AMSA members will head to “Big Red Country” where they will be hosted by the University of Nebraska and ConAgra Foods at the AMSA 68th Reciprocal Meat Conference (RMC) June 14-17, 2015.Steve Jones(U. Nebraska) and Larry Quint (ConAgra Foods) are leading the host committee and will be rolling out the red carpet to attendees from all over the world. The bulk of the meeting will be held at the recently renovated Cornhusker Marriott as well as the University of Nebraska-Lincoln hosting a full day of interactive and hands-on reciprocation sessions on campus. The host and RMC planning committees will be preparing a variety of pre and post RMC workshops for RMC attendees as well. The AMSA 68th RMC features an interactive program which is tailored to bring attendees the very best and inspiring educational experience.

AMSA 68TH RMC Processed Meats Symposium to Discuss Processor's Challenges in Addressing New Market/Customer Demands

AMSA is pleased to announce that, Joseph Sebranek, Iowa State University; Kevin Myers, Hormel Foods Corporation; and Jeff Sindelar, University of Wisconsin-Madison will be the featured speakers in the AMSA 68th Reciprocal Meat Conference (RMC) Processed Meats Symposium, on Monday, June 15.  The three-part processed meats speaker series will focus on processor's challenges in addressing new market/customer demands.   

  • Overview of Functional Non-Meat Ingredients in Meat Processing: The Current Toolbox: The non-meat ingredients that are traditionally used in processed meats create the unique and distinctive properties that are expected of the many different processed meat products on the market. The non-meat ingredients provide very critical functional contributions to processed meats.  However, the increasing consumer demand for shorter, simpler, easier-to-understand ingredient statements is providing motivation for processors to reduce, substitute or even eliminate some of the traditional non-meat ingredients. Dr. Joseph Sebranek, Charles F. Curtiss Distinguished at Professor at Iowa State University, will discuss the role of some of the critical non-meat ingredients used for processed meats to provide a reminder of the challenges processors face when considering product changes.
  • Matching Future Processed Meat Items with Changing Consumer Demands: Dr. Kevin Myers, Vice President of Research & Development at Hormel Foods Corporation, will be addressing consumer perceptions of processed meats and the recent trends of purchase behavior of various age segments of the population.  Dr. Myers will also discuss future consumer trends in natural, organic, and other types of "clean label" products.
  • Impacts of Removing Functional Ingredients in Meat Products and Exploring Possible Alternatives:  New market and consumer demands for further processed products have resulted in a new set of “rules” impacting product performance and potentially safety.  A deeper understanding of functional compounds while adhering to a limited number of them available for use have created both challenges and opportunity for the meat industry.  In this session Dr. Jeff Sindelar, Associate Professor/Extension Meat Specialist at the University of Wisconsin-Madison, will review functional ingredients commonly used for improving quality, safety, and economical properties while discussing alternative ingredients and approaches for removal or replacement.

AMSA Announces Wednesday Featured Keynote Speaker 

AMSA is pleased to announce that Ronnie Green, Ph.D., with the University of Nebraska-Lincoln will be the featured Wednesday speaker at the AMSA 68th Reciprocal Meat Conference (RMC) this June. Dr. Green, a marketing and advertising expert, is considered one of the nation’s top experts in multicultural marketing and consumer trends.  Dr. Green’s presentation will focus on “Growing a Healthy Future:  Perspectives on the Livestock and Meat Industries." The 35-year period ahead offers huge opportunities and challenges in sustainably meeting the nutritional and health demands of a growing global population which will be increasingly urbanized, live higher on the socioeconomic scale, and include a considerably larger number of consumers of animal protein. 

AMSA 68th RMC Opening Keynote Speaker Announced

AMSA is pleased to announce that Kelly McDonald with McDonald Marketing will be the opening keynote speaker at the AMSA 68th Reciprocal Meat Conference (RMC) this June. Kelly, a marketing and advertising expert, is considered one of the nation's top experts in multicultural marketing and consumer trends. Now more than ever, it's critical to form a connection with customers, whether that's a rational, emotional or cultural connection. But how do you form a connection with someone who is completely different from you? Break through barriers to connect in a meaningful way, whether it's gender, age, life-stage, race, ethnicity or communication preferences, you need to build trust and differentiate yourself from your competition. So make sure to join us June 15th in Lincoln, Nebraska for this high energy session as Kelly engages attendees, and helps them to better understand the consumers they are trying to reach and how to craft the information they are trying to share.  


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What to expect from next year’s RMC

A conversation with Dean Pringle, 2015 RMC Chair

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