Episode 69: An Industry That Changed — and Events That Haven’t
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Episode 69: An Industry That Changed — and Events That Haven’t
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In this solo episode of the Patio Pondering Podcast, recorded on the road in Des Moines after the first day of the Iowa Pork Congress, I share an observation that kept coming up in conversations across the trade show floor.
I didn’t hear much discussion about hog margins or markets — even with profitability where it is today. Instead, I kept hearing the same questions: Where are the farmers? Where are the decision makers? Is this still worth the investment?
Drawing on my first Iowa Pork Congress in 1999 and earlier experiences in the pork industry, I reflect on how much the structure of our industry has changed — larger operations, fewer decision makers, faster information flow, and tighter time constraints — while many of our events are still designed for an industry that no longer exists.
This episode isn’t about blame or nostalgia. It’s about alignment.
When purchasing decisions have consolidated and time has become one of the most valuable resources in agriculture, we owe it to the industry to ask hard questions about the return on investment of our trade shows, events, and gatherings.
The question isn’t whether these events still matter.
The question is whether we’re willing to evolve them.