National Pork Industry ForumK

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National Pork Industry Forum
Kansas City, Missouri • March 6-8, 2014 • pork.org • (800) 456-7675
National Pork Industry Forum • Pork Act Delegate Session
Kansas City, Missouri • March 6-8, 2014
Many producers united in a common goal.
2014 National Pork Industry Forum
Kansas City, MO
NATIONAL PORK PRODUCERS (PORK ACT) DELEGATE BODY
TABLE
OF
CONTENTS
RED TAB:
GENERAL PORK INDUSTRY FORUM INFORMATION
A.
Forum General Information/Schedule of Events
B.
Award Recipients
GREEN TAB:
PORK ACT DELEGATES MEETING INFORMATION
A.
Schedule
B.
Appointees
C.
Pork Act Delegate/Shares
D.
Proposed Standing Rules and Meeting Procedures
YELLOW TAB:
PORK ACT DELEGATE MEETING MATERIALS
A.
2013 Pork Act Delegate Meeting Minutes
B.
2013 Resolutions/Advisements Update
C.
Current National Pork Board Members
D.
Industry Committee List
E.
Committee Interest/Industry Positions Form
F.
Bylaws of Pork Act Delegate Body
G.
State Checkoff Funding
H.
Pork Act Delegate Expense Report Form
BLUE TAB:
NOMINATING, RESOLUTIONS, and OTHER ACTION ITEMS
A.
Nominating Committee Report
B.
Pork Act Delegate Voting Results Worksheet
C.
2014 Resolutions & Advisements
D.
2015 Allocation of Delegates by State
PURPLE TAB:
OTHER
A.
News Release
B.
2013 Year in Review
C.
2014 Plan of Work & Budget
Many producers united in a common goal.
Pork Forum Agenda
Thursday, March 6, 2014
7:30 am – 6:30 pm
2:00 pm – 3:30 pm
2:00 pm – 3:30 pm
3:30 pm – 5:30 pm
Forum Information Desk/Registration
PQA Plus® Training
Pork Checkoff ’s Strategic Planning Review
Producer Update, Candidate Meet & Greet Sessions
Sheraton Lobby
Chouteau Room
Chicago Room
Chicago Room
Showing of Farmland, the new documentary on agriculture by director James Moll. This film was
generously supported by U.S. Farmers & Ranchers Alliance and features six young Farmers, all under the
age of 30. The film showcases their passion and commitment to agriculture. One of the farmers featured in
the film is a pork producer from Minneosta. Immediately following the movie, you will be introduced to
the candidates for office of both National Pork Board and National Pork Producers Council.
5:30 pm – 6:30 pm Welcome Reception
Evening State Caucuses
Grand Ballroom
Room assignments at
Registration Desk
Friday, March 7, 2014
6:30 am – 6:30 pm
6:30 am – 7:30 am
*7:30 am – 11:15 am
11:30 am – 1:30 pm
Forum Information Desk/Registration
Buffet Breakfast
Pork Act Delegate Session
Luncheon
Sheraton Lobby
Grand Ballrom
Exhibit Hall B
Grand Ballroom
In follow up to our showing of Farmland, hear from cast member and Minnesota pork producer Ryan
Veldhuizen. Through our support of USFRA, the Pork Checkoff and NPPC have been closely involved in the
film’s production. Ryan will discuss the making of the film, his operation, and will field questions from the
audience. Ryan will be joined by Missouri pork producer and Faces of Farming spokesperson Chris Chinn.
*1:45 pm – 5:00 pm NPPC Delegate Session
6:00 pm – 7:00 pm Reception
7:00 pm NPPC’s Auction
Exhibit Hall B
Grand Ballroom
Grand Ballroom
Saturday, March 8, 2014
6:30 am – 4:00 pm Forum Information Desk/Registration
*8:00 am – 11:30 am Pork Act Delegate Session
11:45 am – 1:00 pm Industry Awards Luncheon
• Distinguished Service and
• Hall of Fame Award Presentations
*1:15 pm – 5:00 pm NPPC Delegate Session
Sheraton Lobby
Exhibit Hall B
Grand Ballroom
Exhibit Hall B
*Start and end times may change slightly on-site.
A TRIBUTE TO
Karen Richter
National Pork Board President, 2013-2014
From her childhood on a dairy farm near New Ulm, Minnesota, Karen Richter’s passion for
agriculture was shaped by family heritage and forged in rich traditions that are woven into her
family’s daily life today. At a young age, Karen learned the value of a strong work ethic and the
importance of telling agriculture’s story. In the mid 1990s, Karen and her husband, Dave, had the
opportunity to move back to his family farm and build on it. They purchased the sow herd and
have farmed near Montgomery, Minnesota, ever since.
Karen has invested countless hours in dedication to the pork industry, over and above what
most people would ever expect. A perfect example is how she started promoting pork at the
county level, with that soon turning into state and national
leadership roles. Karen’s commitment has provided a
strong producer voice at meetings and events across
the country that her colleagues describe as passionate,
dedicated and deeply caring. She is a businesswoman who
clearly has a vision for the future, with an industry-first
point of view.
During her term as president of the National Pork Board,
pork producers faced one of the most intense producer
challenges ever with the onset and identification of Porcine
Epidemic Diarrhea Virus. Karen led an incredible and
rapid response with more than $1 million of Checkoff
funding directed for research on the disease to provide
producers and the entire industry with much-needed
production information. Karen also was a driving force in
developing the strategic plan that will lead the National
Pork Board through 2020.
Karen’s leadership skills are marked not only through her passion and dedication, but also
through her experience and commitment. These are traits of a leader who has a vision for what
she believes and the ability to help an industry reach its true potential. The National Pork Board
recognizes Karen Richter on behalf of all pork producers for her service to the pork industry.
March 7, 2014
M ay n ard H ogbe rg, Ph . D .
Pork Industry Distinguished Service Award Winner
Dr. Maynard Hogberg has had a life-long affinity for the livestock industry. Having grown up on a
farm in southwest Iowa, his love of animals – especially pigs – has been his life’s work. After teaching
high school agriculture for four years in Ida Grove, Iowa, Maynard returned to Iowa State University
to further his education in animal science.
Upon completion of his doctorate in animal nutrition, Dr. Hogberg became a professor at Michigan
State University where he led the development of swine extension activities. He eventually went on
to serve as the chair of the Department of Animal Science. While at Michigan State, he helped grow
the state pork industry by working with the Michigan Department of Agriculture to create Generally
Accepted Management Practices for manure nutrient management.
Dr. Hogberg was instrumental in the creation of the National Swine Registry. He, along with others,
realized the breed associations were stronger together than apart. In addition to the creation of the
National Swine Registry, Dr. Hogberg’s vision to engage youth in swine production led to the creation
of the National Junior Swine Association, which strives to inspire young people to pursue careers in
the pork industry.
After Michigan State University, Dr. Hogberg became the
professor and chair of Department of Animal Science at Iowa
State University. His insightful actions and initiatives took an
already strong and highly regarded curriculum to new heights.
He spearheaded construction of the Agriculture Student Learning
Center, a premier place for students to gain hands-on experience
in animal science.
Dr. Hogberg has provided extraordinary leadership to the pork
industry. He has brought segments of the industry together to find
sustainable solutions to benefit pork producers nationwide. And
he has done so through positive collaboration, a commitment
to excellence and a responsiveness to addressing the needs and
concerns of all.
Dr. Maynard Hogberg, for your dedicated and long-standing service to the U.S. pork industry,
America’s pork producers honor you as the 2014 Distinguished Service Award winner.
March 8, 2014
Kansas City, Missouri
2014 Pork Act Delegate Body
Strategic Schedule
March 6-8, 2014 – Kansas City
Thursday, March 6, 2014
2:00 pm –3:30 pm PQA Plus® Training
2:00 pm -3:30 pm Pork Checkoff’s Strategic Planning Review
3:30 pm –5:30 pm
Producer Update Session, Candidate Meet & Greet Sessions
Showing of Farmland, the new documentary on agriculture by director James
Moll. This film was generously supported by U.S. Farmers and Ranchers
Alliance and features six young Farmers, all under the age of 30. The film
features a pork producer from Minnesota. Immediately following the movie, you
will be introduced to the candidates for office of both National Pork Board and
National Pork Producers Council.
5:30 pm – 6:30 pm
Welcome Reception
Evening:
State Caucuses held
Friday, March 7, 2014
6:30 am
Buffet Breakfast for All Delegates
7:30 am
CONVENE PORK ACT DELEGATE SESSION
 Call to Order – Karen Richter, NPB President
 Quorum Report – Dale Norton, Recording Secretary
 Standing Rules and Annual Meeting Procedures – Karen Richter
 Swearing in of Pork Act Delegates – Craig Shackelford, USDA-AMS
 Duties of Pork Act Delegates– Karen Richter
8:15 am
NPB President’s Report – Karen Richter
8:30 am
Nominating Committee Report – Dale Norton
 Floor nominations
8:40 am
Pork Board Candidate presentations – Conley Nelson
9:05 am
Financial Report to Delegates – Derrick Sleezer
9:20 am
Nominating Committee Candidate presentations – Conley Nelson
9:35 am
Resolutions/Advisements Committee Report – Dale Norton
9:50 am
Report back 2013 Resolutions/Advisements – Dale Norton
10:05 am
Program Updates
 Steve Weaver, Ceci Snyder – Domestic Marketing
 Jan Archer, Bill Winkelman – Producer & Industry Relations
 Brad Greenway, John Johnson – We Care, USFRA & Channel Outreach
 Kelly Graff, Paul Sundberg – Science & Technology, PEDV Research
10:45 am
Environmental Stewards Awards – Brad Greenway
11:15 am
Adjourn Pork Checkoff Delegates for the day
11:20 am
Pork Board News Conference
11:30 am
Luncheon
 Ryan Veldhuizen, “Farmland”
1:45 pm
NPPC Delegate Session
6:00 pm
Reception
7:00 pm
NPPC’s Auction
Saturday, March 8, 2014
6:30 am
NPPC’s SIP Breakfast
8:00 am
CONVENE PORK ACT DELEGATE SESSION – Karen Richter, Chair
8:00 am
Practice Voting – Roy Henry
8:30 am
VOTING for Pork Board Nominating Committee
8:45 am
Export Update – Mark Jagels, Chair USMEF
8:55 am
VOTING RESULTS, Nominating Committee – Karen Richter
9:00 am
VOTING for National Pork Board: 1st Ballot
9:15 am
RESOLUTIONS/ADVISEMENTS Debate – Karen Richter
9:45 am
RESULTS of 1st Ballot for National Pork Board – Karen Richter
9:50 am
VOTING for Pork Board – 2nd ballot – Karen Richter
10:00 am
CEO Report – Chris Novak
10:30 am
RESULTS of 2nd Ballot for National Pork Board – Karen Richter
VOTING for Pork Board (if needed)– 3rd ballot - Karen Richter
10:35 am
Vote to confirm final Pork Board nominee slate to Secretary
10:40 am
Leadership Recognition – Jan Archer, NPB Board
- OMS
- PLI
- Committees
11:00 am
Retiring Pork Board Director Recognition – Karen Richter/Dale Norton
 Conley Nelson, IA
 Roy Henry, KS
11:10 am
Retiring President Recognition – Dale Norton
11:25 am
2015 Allocation of Pork Act Delegates by State – Karen Richter
11:27 am
Other Business – Karen Richter
11:30 am
ADJOURN PORK ACT DELEGATE MEETING- Karen Richter
11:35 am
Pork Board News Conference
11:45 am
Industry Awards Luncheon –
 Distinguished Service Award
 Hall of Fame Award
 Industry Service Award
1:15 pm
NPPC Delegate Session
PROPOSED APPOINTEES
CREDENTIALS/ELECTIONS COMMITTEE:
Roy Henry, KS, Chair
Everett Forkner, MO
Danita Rodibaugh, IN
Duties of the Credentials/Elections Committee
The Credentials/Elections Committee is composed of pork producers or
importers, one of which will be designated Committee Chairman, shall be
appointed by the Chair with the approval of the Delegate Body. This
Committee shall certify delegates, conduct elections, and authenticate
results of the elections and voting under rules adopted by the Delegate
Body and consistent with the Pork Act and Order.
TELLERS
Bill Winkelman, VP - Producer & Industry Relations, Head Teller
The Tellers will be identified and approved on site.
Duties of the Tellers
Tellers
are
responsible
to
assist
the
Chair
and/or
the
Credentials/Elections Committee in the voting and other general meeting
procedures.
PARLIAMENTARIAN
Jim Slaughter
Rossabi Black Slaughter, Attorneys at Law
Greensboro, NC
Duties of a Parliamentarian
The Parliamentarian will assist the Chair in the correct procedure for
handling Pork Act Delegate Body business, using Robert's Rules of
Order.
RECORDER
Jack Boenau
Deanna Boenau
AmeriCaption, Sarasota, FL
Duties of the Recorder
The Recorder is responsible to provide a verbatim meeting transcript to
the Recording Secretary.
OVER.....
RECORDING SECRETARY - PORK ACT DELEGATE BODY
Dale Norton, Vice President, National Pork Board
John Johnson, Chief Operating Officer, Assistant to Recording Secretary.
Duties of the Recording Secretary
The duties of the Recording Secretary shall be to: (a) prepare minutes of
the Delegate Body Meetings; (b) give a certification report at meetings; (c)
retain records of minutes; (d) provide copies of minutes to delegates and
the U.S. Secretary of Agriculture; and (e) attest to other documents on
behalf of the Delegate Body. The Recording Secretary may delegate such
duties as necessary.
NATIONAL PORK PRODUCERS (PORK ACT)
DELEGATE ALLOCATION
2014
STATE
ALABAMA
ALASKA
ARIZONA
ARKANSAS
CALIFORNIA
COLORADO
CONNECTICUT
DELAWARE
FLORIDA
GEORGIA
HAWAII
IDAHO
ILLINOIS
INDIANA
IOWA
KANSAS
KENTUCKY
LOUISIANA
MAINE
MARYLAND
MASSACHUSETTS
MICHIGAN
MINNESOTA
MISSISSIPPI
MISSOURI
MONTANA
NEBRASKA
NEVADA
NEW HAMPSHIRE
NEW JERSEY
NEW MEXICO
NEW YORK
NORTH CAROLINA
NORTH DAKOTA
OHIO
OKLAHOMA
OREGON
PENNSYLVANIA
RHODE ISLAND
SOUTH CAROLINA
SOUTH DAKOTA
TENNESSEE
TEXAS
UTAH
VERMONT
VIRGINIA
WASHINGTON
WEST VIRGINIA
WISCONSIN
WYOMING
IMPORTERS
TOTAL
2013
ASSESSMENTS
(000)
SHARES
63.2
0.1
202.7
80.9
232.3
606.2
0.5
4.5
9.5
135.3
2.5
38.8
5,038.4
4,358.5
28,846.3
2,299.2
396.9
3.4
0.5
18.7
3.6
1,653.8
10,135.2
38.6
2,684.1
215.5
3,439.7
1.4
1.0
4.7
0.0
71.8
9,706.6
65.3
2,834.4
2,177.1
6.9
1,518.4
0.8
202.5
1,435.7
294.9
706.8
862.9
0.2
911.1
12.2
3.7
284.7
43.2
3,215.2
84,870.5
63
1
203
81
232
606
1
5
10
135
3
39
5,038
4,359
28,846
2,299
397
3
1
19
4
1,654
10,135
39
2,684
216
3,440
1
1
5
1
72
9,707
65
2,834
2,177
7
1,518
1
203
1,436
295
707
863
1
911
12
4
285
43
3,215
84,877
PERCENT OF
2013
ASSESSMENTS
APPOINTED
2014
DELEGATES
0.0745%
0.0002%
0.2389%
0.0953%
0.2737%
0.7142%
0.0006%
0.0052%
0.0112%
0.1594%
0.0030%
0.0457%
5.9366%
5.1355%
33.9886%
2.7091%
0.4676%
0.0040%
0.0006%
0.0220%
0.0043%
1.9486%
11.9419%
0.0455%
3.1626%
0.2539%
4.0528%
0.0017%
0.0011%
0.0056%
0.0000%
0.0846%
11.4370%
0.0770%
3.3397%
2.5651%
0.0082%
1.7890%
0.0010%
0.2386%
1.6917%
0.3475%
0.8328%
1.0167%
0.0003%
1.0735%
0.0143%
0.0044%
0.3355%
0.0509%
3.7883%
1
2
2
2
2
2
0
2
2
2
2
2
6
6
30
4
2
2
2
2
1
3
12
2
4
2
5
0
2
1
0
2
11
2
4
4
2
3
0
2
3
2
2
2
0
2
2
0
2
2
4
158
SHARES
PER DELEGATE
63.0
0.5
101.5
40.5
116.0
303.0
0.5
2.5
5.0
67.5
1.5
19.5
839.7
726.5
961.5
574.8
198.5
1.5
0.5
9.5
2.0
551.3
844.6
19.5
671.0
108.0
688.0
0.5
0.5
2.5
0.5
36.0
882.5
32.5
708.5
544.3
3.5
506.0
0.5
101.5
478.7
147.5
353.5
431.5
0.5
455.5
6.0
2.0
142.5
21.5
803.8
PORK ACT DELEGATES / SHARES / VOTING NUMBERS
2014 PORK ACT DELEGATE ANNUAL MEETING
STATE
ALABAMA
ALASKA
ALASKA
ARIZONA
ARIZONA
ARKANSAS
ARKANSAS
CALIFORNIA
CALIFORNIA
COLORADO
COLORADO
DELAWARE
DELAWARE
FLORIDA
FLORIDA
GEORGIA
GEORGIA
HAWAII
HAWAII
IDAHO
IDAHO
ILLINOIS
ILLINOIS
ILLINOIS
ILLINOIS
ILLINOIS
ILLINOIS
INDIANA
INDIANA
INDIANA
INDIANA
INDIANA
INDIANA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
VOTING
NUMBER
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
DELEGATE NAME
Luther Bishop
Patricia Worrell
Richard Worrell
Les Cain
Alfredo Sotomayor
Steve Balloun
Jenae Cummings
Ken Dyer
Steve Weaver
Roc Rutledge
Dwain Weinrich
Clay Johnson
John Tigner
Chad Lyons
Ricky Lyons
Mark Clemmer
Dania DeVane
Wayne Shimokawa
Stacy Sugai
Dusty Olsen
Dave Roper
Phil Borgic
Todd Dail
Dereke Dunkirk
Bob Frase
Mike Haag
Curt Zehr
Randy Curless
Valerie Duttlinger
Nick Maple
Sam Moffitt
Paul Sheldon
Kirk Thornburg
Mary Bierman
Steve Burgmeier
Rodney Dykstra
Dean Frazer
Art Halstead
Howard Hill
Gregg Hora
SHARES PER SHARES PER
STATE
DELEGATE
63
1
1
203
203
81
81
232
232
606
606
5
5
10
10
135
135
3
3
39
39
5038
5038
5038
5038
5038
5038
4359
4359
4359
4359
4359
4359
28846
28846
28846
28846
28846
28846
28846
63
0.5
0.5
101.5
101.5
40.5
40.5
116
116
303
303
2.5
2.5
5
5
67.5
67.5
1.5
1.5
19.5
19.5
839.7
839.7
839.7
839.7
839.7
839.7
726.5
726.5
726.5
726.5
726.5
726.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
STATE
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
IOWA
KANSAS
KANSAS
KANSAS
KANSAS
KENTUCKY
KENTUCKY
LOUISIANA
LOUISIANA
MAINE
MAINE
MARYLAND
MASSACHUSETTS
MICHIGAN
MICHIGAN
MICHIGAN
MINNESOTA
MINNESOTA
MINNESOTA
MINNESOTA
MINNESOTA
MINNESOTA
VOTING
NUMBER
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
DELEGATE NAME
STATE
DELEGATE
Lori Jorgenson
Bryan Karwal
Jill Kerber Aldous
Steve Kerns
Greg Lear
Heather Lindberg-Hora
Curtis Meier
Mark Meirick
Dave Moody
Dale Reicks
Marv Rietema
Joe Rotta
Craig Rowles
Jamie Schmidt
Tim Schmidt
Greg Schroeder
Leon Sheets
Dave Struthers
Scott Tapper
Bill Tentinger
Gene Ver Steeg
John Vossberg
Al Wulfekuhle
Kent Condray
Alan Haverkamp
Scott Pfortmiller
Michael Springer
Eric Heard
Maurice Heard
Louis Lirette
Rebecca Lirette
Charlie Kenney
Clark Souther
Jennifer Debnam
Lisa Colby
Pat Albright
Fred Walcott
Andy White
Reuben Bode
Kevin Estrem
Pat FitzSimmons
Kelly Graff
Brad Hennen
Brian Johnson
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
28846
2299
2299
2299
2299
397
397
3
3
1
1
19
4
1654
1654
1654
10135
10135
10135
10135
10135
10135
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
961.5
574.8
574.8
574.8
574.8
198.5
198.5
1.5
1.5
0.5
0.5
9.5
2
551.3
551.3
551.3
844.6
844.6
844.6
844.6
844.6
844.6
STATE
MINNESOTA
MINNESOTA
MINNESOTA
MINNESOTA
MINNESOTA
MISSISSIPPI
MISSISSIPPI
MISSOURI
MISSOURI
MISSOURI
MISSOURI
MONTANA
MONTANA
NEBRASKA
NEBRASKA
NEBRASKA
NEBRASKA
NEBRASKA
NEW HAMPSHIRE
NEW HAMPSHIRE
NEW JERSEY
NEW YORK
NEW YORK
NORTH CAROLINA
NORTH CAROLINA
NORTH CAROLINA
NORTH CAROLINA
NORTH CAROLINA
NORTH CAROLINA
NORTH CAROLINA
NORTH CAROLINA
NORTH CAROLINA
NORTH CAROLINA
NORTH CAROLINA
NORTH DAKOTA
NORTH DAKOTA
OHIO
OHIO
OHIO
OHIO
OKLAHOMA
OKLAHOMA
OKLAHOMA
OKLAHOMA
VOTING
NUMBER
184
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
210
211
212
213
214
215
216
217
218
219
220
221
222
223
224
225
226
227
