DES MOINES – With a focus on upgrading its digital footprint and connecting with consumers, the Pork Checkoff has launched a unique recipe partnership with Yummly. A leading recipe app and website, Yummly offers personalized recipe recommendations and cooking resources to its more than 23 million registered users.
This change in digital strategy and, specifically, how the Pork Board manages its pork recipes reflects a combined focus on capturing meal trends with how today’s cook searches for information. The first step in that process is to build a relationship with an industry leader in recipe recommendations, search and personalization.
“Today’s cook expects recipes and information to be at their fingertips. Smartphone apps like Yummly are precisely how to get our information in front of consumers,” said Steve Rommereim, vice president and member of the Checkoff’s Domestic Marketing committee and a South Dakota pork producer. “We need to keep pork top of mind through access to creative recipes and ideas that are available in real time.”
Through this partnership, the Pork Checkoff will streamline its current recipe promotion and distribution process while improving the consumer user experience. The agreement with Yummly will mean the Pork Board’s more than 2,100 recipes will find a home in front of Yummly’s millions of users.
“This partnership is a great opportunity to fulfill the mission of both organizations,” said Brian Witlin, Yummly Chief Executive Officer. “For Yummly, our driving goal is always to answer the question ‘what’s for dinner?’ before it’s even asked. The strategic use of digital technology is critical as younger, mobile audiences look for daily inspiration on what to cook.”
Yummly has highly engaged users that consult their database of more than two million recipes to drive daily decisions on what to make which, in turn, drives grocery purchases.
“This will allow a seamless process in motivating consumers to buy pork,” said Jarrod Sutton, vice president of domestic marketing. “It all starts with searching the app for a recipe, finding the ideal recipe and generating a list of the foodstuffs needed to purchase. In the long term, we will have a platform to educate pork consumers on our three key issues of quality, cut names and cooking temps.”
The Yummly site will use pork-branded pages to share and distribute recipes from all sites, including state pork association websites and pork.org. The transition of pork recipes and the launch of the pork-branded pages on the Yummly app will be complete in early December as the newly designed pork.org launches.
The National Pork Board has responsibility for Checkoff-funded research, promotion and consumer information projects and for communicating with pork producers and the public. Through a legislative national Pork Checkoff, pork producers invest $0.40 for each $100 value of hogs sold. Importers of pork products contribute a like amount, based on a formula. The Pork Checkoff funds national and state programs in advertising, consumer information, retail and foodservice marketing, export market promotion, production improvement, science and technology, swine health, pork safety and sustainability and environmental management. For information on Checkoff-funded programs, pork producers can call the Pork Checkoff Service Center at (800) 456-7675 or check the Internet at www.pork.org.
Source: The National Pork Board
