Julie Anna Potts: The Real Story Behind America's Protein Supply

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In this episode of the Intentional Agribusiness Leader Podcast, Mark Jewell sits down with Julie Anna Potts, CEO of the Meat Institute — the organization representing over 95% of the red meat industry in the United States. This conversation pulls back the curtain on one of the most misunderstood and most essential sectors in American agriculture.

Julie Anna and Mark dive deep into leadership under pressure, listening as a strategic advantage, the emotional reality facing farmers, the political climate in Washington, and the staggering downstream economic impact of the meat industry.

From charged conversations on Capitol Hill to the intimate challenges faced by rural families, Julie Anna offers a wide-angle view of what’s happening inside the industry — and what leaders must understand moving forward.
Whether you’re a farmer, agribusiness professional, policy follower, or simply someone who enjoys a good steak, this episode brings clarity, context, and truth to the national conversation around meat, health, policy, and the future of American food.

Key Takeaways
1. Intentional Leadership Begins With Listening
For Julie Anna, intentionality means being fully present — removing emotion from tense conversations, holding space for others, and grounding decisions in shared facts. In an industry full of pressure, listening is the leadership edge.
2. The Meat Industry Touches Millions — More Than You Think
The Meat Institute represents operations responsible for 95% of U.S. red meat. The industry’s economic footprint reaches millions of jobs, from packers and processors to equipment suppliers, truckers, retailers, and food service. The value chain is far deeper than most realize.
3. Americans Aren’t Turning Away From Meat — They’re Buying More
Despite headlines suggesting otherwise, over 98% of shoppers buy animal protein, according to “The Power of Meat” report. Demand remains exceptionally strong across beef, pork, poultry, and specialty meats.
4. The Industry Is Under Attack — But It’s Not Alone
Julie Anna discusses the cultural, political, and activist pressures placed on meat production, drawing parallels to historical attacks on other animal-based industries. But she also highlights the unified, cross-industry collaboration happening in Washington to protect farmers, ranchers, and processors during a time of economic uncertainty.
5. Food Security and Protein Access Are National Priorities
Mark and Julie Anna discuss the critical role of food banks, the protein gap in America, and the innovative work of organizations like Hatch for Hunger. Refrigeration alone can determine whether a family receives high-quality protein — an issue far more widespread than most realize.
6. Washington Is Listening — But the Landscape Is Changing
From tariffs to “Make America Healthy Again,” to environmental policy, both the current and past presidential administrations have influenced agriculture differently. Julie Anna offers a rare insider’s look at what’s happening inside the Beltway — and what it means for the future of farm country.

Notable Quotes
“Being intentional starts with listening — truly listening — so people feel heard.” – Julie Anna Potts
“We serve 98% of American households. That’s not a fringe product — that’s central to how people live.” – Julie Anna Potts
“We’re a small group in rural America producing a massive amount of food. But when employees, retailers, and suppliers stand with us, we don’t feel alone.” – Julie Anna Potts
“Capacity is the ability to hold space in the tension between where we are and where we’re going.” – Mark Jewell
“Food is cultural, it’s emotional, it’s celebratory — and meat sits at the center of that.” – Julie Anna Potts

Action Steps
Stay informed through trustworthy, aligned sources — not headlines.
Engage with your industry associations to amplify your perspective.
Support local food banks, especially with high-value proteins.
Recognize the emotional load farmers and rural families are carrying right now.
Use your social platforms intentionally to communicate the real story of agriculture.

Listen If You Are:
A farmer, rancher, or agribusiness professional navigating uncertainty
Someone curious about advocacy, policy, or how decisions in D.C. impact the meat industry
A leader wanting to improve your listening and conflict-management skills
Interested in the economic engine behind America’s protein supply
Seeking a grounded, real-world perspective on food, nutrition, and the future of agriculture