DELEGATE NAME
Mark Sample
Sheila Schmid
Tim Steuber
Pat Thome
Jackie Tlam
John Keenan
Donny Ray
Kenny Brinker
Francis Forst
Nick Howerton
Scott Phillips
Joe Hofer
Jacob Waldner
Karen Grant
Troy McCain
Jan Miller
Scott Spilker
Darin Uhlir
Lisa Marie Gitschier
Alicia Pedemonti
Sam Villari
Doug Bruning
Ben Wickham
Deborah Ballance
Channing Gooden
Kim Griffin
David Herring
Everett Johnson
James Lamb
Jim Lynch
Zack McCullen
Ben Outlaw
George Pettus
Bryant Worley
Ken Omlie
Kevin Tyndall
Matt Bell
Bill Knapke
Dave Shoup
Ben Zientek
Karen Brewer
Tina Falcon
Dottie King
Basil Werner
STATE
DELEGATE
10135
10135
10135
10135
10135
39
39
2684
2684
2684
2684
216
216
3440
3440
3440
3440
3440
1
1
5
72
72
9707
9707
9707
9707
9707
9707
9707
9707
9707
9707
9707
65
65
2834
2834
2834
2834
2177
2177
2177
2177
844.6
844.6
844.6
844.6
844.6
19.5
19.5
671
671
671
671
108
108
688
688
688
688
688
0.5
0.5
2.5
36
36
882.5
882.5
882.5
882.5
882.5
882.5
882.5
882.5
882.5
882.5
882.5
32.5
32.5
708.5
708.5
708.5
708.5
544.3
544.3
544.3
544.3
STATE
OREGON
OREGON
PENNSYLVANIA
PENNSYLVANIA
PENNSYLVANIA
SOUTH CAROLINA
SOUTH CAROLINA
SOUTH DAKOTA
SOUTH DAKOTA
SOUTH DAKOTA
TENNESSEE
TENNESSEE
TEXAS
TEXAS
UTAH
UTAH
VIRGINIA
VIRGINIA
WASHINGTON
WASHINGTON
WISCONSIN
WISCONSIN
WYOMING
WYOMING
IMPORTER
IMPORTER
IMPORTER
IMPORTER
VOTING
NUMBER
DELEGATE NAME
228
229
230
231
232
233
234
235
236
237
238
239
240
241
242
243
244
245
246
247
248
249
250
251
252
253
254
255
Greg Gonzalez
Susan Gonzalez
Chris Hoffman
Jason Manbeck
Dave Reinecker
Larry DeHart
Mark McLeod
Lenny Gross
Steve Rommereim
Ryan Storm
Dennis Holder
Jamey Tosh
Corby Barrett
Kenneth Kensing
Todd Ballard
Jim Webb
Jesse Austin
Pete Edwards
Tom Cocking
Paul Klingeman
Tom Knauer
Jim Magolski
Ana Shmidl
Shawn Shmidl
David Biltchik
Stig Kjaeroe
Ole Nielsen
Magdalena Zamorska
STATE
DELEGATE
7
7
1518
1518
1518
203
203
1436
1436
1436
295
295
707
707
863
863
911
911
12
12
285
285
43
43
3215
3215
3215
3215
3.5
3.5
506
506
506
101.5
101.5
478.7
478.7
478.7
147.5
147.5
353.5
353.5
431.5
431.5
455.5
455.5
6
6
142.5
142.5
21.5
21.5
803.8
803.8
803.8
803.8
2014 ANNUAL MEETING
PROPOSED STANDING RULES & ANNUAL MEETING PROCEDURES
1.
Rules
The rules contained in the current edition of Robert's Rules of Order Newly Revised (11th
Edition) shall govern the Delegate Body in all cases to which they are applicable and in
which they are not inconsistent with the Act and these Standing Rules.
No delegate shall speak in debate more than twice on the same question on the same
day, or longer than two minutes each time, without permission of the assembly Chair.
Voting delegates shall be given preference in debate, but the Chair may also recognize
Pork Board members, past national presidents, other producers and other industry
participants to participate in discussion.
2.
Credentials, Elections, Voting, Elections Committee, Tellers
The Chair of the National Pork Producers Delegate Body shall appoint a
Credentials/Elections Committee of pork producers or importers to conduct elections
and authenticate results.
Since the committee is actively involved in voting tabulation and validation while the
delegate meeting is in session, committee members must be chosen from a list of
producers who are neither delegates nor involved in other producer activities during
the actual meeting time.
Role and Authority of the Credentials/Elections Committee
a.
b.
c.
d.
e.
f.
g.
h.
i.
Oversee all Pork Act Delegate voting activities.
Oversee all voting (including voice votes, standing votes, and shares votes).
Be responsible for the integrity of the computerized voting system.
Be responsible for validating all voting results prior to giving these results to the
Delegate Body Chair.
Shall disqualify a ballot vote containing over 20% (of votes cast) spoiled or
invalid individual ballots, and require a re-vote.
May disqualify a ballot vote containing over 10% (of votes cast) spoiled or
invalid individual ballots, and require a re-vote.
Be responsible for making any 12-State Rule ranking order changes in validating
the National Pork Board nominees list.
Handle all questions and issues concerning the overall voting process.
Validate appointed delegates.
Pork Act Delegate Standing Rules 02-07-14
Page 1
Tellers: The Chair shall appoint Tellers to assist in voting procedures. The Tellers shall
serve under the direction of the Chair and the Credentials/Elections Committee. Tellers
will also be available to assist individual delegates during any voting process if
requested.
3.
Delegate Badges
For admission to Pork Act Delegate activities and to facilitate identification and seating,
delegates and others shall be required to wear the badge issued by the
Credentials/Elections Committee upon registration.
4.
Resolutions & Advisements
For proposed resolutions and advisements to be considered by the
Resolutions/Advisement Committee, they shall:
a.
Be proposed by a state pork producer association, the Pork Board, a Pork Board
standing or program committee, or an individual pork producer.
b. Be submitted in writing to the Resolutions/Advisement Committee by a date
established by the Committee to allow for review.
c.
Resolutions received by this deadline require a majority of shares present and
voting to be introduced and a majority of shares present and voting for adoption.
d. Resolutions received after the deadline shall require a 2/3 vote to be placed on the
floor and a 3/4 vote of shares present and voting for adoption.
e.
For 2014, February 3 is the date established by the Committee for any relevant
resolution or advisement to be considered timely.
5.
Candidate Nominations
Following the Pork Board Nominating Committee report, the Chair will ask the voting
delegates if there are any nominations from the floor. Once the Chair declares the
nominations closed, no further nominations will be accepted.
Evidence of a candidate's eligibility, willingness to serve, and a brief biography shall be
available to Pork Act Delegates for each candidate nominated from the floor.
Floor nominees shall be listed on the voting form in the order of nomination, following
those made by the Nominating Committee.
6.
General Voting
On those issues not requiring shares voting, voting may be by voice, standing or shares
voting. The method of voting may be determined by the Chair, or by any Pork Act
delegate. Any delegate may call for an uncounted standing vote when a voice vote has
Page 2
been chosen or used. Any delegate may call for a shares vote when either a voice or
standing vote has been chosen or used.
A standing or shares vote must be requested by the Chair or any Pork Act delegate
either before a vote is taken or immediately following the announcement of the voting
results by the Chair.
7.
Election Information
A.
Definitions
12-State Rule: (also referred to as the “duplicate state rule”): The Pork Act requires
that the list of nominees (submitted to the Secretary each year for appointment to
the National Pork Board) plus Pork Board Members not up for election, represent
at least 12 states plus importers. For 2014, this slate of candidates does NOT
present a concern with violating the 12-State Rule.
1½ Rule: The Pork Act specifies that one and one-half (1½) nominees shall be
submitted to the Secretary for each vacant/expiring Pork Board member seat.
Top-5 List. Pork Act Delegate policy is to submit to the Secretary a list of
nominees ranked by delegate preference. This list must be structured so that
there are no impediments, such as the 12-State Rule, to the Secretary’s ability to
appoint the top 5 ranked nominees without altering their ranked order.
Electronic hand-held device. The electronic hand-held device system will be
used for all elections, except if there is only one candidate a voice vote or
standing vote will suffice, although the hand-held system may be used. An
improperly executed voting process by any delegate may result in
disqualification of their ballot by the Credentials/Elections Committee.
B.
Pork Act Requirements—Nominated Candidate Submission (1½ Rule):
The Pork Act specifies that one and one-half (1½) nominees shall be submitted to
the Secretary for each vacant/expiring Pork Board member seat. In 2014, five (5)
seats are open and thus 8 nominees must be submitted to the Secretary for
appointment.
Page 3
C.
The 12-State Rule: (also referred to as the “duplicate state rule”)
1. The Pork Act requires that the number of states within the list of nominees
submitted to the Secretary, coupled with the number of states represented by
Pork Board Members who are not up for election, total at least 12 states plus
importers.
 Under this Rule, there cannot be more than 3 states having 2 Members
each on the Pork Board, plus 9 states with 1 Member each.
 Or, one state with 3 Members on the Pork Board, and one state with 2
Members, plus 10 states with 1 Member each).
2. Pork Act Delegate policy is to submit to the Secretary a list of nominees
ranked by delegate preference and structured so that there are no
impediments, such as the 12-State Rule, to the Secretary’s ability to appoint
the top 5 ranked nominees without altering their ranked order (the “Top-5
List”). While the above is Delegate policy, it is understood that the Secretary
has the authority to appoint any 5 of the 8 candidates in any order, from the
submitted list of nominees.
8.
Election Procedures
Ranking: During voting, ALL candidates on the ballot must be ranked in order of
preference. Failure to rank ALL candidates invalidates a delegate's ballot.
A majority vote (more than half) is necessary for each elected nominee. The Chair will
announce the candidates who receive a majority and are nominated. The ranking and
shares-total of candidates not elected on a ballot will not be announced.
Delegates will vote as many times as necessary to develop a ranked nominee list of 8 to
submit to the Secretary to fill the vacant/expiring Pork Board member terms. Nominees
will be ranked by shares received within each vote/ballot. Those receiving a majority
on the first ballot will be ranked higher than those receiving a majority on a subsequent
ballot, assuming the 12-State Rule is met.
When 8 candidates have received a majority shares vote, the 1½ Rule will be satisfied
and further voting to gain a majority for all candidates may not be required. At
this time the Credentials/Elections Committee will review the final list to ensure that
the 8 elected nominees meet the 12-State Rule and the top 5 can be appointed in the
order ranked by delegates without change. In 2014, the 12-State Rule does NOT present
a challenge to voting or ranking. No combination of candidates will violate this rule.
Page 4
Validating the National Pork Board Nominees List
Step 1: If the 12-State requirement has not been met within the “Top-5” list of
nominees plus National Pork Board members not up for election, then the
committee will do the following:
A)
B)
C)
Remove the lowest ranking “duplicate state” nominee or importer
nominee from the “Top-5” list.
Add the next available “new state” nominee (from the previous ballot or
current ballot) to the “Top-5” list if that person had a majority vote. If the
most current ballot had no “new state” nominee with a majority vote then
another ballot would be necessary.
Insert the previously removed “duplicate state” nominee in the first
available slot where the 12-State Rule is no longer a relevant issue.
Step 2: The Credentials/Elections Committee will give this revised list of
nominees to the delegate body chair, and explain all rank order changes to the
delegate body. The delegates will then be asked to approve this revised list. Any
such adjustment to the list must have final approval by Pork Act Delegates
through adoption of the final slate in proper order upon a majority vote. Upon
adoption of the final slate by the Delegate Body by a majority vote, all candidates
will be submitted as having been elected by a majority vote.
Computer records must be preserved by the Recording Secretary for a period of at least
sixty days after the close of the Annual Meeting.
9.
Voting Procedures
A. A computing system will be utilized to count and tabulate voting shares.
B. Each delegate will be issued a serialized hand-held device.
C. For each ballot, a slate of candidates will be listed, including the candidate's
name and state (or importer representation).
D. Delegates must rank all candidates presented on each respective ballot in
order of that Delegate’s preference.
a.
Voting on candidates: The Chair will announce the list of candidates. The
vote will be considered invalid and not counted if either of the
following occurs:
 You do NOT rank a candidate.
 You mark 2 or more candidates with the same numerical ranking.
b.
The following steps will be completed for the vote:
i.
First, each delegate will rank all candidates on a separate paper
worksheet.
Page 5
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
x.
c.
Delegates will not enter any votes on the hand held device at this
time.
The Chair will announce when the polls are open for voting on the
hand held device.
The Chair will announce the candidates individually, one candidate
at a time. Each delegate will rank that candidate by entering into the
hand-held device the numerical rank on the delegate’s own
worksheet (for example, if a candidate is ranked number 5 on your
worksheet, press “5” on the voting device and then press the “Enter”
button).
When all Delegates have voted, the Chair will declare “Voting
Closed” for that candidate. Once voting is closed for that candidate,
Delegates cannot go back and change their vote.
The Chair will immediately announce the next candidate.
Each delegate will now rank the next candidate by entering into the
hand-held device their rank for that candidate (for example, if the
next candidate is ranked number 12 on your worksheet, press the
numbers “1” and “2” and then press the “Enter” button).
The Chair will then announce “Voting Closed” for that candidate.
This process will be repeated until all candidates have been
announced and ranked.
You may not mark more than one candidate with the same numerical
ranking, or your entire ballot for all candidates in this category will
be invalid.
Voting on “issues” using the hand-held electronic device. A question will
be presented which will require a YES or NO vote.
i.
A YES vote will be made by pressing 1 on the keypad
ii.
A NO vote will be made by pressing 2 on the keypad.
Page 6
Sample Handheld Voting Device
Check Out and Check In Procedures - Forum 2014
At Pork Forum this year we will be utilizing Turning Point voting devices. Each of these
devices has a serial number associated with it. This serial number will be used to
allocate shares whenever a share vote is necessary and to allocate one vote per device
whenever we have a non-shares regular vote.
Therefore, only utilize the handheld voting device registered to you!
Process for receiving/returning your voting devices:
At registration you will be asked to read a document explaining the voting process
along with the device check-out and check-in procedures. If you lose or damage the
device, you will be responsible for a $200 fee to replace this device.
A) Individuals who are Pork Act Delegates only:
At the Pork Act Delegate session there will be no shares voting on Friday, so voting
devices will not be distributed. On Saturday, before the Pork Act Delegate session
starts, please go to the Teller’s table and receive your voting device. You will utilize
this device throughout the session to vote on various issues. After the session is over,
please return the device to the location where you picked it up.
B) Individuals who are dual delegates (NPPC and Pork Act);
Your device for the Pork Act session has a different serial number than the one utilized
during the NPPC session. On Saturday, before the Pork Act session starts go to the
Teller’s table to receive your Pork Act voting device. You will utilize the device
throughout the Pork Act Delegate session. At the end of the session please return the
voting device to the Teller’s table.
Page 7
MINUTES
March 7-9, 2013
Orlando, FL
CALL TO
ORDER
Chair Conley Nelson called the Annual Meeting of the
National Pork Producers (Pork Act) Delegate Body to order at 1:30 p.m.
on Friday, March 8, 2013. Following the National Anthem, delegates,
importers and friends of the industry were welcomed to Orlando and
board members and staff were introduced.
REPORT OF
RECORDING
SECRETARY
Karen Richter, Vice President of the National Pork Board,
presented the Recording Secretary report. She reported
that 173 Pork Act Delegates were appointed by the Secretary of
Agriculture. We have 160 of those delegates registered. Out of 160
delegates 146 have certified. This constitutes a majority of delegates
and thus a quorum of members is present. The Bylaws also require that
a quorum of members must also represent a majority of the shares. For
this 2013 annual meeting, a total of 81,035 shares are possible. Thus
far we have 77,874 shares registered from 41 states, plus importers.
This is more than 50% and thus a majority of shares is also present.
SWEARING-IN
Nelson introduced USDA representatives James Brow and Craig
Shackelford, Ag Marketing Specialists, Livestock and Seed Program, who
performed the swearing-in procedure on behalf of the Secretary of
Agriculture. Delegates promised to carry out their duties and
responsibilities as members of the Pork Act Delegate Body and
represent all pork producers in an unbiased manner and in accordance
with the Act and Order.
STANDING RULES
MEETING
PROCEDURES,
AGENDA APPROVAL
Chair Nelson sought the consensus of the delegates to
approve the following items:
Agenda: The agenda was included in the delegate manual
that was mailed prior to the meeting and handed out at the meeting
and contained information about the business items for discussion,
delegate appointments, shares, and voting numbers.
Appointments: The list of proposed appointments for the meeting was
pointed out in the materials. The appointments include:
 Credentials/Elections Committee
(Danita Rodibaugh, IN - Chair; Roy Henry, KS, and Randy Brown, OH)
 Tellers (Headed by Bill Winkelman)
 Parliamentarian (Jim Slaughter)
 Recorders (Deanna Boenau and Jack Boenau)
 National Pork Board Recording Secretary (Karen Richter)
1
Minutes/Forum, March 7-9, 2013 Orlando, FL

