posted on Tuesday, September 30, 2025 in AMVC Employee Blog
Growing up, I knew very little about where my food came from — especially when it came to livestock and pork production. Like many consumers, I assumed pigs were raised in less-than-ideal conditions and that large animal ag companies were driven purely by profit. Today, after years of working in the industry, I see things differently — and I believe it’s our responsibility to help others see it too.
The disconnect between producers and consumers isn’t just frustrating — it’s costly. When people misunderstand pork production, it will impact their purchasing decisions. That’s why we need to double down on science-based education, transparency, and authentic storytelling. When consumers understand the care, precision, and sustainability that truly goes into raising pigs, their purchasing decisions become more informed — and demand goes up.
The Human Side of Pig Farming
One of the biggest misconceptions I had was that pigs were raised in dirty barns by people who didn’t care much about them. The truth couldn’t be more different.
My experiences in large production systems in this country during internships and now in my role at AMVC showcase just how much people from the barn to the boardroom are making decisions based on what’s right for the pig every day.
And there are no holidays for the people closest to our pigs. Every day, rain or shine, people are in barns ensuring pigs are fed, watered, and healthy. That includes manufacturing and delivering precise feed rations, treating sick pigs, assisting births, and much more. The care and commitment I’ve seen in barns across the U.S. — especially in larger systems like AMVC — is inspiring. These systems aren’t just capable of producing high volumes of animal protein — they do it responsibly, sustainably, and with deep compassion.
As I walk into barns today and see healthy, happy pigs with good ventilation and air flow to keep facilities the perfect temperature year-round, precise nutrition executed to get to the pig, and growers and farm staff dedicated to the care of the animals under their care – it saddens me to think many consumers (myself included at one time) don’t get to see this side of pork production.
The Role of Science and Sustainability
Take nutrition, for example. Some people still believe pigs are fed “slop.” As a swine nutritionist, that’s probably my favorite myth to bust. Every pig’s diet is crafted with scientific precision — tailored to their age, health, and growth stage. This ensures optimal animal welfare, resource efficiency, and ultimately, a high-quality product for consumers.
Now let’s talk sustainability. While animal agriculture often gets blamed for climate change, the numbers tell a different story. The biggest culprits are transportation, industry, and urban infrastructure — not pigs. In fact, pork producers have made huge strides in environmental sustainability through innovations in manure management, feed efficiency, and housing design.
When comparing the difference between 1959 and 2009 in the U.S. swine industry, water usage per kilogram of hot carcass weight decreased by 41% (https://pmc.ncbi.nlm.nih.gov/articles/PMC9749816/)! This reduction came alongside major improvements in production efficiency: manure volume dropped by 44%, feed consumption by 34%, and greenhouse gas emissions by 35%-highlighting a much leaner, more resource-efficient system overall.
Regenerative agriculture in pork production involves returning valuable nutrients – like phosphates from swine manure – back to the land, creating a closed-loop system that supports healthier soils and reduces the need for synthetic fertilizers. By applying manure to crop ground, farmers not only recycle essential nutrients but also improve soil structure, water retention, and long-term sustainability of both livestock and crop systems.
Pigs Are Not the Same as People
Many misconceptions exist surrounding the way pigs are housed. Whether it’s questioning why they are raised indoors or why they are in gestation or farrowing stalls. These questions again highlight the opportunity we as pork producers have to be transparent, share our story, and provide education and explanations based in science!
Contrary to what some may believe, pigs are not inherently dirty animals; they just don’t have sweat glands to produce sweat and evaporative cooling like us humans do; thus they may roll around in mud or feces simply to cool off. Pigs are actually very intelligent!
Pigs are kept indoors to keep disease out, not to hide what we do! A few decades ago pigs were moved to indoor facilities in an attempt to better protect against the bag bugs that could rapidly spread and negatively impact our herds. Biosecurity is key! All personnel coming into the farm must shower in and out of the facility, and strict practices are in place to bring in feed, supplies, and pigs to reduce the spread of any potential porcine diseases.
Proposition 12 is one piece of major legislation that has been a hot button topic for the last few years surrounding the way sows are housed and, in my opinion, the result of a misinformed consumer base. Prop 12 in California restricts producers around the country as to what square footage must be provided to sows in order for pork products to be imported into California. As California is a major market, this causes detrimental repercussions for pork producers around the country. Especially the smaller independent family farm operations which may not have the capital to change their facility designs. And the question arises – if California can enact one piece of legislation that has such a devastating impact on all domestic pork production, what about when other states come out with differing requirements and restrictions? Some smaller operations may not be able to stay in business.
Many consumers might think that these restrictions are put in place to improve animal welfare. However, when sows are kept in open pens for their gestation, we have actually seen an increase in lameness and structural issues over the last few years. Pigs are naturally herd animals, and prefer to be together. You will often find them laying side by side or almost on top of each other even with additional space. They like the sense of security in being next to a friend or two.
When sows are about to give birth to a litter of new baby piglets, they are taken to farrowing rooms and put into a farrowing crate. This is for the safety of the sow through the birthing process, the safety of the employees who may need to assist her if she is having dystocia during birth, and the safety of the piglets once they are born, so mom doesn’t accidentally lay on them.
Housing facilities were designed with welfare and pigs in mind. We just need to share how.
Connecting with Consumers – How do cooking habits tie into demand?
Many consumers don’t buy pork simply because they don’t feel confident cooking it. Whether it’s pork chops, tenderloin, or ground pork, uncertainty around proper cooking times, texture, and seasoning makes people reach for what they know — often chicken or beef. If someone has a bad experience (like a dry pork chop), they’re less likely to buy pork again. But if they learn how to cook it correctly — juicy and flavorful — they’re much more likely to come back for more.
One of the most common misconceptions is that pork has to be cooked “well done” to be safe – a belief left over from decades-old food safety concerns. In reality, pork is safe and delicious at 145°F with a 3-minute rest, according to USDA guidelines. Helping consumers understand this simple fact can significantly improve their eating experience — and make them more likely to purchase pork more often.
Many consumers today are looking for lean, high-protein options, and pork fits that bill -especially cuts like tenderloin or loin chops. But if they don’t know how to cook it properly, they’ll miss out on these benefits and likely opt for more familiar choices. Teaching consumers about nutrition, preparation, and versatility helps position pork as not just a dinner option, but a healthy, go-to protein.
Creative efforts like statewide ad campaigns drive engagement with larger and broader audiences, and recipes featured in publications like this one help to showcase the diverse ways to prepare pork and how to properly cook it. These strategies make pork more approachable, more delicious – and more likely to end up on dinner tables, especially as a younger generation of consumers continues to enter the marketplace.
To build trust, we need to meet consumers where they are — online. Platforms like Facebook, LinkedIn, and Instagram offer incredible opportunities to share authentic stories, bust myths, and show the human side of pig farming. Young consumers especially value transparency and values-based messaging — and our industry has plenty to share.
When people know how to cook pork well, they buy more of it.
Educating consumers on proper cooking temps, sharing easy recipes, and debunking old myths can directly increase pork demand — and improve public perception at the same time.
Final Thoughts
If I could tell the average consumer one thing, it would be this: No one cares more about pigs than the people in the barns every day. Why do people raise pigs? Because pork producers truly care about their pigs – from handling, facilities, political policies, to animal health. Everything that is done in the industry is done based on this principle and idea. Our work is rooted in science, sustainability, and compassion. By bridging the gap between producers and consumers, we can reshape public perception and build a stronger future for pork – one that’s trusted, respected, and proudly served.
Source: Swineweb
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