t he language of pork production

1. June 2013 National Pork Board the language of pork production

2. who we are communication that works

3. [ ] It’s not what you say, it’s what they hear what we believe

4. 11 three-hour Qualitative Instant Response Sessions • Unique Instant Response Dial technology provides insight into consumers’ gut reactions to messages • Research conducted with food-engaged Opinion Elites and Millennials • Online Quantitative National Surveys • Range of issues and topics facing pork industry • Designed to uncover best messages for NPB and channel partners what we’ve done

5. Food-Engaged Opinion Elites • Moveable middle • Top 20% of society in education + income • Watch/read news on politics and food issues regularly • Most likely to influence others in community • Millennials • Actively engaged in social media • Seek out information on food issues • Emerging decision-makers the audiences

6. the goal more productive dialogue throughout the food chain

7. + the big picture the issues

8. audience profiles

9. key findings • The starting point: awareness is low • The goodnews: consistent language and action can bring results • The less-goodnews: there are deeply held beliefs that the way food is being made today is not in consumers’ best interest • The badnews: consumers are easy prey for misinformation about food because of low trust and distance from food production

10. perceptions of pork “We might think we’re all for animal welfare, but at the end of the day it’s the price at the grocery store that really matters.” – Opinion Elite, Chicago “Wait…have they foundhorsemeatin pigs, too?” – Millennial, Boston “If I eat bacon-wrapped anything, I know it’s not going to be good for me. But it’s going to taste fantastic.” – Millennial, San Diego “Inhumane pork…that’s pigs that are hurting people?” – Millennial, San Diego “I knew they castrated chickens, but not pigs.” – Opinion elite, Washington, DC

11. advocates at work

12. the reality images are upsetting

13. what they care about • Consumers’ interests begin – and end – with themselves • They’re not interested in sustainability arguments or even animal welfare as positive proof points • They just want to know that THEY are going to be safe “It’s bigger than you and me. It’s all about ME.” – Stephen Colbert

14. what doesn’t work

15. they’re asking questions

16. a communication framework • Acknowledgeconcerns • Take responsibility • Engageyour audience • Provide Transparency

17. making connections

18. the big picture the issues +

19. Millennials and social media • Sow housing • Pain management • Beta-agonists • Antibiotics section contents

20. why social media matters millennials and social media advocates have created buzz

21. activists? “I would retweet, but just for the sheer shock value. Not because I believe in the message.” – Millennial, Boston “OK, we get the undercover video. Now let’s see the other side.” – Millennial, Austin

22. Conversation openers: would you _____ the following tweet? invite a conversation

23. what engagement looks like

24. There are many different opinions on the best way to house sows during pregnancy. But veterinarians, animal care experts, and farmers all agree – none of the housing methods available for housing sows today is perfect. sow housing [ ] sow housing: the bottom line

25. When we offer you and your families wholesome food, we also have an opportunity to help you connect with how that food was produced. That means keeping you in touch with what happens on the farm. We want our consumers to know, decisions about animal welfare are not taken lightly, and they are never made by one voice alone. This is especially true when we talk about an issue like sow housing. There are many different opinions on the best way to house sows during pregnancy. But veterinarians, animal care experts, and farmers all agree – none of the housing methods available for housing sows today is perfect. It’s not enough to focus solely on one method over another. We need to make sure that animal well-being is the top priority. That that means working with veterinarians on the farm whose job it is to work with farmers to raise healthy animals. And we need to talk to everyone: farmers of all sizes, animal behaviorists, veterinarians, even from animal welfare groups, to understand what the options are today, and what’s being done to improve how farmers care for their animals. language of sow housing

26. Farmers take care of their pigs in a number of different ways. But they know that certain procedures on the farm have the potential to cause real concerns for consumers. That’s why they’re making themselves available to you – to answer questions you may have. pain management [ ] pain management: bottom line

27. It’s not enough to produce food that’s safe and affordable. We must also provide you with food that you want to eat. And that means making all the information available to those who want it. Pain management on the farm is no different. Farmers take care of their pigs in a number of different ways. But they know that certain procedures on the farm have the potential to cause real concerns for consumers. That’s why they’re making themselves available to you – to answer questions you may have. First, there is no excuse for mistreating animals. We hold all of our farmers to strict standards of animal care. But we also encourage our farmers to do more. Pig farmers are always looking for better ways to do things on the farm. We encourage them to look into even better ways of caring for their animals through comprehensive training programs and supporting research to better understand how to care for all their animals. This is true of all pain management practices on the farm, and if you want to know more, we encourage you to connect with some of our suppliers to learn about their farms. language of pain management

28. One of the improvements farmers have made in raising healthy pigs is a feed ingredient, given as part of a healthy and balanced diet, that allows pigs to convert the calories in their feed into lean muscle, instead of fat. beta-agonists [ ] beta-agonists: the bottom line

29. the language of beta-agonists Recently, the beta-agonist ractopamine has been popping up in headlines. But no one is really talking about what beta-agonists actually do. Or why they are a safe, important part of raising pigs on American farms. It’s time we opened up the table for questions, and offered you some real answers. So just what is ractopamine? Ractopamine is just one of the improvements farmers have made in raising healthy pigs. It’s is a feed ingredient, given as part of a healthy and balanced diets, that allows pigs to convert the calories in their feed into lean muscle, instead of fat. And beta-agonists like ractopamine are eliminated quickly by livestock, within hours, so they are not stored in the body. And they are widely used by farmers and ranchers in the U.S., Canada, Australia and many other countries across the developed world. Our suppliers are continuously working with researchers to understand how these additives can best interact with the animals’ digestive systems, and exactly how much should be given to each animal.

30. It’s important to answer questions about why antibiotics are used on the farm, and to talk about what else farmers are doing to raise healthy animals. antibiotics [ ] antibiotics: the bottom line

31. antibiotics: the bottom line

32. We know consumers today want more information about where their food comes from. It’s especially important to answer questions about why antibiotics are used on the farm, and to talk about what else farmers are doing to raise healthy animals. Antibiotic use on the farm is a complex issue. There are many different types of antibiotics, and they’re used in different ways to treat, control and prevent illness. Bacteria that cause illnesses and infections need to be kept under control in order to preserve human and animal health. So farmers use antibiotics to help lessen the risk. They work to remove or inhibit the growth of bacteria that could potentially harm the animal and pose a food safety risk. They also promote good bacteria, the kind that helps the animals digest their food more efficiently. There are many other things that are equally important, and sometimes even more important than using antibiotics, like maintaining high standards when it comes to nutrition, so that animals get the right diet to keep their immune systems strong. language of antibiotics

33. It's not what you say, it's what they hear®. Washington, DC 2000 L Street NW, Suite 300 Washington, DC 20036 Clint Sievers Senior Director O 202.756.9338| M 571.641.0926 csievers@maslansky.com New York 200 Varick Street, Suite 601 New York, NY 10014 www.maslansky.com