Assistant Recording Secretary (Jim Meimann)
Adoption of Rules: The standing rules and annual meeting procedures
are explained in the manual. The standing rules are very
comprehensive in that they cover all aspects of business, the elections,
and authority of the Elections/Credentials Committee. Delegates were
reminded that a two-minute time limit may be imposed on all debate
and the rules of debate were stated.
Chair Nelson ruled that, seeing no objections, the agenda, rules, and
appointments were approved by consensus of the Delegate Body.
Delegate List: The Delegates were asked to review the list of delegate
names, voting numbers and share allocations and reminded that their
Pork Act voting number is valid only for this meeting.
Duties of the Delegate Body: President Nelson reminded delegates of
the three duties imposed on them by the Pork Act, including: to
nominate candidates for the National Pork Board; to recommend the
Pork Checkoff assessment rate; and, to determine the return to state
share of the Pork Checkoff.
Advisements: Past President, Everett Forkner noted that the Pork Act
Delegate Body has also served as a forum for delegates and states to
share recommendations and concerns regarding the conduct and
implementation of checkoff related programs. While not an official duty
of the Delegate Body, the Pork Board does consider these advisory
“resolutions” to be fundamental to the long-term success of the
checkoff program and that any “resolution” that is not directly related
to the official duties outlined above, is called an advisement.
PRESIDENT’S
REPORT
Conley Nelson gave the President’s Report. He started out by stating
that being the President of the National Pork Board will be a highlight of
his career. He encouraged all producers to get involved in their local,
state and national organizations. Nelson acknowledged his fellow coworkers at Murphy Brown, National Pork Board staff, his fellow Pork
Board members, NPPC and his family for making it possible for him to
serve the past year as Pork Board president. Nelson stated that
“Managing in Tough Times” has molded our industry. This is what
makes our industry so great. We have a story to tell and we need to
find opportunities to share it. We as producers need to share the We
Care principals. Nelson shared that he is excited about the future. Even
during these tough times, we have a lot to be thankful for.
2
NOMINATING
COMMITTEE REPORT
FLOOR
NOMINATIONS
Karen Richter, Nominating Committee Chair, was called upon to review
the nominating process. She introduced the following members of the
Nominating Committee: Lisa Colby, MA; Jan Miller, NE; Bill Crawford,
MN; James Lamb, NC; David Newman, ND; and, John Rauser, MT. Their
job is to understand the qualifications necessary to serve on the
National Pork Board, then to solicit, screen, interview, evaluate, and
recommend candidates for the National Pork Board, and also for seats
on the Pork Board Nominating Committee. Richter also noted that the
Committee recognized that diversity is an important factor in making
sure that all sizes of operations, marketing strategies, gender, ethnicity
and other distinguishing factors are represented in our slate of
candidates. Richter stated that all nominees went through the interview
process that took place in Des Moines, January 3-4, 2013. She noted
that this year we had 13 candidates for Pork Board and 6 candidates for
Nominating Committee. This is the most we have had since 2000.
Nelson opened the floor for additional nominations for
either Pork Board or Nominating Committee.
There were no additional nominations offered from the floor, and
nominations were closed.
PORK BOARD
CANDIDATES
Richter introduced the candidates for Pork Board in
alphabetical order: Jan Archer, NC; Randy Curless, IN; David Dedert, IL;
Tom Goodwin, ID; Ed Keller, NY; Wathina Luthi, OK; Alicia MacLean,
NH; Terry O’Neel, NE; Dave Reinecker, PA; Steve Rommereim, SD;
Derrick Sleezer, IA; Steve Wuergler, OR; and Mike Wyant, MO. Each
gave a two minute introduction of themselves.
FINANCIAL REPORT
Dale Norton, Pork Board Treasurer, provided the Checkoff financial
update. Norton’s stated that 2012 was just as volatile as the past few
years. Hog prices in 2012 fluctuated which increased our revenues
slightly over what was budgeted from a budget of 78.4 million to 81
million. His report explained how the Board reviews revenue
projections and reserve levels to determine its national spending
targets. He then provided the organizations budget and financial
process and position and the board’s fiduciary responsibility to ensure
there is a return on investment with the Checkoff dollars.
At the close of the financial report, seeing no questions, Dale turned the
meeting back over to Conley.
NOMINATING
COMMITTEE
Nominating Committee Chair, Karen Richter, introduced
the Nominating Committee candidates in alphabetical
3
CANDIDATES
order: Nannette Bierma, OR; Todd Erickson, ND; Michael Haag, IL; Jill
Kerber Aldous, IA; Jason Manbeck, PA; and Rick Rehmeier, MO. Each
gave a two minute introduction of themselves.
RESOLUTIONS/
ADVISEMENTS
REPORT
Resolutions and Advisements Committee Chair, Everett
Forkner introduced members of the Committee who were
present, including: David Dedert, IL; Terry O’Neel, NE; Mike Wyant, MO;
Craig Mensink, MN; Jan Archer, NC; Randy Curless, IN; Carl Link, OH;
Steve Rommeriem, SD; Derek Sleezer, IA. The purpose of the
committee is to review, evaluate, and make recommendations to the
Pork Act delegate body regarding resolutions submitted by state Pork
Associations and others related to the Pork Checkoff. Since none of the
issues that came forward addressed the three areas of responsibility for
delegates, all are advisements.
Everett Forkner, introduced the following advisements/resolutions:





DE #1: Ground Pork Standards
Advisement
o MOTION: That the National Pork Board encourages
packers and processors to offer and label ground pork
products in multiple percent fat/percent lean choices.
DE #2: School Lunch Program
Advisement
o MOTION: That the National Pork Board should increase
efforts to increase the utilization of pork and pork
products in the school lunch program.
Resolutions/Advisement Committee Substitute
o MOTION: That the National Pork Board should support a
continuation of nutrition research and education of
teachers to show the benefits of pork protein in meals in
general.
ST #1: Unloading at the Packaging Plant – No Plant Shutdown
Advisement
o MOTION: That the National Pork Board work with the
USDA on developing an animal handling action plan, with
uniform standards and uniform penalties that do not
include a plant shutdown.
Resolutions/Advisement Committee Amendments
o MOTION: That the National Pork Board provide research
and data to industry stakeholders for their work with
uniform and consistent standards and uniform penalties
that do not include a plant shutdown.
4




ST #2: Sow and Boar Tag/Animal Traceability
Advisement
o MOTION: That the National Pork Board urge packers to
require by January 1, 2015, as a condition of sale, all
market breeding swine to be individually identified with
USDA’s approved official premises identification number
(PIN) tag bearing the standardized Premises
Identification Number of the sending premises.
Furthermore the National Pork Board should direct staff
to work with stakeholders to ensure that education and
outreach is provided to producers to help producers
comply with packer requirements.
ST #3: Animal Well-Being Audits
Advisement
o MOTION: That the National Pork Board support packer
continuity, consistency and equivalency of audit
reporting mechanisms, consistent with PQA Plus, TQA,
and PQA Plus site assessments, when developing their
own animal well-being audit programs.
ST #4: Animal Well-Being Audits
Advisement
o MOTION: That the National Pork Board continues to
work to create a robust program that meets the
objectives of both the farmers and those in the food
industry to establish programs that achieve collaborative
goals and the best needs of the animals.
ST#3/ST#4: Animal Well-Being Audits
o MOTION replacing ST#3 and ST#4: That the National Pork
Board shall work with the various packers and other
industry stakeholders to develop a common foundation
for on-farm animal welfare audits, facilitate equivalency
among packers, and minimize the need for multiple
audits on a farm supplying multiple packers. The
common foundation for the audit would be based on
PQA Plus, PQA Plus Site Assessments and TQA.
Iowa and Illinois delegates both chose to withdraw their advisement
and adopt ST3/4 instead.

ST #5: Continued use of gestation stalls
Advisement
o MOTION: That the National Pork Board support the
industry’s continued use of gestation stalls as being a
production practice which achieves employee safety,
animal care and ensuring a reliable supply of quality and
reasonably priced product to the consumer.
5



Floor Advisement
o And that the officers and directors of the board are
encouraged to undertake all action reasonably prudent
to publicize this resolution to support the industry’s
continued use of gestation stalls.
ST #6: Unloading at Packing Plant – Trucker/Animal Care
Concerns
Advisement
o MOTION: That the National Pork Board work with all
packers to implement best unloading equipment and
practices to ensure safe, least stressful and timely
unloading process.
ST #7: Feed Quality
Advisement
o MOTION: That the National Pork Board work to ensure
that the test of the end product is completed prior to
delivery to the farm that ensures that the aflatoxin levels
are 300 ppm or less delivered.
ST #7: Feed Quality
o MOTION: That National Pork Board work with the
appropriate agencies and organizations to ensure that
the test of the end product is completed prior to delivery
to the farm that ensures that the aflatoxin levels are 200
ppb 300 ppm or less delivered.
Nelson called for any other Floor Advisements or Resolutions. These
require a 2/3 vote to be introduced and a 3/4 vote to pass.
Scott Phillips, MO proposed the following floor advisement:
 OP #1 Floor: Ag Policy Analysis
o MOTION: That the National Pork Board independently
and in partnership with other Agricultural check off
funded organizations provide supplemental funding for
the Food and Agriculture Policy Research Institute
(FAPRI).
Nelson called for a delegate floor vote to accept the floor advisement
from Missouri. The floor advisement passed unanimously.
Nelson then asked for an update on the 2012 advisements.
2012 ADVISEMENTS
UPDATE
2012 - ST #1: Responsible and Sustainable Sow Housing
MOTION: That the National Pork Board will support a comprehensive
strategy of research, education and outreach to address challenges and
questions relating to sow housing which includes:
6



