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National Pork Board Update

National Pork Board Update. Pork Management Conference Bill Winkelman. A Fast 30 Minutes……. Thank-you! Increase in Sponsorships Increase in Producers represented PED Update Engaging our Customers Keeping Pork Moving New Tools for Producers. PED Update. Porcine Epidemic Diarrhea - PED.

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National Pork Board Update

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  1. National Pork Board Update Pork Management Conference Bill Winkelman

  2. A Fast 30 Minutes……. • Thank-you! • Increase in Sponsorships • Increase in Producers represented • PED Update • Engaging our Customers • Keeping Pork Moving • New Tools for Producers

  3. PED Update

  4. Porcine Epidemic Diarrhea - PED • Not zoonotic • Not a food safety concern • Exists in many parts of the world • Not a listed disease of the OIE • Not on the National Animal Health Reporting System (NAHRS) Reportable Disease List • Not considered a Foreign Animal Disease in the United States • No interstate trade restrictions pertaining to PE • Associated with outbreaks of diarrhea and vomiting in swine • Extremely infectious • Sow farms in presence of effective TGE biosecurity • Explosive • 100% mortality in pigs < 7-14 days of age; 90% mortality in 21+ days of age • Grow-finisher 100% morbidity, less mortality in U.S. swine.

  5. Porcine Epidemic Diarrhea - PED • Manage • Containment is not possible • Epidemiological risk assessments • Research program • Contain and Eliminate • Dependent on case distribution and transmission • Highly coordinated control effort • Cooperation in absence of authority • Research program • May need additional Checkoff support

  6. Porcine Epidemic Diarrhea - PED 2013 Supplemental Funding PED research • $450,000 2013 Checkoff funds • 21 proposals submitted • $1.7M requested • Speed and effectiveness • Transparent and objective • Targeted projects with short timeframes • Flexibility with oversight of Swine Health Committee leadership

  7. Engaging Our Customers

  8. Channel Outreach Strategy • Identify vulnerabilities • Conduct message testing with engaged consumers • Environmental analysis • Economic analysis

  9. Targeting the Right People • Database with more than 1,000 contacts • Tracking interactions with key targets in • C-suite • Sustainability • Communications/PR • Supply Chain • QA/Food Safety • Marketing

  10. Door-Opening Content • New content developed to assist our channel partners • Resource Guide • Customized Presentations • Topic Backgrounders • Messaging Research • Sustainability Analysis • Economic Analysis • 3rd Party Experts

  11. Keeping Pork Moving

  12. Source: Paragon Economics

  13. Pork Retail Sales Quarter One • Pork pounds 9.9% • Dollars sales 4.7% • The average retail price down due to higher supplies, but the increased volume more than offset the decrease in average price.

  14. Pork Cut Name Changes

  15. Goals of Pork Nomenclature Change • Begin to address the major consumer confusion that exists at the meat case • Add value to loin by differentiating pork chops • Align foodservice and retail cuts names so consumer can buy at retail what he or she enjoys when eating out

  16. New Pork Chop Names • Old Name • New Name • Ribeye Pork Chop, • Bone-in • Rib Chop Center, • Bone-in Ribeye Pork Chop, Boneless • Rib Chop, • Boneless

  17. New Pork Chop Names • New Name • Old Name • Porterhouse • Pork Chop • Loin Chop, • Bone-in • New York • Pork Chop • Top Loin Chop, • Boneless

  18. New Meat Labels IDEAL: Use multiple scale lines to simplify cut information Common name on line 1 Characteristics on line 2 Cooking method on line 3

  19. Communicating Pork Doneness

  20. Consumer Research Topline Findings • Most common method to check doneness is to cut into meat • Educating on correct pork doneness will take a long-term effort • Only 7% of consumers believe medium-rare is the correct minimum level of doneness for pork • 38% do not know any recommended temperature doneness • 33% answer correctly: 145 to 160 degrees F.

  21. Messages Going Forward PORK CHOP temperature messages: The National Pork Board recommends cooking pork chops like you would a steak. Cook (or grill) pork chops to an internal temperature between 145 degrees F. (medium-rare) and 160 degrees F. (medium), followed by a 3-minute rest.

  22. Summer Supplemental Campaign

  23. Supplemental Campaign Three communication objectives: • Communicating pork chops’ relative value compared to beef steaks • Educating consumers on the pork chop cut name changes • Reinforcing USDA temperature change and range of doneness

  24. Network Radio Advertising National Radio • Schedule to include 6-7 weeks of network radio, mix of day parts and drive times • Variety of formats to maximize reach and frequency Creative • “Chop Swap” radio creative aims to disrupt and create awareness of pork’s great value and cuts compared to beef

  25. New Tools for Producers

  26. New Tools • Farm Level Crisis Plan • Preparedness / Minimize Business Disruption • Sow Farm Conversion Calculator • State Requirements / Renovations • Workplace Safety Database

  27. Professionalism • Professional Swine Manager Curriculum • Distance Learning Courses through Community College • Certified Swine Manager Program • Development Opportunity for employees • PorkSquare Youth Career Website • Attract New Talent to the Industry • Internship Clearinghouse • Industry Mentors

  28. Thank-you

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