S. consumers purchase fresh pork only 6.2 times a year, a number Deaton and his fellow pork producers realize is too low.

“I am excited about being in the industry and I am excited about the new technology coming on, like gene editing,” he said. “How do we continue to help the public be comfortable with this pig? It is the same pork chop my grandfather ate.”

Deaton thinks it requires more one-on-one conversations, saying that as more pig farmers tell their story the more comfortable the public gets with a pig farmer as a neighbor and the person who raises their pork.

“As the organization has grown, so have the programs to promote pork, along with increased services for OPC members,” he explained. “Today’s members continue to look toward tomorrow. Each year shows an increased awareness of the challenges and solutions facing the industry.

“This awareness will continue to make Ohio’s pork industry strong and viable for the next generation of Ohio farmers.”