Funding additional research that optimizes sow housing system
types and enables producers to make informed sow housing
decisions to continually improve their farms
Provide pork producers with the information and education they
need to implement responsible sow housing on their farms and
Ensure that customers understand the animal well-being,
environmental and producer sustainability consequences of
their marketing decisions.
2012 – IR #1: PQA Plus Improvements
MOTION: That the National Pork Board (NPB) consider the following
modifications to PQA Plus:
 Incorporate the handling portion of the TQA program into PQA
Plus. Additional portions that relate strictly to barn workers
should also be added as needed.
 Develop and implement an on-line option for PQA Plus delivery.
 Add a test option for PQA Plus.
2012 – IR#2: Pork Production Standards
Motion: That the National Pork Board shall carefully consider both
science and consumer confidence when making decisions affecting pork
production methods and the marketability of pork products.
2012 – IR#3: Sustainability
MOTION: That the National Pork Board encourage cooperation among
all segments of the food chain to develop workable sustainability
guidelines that take into account food security, economic, ethical and
environmental issues from the farm gate to the table.
Updates to the advisements were provided in the delegate manual.
FAFRI
Steve Meyer of Paragon Economics shared with the delegates some
background and history on FAFRI in addition to the two basic models
that can be run to look at different implications of different policy
scenarios on U.S. agriculture and world agriculture, in trade and other
types of things. He explained that at the present time they are trying to
build a fund in case their funding goes away that is through the Office of
the Chief Economist at USDA.
DOMESTIC MARKETING
David Newman, ND of the Domestic Marketing committee shared with
7
UPDATE
delegates some of the activities that went on in 2012. The Pork Be
Inspired campaign shows that 36% of households are identified as
meeting the “high bar” of Pork Champions, consumers who are
confident in cooking fresh pork. This is up from 28% in 2010. In 2012
20 billion pounds of pork was moved. 73% was sold domestically which
was the same as in 2011. With all of this pork in the market, 1-2% more
fresh pork sold domestically.
Newman shared several slides representing the correlation between the
amount of money spent on advertising and recognition by consumers.
This information indicates positive results coming from consumer
tracking studies showing that consumers are able to recall ads from the
Pork Be Inspired campaign and are responding to those ads.
Ceci Snyder, VP of Domestic Marketing announced to the delegate body
what the supplemental funding that was approved earlier will be used
for this summer. We have a new pork chop cut names coming to the
meat case, pending USDA final approval. First quarter online coupons
had some strong responses so there are plans to do the summer
campaign based on value. Additionally there are plans to launch a new
t.v. spot in May and funding will go towards three communication
objectives; pork chop’s value, education on the pork chop cut names
and reinforcement of USDA’s temperature change and the range of
doneness for pork.
.
ENVIRONMENTAL
STEWARDS
Wathina Luthi, National Pork Board member introduced Dale Miller,
editor of the National Hog Farmer Magazine who presented four
recipients the 2012 Pork Industry Environmental Stewards Award. The
award, now in its 18th year, recognizes producers who demonstrate a
firm commitment to safeguarding the environment and their local
community’s farms. They were:
Jeff and Sue Frey of Future View Farms of Willow Street, Pennsylvania
- Jeff and Sue Frey produce approximately 12,000 feeder-to-finish pigs
annually on their farm set amid 675 acres of corn, soybean, wheat and
barley near Willow Street, Pa. With two, 2,000-head-plus tunnelventilated finishing barns, the Freys hope their children will one day
return to the farm.
Bill Barnes and Jeff Mencke of Robert’s Ranch Trail’s End, Ames,
Oklahoma - Caring for 10,500 sows and their litters is no easy task. Yet
this is exactly what Jeff Mencke, production manager for Roberts Ranch
of Oklahoma, the business that operates several sow farms as part of
8
Hanor in the Ames area. The farm also no-tills cereal rye, winter wheat
or triticale on 278 acres.
Ryan and Lana Reed, Reed Family Farms, Ottumwa Iowa – Ryan and
Lana Reed finish nearly 4,800 pigs per year on their family farm in
Ottumwa, Iowa. Despite their home burning down last January, the
family remains devoted to agriculture. The Reed’s three children signify
the family’s sixth generation to farm in Wapello County.
Wayne and Laura Dahl of Dahl Family Farms, Dawson, MN. -- Wayne
and Laura Dahl operate a 4,400 head nursery barn and two, double-long
finishing barns that have a total capacity of 4,400 head on their 240acre farm near Dawson, Minn. In 2003, the Dahls built three, 1,100head finishing barns, and a fourth in 2007. Plans calls for son Jordan,
who helps his parents with the pigs, to one day manage the farm with
his wife, Ashley.
LEADERSHIP
RECOGNTION
PORK LEADERSHIP
INSTITUTE
COMMITTEE CHAIRS
Julie Maschhoff, IL introduced Terry O’Neel, NE who stated that
Operation Main Street scheduled over has done over 6000 speeches in
41 states. OMS speakers spoke to dieticians across the country and
have presented to 124 of their association groups. OMS speeches have
been covered in 820 news stories reaching 30 million people and now
have 3 speakers who have schedule more than 100 OMS presentations.
OMS speakers are moving forward in social media and getting in on
online conversations about modern farming practices. All of this hard
work and investment we are making to spread our We Care message.
Julie introduced Pam Bartholomew, TN who spoke about PLI which is
designed to develop future leaders for the pork industry. Once
graduated the participants have an understanding of the role of the
National Pork Board and develop the skills to help lead the pork
industry. There were 18 students that participated in PLA and who
attended four sessions all over the United States that covered various
topics including speaking up for agriculture and being able to educate
the general public on agriculture.
Maschhoff introduced the committee chairs and stated that our
committees have a big job in setting the strategic direction for the wise
investment of millions of Checkoff dollars.
Animal Science – Dr. Steve Pollman chair, Dean Boyd vice chair
Animal Welfare – Brent Scholl chair, Jeff Kaisand vice chair
Domestic Marketing – Dennis Hill chair, Jan Archer vice chair
Environmental – Jamie Burr chair, Brian Paulsen vice chair
9
Environmental Stewards – Lynn Harrison chair
Nominating – Karen Richter
Pork Safety, Quality and Human Nutrition – Rachelle Bailey, Lisa
tapper vice chair
Producer and State Services – David Ray chair, James Cotes vice chair
Producer and Public Health and Worker Safety – Liza Alton chair, Deb
Johnson vice chair
Resolutions/Advisement – Everett Forkner
Swine Health – Teena Middleton chair, Dr. Russ Nugent vice chair
ADJOURNMENT
Chairman Conley Nelson adjourned the meeting at 5:18 p.m.
RECONVENE
Chairman Nelson called the meeting to order at 10: 56 a.m. on
Saturday, March 9, 2013.
VOTING
Danita Rodibaugh, Elections Chair, explained the electronic voting
system to delegates. She reviewed the official voting procedures and
conducted test balloting with the delegates to familiarize them with the
system.
NOMINATING
COMMITTEE
ELECTION
Elections were held for Pork Board Nominating Committee.
Two individuals to be elected – each will serve a two
year term. The candidates, listed in alphabetical order are:
 Nannette Bierma, OR
 Todd Erickson, ND
 Michael Haag, IL
 Jill Kerber Aldous, IA
 Jason Manbeck, PA
 Rick Rehmeier, MO
Results of the Nominating ballot, with 78,023.60
shares voted and 39,011 shares required for a
majority were:
Jill Kerber Aldous
Michael Haag
PORK BOARD
Shares
70,313.40
60,951.52
Elections were held for Pork Board. Candidates on the first ballot
included:
 Jan Archer, NC
 Randy Curless, IN
 David Dedert, IL
 Tom Goodwin, ID
 Ed Keller, NY
 Wathina Luthi, OK
10







Alicia MacLean, NH
Terry O’Neel, NE
Dave Reinecker, PA
Steve Rommereim, SD
Derrick Sleezer, IA
Steve Wuergler, OR
Mike Wyant, MO
Results of the first Pork Board ballot, with 75910.60
shares voted and 39011.81 shares required for a
majority.
Shares
Jan Archer
67,446.75
Derrick Sleezer
66,491.58
Terry O’Neel
53,805.70
Mike Wyant
52,917.18
Wathina Luthi
50,450.01
Randy Curless
41,960.60
Steve Rommereim
38,144.22
EXPORTS/USMEF
Danita Rodibaugh, Trade Chair shared some export highlights and that
there is much to celebrate as our growth in exports is one of the
industry’s most valuable success stories. This is includes that 2012 was
a record breaking year with 6.32 billion in export value, which is up
3.5%. In volume we are up slightly to just under 5 billion pounds. It was
also a record year in Mexico and Canada which she stated she believed
was due to our branded chilled product.
Rodibaugh went on to explain how the National Pork Board works with
USMEF and other industry partners to identify key markets that hold
great potential for variety meat exports. This partnership along with
work being done with APEX and NPPC on evaluating market access
issues. She stated that we owe a great deal of gratitude to the staffs at
the National Pork Board, USMEF, APEX and NPPC and the producers
that guide them as they continue to return value back to our farms.
PORK BOARD
2nd BALLOT
A second ballot was held to rank the remaining 8th candidate for
Pork Board candidates. Total of delegate shares present and voted
74,392.20 with 37,196.11 shares necessary for a majority. Results of
the second Pork Board ballot:
Shares
Dave Reinecker
56,780.90
11
RESOLUTIONS/
ADVISEMENTS
DEBATE
Everett Forkner, introduced the following advisements/resolutions:

DE #1: Ground Pork Standards
Advisement
o MOTION: That the National Pork Board encourages
packers and processors to offer and label ground pork
products in multiple percent fat/percent lean choices.
PASSED

Advisement
o MOTION: That the National Pork Board should increase
efforts to increase the utilization of pork and pork
products in the school lunch program.
DE#2 was adopted as amended.

o MOTION: That the National Pork Board should support a
continuation of nutrition research and education of
teachers to show the benefits of pork protein in meals in
general.
PASSED

Advisement
o MOTION: That the National Pork Board work with the
uniform standards and uniform penalties that do not
include a plant shutdown.
ST#1 was adopted as amended.

o MOTION: That the National Pork Board provide research
and data to industry stakeholders for their work with
uniform and consistent standards that do not include a
plant shutdown.
12
PASSED

ST #2: Sow and Boar Tag/Animal Traceability
Advisement
o MOTION: That the National Pork Board urge packers to
require by January 1, 2015, as a condition of sale, all
market breeding swine to be individually identified with
USDA’s approved official premises identification number
(PIN) tag bearing the standardized Premises
Identification Number of the sending premises.
Furthermore the National Pork Board should direct staff
to work with stakeholders to ensure that education and
outreach is provided to producers to help producers
comply with packer requirements.
PASSED
Iowa and Illinois delegates both chose to withdraw their advisement
and adopt ST3/4 instead.

ST#3/ST#4: Animal Well-Being Audits
o MOTION replacing ST#3 and ST#4: That the National Pork
Board shall work with the various packers and other
industry stakeholders to develop a common foundation
for on-farm animal welfare audits, facilitate equivalency
among packers, and minimize the need for multiple
audits on a farm supplying multiple packers. The
common foundation for the audit would be based on
PQA Plus, PQA Plus Site Assessments and TQA.
PASSED

Advisement
o MOTION: That the National Pork Board support the
industry’s continued use of gestation stalls as being a
production practice which achieves employee safety,
animal care and ensuring a reliable supply of quality and
reasonably priced product to the consumer.
o And that the officers and directors of the board are
encouraged to undertake all action reasonably prudent
to publicize this resolution to support the industry’s
continued use of gestation stalls.
o
13
ST #5 was adopted as amended

Advisement
o That the National Pork Board continues to support the
producer’s choice to use gestation stalls (or individual
maternity pens) as part of a producer’s choice to select
housing and management practices which will promote
employee safety, animal care and ensure a reliable
supply of quality and reasonably priced product to the
consumers.
PASSED

ST #6: Unloading at Packing Plant – Trucker/Animal Care
Concerns
Advisement
o MOTION: That the National Pork Board work with all
packers to implement best unloading equipment and
practices to ensure safe, least stressful and timely
unloading process.
PASSED

ST #7: Feed Quality
Advisement
o MOTION: That the National Pork Board work to ensure
that the test of the end product is completed prior to
delivery to the farm that ensures that the aflatoxin levels
are 300 ppm or less delivered.
ST#7 was adopted as amended.

ST #7: Feed Quality
o MOTION: That National Pork Board work with the
appropriate agencies and organizations to ensure that
the test of the end product is completed prior to delivery
to the farm that ensures that the aflatoxin levels are 200
ppb or less delivered.
PASSED

OP #1 Floor: Ag Policy Analysis
o MOTION: That the National Pork Board independently
and in partnership with other Agricultural check off
14
funded organizations provide supplemental funding for
the Food and Agriculture Policy Research Institute
(FAPRI).
PASSED
COURTESY
RESOLUTIONS
Sam Hines, MI offered complimentary resolutions for retiring National
Pork Board staff members Jim Meimann and Mike Wegner.
Greg Lear, IA provided another complimentary resolution honoring
Conley Nelson retiring president for his leadership and commitment to
the pork industry.
CEO REPORT
RETIRING PORK
BOARD MEMBERS
Chris Novak, CEO National Pork Board, thanked the candidates who ran
for the Pork Board and the Nominating Committee as well as the 2012213 Pork Board members and President Conley Nelson for their interest
and passion for the industry He also thanked Jim Meimann and Mike
Wegner for their service over the years. He then highlighted some of
the work the Pork Board staff are doing and the improvements being
made within pork production
Karen Richter paid tribute to Everett Forkner and Julie Maschhoff for
the work as members on the National Pork Board.
A video was shown recognizing all of the work that Chair Conley Nelson
has done as a member of the Pork Board.
ALLOCATION OF
DELEGATES
EVALUATION AND
FEEDBACK
A motion of allocation of 173 delegates was moved and adopted.
Delegates were asked to vote if they found the Thursday afternoon
Update Session useful.
Yes 83%
No 17%
Did you like having an outside speaker for lunch on Friday this year and
would you like to have an outside speaker at the Friday luncheon next
year?
Yes 93%
No 7%
Is the first week in March the best possible week for Pork Forum?
Yes 81%
No 19%
15
ADJOURNMENT
Nelson adjourned the 2013 Pork Act Delegate session at 3:50 p.m.
16
Update on the 2013 Pork Act Delegate Resolutions/Advisements
2013 DE #1: Ground Pork Standards (Illinois)
MOTION:
That the National Pork Board encourages packers and processors to offer
and label ground pork products in multiple percent fat/percent lean choices.
Update:
The National Pork Board (NPB) has met with all major packers over the past year. On
the topic of ground pork, the NPB has reminded packers that the USDA Nutrient
Database offers multiple options to label lean/fat ratios for ground pork. Packers and
processors are more than willing to sell any product to their customers, but currently the
demand for ground pork oftentimes does not warrant more than one spot at the meat
case. In discussions about the opportunities with ground pork, many packers and
processors continue to be open to the concept of selling more ground pork, especially in
light of high ground beef prices. However, ground pork represents 1.5% of fresh pork
pounds and 1.5% of fresh pork sales at retail. On the other hand, pork trimmings offer
more profit potential as sausage versus fresh ground product. When looking for
opportunities that could return the best investment for the Checkoff, the loin is an
undervalued primal and represents 55% of fresh pork pounds and 61% of fresh pork
sales at retail.
Many in the pork industry have observed Johnsonville Sausage’s success with their
“Grillers” product. The success of Grillers is likely attributed to (1) significant R&D and
marketing budget and (2) innovative flavoring -- specifically not assuming that the
consumer knows what to do with a fresh ground product.
2013 DE #2: School Lunch Program (Illinois)
MOTION:
That the National Pork Board should support a continuation of nutrition
research and education of teachers to show the benefits of pork protein in meals in
general.
Update:
Since our discussion last year, on the school lunch program, efforts put forth by the Pork
Checkoff have helped educate states, producers and schools on the importance or
protein at meals and changes have been made by the USDA to the school lunch
program since 2012.
U.S. Agriculture Undersecretary for Food, Nutrition, and Consumer Services Kevin
Concannon has announced that the USDA is making permanent the current flexibility
that allows schools to serve larger portions of lean protein and whole grains at mealtime.
This will provide stability for long-term planning for school nutrition professionals.
To help dispel myths and share facts about how pork fits into the new school lunch
guidelines, the National Pork Board hosted an hour-long “pork school nutrition 101”
webinar last fall. Featured speakers included specialists from the Iowa Department of
Public Health. The Checkoff also developed a school foodservice fact sheet that
highlights the benefits of lean pork. The factsheet offers ideas/recipes on how to
incorporate pork into school foodservice menus and that pork is a healthy option.
One thing Pork Checkoff proactively works on is funding nutrition research.
Demonstrating the importance of, not only breakfast, but inclusion of animal protein with
adolescents and the impact it can have on satiety, weight management/loss and
cognitive function. A 12-week study presented last year at Experimental Biology from
researchers at the University of Missouri suggests that eating a protein-rich breakfast –
one that includes lean ham or pork sausage – reduces daily hunger, increases daily
fullness, improves morning blood sugar control, and, perhaps most importantly, leads to
less, latter-day snacking thus reducing calories from fat and sugar. This research
observed breakfast-skipping adolescents and was funded by Pork Checkoff. Currently
underway is research looking at the effect of increasing the protein content of breakfasts
on satiety and cognitive function in undergraduate students, also supported by Pork
Checkoff.
The Pork Checkoff can proactively work with researchers to demonstrate the need for
protein at meals and how it could directly impact how school meals are viewed in the
future.
2013 ST #1: Unloading at the Packing Plant – No Plant Shutdown (Iowa)
MOTION:
That the National Pork Board provide research and data to industry
stakeholders for their work with USDA on developing an animal handling action plan,
with uniform and consistent standards that do not include a plant shutdown.
Update:
The USDA’s Food Safety and Inspection Service (FSIS) has the authority to enforce the
Humane Methods of Slaughter Act in all federally inspected slaughter plants. Directives
published by FSIS provide direction to inspectors on how to apply the regulation in the
plant including how to handle violations of the regulation.
Requesting FSIS to make changes to these directives is beyond the scope and ability of
the National Pork Board, as stated in the Pork Act. However, National Pork Board
communicated with industry partners that are currently working to address this issue to
make sure they are aware of the existing research to help them in their efforts.
2013 ST #2: Sow and Boar Tag/Animal Traceability (National Pork Board and
Swine Health Committee)
MOTION:
That the National Pork Board urge packers to require by January 1, 2015,
as a condition of sale, all market breeding swine to be individually identified with USDA’s
approved official premises identification number (PIN) tag bearing the standardized
Premises Identification Number of the sending premises. Furthermore the National Pork
Board should direct staff to work with stakeholders to ensure that education and
outreach is provided to producers to help producers comply with packer requirements.
Update:
Staff communicated the 2013 Pork Act Advisement ST #2: Sow and Boar Tag/Animal
Traceability to Sow / Boar Packers and Processors via email on 03/27/2013. The e-mail
included:
 Pork Act Advisement

