Meat In the Middle: A Friendly Debate on Dietary Guidelines and the Role of Animal Protein with Dr. Anthony Chaffee, a medical doctor currently practicing in Australia, and Dr. Dustin Moore, a public health expert and researcher.
If you’re like me, the acronym TSA probably conjures up images of airport security agents, long lines, and the occasional confiscated pocket knife (my husband has said goodbye to three…). But after attending this year’s Protein Pact Solutions Summit, I landed on a new, hopefully more inspiring use of TSA…one that’s a lot more relevant for marketing: Trust, Storytelling and Action.
While I couldn’t make it to every session (the summit schedule was packed and, let’s be honest, so was my inbox), here’s what stood out—and why it matters.
T: Build Trust
Trust is the foundation of all business. It must be earned and re-earned, again and again. Jamie Burr of the National Pork Board summed it up best with his Trust formula: Principles x Practices x Proof = Trust. You must continually have all three or you don’t have Trust.
Research commissioned by The Meat Institute tracks consumer trust across six key pillars: environmental impact, health and wellness, animal welfare, labor and human rights, occupational health and safety, and food safety. The index revealed that trust scores in the meat/protein industry hover between 3.4 and 3.7 out of 5. Not bad…but there’s room for improvement. Rich Shank from Technomic left us all with something to think about: If we can bump those scores up to 4, we could see a 16% increase in animal protein consumption a potential $16 billion gain over five years. Build trust and grow sales; now that’s a winning combination!
But trust is fragile. Randy Huffman, Chief Food Safety and Sustainability Officer for Maple Leaf Foods, reminded us that food safety must be a non-negotiable priority. The company’s transparent, accountable response to a 2008 listeriosis outbreak still shapes its culture 17 years later. Consumers want to know we’re doing the right thing, even when it’s hard.
S: Through Authentic and Transparent Storytelling
If you’ve read even an occasional blog I’ve penned, you know I talk about storytelling A LOT. I was pleased to see the summit hammer home the importance of telling authentic and transparent stories about real ranchers, real challenges, and real improvements. We humans like stories, they are easy to remember and can build lasting connections.
I was mesmerized by Southern California rancher John Austel’s stories. John’s family’s Ranch, 4J Horse and Livestock Co., has used rotational grazing to improve productivity from 1 cow per 25 acres to 1 cow per 16 acres. That’s noteworthy, but what’s most impressive is how they’ve flipped the likeability script in their urban area. John’s grazing practices help fight fires -his grass grazers remove 128,000 pounds of wildfire fuel in just 30 days. The grazing pattern he uses has been proven to help stop fires from entering neighborhoods and saving houses. Now, the traffic doesn’t seem to mind being stopped for John’s cows to cross the highway!
And don’t forget the story telling platforms. The industry is shifting from Twitter-style soundbites to more narrative-driven content on TikTok and YouTube, where authenticity and grit win hearts (and clicks).
A: Continually Taking Action to Bring Brand Promises to Life
Storytelling without action is just noise. The summit showcased plenty of examples where action speaks louder than words. Colorado State’s “Beef Sticks for Backpacks” program produces about 26,000 beef sticks per week, distributed in 60 out of 64 Colorado counties, helping 224,000 children get the nutrition they need. That’s impact.
On the nutrition front, the “Meat In the Middle” debate reminded us that while experts may disagree on the perfect diet, both sides can agree that meat is nutrient-dense and essential to maintain a healthy, active body. The lively debate also highlighted the immense amount of confusion thrust upon consumers, often leaving them to wade through it themselves in an effort to determine what is best for them. The takeaway? Keep taking action to educate, innovate, and deliver on our promises.
This Isn’t New News—But It’s a Timely Reminder
If you’ve worked with Midan, you know we’ve been talking about TSA (the meat marketing kind, not the airport kind) for years. But as the summit made clear, an industry-wide reminder is always important to keep these principles top of mind. Trust, storytelling, and action aren’t just trends—they’re the keys to long-term success.
Ready to Put TSA to Work?
If you’re looking for ways to build trust, tell your brand’s authentic story, and take meaningful action, Midan can help. We’ve been helping companies do just that for over two decades. Let’s connect and make sure your TSA experience is smooth, impactful, and maybe even a little fun—no pat-down required.
