For George Goossen, the World Pork Expo in Des Moines, Iowa, has become more than just an annual industry event, it’s a tradition rooted in decades of dedication to the pork sector. As president of Carlo Genetics, based in St. Anne, Manitoba, Goossen has been attending the expo for nearly as long as he’s been in the business.
“This August marks 37 years for me in the pork industry,” Goossen said. “I’ve been going to World Pork for as long as I can remember. And every single year, I come away with something valuable.”
While many attendees come for the latest technology and product innovations – and Goossen does enjoy seeing what’s new – he insists the real value lies in something simpler: conversation.
“It’s great to walk the floor and see things you’ve never seen before,” he said. “There were some really interesting new products on display again this year. But what makes the show truly worthwhile for me is talking directly with the people behind those innovations, especially the one-on-one discussions you have with producers and industry folks, many from Manitoba.”
Goossen said those hallway conversations with colony producers, industry leaders, or longtime colleagues like Rick Bergman, Dixon, and Brock provide insights you can’t get from a presentation or brochure.
“You pick up little kernels of knowledge in those chats – things that stick with you and give you perspective,” he said. “This year, I talked with people like Cam and Gavin. You leave with something you didn’t come in with, so I keep returning.”
Industry Sentiment: Cautiously Optimistic
When asked about the overall mood at this year’s Expo, Goossen described it as “cautiously optimistic.”
“I talked to different contractors, barn builders and the like – and they said it’s really slow right now,” he said. “There’s some barn work here and there – renovations, upgrades – but not a boom. That said, people seemed upbeat and hopeful that things will pick up again.”
He added that most producers focus on stabilizing their operations rather than expanding. “People are rebuilding their cash reserves,” he explained. They’re being careful, trying to prepare for the next downturn, and that’s wise.”

Goossen said there’s a noticeable difference in sentiment between Canadian and American producers. “I think that maybe the Canadians are a bit more optimistic about the pork industry right now than the U.S.. That’s just my take, but it was a feeling I picked up throughout the day.”
One of the more thought-provoking conversations Goossen had came with a fellow breeder who warned against repeating past mistakes.
“He said something that stuck with me,” Goossen recalled. He said, “We’ve come through something tough because we overbuilt. If we can maintain what we have and slowly increase, that’s better than rushing into another big build-up and flooding the market.”
Goossen agreed, noting that Canada and the U.S. export large volumes of pork and need to avoid outpacing global demand.
“If we can keep things stable for a while, we’ll see thoughtful expansion – not just reacting, but planning. And yes, I also think we’re going to see more mergers. That’s just part of the business cycle now.”
Though the World Pork Expo spans two days, Goossen only attended the first.
“I got there early on Day One and made the rounds,” he said. “I usually have a few meetings in mind, and I had already arranged to connect with certain people. I could meet everyone I wanted, have the needed discussions, and get through what I came for.”
He did miss one contact who didn’t have a booth this year, but overall, he felt the day was productive. “Once everything wrapped up, there wasn’t much point sticking around for the second day. We got our stuff done, it was worth the trip.”
For Goossen, attending events like the World Pork Expo is as much about staying current as building relationships.
“You can read reports and watch webinars,” he said. “But there’s something about being on the ground, face-to-face with people who live and breathe this industry. That’s where the real value lies.”
With nearly four decades in the business, George Goossen continues to value the insights that come not only from new technology but also from old-fashioned, thoughtful conversation. •
— By Harry Siemens