NPPC PIN Tag Resolution

Examples of available educational resources
o
PIN Tag Fact Sheets, Posters, Check Stuffers
In September, staff followed up with a request regarding the intent of companies to
require PIN tags as a condition of sale. Johnsonville, Hillshire Brands, Calihan Pork
Processors, Bob Evans Farms, Wampler's Farm Sausage, Pine Ridge Farms, Pioneer
Packing Co., Pork King Packing and Abbyland Pork Pack responded in the affirmative
for requiring PIN tags as a condition of sale by January 1, 2015.
Checkoff staff also notified USDA, state animal health officials and state pork
associations of the Advisement and educational materials that are available to
producers.
Education
After USDA published the final rule for Animal Disease Traceability on January 9, 2012,
Checkoff staff revised all education (print and online) related to the Swine ID Plan to be
consistent with the new rule. After the Advisement passed, a communications plan was
developed around PIN tag acquisition and use.
In support of this plan, Pork Checkoff’s Communications Department created full-page
advertisements for use in producer publications. The department has written and
published articles in Pork Checkoff Report magazine, Pork Leader, and Pork Insider,
which have resulted in PIN tag articles and interviews with outside media, including print
and National Association of Farm Broadcasters radio network.
The Pork Board website, pork.org, has been updated to make finding information on PIN
tags more accessible and visible from the homepage. A more easy-to-remember URL…
www.pork.org/pintag was developed to make access the PIN tag webpage easier.
Communication efforts will continue through the balance of 2014.
Pork Checkoff’s Producer Services has provided PIN tag information at over 30 state
annual meetings and has highlighted PIN tag education and the requirement at the 2014
state tradeshows. Producer Services has also provided states with advertisements for
their communications to producers.
Checkoff has contracted with the American Association of Swine Veterinarians to
distribute educational materials to its membership. Education was designed to raise
awareness regarding the packer requirement and the acquisition and use of PIN tags in
market breeding stock.
Checkoff staff continues to promote PIN tags and the new requirements at various
producer, packer and swine extension meetings, along with answering questions
received via the Pork Checkoff Service Center, e-mail and phone calls.
2013 ST #3/ST #4: Animal Well-Being Audits (Iowa)
MOTION:
That the National Pork Board shall work with the various packers and
other industry stakeholders to develop a common foundation for on-farm animal welfare
audits, facilitate equivalency among packers, and minimize the need for multiple audits
on a farm supplying multiple packers. The common foundation for the audit would be
based on PQA Plus, PQA Plus Site Assessments and TQA
Update:
The Industry Audit Task Force was established to facilitate the development of a
consistent, reliable and verifiable system that assures on-farm animal well-being. This
group of producers, packers and customers has been charged with identifying ways to
eliminate duplication of audits and/or minimizes the administrative burden placed on
producers as well as developing consensus about consistent standards between and
among various independent audit programs with PQA Plus used as the foundation. The
task force has also discussed how to create inter- and intraobserver consistency and
protection of herd health through biosecurity protocols. This task force will continue their
work in early 2014.
2013 ST #5: Continued Use of Gestation Stalls (Minnesota)
MOTION:
That the National Pork Board continues to support the producer’s choice
to use gestation stalls (or individual maternity pens) as part of a producer’s choice to
select housing and management practices which will promote employee safety, animal
care and ensure a reliable supply of quality and reasonably priced product to the
consumers.
Update:
Current research demonstrates that individual stall and group pen housing systems can
provide good welfare for the sow and all sow housing systems in current use have
advantages and disadvantages for animal welfare. Based on available scientific
literature and current experience, two additional webinars and fact sheets were made
available to producers that focused on individual housing methods:
- Gestation stall design
- Sow lameness: detection, treatment and prevention
All fact sheets and webinar recordings for the sow housing series can be found at
www.pork.org/sowhousing.
The National Pork Board has engaged in dialogue with key food chain partners
regarding the various methods of sow housing and the producers right to choose the
housing system best for their farm. Consumer research was conducted and a messaging
strategy developed and shared with the top thirty-seven (37) food retailing companies,
the American Meat Institute, the North American Meat Association, the Food Marketing
Institute and the National Restaurant Association. The messaging, along with additional
resources for customers, can be found at www.porkcares.org.
2013 ST #6: Unloading at Packing Plant – Trucker/Animal Care Concerns (Iowa)
MOTION:
That the National Pork Board work with all packers to implement best
unloading equipment and practices to ensure safe, least stressful and timely unloading
process.
Update:
The Transport Quality Assurance® program currently covers information on basic animal
handling skills and specific information on loading and unloading animals at various
destinations. The program provides specific information on facility design, equipment
maintenance, and avoiding environmental distractions during the loading and unloading
process.
The TQA Task Force is responsible for reviewing and revising the content of this
program every three years. The Task Force has included revisions to the section on
chute design and added language about tattooing practices in the new content. The
new version of TQA will be released in early 2014.
2013 ST #7: Feed Quality (Illinois)
MOTION:
That National Pork Board work with the appropriate agencies and
organizations to ensure that the test of the end product is completed prior to delivery to
the farm that ensures that the aflatoxin levels are 200 ppb or less delivered.
Update:
The American Feed Industry Association (AFIA’ http://www.afia.org/afia/home.aspx) is
the world’s largest organization that represents the legislative and regulatory interests of
the U.S. animal feed industry. The Association of American Feed Control Officials
(AAFCO; http://www.aafco.org/Regulatory/BestManagementPractices.aspx) provides a
forum for the membership and industry representation to achieve three main goals: 1) to
ensure consumer protection, 2) safeguard the health of animals and humans and 3)
provide a level playing field of orderly commerce for the animal feed industry. Therefore,
these two organizations were contacted in an effort to fulfill the Advisement under
question.
The feed industry has typically pushed back on requests for mycotoxin testing in
complete feeds due to a variety of issues, mainly those related to the unreliability of
testing due to the large sample volume needed to confirm the result. The AFIA’s Safe
Feed/Safe Food program, much like the FDA’s Food Safety and Modernization Act,
requires facilities to create a hazards list and preventive controls or processes to reduce
or prevent that hazard from occurring. These controls can be such things as
requirements for certificates of analysis from the suppliers, spot checks by testing before
unloading ingredients and others. As supplier problems result, mills increase testing and
can drop a supplier from an approval list. The Safe Feed/Safe Food requirements can
be viewed at the following link, which is now administered by the Safe Food Quality
Institute: http://www.safefeedsafefood.org/images/pdf/201310_Guidance.pdf.
AAFCO’s Best Management Practices
(http://www.aafco.org/Portals/0/AAFCO/Guidance%20DocFinal.pdf) provides clearly
outlined procedures for sampling and testing semi loads of feedstuffs to be used in the
manufacture of livestock feeds. While AAFCO has no regulatory authority, these best
management practices are followed by entities who are involved with the manufacture of
livestock feed.
Most firms in this program use a “truck side” test kit to verify concentration of mycotoxins
in semi-loads of particular feedstuffs, however; not all loads of incoming ingredients are
tested unless there is an increased incidence of mycotoxin contamination due to
favorable environmental conditions. It is uncommon for feed mills to test outgoing final
product. The rationale is that testing and control of incoming feedstuffs nullifies the need
to test and control outgoing final product.
There are very few legal testing requirements for feed due to the changing matrix of
ingredients and the possibility for frequent assay interferences resulting in false positives
for some contaminants. There is, however, a standing state and federal prohibit against
distributing an adulterated product.
Several years ago the AFIA developed a set of Safe Feed/Safe Food model documents
on behalf of the NPB. Among other things, in these documents is a supplier approval
model that can help pork producers identify feed suppliers that have the proper controls
in place to help prevent an issue like a high level of aflatoxin. Currently there is an effort
underway to review and revise these documents for redistribution.
NATIONAL PORK BOARD
PRESIDENT
Karen Richter
36672 145th Ave
Montgomery, MN 56069
507/364-5395 (O)
612/756-4421 (C)
[email protected]
Lisa Dechene Colby
Jan Archer
PO Box 297
Newburyport, MA 01950
978/265-8813 (C)
[email protected]
515 Shelley Dr.
Goldsboro, NC 27534
919-440-0435 (O)
919-440-0435 (C)
[email protected]
Brad Greenway
VICE PRESIDENT
Dale Norton
398 Slisher Rd. Rt 4
Bronson, MI 49028-9226
517/369-1237 (O)
517/227-1904 (C)
[email protected]
TREASURER
Derrick Sleezer
433 Sherman Ave.
Cherokee, IA 51012
712/434-5684 (O)
712/261-5684 (C)
[email protected]
PAST PRESIDENT
Conley Nelson
2124 90th Ave
Algona, IA 50511
515/295-6092 (O)
712/229-8913 (C)
[email protected]
25140 402nd Ave.
Mitchell, SD 57301-5431
605/770-0956 (C)
[email protected]
Craig Mensink
23852 County Highway 14
Preston, MN 55965
507/951-2167 (C)
[email protected]
Roy Henry
615 Indian Rd.
Longford, KS 67458-9374
785/427-7036 (C)
[email protected]
Carl Link
P O Box 339
Ft. Recovery, OH 45846
419/375-4116 (O)
419/852-2695 (C)
[email protected]
Wathina Luthi
RR 1, Box 34
Gage, OK 73843
580/334-0076 (C)
[email protected]
Henry Moore, III
3080 Garland Hwy
Clinton, NC 28328
910/214-2227 (C)
[email protected]
Terry O’Neel
812 County Road 200
Friend, NE 68359
402-947-6761 (O)
402-416-2316 (C)
[email protected]
Glen Walters
110 River Overlook
Forsyth, GA 31029
770/468-5845 (C)
[email protected]
Mike Wyant
16700 S. 1968
Nevada, MO 64772
416-448-7075 (C)
[email protected]
2013-14 National Pork Board Standing Committees
Executive Committee
Chair: Karen Richter, MN, President
Dale Norton, MI, Vice President
Derrick Sleezer, IA, Treasurer
Conley Nelson, IA, Past President
Administrative Committee
Chair: Dale Norton, MI, Vice President
Lisa Colby, MA
Carl Link, OH
Henry Moore, NC
Conley Nelson, IA
Terry O’Neel, NE
Mike Wyant, MO
Finance Committee
Chair: Derrick Sleezer, IA, Treasurer
Jan Archer, NC
Brad Greenway, SD
Roy Henry, KS
Wathina Luthi, OK
Craig Mensink, MN
Glen Walters, GA
National Pork Board Program Committee List
February 2014
Animal Science Committee
Steve Pollmann
IA
Dean Boyd
KY
Nathan Augspurger
IN
Joe Cassady
SD
Wayne Cast
MO
Matt Culbertson
TN
Joel DeRouchey
KS
Gregg Eckardt
KS
Everett Forkner
MO
Gene Gourley
IA
Nick Holden
MN
Dustin Kendall
NC
Gary Louis
KS
Shane Meyer
NE
Rhonda Miller
TX
Steve Moeller
OH
Scott Newman
TN
Steve Patterson
MO
Beau Peterson
IL
Tim Safranski
MO
Clint Schwab
IL
Todd See
NC
Eric Sheiss
IN
Mike Wyant
MO
Wathina Luthi
OK
Mark Boggess
MD
Maynard Hogberg
IA
Ken Stalder
IA
Mike Tokach
KS
Jeff Vallet
NE
Chair
Vice Chair
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Board
Board
Advisor
Advisor
Advisor
Advisor
Advisor
Animal Welfare Committee
Brent Scholl
IL
Angela Baysinger
NE
Glen Almond
NC
Paul Ayers
IL
Ashley DeDecker
NC
Bob Dykhuis
MI
Scott Hays
MO
Anna Johnson
IA
Lee Johnston
MN
Jeff Kaisand
IA
Collette Kaster
MO
Don Lay
IN
Mark Legan
IN
Lee Letsch
OR
Chair
Vice Chair
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Michael Luckey
NE
Carissa Odland
MN
Tom Painter
KS
Chuck Wildman
OH
Al Wulfekuhle
IA
Liz Wagstrom
DC
Dallas Hockman
IA
Laurie Hueneke
DC
Carl Link
OH
Derrick Sleezer
IA
Tom Burkgren
IA
Candace Croney
IN
John Deen
MN
Lily Edwards-Callaway CO
Temple Grandin
CO
Eric Hogle
NE
John McGlone
TX
Jim McKean
IA
Ed Pajor
AB
Janeen Salak-Johnson IL
Mike Siemens
KS
Member
Member
Member
Member
Member
Ex-Officio
Ex-Officio
Ex-Officio
Board
Board
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Domestic Marketing Committee
David Newman
ND
Randy Brown
OH
Dennis Hill
IA
Dedra Berg
MO
Dianne Bettin
MN
Chris Chinn
MO
Paul Connor
NE
Meg Freking
MN
Tom Goodwin
ID
Mike Haag
IL
Julie Maschhoff
IL
Kelly Perrier
KS
Ole Nielsen
NJ
Carl Link
OH
Terry O'Neel
NE
Karen Richter
MN
Glen Walters
GA
Leon Sheets
IA
Chris Van Beek
IA
Eric Steinbach
MN
Jesse Sumner
NC
Steve Weaver
CA
Terry Wolters
MN
Chair
Vice Chair
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Board
Board
Board
Board
Member
Member
Member
Member
Member
Member
Environmental Committee
Jamie Burr
AR
Brian Paulsen
MO
Drew Derstein
PA
William Fink
PA
Michael Formica
DC
John Kroeger
IL
James Lamb
NC
Roger Nath
IA
George Pettus
NC
Al Witt
IA
Wathina Luthi
OK
Mike Wyant
MO
Erin Cortus
SD
Jerry Hatfield
IA
Dan Miller
NE
Amy Schmidt
NE
Chair
Vice Chair
Member
Member
Ex- Officio
Member
Member
Member
Member
Member
Board
Board
Advisor
Advisor
Advisor
Advisor
Environmental Stewards SubCommittee
Lynn Harrison
WI
Chair
Brad Greenway
SD
Member
Drew Derstein
PA
Member
Michael Formica
DC
Member
Suzy Friedman
DC
Member
Deb Johnson
NC
Member
Wathina Luthi
OK
Member
George Pettus
NC
Member
Alan Wilhoite
IN
Member
Nominating Committee
Conley Nelson
Jan Archer
Bill Crawford
Everett Forkner
Mike Haag
David Newman
Jill Aldous
IA
NC
MN
MO
IL
ND
IA
Chair
Member
Member
Member
Member
Member
Member
Pork Safety Quality and Human Nutrition
Rachelle Bailey
CA
Chair
Lisa Tapper
IA
Vice Chair
Jeff Arner
PA
Member
Deborah Ballance
NC
Member
Eric Berg
ND
Member
Melissa Bonorden
MN
Member
Julie Funk
MI
Member
Tim Goodmann
CO
Member
Laurie Hueneke
DC
Member
Roger Johnson
IA
Member
Kendra Kattelmann
SD
Member
Brad Leuwerke
Ian Levis
Jim McKean
Glenn Muller
Kevin Nanke
Charlotte Rommereim
Brad Thornton
Monica Wilhoite
Susan Zaripheh
Glen Walters
Brad Greenway
Phil Lofgren
Liz Wagstrom
MN
OK
IA
SD
OK
SD
ID
IN
IL
GA
SD
IL
DC
Producer & State Services
David Ray
NC
James Coates
KY
Jan Archer
NC
Craig Mensink
MN
Dale Norton
MI
Gary Asay
IL
Tyler Bettin
IA
Kyle Brown
OH
David Eaheart
KS
Emily Erickson
MN
Mike Faga
IA
Pat FitzSimmons
MN
Jill Kerber Aldous
IA
Bill Kessler
MO
Brad Knadler
MO
Mary Langhorst
MN
Jimmie McLamb
NC
Gene Noem
IA
Andrew Reinecker
PA
Steve Rommereim
SD
Jodi Sterle
IA
Doug Wenner
MN
Member
Member
Member
Member
Member
Member
Member
Member
Member
Board
Board
Advisor
Advisor
Chair
Vice Chair
Board
Board
Board
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Producer/Public Health and Workplace Safety
Deb Johnson
NC
Chair
Jan Miller
NE
Vice Chair
Liza Alton
IA
Member
John Baumgartner
MN
Member
Jeff Bender
MN
Member
Mike Brown
NC
Member
Peter Davies
MN
Member
Barb Determan
IA
Member
Ken Dyer
CA
Member
Joe Dykhuis
MI
Member
Don Hoenig
ME
Member
Greg Mangan
Donny Ray
Morgan Scott
Chip Simmons
Debbie Sidell
Roxanna Swonger
Pete Thomas
Luis Torres
Amy Vincent
Karen Richter
Derrick Sleezer
Julie Funk
Liz Wagstrom
KS
MS
KS
NC
WI
OK
IA
NC
IA
MN
IA
MI
DC
Member
Member
Member
Member
Member
Member
Member
Member
Member
Board
Board
Advisor
Advisor
Resolutions/Advisements Committee
Dale Norton
MI
Chair
Jan Archer
NC
Member
Gary Asay
IL
Member
Brett Kaysen
CO
Member
Craig Mensink
MN
Member
Dave Reinecker
PA
Member
Steve Rommereim
SD
Member
Craig Rowles
IA
Member
Mike Wyant
MO
Member
Swine Health Committee
Russ Nugent
AR
Nick Tharp
IN
Chuck Allison
VA
Madonna Benjamin
MI
Steve Brier
MO
Scanlon Daniels
TX
Luc Dufresne
KS
Josh Ellingson
IA
Mark FitzSimmons
MN
Kelly Graff
MN
Bill Hollis
IL
Sara Hough
NC
Kelly Lager
IA
Gordon Spronk
MN
Maryn Ptaschinski
IA
Robert Rasmussen
SD
Craig Rowles
IA
Brent Sandidge
MO
Bob Thompson
TN
Dale Norton
MI
Terry O’Neel
NE
Roy Henry
KS
Troy Bigelow
IA
Eric Bush
CO
Chair
Vice Chair
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Board
Board
Board
Advisor
Advisor
Fred Cunningham
Dick Hesse
Laurie Hueneke
John Korslund
Gene Nemechek
Jim Niewold
Harry Snelson
Liz Wagstrom
Jeff Zimmerman
MS
KS
DC
MD
NC
IL
NC
DC
IA
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Advisor
Trade Committee
Brian Zimmerman
Conley Nelson
Norman Bessac
Bryan Black
Randy Brown
Don Butler
Rich Degner
Everett Forkner
Roy Henry
Phil Howerton
RC Hunt
Henry Moore
Dave Preisler
Dave Reinecker
Stanley Seward
Mike Skahill
Steve Weaver
Doug Wolf
Bill Luckey
Karen Richter
Craig Mensink
Jill Appell
Sam Carney
John Hardin
NE
IA
KS
OH
OH
NC
IA
MO
KS
MO
NC
NC
MN
PA
AR
VA
CA
WI
NE
MN
MN
IL
IA
IN
Chair
Vice Chair
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Member
Board
Board
Advisor
Advisor
Advisor
National Pork Board Committee Interest Form
Please complete the information below to indicate your interest in serving on a 1) Pork Checkoff Program Advisory
Committee or 2) in running for a seat on the Pork Board or 3) The Pork Checkoff Nominating Committee. Program
Advisory Committees are evaluated annually and changes made accordingly. Please see committee list on reverse
side.
*National Pork Board Committee Members must have a current PQA Plus® certification and all of their
production facilities must maintain PQA Plus® site assessment status
