On Farm Crisis Preparedness

1. On Farm Crisis Preparedness Quality Milk Conference Brenda Murphy February 9, 2016

3. Dairy and Cheese Production What's Happening in the National Dairy Marketplace?

4. Dairy and Cheese Production What's Happening in Wisconsin? • Demand for Wisconsin dairy products far outstrips the availability of Wisconsin-produced milk • 27.8 billion pounds of milk produced in Wisconsin • 31.9 billion pounds of milk used in Wisconsin • 4.1 billion pounds annual milk production shortfall

5. Dairy and Cheese Production What's Happening in Wisconsin? • Specialty cheese continues to be a vibrant and growing segment of Wisconsin's cheese industry • 91 plants in the state craft specialty cheeses • 22.7% specialty share of total cheese production • 3.1% specialty cheese growth vs. 2013 • 46% Wisconsin share of U.S. specialty cheese production

6. Crisis Preparedness Consumer Perception

7. Crisis Preparedness

8. Crisis Preparedness Issue vs. Crisis Issue Crisis

9. Crisis Management Objective Communication • Maintain public's positive perception ofand confidence in the Wisconsin dairy industry, dairy farmers and dairy foods, while reinforcing that farmers strive to give the best care to their animals. • Provide stakeholder messaging to allow the industry to speak with one voice.

10. Crisis Management Objective Preparedness & Response • As WMMB we work with our partners and industry stakeholders to prepare for, respond to and recover from a crisis. • Develop prevention and mitigation strategies to reduce impact of a crisis. • Provide stakeholder messaging to allow the industry to coordinate responsewith our agency partners.

11. Wisconsin Agro-Security Resource Network (WARN) Wisconsin Dairy Industry Preparedness Network Secure Milk Supply for Wisconsin(SMS-WI) Crisis Preparedness Local Resources Wisconsin Crisis Management • Wisconsin dairy industry partners • Coordination with Dairy Communication Management Team (DCMT) • Undercover videos • FDA drug residue report • Partnership between key ag sector and state agency representatives • Consumer confidence communication network • Facilitate industry-wide response to incidents • Co-manage project with DATCP • Local extension of national plan • FMD Outbreak Business Continuity Plan • Industry Advisory Group

12. Wisconsin Agro-Security Resource Network (WARN) Wisconsin Dairy Industry Preparedness Network Secure Milk Supply for Wisconsin(SMS-WI) Wisconsin Crisis Management • Wisconsin dairy industry partners • Coordination with Dairy Communication Management Team (DCMT) • Undercover videos • FDA drug residue report • Partnership between key ag sector and state agency representatives • Consumer confidence communication network • Facilitate industry-wide response to incidents • Co-manage project with DATCP • Local extension of national plan • FMD Outbreak Business Continuity Plan

13. Wisconsin's Crisis Management Team Matt Mathison, Patrick Geoghegan, Brenda Murphy & Vicki Janisch Shelly Mayer Renee Heinrich, Linda Wenck John Umhoefer Casey Langan David Pelzer Kim Brown Pokorny

14. Crisis Plan Steps

15. Wisconsin's Crisis Management Team - Action • December 2013 – Weise Brothers • FFUSA & Nestle • 1 week “warning” • November 2014 – Andrus • Mullins Cheese and Great Lakes Cheese • 3 hours “warning” • March 2015 • FDA Drug Residue Survey Report • 3 years [2 days] “warning”

16. Midwest Region Dairy Industry Crisis Drill Responding to a "Crisis" surrounding an undercover video

17. Crisis Drill Overview • June 30 – July 1 in Minneapolis, MN • Sponsored by WMMB, MDA & DMI Innovation Center • Attendees included: • Producers [17 – mainly from WI/MN] • Processors [32 from 22 companies] • Allied industries [11] • Retailers/Foodservice [11] • National organizations [DMI/NMPF/IDFA] • State/regional organizations [MDA/WMMB]

18. Crisis Drill Overview • Fictional scenario based on release of an undercover video • Integrated dairy supply chain that included five (5) fictional business entities • Integrated “teams” to address scenario response • Overall goal is to have all stakeholders understand “what’s at stake” and how to develop a “shared vision” for an industry response • Industry “one voice message” • Impacts of social media

19. NMPF – “FARM” Program

20. NMPF – “FARM” Program • In the event of an incident – the Willful Mistreatment and Corrective Action plan is implemented: • Review of prior evaluations • Validus – 3rd party audit • Written Corrective Plan • Training begins immediately • This process will provide a remedy for the farm – allowing the processor to continue receiving the farm’s milk and the dairy product buyer to keep sourcing the product.

21. Crisis Preparedness Your Role as a Field Rep

22. Crisis Preparedness Your Role as a Field Rep

23. Crisis Preparedness Your Role as a Field Rep

24. Crisis Preparedness Your Role as a Field Rep

25. Crisis Preparedness Your Role as a Field Rep

26. Crisis Preparedness Your Role as a Field Rep • Call your processor. • Know your crisis team and who to contact. • Call a member of the Dairy Industry Preparedness Network. • Wisconsin Milk Marketing Board • Matt Mathison – 608.203.7221 • Brenda Murphy – 608.203.7244 • Wisconsin Cheese Makers Association • John Umhoefer – 608.828.4550

27. Crisis Preparedness Your Role as a Field Rep • Maintain contact with the farm. • Know who to contact on the farm. Who’s taking the lead on this crisis? • Connect the farm to all parties on the Wisconsin Dairy Industry Preparedness Network. • Continue communication with key persons on the farm.

28. Brenda Murphy Contact Information • Brenda MurphyDirector,Producer Communication and ProgramsWisconsin Milk Marketing Board8418 Excelsior Drive Madison, WI  53717 608.203.7244608.203.7344 fax608.575.1525 cell bmurphy@wmmb.orgwww.wmmb.com

29. Questions/ Discussion