North American Meat Institute Is Latest Win in Firm’s Growing List of Foodways System Clients - Signal Theory

The focus will be engaging consumers to earn increased trust in animal protein

The constant shift in consumer behaviors is driving change in the foodways system, and Signal Theory is bringing those consumer marketing insights along with communication expertise to help the meat industry. The Washington, D.C.-based North American Meat Institute, also known as NAMI or the Meat Institute, has hired Signal Theory to deliver creative that speaks to its commitment to the animal protein industry.

The Meat Institute is the oldest and largest trade association representing companies that process 95 percent of beef, pork, veal and 70 percent of turkey products in the U.S. and their suppliers.

“Adding the Meat Institute to our foodways system experience expands the opportunity to engage with protein leaders and brands that are so important to the economy,” said Ali Mahaffy, Signal Theory co-CEO. “We are eager to assist NAMI and its members as they fulfill their mission of driving continuous improvement to strengthen trust in protein production.”

After a competitive search, the Meat Institute chose Signal Theory because of the firm’s understanding of how consumers shape demand and its ability to craft compelling marketing for food brands.

Eric Mittenthal, NAMI’s vice president of sustainability, said, “As one unified voice for meat and poultry companies, large and small, we are eager to work with Signal Theory to broaden awareness of the industry’s sustainability commitments and effectively give consumers the confidence in the meat and poultry industry as they gather around the table.”

Mittenthal added that the firm’s understanding of industry partners, producers, farmers and ranchers will be valuable to align the member-driven organization.
Signal Theory’s scope of work will include research evaluation, strategic planning, stakeholder alignment and a multi-year communications plan with creative development for both consumer and industry audiences. In the first year, the priority is to develop and execute a consumer campaign focused on NAMI’s sustainability commitments.

NAMI joins a Signal Theory client roster that includes brands throughout the foodways system, including animal health and agricultural industries. The firm’s clients include those that make an impact on the farm, through processing, all the way to food marketers at retailers and restaurants alike.

Current foodways clients include Cargill Protein-North America, John Deere Agricultural, SONIC Drive-In, Merck Animal Health, AgroLiquid and Vytelle.

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