Name:_______________________________________________________________________________
Address:_____________________________________________________________________________
City:____________________________________________State:_____________Zip:________________
Telephone: (H)_______________________________ (Cell/Office)____________________________
E-mail Address:_____________________________________________________________________________
PQA Plus ID number:______________________ Site Assessment Contact:_________________
Premises ID Number:_________________________
Please indicate which committee(s) you have an interest in serving on:
__________________________________________________________________________________________________________________
Please list any special background, education, experience, quality, interest, etc.
which you possess which may be of value in committee work.
For more information on the work of these committees please feel free to contact Bill Winkelman at the National Pork Board.
Bill Winkelman
515.223.2603
[email protected]
Return this form to:
National Pork Board, 1776 NW 114th Street, Clive, IA 50325
National Pork Checkoff Advisory Committees
Time Commitment- 2 Meetings per year
Term: Eligible for 2- 3 year terms
Animal Science
To identify opportunities to enhance producer competitiveness and profitability through animal science related and producer directed
research and information programs
Animal Welfare
To maintain and promote the pork industry tradition of responsible animal care through the application of scientifically sound animal care
practices. Efforts include: Advance producers' awareness of emerging animal welfare issues; Provide information and education to improve
animal care skills; support scientific research to enhance animal well-being; provide information for greater public understanding and
awareness about producer’s commitment to providing humane care.
Domestic Marketing
To utilize an effective corps of pork producers and industry representatives, with an in-depth knowledge of the objectives and strategies and
tactics of NPB’s overall Domestic Marketing program, to provide a high-level sounding board; to provide continuous input and direction into
DM efforts to improve consumer preference for pork.. To evaluate and recommend ways to enhance the domestic expenditures for U.S. pork
through programs of promotion, advertising, public relations, consumer information, product marketing, product and marketing research,
etc.
Environmental
To develop proactive programs to help producers meet the challenges for responsible pork production and protect the environment, while
maintaining the economic competitiveness of the U.S. pork industry.
Pork Safety, Quality & Human Nutrition
Utilize sound science to anticipate and address consumer’s needs and expectations of wholesome and nutritious pork products to increase
pork consumption.
Producer and State Services
To provide guidance and input to the Producer Services and Communications departments on how to best achieve the goals and objectives
established by the Board of Directors in the Strategic Plan.
Public Health and Producer Safety
To utilize sound science to proactively address public health and producer safety issues that may affect human health, the productivity of
swine herds and global trade of U.S. pork. To provide producer and public audiences with science-based materials that can be used to
protect public health and ensure consumer confidence in the safety of pork production.
Swine Health
To review and act on the strategic health issues which may affect the productivity of swine herds and global trade issues. To make
recommendations to allied industry and producers to maintain and improve swine herd health. To collaborate with other animal health
related entities and organizations in order to more effectively solve U.S. swine health issues.
Trade
To seek out and pursue, any and all legitimate avenues to market U. S. pork worldwide. In this endeavor, to adhere to the principles of free
and fair trade, while utilizing all available tools to enhance U.S. pork’s status as a net positive exporter. To collaborate with the USMEF and
USDA’s FAS to maximize the efficiency and effectiveness of program efforts to market U.S. Pork worldwide.
National Pork Board/Nominating Committee Interest
Pork Board and Nominating Committee Election Process:
Applications for election to either the Pork Board or Nominating Committee are
available starting in October and ending December 1 of every year. Applications are
followed by a personal interview with the Nominating Committee before being brought
before Delegates.
NATIONAL
PORK PRODUCERS
(PORK ACT)
DELEGATE BODY
BYLAWS
1
TABLE OF CONTENTS
Page
ARTICLE I.
Name and Establishment
Section 1................................................................................................ 1
ARTICLE II.
Purpose
Section 1.................................................................................................. 1
ARTICLE III.
Members ...................................................................... 1
Section 1.................................................................................................. 1
Section 2.................................................................................................. 1
ARTICLE IV.
Definitions ................................................................... 1
Section 1.................................................................................................. 1
ARTICLE V.
Section 1.
Section 2.
Section 3.
Section 4.
Powers and Duties of the Board
Meetings ...................................................................... 2
Rate of Assessment ...................................................... 2
State Funding .............................................................. 2
National Pork Board Nominations ................................ 2
ARTICLE VI.
Meetings
Section 1.................................................................................................. 2
Section 2.................................................................................................. 3
Section 3.................................................................................................. 3
Section 4.................................................................................................. 3
Section 5.................................................................................................. 3
Section 6.................................................................................................. 3
ARTICLE VII.
Section 1.
Section 2.
Section 3.
Section 4.
Officers and Duties
Officers ........................................................................ 3
Duties of the Chairman ................................................ 4
Duties of the Recording Secretary ................................ 4
Contracts and Agreements ........................................... 4
ARTICLE VIII.
Committees
Section 1.................................................................................................. 4
Section 2.................................................................................................. 4
ARTICLE IX.
Compensation and Reimbursement
Section 1.................................................................................................. 4
2
ARTICLE X.
Fiscal Year
Section 1.................................................................................................. 4
ARTICLE XI.
Rules and Parliamentary Authority
Section 1.................................................................................................. 5
ARTICLE XII.
Amendments
Section 1.................................................................................................. 5
ARTICLE XIII.
Compliance with the Law
Section 1.................................................................................................. 5
3
APPROVED BYLAWS OF THE
NATIONAL PORK PRODUCERS DELEGATE BODY
ARTICLE I
Name and Establishment
Section 1. The National Pork Producers Delegate Body, hereinafter
called the “Delegate Body” is established under the authority of Title XVI,
Subtitle B, of the Food Security Act of 1985, Pub. L. 99-198, hereinafter called
the “Act”, and the Pork Promotion, Research, and Consumer Information Order
(7 CFR Part 1230, F.R. 31898 September 5, 1986), hereinafter called the
“Order”.
ARTICLE II
Purpose
Section 1. The purpose of the Delegate Body shall be to perform the
duties specified in Section 1230.39 of the Order.
ARTICLE III
Members
Section 1. The number of members of the Delegate Body shall be as
specified in Section 1230.30 of the Order except that at each annual meeting
the Delegate Body shall a) review the number of members to which each state
and the importers are entitled based on the projected annual assessments for
the current calendar year, and b) recommend adjustments in the number of
delegates that each state and the importers shall submit as nominees for
appointment by the Secretary of Agriculture.
Section 2. The selection, terms and filling of vacancies of members of
the Delegate Body shall be as required in Sections 1230.31-.35 of the Order.
ARTICLE IV
Definitions
Section 1. Terms which are defined in the Act, the Order and the rules
and regulations issued thereunder, shall be defined in the same manner in
these Bylaws.
1
ARTICLE V
Powers and Duties of the Board
The Delegate Body shall have the Powers and Duties as specified in Section
1230.39 of the Order and any amendments thereto, specifically set forth as
follows:
Section 1.
Meetings.
To meet at least annually beginning fiscal year
1988.
Section 2. Rate of Assessment. The Delegate Body shall recommend to
the U.S. Secretary of Agriculture the initial rate of assessment and any increase
in such rate pursuant to Section 1230.39(b) of the Order.
Section 3. State Funding. The Delegate Body shall determine the
percentage of net assessments attributable to a state that a state association
shall receive from swine produced in the state pursuant to Section 1230.39(c)
of the Order.
Section 4. National Pork Board Nominations. The Delegate Body shall
nominate producers or importers for appointment to the National Pork Board,
and not less than one and one-half persons (rounded up to the nearest person)
for vacancies on the National Pork Board (as specified in Section 1230.39(d) of
the Order). Nominees shall be selected in the following manner:
A.
The Pork Board Nominating Committee shall provide a slate of
proposed nominees for nomination by the Delegate Body to the
U.S. Secretary of Agriculture. The proposed nominees shall be
mailed to the delegates no less than 10 days prior to the meeting.
B.
Nominations from the floor shall be permitted.
C.
Elections shall be conducted according to procedures adopted by
the Delegate Body.
D.
Nominations to the U.S. Secretary of Agriculture shall be by a
majority vote of shares cast by members present and voting in
accordance with Section 1230.36 of the Order.
ARTICLE VI
Meetings
Section 1. The Delegate Body shall meet, at least annually, beginning
with the 1988 fiscal year at a time and place to be determined by the National
Pork Board.
2
Section 2. Special meetings may be called by the Chairman of the
National Pork Producer Delegate Body, and shall be called by the Chairman
upon the request of at least 20% of the Delegate Body voting delegates or 30%
of the Delegate Body shares, or by a majority vote of the National Pork Board.
Section 3. Notices of all meetings, together with a written agenda
stating the purpose if it is a special meeting, shall be mailed or provided to
each member of the Delegate Body, at his/her last know address, and to the
Secretary of Agriculture, no less than 10 days nor more than 50 days prior to
the meeting. Attendance at the Delegate Body meeting will waive such notice.
Section 4. A majority of the members shall constitute a quorum at a
properly convened meeting of the Delegate Body but only if that majority is also
entitled to cast a majority of the shares (including fractions thereof). (See
Section 1230.36 of the Order.)
Section 5. The number of votes that may be cast by a producer member
if present at a meeting shall be equal to the number of shares attributable to
the State of such member divided by the number of producer members from
such State. The number of votes that may be cast by an importer member if
present at a meeting shall be equal to the number of shares allocated to
importers divided by the number of importer members.
(See Section
1230.36(b) of the Order.)
Section 6. Action of the Delegate Body, including any motions to
recommend the rate of assessment, to determine the percentage of net
assessments for state funding and for nominations to the National Pork Board
(as specified in Section 1230.39), shall require a majority of the shares cast by
members present and voting. On procedural matters the Chairman or Delegate
Body may call for a voice or standing vote to determine a majority. (See Section
1230.36 of the Order.)
ARTICLE VII
Officers and Duties
Section 1. Officers. The Officers of the Delegate Body shall be a
Chairman and Recording Secretary. The elected officer of the initial Delegate
Body shall be a Chairman. The President of the National Pork Board shall
serve as Chairman of the Delegate Body after the first annual meeting.
Section 2. Duties of the Chairman. The duties of the Chairman shall
be to: (a) preside at all meetings of the Delegate Body; (b) call meetings of the
Delegate Body; (c) appoint Recording Secretary and committees with the
3
consent of the Delegate Body; and (d) have general supervision of the affairs of
the Delegate Body, and perform all acts and duties incidental to office of
Chairman.
Section 3. Duties of the Recording Secretary.
The duties of the
Recording Secretary shall be to: (a) prepare minutes of the Delegate Body
Meetings; (b) give a certification report at meetings; (c) retain records of
minutes; (d) provide copies of minutes to delegates and the U.S. Secretary of
Agriculture; and (e) attest to other documents on behalf of the Delegate Body.
The Recording Secretary may delegate such duties as necessary.
Section 4. Contracts and Agreements. The Chairman and Recording
Secretary shall execute contracts and agreements on behalf of the Delegate
Body.
ARTICLE VIII
Committees
Section 1. Committees shall be the Credentials, Elections and Voting
Committee and any other Committee deemed necessary by the Delegate Body
or Chairman.
Section 2. The Chairman shall appoint Committee members and shall
be an ex-officio member of all Committees.
ARTICLE IX
Compensation and Reimbursement
Section 1. Delegate Body members shall serve without compensation but
may be reimbursed as specified in Section 1230.38.
ARTICLE X
Fiscal Year
Section 1. The fiscal year of the Delegate Body shall be the same as the
National Pork Board, commencing on January 1 and terminate on December
31 of each year.
ARTICLE XI
Rules and Parliamentary Authority
4
Section 1. The Delegate Body shall have the authority to adopt special
or standing rules to govern its proceedings.
Section 2. The rules contained in the current edition of Robert's Rules
of Order shall govern the proceedings of the Delegate Body in all cases to which
they are applicable and in which they are not inconsistent with these Bylaws,
provisions of the Order, and any rules and regulations that may be adopted by
the Delegate Body in accordance with the Order.
ARTICLE XII
Amendments
Section 1. These Bylaws may be amended at a properly convened
meeting upon majority vote of shares cast by members present and voting,
provided at least 30 days notice is given to all members of the Delegate Body
and the U.S. Secretary of Agriculture and, the proposed amendments be
provided in the meeting notice.
ARTICLE XIII
Compliance with the Law
Section 1. To the extent that any provision of the Bylaws conflicts with
the Act, Order, or any amendments, rules or regulations relating thereto, such
Act, Order or any amendments, rules or regulations relating thereto, shall
control.
Revised March 1, 2002
National Pork Producers (Pork Act) Delegate Body
Denver, CO
5
CHECKOFF FUNDING OF STATE PORK PRODUCER ASSOCIATIONS
Legislative: The Pork Promotion, Research and Consumer Information Act
and Order provide that states shall receive no less than 16.5% of the funds
generated from the marketing of swine in their state. In addition, the law
requires that states receive no less than they had for the period just previous to
the law going into effect.
The Act stipulates that the Pork Act Delegate Body has the authority to set the
portion of funds returned to organized state producer associations.
Delegate Policy: In 1991 delegates approved a system that utilizes marketing
numbers collected by the National Pork Board to determine return-to-state
funds. At that time the formula was switched from the basis of USDA and
state Departments of Agriculture or State Veterinarian adjusted marketings to
those numbers actually generated by the Board’s own data of marketing from
each state.
The system uses the most recent three-year average of a state’s total
marketings (market hogs, feeder pigs, and seedstock) and applies it to a chart
that was adopted by the delegates in 1991. (See Attachment 1) A part of this
chart documents the application by state of the return-to-state percentage for
2014. The application of this chart is made annually from marketings for the
three previous calendar years. Adjustments to state’s funding are made
annually with the February payments.
Attachment 2 is a report of the current marketing averages for states based on
years 2011, 2012 and 2013 for your information.
Finally, listed below are the states and their “per head rate” that qualify for
minimal funding. In practice, these were states that had long-time state
legislative programs that were in existence prior to the pork legislation. Over
the years where the checkoff rate increased, this minimum guarantee basis has
