Dr. Jessica Petty, head of marketing for US Pork at Zoetis, spoke to The Pig Site’s Sarah Mikesell at World Pork Expo last week where the Zoetis US Pork team launched a new campaign to the pork industry - Heritage Feeds Tomorrow.

Tell me about your new campaign.

We're really excited to launch Heritage Feeds Tomorrow. This is our above-brand campaign, and it's all about our shared values. Specifically, when we think about heritage, we know our customers are third, fourth, fifth generation family farms. Here at Zoetis, we have 70 years in this industry. When we think about heritage and legacy, we want to celebrate those stories.

Even more, we know that beyond healthy animals, the real work we're doing is feeding the world. Our customers are providing safe, wholesome protein feeding families in the US and around the world, and we're so proud of that.

When we think about tomorrow, it's our commitment. When times are tough, we're here. We know our customers are committed to their farms and their employees, and we want to make sure that we work alongside each other to make sure that this industry continues to grow and innovate.

What does this campaign mean to Zoetis?

At Zoetis, it's really important for us to share our customer stories. We spend so much time with our customers and see all the great work that they're doing. But not everybody in the general population gets to see that. We want to celebrate what they're doing and their commitment. We want to make sure that everyone gets to see all the great things that we do.

What does this campaign mean to the industry?

There are so many people that make this industry work - the caregivers, our veterinarians, our producers. At Zoetis, our employees feel very much a part of that as well. Our commitment to make sure that when our customer has a problem, we want to be a part of finding the solution and make sure that we are working together. For us, this campaign really is all of us coming together around a shared purpose and to celebrate that. We're all in it together.