154 Efficacy of a Virtual Operation Main Street in Changing Perceptions of Pork Production

Abstract

Abstract The objective of the virtual Operation Main Street (OMS) program was to provide a live, interactive experience to educate audiences anywhere in the world about modern pork production. National Pork Board’s OMS began in 2004 to train pork producers to share their stories to improve the image of pig farming. Since its inception, they have trained >1,300 producers influencing >240,000 people However, there are locations that don’t have access to OMS speakers, and because presenters use slides, it doesn’t provide a real-time experience of being in the barn. Therefore, the virtual OMS was developed through a collaborative effort between the National Pork Board, Eidson & Partners, and South Dakota State University (SDSU). After a formal interview process, students participate in a 2-day OMS training. Students are trained to cover a set of defined speaking points, but discuss them in their own words. Each live tour is conducted in the SDSU Swine Unit, and is done entirely by the student on her/his own cellphone. Tours last approximately 10 minutes, with the audience asking questions at any time through a moderator at the venue. The first virtual tour was given on December 7, 2017, and since then there have been a total of 133 tours impacting 24,558 people. Audiences include Veterinary Colleges, high schools, the American Association of Critical Care Nurses, and the Association of Nutrition and Foodservice Professionals. In the last year, 51 tours were given to 1,678 people in 22 different states. Respondents to a Google survey offered at the end of every virtual tour stated the presentation and tour resulted in a >60% increase in a positive opinion of the pork industry. Virtual OMS is an impactful method to dispel myths about modern pig farming, and creates a personal connection between the faces of pork production and consumers.