been surpassed and most states are paid on the percentage table basis.
However, when low hog prices exist or a lower rate is in place, this “per head”
method is triggered for more states.
Rate Per Head
Alabama
$.0868529
Louisiana
$.0877588
Maryland
$.0816192
Montana
$.0918193
North Carolina
$.0782579
Oklahoma
$.1615456
South Carolina
$.0982379
Texas
$.1308339
Virginia
$.2043501
Attachment 1
2014
RETURN TO STATES CHART
3 YEAR AVERAGE MARKETINGS
0-
*RTS%**
600,000
39%
600,001 700,000
700,001 800,000
800,001 900,000
900,001 - 1,000,000
1,000,001 - 1,200,000
1,200,001 - 1,400,000
1,400,001 - 1,600,000
1,600,001 - 1,800,000
1,800,001 - 2,100,000
2,100,001 - 2,300,000
2,300,001 - 2,500,000
2,500,001 - 2,800,000
2,800,001 - 3,000,000
3,000,001 - 3,200,000
3,200,001 - 3,400,000
3,400,001 - 3,800,000
3,800,001 - 4,200,000
4,200,001 - 4,500,000
4,500,001 - 4,800,000
4,800,001 - 5,200,000
5,200,001 - 5,700,000
5,700,001 - 6,100,000
6,100,001 - 6,600,000
6,600,001 - 7,000,000
7,000,001 - 7,500,000
7,500,001 - 8,100,000
8,100,001 - 9,200,000
9,200,001 -11,000,000
11,000,001 -12,700,000
12,700,001 - and over
38%
37%
36%
35%
34%
33%
32%
31%
30%
29%
28%
27%
26%
25%
24%
23.5%
23%
22.5%
22%
21.5%
21%
20.5%
20%
19.5%
19%
18.5%
18%
17.5%
17%
16.5%
STATES***
AL, AR, AZ, CA, DE, FL,
GA, HI, ID, KY, LA, ME,
MD, MS, MT, NV, NH,
NY, ND, OR, SC, TN,
WA, WI, WY
TX, UT, VA
CO
SD
PA
MI
KS
OK
MO, OH
NE
IN
IL
IA, MN, NC
*MARKETINGS:
Total animals (market hogs, feeder pigs, seedstock) as
reported from the NPB checkoff statistical reports.
**RTS %: The percentage of funding from the state's checkoff receipts which
would be returned to the state association under the federal legislative checkoff
as established by the National Pork Producers Delegate Body.
***States categorized based on 2011, 2012, and 2013 *Marketings.
2011-2013
State
Alabama
Alaska
Arizona
Arkansas
California
Colorado
Connecticut
Delaware
Florida
Georgia
Hawaii
Idaho
Illinois
Indiana
Iowa
Kansas
Kentucky
Louisiana
Maine
Maryland
Massachusetts
Michigan
Minnesota
Mississippi
Missouri
Montana
Nebraska
Nevada
New Hampshire
New Jersey
New Mexico
New York
North Carolina
North Dakota
Ohio
Oklahoma
Oregon
Pennsylvania
Rhode Island
South Carolina
South Dakota
Tennessee
Texas
Utah
Vermont
Virginia
Washington
West Virginia
Wisconsin
Wyoming
Total
2011
108,161
373
296,145
74,046
311,158
1,552,622
1,237
15,572
16,322
262,277
2,023
83,246
7,290,135
6,461,760
37,575,851
3,146,247
622,738
14,557
1,023
72,177
8,903
2,295,484
13,855,804
108,279
4,171,406
508,691
5,409,966
2,791
1,216
7,983
204
135,818
13,027,674
107,620
3,784,526
3,690,599
6,174
2,233,226
562
274,124
2,165,189
365,658
1,182,425
1,140,358
844
1,084,181
23,692
3,932
515,593
175,031
114,195,623
2012
86,356
251
293,290
76,377
309,813
1,485,596
1,455
16,415
14,418
218,086
1,734
99,936
7,548,194
6,679,233
38,801,676
3,220,637
587,421
10,423
1,454
56,742
6,256
2,359,160
14,162,826
65,869
3,951,353
471,000
5,340,468
3,408
1,266
8,395
59
135,744
13,234,340
95,609
3,964,903
3,750,290
6,181
2,266,035
461
265,068
2,118,083
390,111
1,042,483
1,090,254
387
1,075,561
19,365
4,936
513,971
172,462
116,025,811
Attachment 2
2013
86,912
246
277,635
90,485
290,105
1,488,544
1,396
14,226
13,576
207,498
2,373
105,315
7,541,177
6,369,579
39,314,801
3,187,685
560,985
10,182
1,194
34,254
7,134
2,387,297
13,941,261
48,508
3,769,929
492,548
4,928,000
1,911
1,354
6,771
21
106,938
13,348,621
88,219
4,020,934
3,496,451
6,689
2,230,602
2,381
288,402
1,948,887
467,044
980,599
1,139,023
647
1,224,294
17,086
4,513
442,030
142,901
115,139,163
Three Year
Average
93,810
290
289,023
80,303
303,692
1,508,921
1,363
15,404
14,772
229,287
2,043
96,166
7,459,835
6,503,524
38,564,109
3,184,856
590,381
11,721
1,224
54,391
7,431
2,347,314
13,986,630
74,219
3,964,229
490,746
5,226,145
2,703
1,279
7,716
95
126,167
13,203,545
97,149
3,923,454
3,645,780
6,348
2,243,288
1,135
275,865
2,077,386
407,604
1,068,502
1,123,212
626
1,128,012
20,048
4,460
490,531
163,465
115,120,199
Please Print
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Event: 2014 National Pork Producers (Pork Act) Delegate Body
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Tuesday
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Specific Expense
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Report
of the National Pork Checkoff
Nominating Committee
to the National Pork Producers
(Pork Act) Delegate Meeting
Dear Pork Act Delegate:
The National Pork Board Nominating Committee is pleased to present the candidates listed in this booklet.
These candidates have all undergone an intensive screening and interview process by the Nominating
Committee. The Committee would like to extend a special thanks to all these candidates who are willing to
commit the time and effort to serve if elected. The high quality of candidates assures that you will continue
to have the opportunity to elect Pork Board leadership that reflects the great vision, talent, diversity and
geographical balance offered by our industry.
The Committee considered the Pork Act requirement that no less than 12 states be represented on the Pork
Board. Delegate rules require that the Secretary must be able to satisfy this requirement by appointing
nominees ranked by Pork Act Delegates in the top five (5) of the eight (8) nominees submitted to the Secretary
of Agriculture. There are 10 incumbent states on the Pork Board: OK, IA, NC, SD, MI, MA, MN, OH, MO and
NE. All three (3) candidates that represent duplicate states; IA, NC and SD, can be ranked in the top five (5)
nominees given to the Secretary as this would still satisfy the 12-state rule.
As in every year, the Committee carefully followed a comprehensive set of protocols as it conducted its
business to ensure an ethical and fair process that affords equal opportunity to every candidate.
Ranking: Whether or not to rank candidates has generated considerable discussion over the years. Rather
than giving each candidate a single overall score, the Board asked the Nominating Committee to evaluate each
candidate in the five (5) essential components needed for Pork Board Member success:
a. Industry Knowledge – Big picture
b. Pork Board & Checkoff knowledge, programs, ideas
c. Leadership - Active involvement/experience
d. Communications
e. Attitude: Passion and commitment to the pork industry
Regardless of the Nominating Committee work, you—as the Pork Act Delegate Body—have an obligation
under the Pork Act to thoroughly evaluate each candidate. We trust that this additional breakdown will
assist you in making a more informed decision about who to support, based on which of the five (5) essential
components you believe is most important for quality service on the Pork Board. You can then present a list of
qualified pork producers to the Secretary of Agriculture, ranked in order of who you believe would do the best
job in carrying out the Checkoff mission.
Because the Pork Act specifies that one and one-half names be submitted to the Secretary for each of the five
(5) seats to be appointed, all Pork Board candidates will be submitted. And while the Secretary can appoint any
five (5) of the eight (8) candidates submitted, we urge him to respect the wishes of delegates and appoint the
top five (5) nominees to the Pork Board in accord with Delegate ranking. Nevertheless, we are comfortable that
the ranked list will contain the names of eight (8) quality pork producers, all of whom can serve our U.S. pork
industry well.
Thank you to everyone who submitted an application for the National Pork Board and the National Pork
Board Nominating Committee. You provide the kind of leadership to keep this organization focused on its
mission of service to all U.S. pork producers into the future.
2013-2014 Pork Board Nominating Committee,
Conley Nelson, IA, Chair
Jan Archer, NC
Mike Haag, IL
Bill Crawford, MN
Jill Kerber Aldous, IA
David Newman, ND
Everitt Forkner, MO
Pork Board Candidates: 2014 Analysis
• The National Pork Board consists of 15 members each serving a maximum of two, three-year terms.
• In 2014 there are vacancies for five (5) members of the National Pork Board: each for a three-year term.
• The Pork Act specifies that one and one-half names be submitted to the Secretary of Agriculture for each
vacancy.
• In 2014 eight (8) candidates must be nominated and ranked by Pork Act Delegates.
• The top five (5) nominees must meet the 12-state requirement before being sent to the Secretary.
• In July 2014 five (5) Pork Board members will be appointed by the Secretary of Agriculture from the list
of eight nominees elected by Delegates to serve three-year terms.
Seats to be elected in 2014 are currently held by:
1. Conley Nelson, IA
2. Karen Richter, MN 3. Roy Henry, KS
4. Henry Moore, NC
5. Glen Walters, GA
Not Eligible for reelection
Eligible for reelection to a 3-year term
Eligible for reelection to a 3-year term
12-State Rule:
The Pork Act requires that no less than 12 states be represented by the 15 Pork Board members. Currently,
there are 10 incumbent states on the Pork Board: OK, IA, NC, SD, MI, MA, MN, OH, MO and NE. All three
(3) duplicate states can be represented in the top 5 ranked candidates.
2012
Brad Greenway, SD
Dale Norton, MI
Lisa Colby, MA
Craig Mensink, MN
Carl Link, OH
2012 – Second Term
2012 – First Term
2012 – First Term
Term Ends
2015
2015
2015
2015
2015
2013
Jan Archer, NC
Terry O’Neel, NE
Mike Wyant, MO
Wathina Luthi, OK
Derrick Sleezer, IA
2013 – First Term
2013 – First Term
2013 – First Term
2016
2016
2016
2016
2016
Implementing the 12-State Rule:
Delegate rules require that a slate of ranked nominees be submitted to USDA so that the Secretary of
Agriculture can appoint the top five (5) of the eight (8) nominees submitted without change, and still satisfy
the 12-state requirement.
2014 Nominating Book | 1
The Candidates for National Pork Board
The 2013-2014 Pork Board Nominating Committee respectfully submits to Pork Act Delegates the following
candidates for National Pork Board in Alphabetical Order:
Gary Asay, IL
Brett Kaysen, CO
Ed Keller, NY
Henry Moore, NC
David Reinecker, PA
Steve Rommereim, SD
Craig Rowles, IA
Glen Walters, GA
Eight (8) candidates to be nominated by Pork Act Delegates from whom the U.S. Secretary of Agriculture
will appoint five (5) National Pork Board members; each serving a three-year term.
The Nominees for Pork Board Nominating Committee
The 2013-2014 Pork Board Nominating Committee respectfully submits to Pork Act Delegates the following
candidates for the Pork Board Nominating Committee in Alphabetical Order:
David Dedert, IL
Bill Knapke, OH
Brent Sandidge, MO
Bill Tentinger, IA
Dawn Williamson, NC
Two (2) nominees to be elected to serve a two-year term.
Gary Asay ~ Osco, Illinois
Gary Asay owns and manages Asay Farms, a wean-to-finish operation in Illinois.
Asay Farms markets 9,500 hogs annually and also raises corn and soybeans.
Asay currently serves on the Illinois Pork Producers Association board of
directors and is a director for the National Pork Producers Council. He is an
Operation Main Street and OMS 2.0 speaker. Asay is also a member of the
Illinois Soybean Association and the Illinois Corn Growers Association.
What do you consider to be the major issuing facing the pork industry
today? The major issue I see facing the pork industry is the education of the
consumer. I feel it is very important to tell how we raise our hogs and why we do
it that way. That is the main reason I give OMS presentations. A well-educated
consumer will be more willing to buy our product and will be less likely to make demands on how we raise hogs.
What do you think should be the main goal of the Checkoff and National Pork Board? I feel the
National Pork Board should work to educate the consumer and also help producers with continued
improvement in how we raise hogs.
Why are you seeking this position? I have worked hard for the pork industry and I feel I can contribute
more in the future.
Brett Kaysen ~ Nunn, Colorado
Brett Kaysen operates Safe Haven Farms in Colorado. He is a seed stock
producer and markets 480 pigs annually.
Kaysen currently serves on the Colorado Pork Producers Council and is a
member of the National Junior Swine Association board of directors. At the
national level he serves on National Pork Board’s Youth PQA Task Force
Committee. He is also an Operation Main Street and OMS 2.0 speaker.
today? As with many agricultural groups today, I believe that the pork industry
is facing several major issues. While some issues are directly related to pork
production, and the evolution in technology and nature, there are others that
are related to consumer views of our product and how it is raised. I see several swine health issues facing the
industry including PEDV and PRRS. In addition to the prevalence of these diseases, the industry is also facing
the issue of beta-agonists and sub-therapeutic antibiotic use which also raises concerns for consumers in terms
of health concerns and animal welfare. Sow housing is a major topic of discussion and will continue to garner
industry attention. As a producer, I feel like the industry will continue to see issues in terms of economic
changes including increasing feed costs and the ever-changing export markets.
What do you think should be the main goal of the Checkoff and National Pork Board? The main goal
of the Checkoff and National Pork Board should be to fulfill the Act and the Order of the Pork Promotion,
Research, and Consumer Information Act of 1985 by providing promotion, education and research for pork
producers and consumers. At the end of the day, it is all about increasing opportunities for both the producer
and the consumer.
Why are you seeking this position? I have been blessed with a wonderful life and grew up with such an
amazing agricultural influence on my life. It is my mission to serve and give back to the industry that gave –
and continues to give – so much to me. If I can use my time and talent to better serve the industry, than that is
what I want to do.
Edward Keller ~ Corfu, New York
Edward Keller is the owner and operator of Keller Family Farm, a farrow-tofinish and seed stock producer with ten sows that markets 150 pigs annually.
Keller is a New York Producers Cooperative member and served as vice
president from 2004 to 2013. At the national level, he served as a member of the
Resolutions/Advisement Committee for Pork Forum in 2012.
today? Maintaining and expanding the export and domestic markets for U.S.
pork along with addressing the labor and disease issues.
What do you think should be the main goal of the Checkoff and National
Pork Board? I think the main goal of the Pork Checkoff and the National Pork Board should be to distribute
Checkoff funds to programs and resources to benefit the U.S. hog industry.
Why are you seeking this position? I am seeking this position because there is a huge number of small
producers in this country—from the 4-H producer with one or two hogs to producers with 10 sows. I feel that
the pork industry needs someone from this group to represent them. I would like to be an example to them by
showing them the importance of PQA Plus® certification and being PQA Plus site assessed.
Henry Moore ~ Clinton, North Carolina
Henry Moore owns and manages Bobcat Farms, LLC, a farrow-to-finish
operation in North Carolina. Bobcat Farms markets 110,000 hogs annually. The
farm also includes a cow/calf operation and also raises corn, soybeans and hay.
Moore is running for a second term for the National Pork Board. He is an
Operation Main Street and OMS 2.0 speaker, a 2005 Pork Leadership Academy
graduate and a 2006 National Environmental Steward winner. He is a past
director and executive committee member of the North Carolina Pork Council.
Locally, Moore serves on numerous agricultural and community boards and
associations.
What do you consider to be the major issuing facing the pork industry today? Sustainability due to
constant threats of foreign animal diseases, animal extremists that desire a vegan society, and the profitability
that allows U.S. pork producers to be competitive.
What do you think should be the main goal of the Checkoff and National Pork Board? To promote our
products, educate our producers and assist with research projects to improve our industry. In addition, help
our producers to continue to be sustainable in all aspects of productions so that we remain the leader in the
industry with the best competitive advantage.
Why are you seeking this position? I feel it is my responsibility to stand up and be a leader for the industry
that supports my family and community.
David Reinecker ~ York Springs,
Pennsylvania
David Reinecker is a partner with his son Andrew in Reinecker Ag LLC and
Reinecker Farms LLC, a feeder pig-to-finish operation that markets 2,800 pigs
annually. They also raise cattle, corn, soybeans, barley and hay.
At the state level, Reinecker was named Mid-Atlantic Master Farmer in 2010;
has served twice as president of the Pennsylvania Pork Producers Council; and
was a Pork All-American in 1985. Nationally he is a member of the National
Pork Board’s Trade Committee and has served on both the Domestic Marketing
and Niche Marketing committees. Dave also served as chair of the Pork Industry
Group at the National Livestock and Meat Board.
What do you consider the major issue facing the pork industry today? Maintaining our freedom to
operate is the biggest issue facing our industry today. This includes both production practices and product
marketing. It is essential that those of us who depend on pork production for our livelihood stand together to
lead our industry forward.
What do you think should be the main goal of the Checkoff and National Pork Board? The
mission of the Checkoff is to promote our product, educate our producers and consumers, and provide science-based
research so that together we can help our pork industry remain responsible, sustainable, professional and profitable.
Why are you seeking this position? Serving on the National Pork Board has been a long-standing personal
