The Australian pork sector is full of hard working and passionate people and, for many, it is more than just a job – the role they play in society is fundamental to their identity. When supply chain participants are attacked for carrying out their professions and their passion, it can become a personal attack on their livelihoods, community and their families.
Australian Pork Limited, on behalf of the whole industry, are committed to sharing real stories with the wider community, so that more informed opinions can be formulated, and decisions made about the role the sector plays in Australia.
One of the ways APL identified doing this was by creating a network of advocates outside of our own organisation. Then to equip those advocates with the key skills to deliver their stories.
To that end, in late 2021 APL enlisted the help of the Livestock Collective, who over the past three months have delivered a virtual leaders’ workshop, tailored specifically to the pork sector.
Twelve men and women from the pork supply chain – from producers and veterinarians to butchers and chefs – were selected for the workshop series. The training included six members of APL’s ongoing leadership program.
The aim was two-fold – to ensure the participants felt confident in the key messages of the Australian pork sector and to develop the skills to comfortably share these messages via media interviews, social media or simply around a barbecue among family and friends.
The attendees learned from several in-field experts around themes such as what journalists are looking for, how to structure a compelling conversation, value-based messaging and when and where to input key messages during an interview.
After two jam-packed days of learning, the participants were put to the test and confronted with an intense mock radio interview with presenter and radio personality James Lush.
From an APL perspective, we were floored by the sheer talent and love for the industry that was conveyed through each of these interviews and we’re thrilled with the outcome of the workshop.
It was an extremely humbling and satisfying process to be able to not only give back to those who work so proudly for the industry, but to witness firsthand the passion of the people who work in the Australian pork sector.
Keep an eye on the APL socials as we share their stories and what our supply chain leaders have put into action following the workshops. If you’d like to be involved in similar training in 2022, reach out to firstname.lastname@example.org