goal ever since its creation in 1985. (I served on the 100 percent task force of producers that was instrumental in
its creation.) I believe in its mission and know I could contribute positively to its success within our industry. I
also would be most honored to be Pennsylvania’s first member on the National Pork Board.
Steve Rommereim ~ Alcester, South Dakota
Steve Rommereim is the owner, manager and operator of Highland Swine in
South Dakota. Highland Swine markets 5,000 pigs annually. He also grows corn,
soybeans, and alfalfa on his farm.
Rommereim currently serves on the National Pork Board Producer and State
Services committee. He is an Operation Main Street speaker and has served as
a delegate for South Dakota to the Pork Industry Forum since 2003. He also
served on the National Pork Board’s Plan of Work Task Force in 2009. He served
as president of the South Dakota Pork Producers Association in 2009-10 and
was on the board from 2001 to 2011. He also is president of Agriculture United
for South Dakota.
What do you consider the major issue facing the pork industry today? I believe that the issue that affects
us as an industry the most is the disconnection between the producer and the consumer. As fewer people are
aware of modern pork production practices, the respect and trust for agriculture can no longer be expected to
maintain the level it once held. But as public trust of our production increases, the effect of groups such as HSUS,
PETA, etc. will have less of an impact and we will have a stronger voice in the legislative and regulatory process.
What do you think should be the main goal of the Checkoff and the National Pork Board? The Pork
Act mandates that Checkoff dollars be spent on Education, Research and Promotion. I believe the main goal
of NPB is to spend every dollar it collects as efficiently as possible. The mandate has set our goal to educate,
research and promote. This being said, the priority for NPB should be to maintain our freedom to operate in a
manner that is socially accepted and that reflects pork producer ethics.
Why are you seeking this position? Fourteen years of leadership in the agriculture industry has shown me
many positive results for my efforts. While the work in my own state continues, I have come to a desire a more
global focus. I see a great need for persons in my level of production to be represented on the board. Small
family farms do not have the resources of the larger companies, and this is a gap that NPB can help fill.
Craig Rowles ~ Carroll, Iowa
Craig Rowles is a partner and general manager of Elite Pork Partnership in
Iowa. Elite Pork Partnership is a farrow-to-finish operation that markets 150,000
pigs annually. He is also involved in the egg industry.
At the state level, Rowles currently serves on the Iowa Pork Producers
Association board of directors. In addition, he also serves on IPPA Research and
Swine Health and Well Being Committees. Nationally, he serves on the National
Pork Board Animal Health Committee and the National Pork Producers Animal
Health and Food Security committee. Rowles is also a member of the American
Association of Swine Veterinarians.
today? Today, the swine industry faces a number of challenges. Some of these challenges include animal
welfare issues, antibiotic use, air and water emission questions, carbon footprint questions and vocal antianimal production activists. All of these challenges have a common denominator rooted in the gulf that exists
between animal agriculture and the consumer we wish to serve. This distance creates an environment of poor
understanding of our practices and processes. It also provides an opportunity for us as producers. We need to
continue to work to communicate who we are and the ethical principles for which we stand.
What do you think should be the main goal of the Checkoff and National Pork Board? The main goal
of the Checkoff and National Pork Board should be to be good stewards in administering producers’ money
in the areas of research, education, and promotion and provide programs which are to the benefit of all
producers, both large and small.
Why are you seeking this position? I have served this industry in a number of state committee positions
and at the state board level. I would like the opportunity to also serve at the national level. I believe I can bring
a unique experience to the board that transcends both large and small producers. I would like to further our
efforts in the areas of research and education.
Glen Walters ~ Forsyth, Georgia
Glen Walters is a partner in Walters Farms, a feeder pig-to-finish operation that
markets 18,000 hogs annually. He also raises cattle and hay.
Nationally, Walters is currently serving on the National Pork Board. At the state
level, he has served as vice president of the Georgia Pork Producers Association
and received the Governor’s Environmental Stewardship Award in 2006. He is
also a member of the Georgia Agri-Leaders, Georgia Cattlemen’s Association
and Georgia Army National Guard.
today? Operating freedom for pork producers while improving consumer trust
and the image of the pork industry.
What do you think should be the main goal of the Checkoff and National Pork Board? Listen to the
needs of all types of producers and industry partners in order to apply resources to benefit the industry
as a whole.
Why are you seeking this position? I love working with the producers and industry leaders that I have met
over the past three years. I feel a sense of obligation to give back to an industry that has provided a blessing to
my family.
Pork Board/
Checkoff
Knowledge
Score Rank Score Rank
Gary Asay
8.286
4
9.000
3
Brett Kaysen
7.714
7
6.714
8
Ed Keller
6.571
8
6.857
7
Henry Moore
9.571
1
10.000
1
David Reinecker
8.000
6
8.857
5
Steve Rommereim 8.286
4
8.857
5
Craig Rowles
9.429
2
9.000
3
Glen Walter
8.429
3
9.143
2
Board of
Directors
Candidates
Industry
Knowledge
Leadership
Skills
Score Rank
14.857
4
11.857
7
10.143
8
16.714
1
12.571
6
15.143
3
13.000
5
16.000
2
Communication
Skills
Score
7.286
8.857
6.143
9.143
7.571
8.857
9.714
8.286
Rank
7
3
8
2
6
3
1
5
Attitude/
Passion
Score Rank
8.286
5
8.143
7
7.714
8
9.571
1
8.286
5
8.857
3
9.571
1
8.714
4
National Pork Board Nominating Bios
David Dedert ~ Quincy, Illinois
David Dedert owns a farrow-to-finish operation that markets 350 hogs annually in Illinois.
He also raises cattle, sheep, corn, soybeans and oats.
Dedert has served on the Illinois Pork Producers Association since 2003 and serves as
the chair of their Education and Youth Committee. At the national level, he has been a
delegate to the Pork Industry Form and served on the resolutions committee in 2013. He is
a graduate of the Pork Leadership Academy and is an Operation Main Street speaker.
What do you consider to be the major issuing facing the pork industry today? Getting our voice and the
truth heard by the consuming public over the animal rights and environment zealots.
What do you think should be the main goal of the Checkoff and National Pork Board? Educate the
public about the versatility of pork along with the producer’s dedication to animal welfare and environmental
concerns.
Why are you seeking this position? To make sure that the best candidates are recommended to the delegate
body at Pork Forum.
William Knapke ~ Ft. Recovery, Ohio
William Knapke is the Environmental Manager for Cooper Farms in Ohio. Cooper Farms
is a farrow-to-finish operation that markets 400,000 hogs annually. Cooper Farms also
raises turkeys, chickens, corn, beans and wheat.
Knapke has served on the Ohio Pork Producers Board of Directors since 2009 and
currently serves at the president elect of the organization. He also serves on the National
Pork Producers Council environmental committee and has been a delegate to Pork
Industry Forum. Knapke is an Operation Main Street speaker and is a graduate of the Pork
Leadership Institute.
What do you consider to be the major issuing facing the pork industry today? Exports and profitability.
Sow housing and animal care, defending attacks from HSUS and similar organizations. Antibiotic use.
What do you think should be the main goal of the Checkoff and National Pork Board? Increase demand
for U.S. pork both domestically and abroad. Conduct research that supports that goal.
Why are you seeking this position? I want to continue to grow with the Ohio Pork Producers Association. I
feel it is very important to be involved at the state and national level. I would like to help to shape the future of
the National Pork Board and the pork industry. I feel that I can be an asset to the nomination committee.
Brent Sandidge ~ Marshall, Missouri
Brent Sandidge is the owner of Ham Hill Farms Inc. in Missouri. Ham Hill Farms is a
farrow-to-finish operation that markets over 70,000 hogs annually.
Sandidge has served numerous positions with the Missouri Pork Producers Association,
including as president. He has also served on the National Pork Board’s Animal Health
Committee and the National Pork Producers Council Farm Bill Task Force Committee.
Sandidge is an Operation Main Street speaker.
What do you consider to be the major issuing facing the pork industry today? EPA attack on farming in
general, animal welfare issues on how we are allowed to raise pigs, PRRS and PEDV, preventing the entry of a
foreign animal disease and expanding trade around the world for U.S. pork.
What do you think should be the main goal of the Checkoff and National Pork Board? To keep the U.S.
a low-cost producer of the safest, most nutritious pork in the world.
Why are you seeking this position? To help the industry find good people to serve on the National Pork
Board to direct the organization.
Bill Tentinger ~ Le Mars, Iowa
Bill Tentinger owns and manages Tentinger Farms located in Iowa. Tentinger Farms is a
farrow-to-finish operation that markets 10,000 hogs annually. In addition to raising pigs,
Tentinger also raises corn and soybeans on his farm near Le Mars.
At the state level, Tentinger has served on the Iowa Pork Producers Association board of
directors, serving as president in 2012. He participated in National Pork Board’s Plan of
Work in 2010 and has served as a delegate to Pork Industry Forum from 2005 to 2013.
Tentinger is an Operation Main Street speaker.
What do you consider to be the major issuing facing the pork industry today? I think defending our
right to operate is the biggest challenge we face today. Antibiotic use and regulation are of huge concern in
the industry. Also animal handling, the care of our animals and the facilities we house them in are being
scrutinized. How we deal with these issues - and come to grips with them - will dictate how our customers
perceive our operation.
What do you think should be the main goal of the Checkoff and National Pork Board? I think Checkoff
and Pork Board’s focus should always be to add to the advantages we have as a producer in the U.S. market place –
whether it is through better market access or knowledge of what it takes to produce our product.
Why are you seeking this position? I have been in this industry for my entire career (45 years) and I feel I
need to give back, and I hope that my willingness to serve will convince others to give some of their time to
better our industry.
Dawn Williamson ~ Clinton, North Carolina
Dawn Williamson is the owner of A & P Farms, LLC in North Carolina, a farrow-to-wean
operation with 3,000 sows that markets 69,000 hogs annually. A & P Farms, LLC also
raises corn, soybeans, wheat, grapes and timber.
Williamson currently serves on the North Carolina Pork Producers board of directors.
Nationally she has served as a delegate for Pork Industry Forum and is an Operation Main
Street Speaker.
What do you consider to be the major issuing facing the pork industry today? I believe one great
challenge is positioning producers to meet current and changing demands from all our consumers. The
issues are highly variable, many centering on food safety, nutrition, animal welfare and value. Our consumers
(wholesale, export, farm-to-table and traditional retail) are alternately savvy and undereducated about our
product and production methods. There is no “one-size-fits-all” approach. We have to work on all these fronts
to ensure pork’s consumer demand grows.
What do you think should be the main goal of the Checkoff and National Pork Board? I believe in the
current goals and purpose of the organization to prudently spend Checkoff funds in support of industryrelated research, consumer education, producer advocacy and continuing producer education.
Why are you seeking this position? I have sincerely enjoyed the time I’ve spent as an active voice for our
industry and would like to be more involved at the national level. Producers are facing numerous pressures –
financial, political, activist and consumer driven – which detract from our real story. I would be honored to
be a part of shaping our leadership for the future to assist the development of a toolbox for producers to use in
meeting these challenges, whatever their operation size and target consumer.
Pork Board/
Checkoff
Knowledge
Score Rank Score Rank
David Dedert
6.571
5
7.143
4
Bill Knapke
7.714
3
7.571
3
Brent Sandidge
8.143
1
8.286
1
Bill Tentinger
7.857
2
7.857
2
Dawn Williamson 6.857
4
6.429
5
Nominating
Committee
Candidates
Industry
Knowledge
Leadership
Skills
Score Rank
9.286
5
14.000
1
13.143
2
12.714
3
10.286
4
Communication
Skills
Score
5.857
7.429
8.000
7.571
8.143
Rank
5
4
2
3
1
Attitude/
Passion
Score Rank
8.286
3
8.286
3
8.857
1
8.571
2
7.929
5
National Pork Board
1776 NW 114th St • Clive, IA 50325
pork.org • (800) 456-7675
PORK INDUSTRY VOTING RESULTS WORKSHEET
NATIONAL PORK BOARD
Names
Shares
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NOMINATING COMMITTEE
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2014 ADVISEMENT
KEY RESULT AREA:
RESOLUTION NUMBER:
SUBMITTED BY:
Science & Technology
2014 - ST 1
Iowa Pork Producers Association
SUBJECT MATTER:
Animal Handling and Welfare Assurance
Programs
___________________________________________________________
Motion:
The National Pork Board in cooperation with the National Pork Producers Council
shall continue to develop and then introduce a new standardized program for
animal handling, welfare assurance and production assurance.
* * * * * * * * * * * * * * * * * * * * * * * * * * * * *
Rationale:
Pork producers have worked diligently to provide for the well-being of the animals
they raise.
PQA, TQA and site assessment programs have been in place for a number of
years and these types of programs are important to proactively train pork
producers on animal well-being. In addition, standardized programs provide a
benchmark of appropriate animal production and handling targets.
Most packers now require their supplying pork producers to complete and
follow their own animal handling and production assurance protocols. These
may or may not be consistent with PQA, TQA, etc.
Background Information:
Following a similar resolution in 2013, NPB has established an Industry Audit
Task Force to facilitate the development of a consistent, reliable and verifiable
system that assures on-farm animal well-being. This group of producers,
packers and customers has been charged with identifying ways to eliminate
duplication of audits and/or minimizes the administrative burden placed on
producers as well as developing consensus about consistent standards between
and among various independent audit programs with PQA Plus used as the
foundation. The task force has also discussed how to create inter- and intraobserver consistency and protection of herd health through biosecurity protocols.
This task force will continue their work in early 2014.
2014 ADVISEMENT
KEY RESULT AREA:
RESOLUTION NUMBER:
SUBMITTED BY:
SUBJECT MATTER:
2014 - ST 2
Group Identification at the Packing Plant
___________________________________________________________
Motion:
The National Pork Board shall work with researchers and packing
plant personnel to explore alternative identification practices that limit stress on
the animal and streamline the unloading process at the packing plant.
* * * * * * * * * * * * * * * * * * * * * * * * * * * * *
Rationale:
Pork producers are trained in PQA and TQA and best animal handling
procedures.
Producers are continuously seeking ways to limit the amount of stress on their
animals.
Producers and packers try very hard to strictly abide by dock time schedules to
limit the stress on pigs and increase the ease of unloading at the plant.
Recent plant shut downs because of the challenges at the tattooing station can
leave pigs in compromising situations potentially harmful to their health and wellbeing.
2014 ADVISEMENT
KEY RESULT AREA:
RESOLUTION NUMBER:
SUBMITTED BY:
SUBJECT MATTER:
2014 - ST 3
Feed Ingredient Handling
___________________________________________________________
Motion:
The National Pork Board shall work with researchers and feed
ingredient providers to develop practices and management techniques to reduce
or eliminate potential contaminates from the feed supply system.
* * * * * * * * * * * * * * * * * * * * * * * * * * * * *
Rationale:
Pork producers are continuously researching and altering health management
plans to prepare their operations for potential outbreaks.
Recent Porcine Epidemic Diarrhea (PED) virus outbreaks across the country
have increased producer involvement in all aspects of the production cycle to
identify potential areas of risk.
Producers have recognized that wildlife contact with pigs and feed ingredients
can increase producers’ potential risk of contracting a disease;
2014 ADVISEMENT
KEY RESULT AREA:
Communications
RESOLUTION NUMBER:
2014 – COMM 1
SUBMITTED BY:
Minnesota Pork Board
SUBJECT MATTER:
Communication Terms
MOTION: The National Pork Board shall continue to research and identify trends
in consumer friendly language, and develop and distribute new and existing
resources which communicate universal messaging proven to resonate positively
and effectively with consumers throughout the entire pork chain. An emphasis
should be placed on animal care practices.
AGENDA ITEM:
2015 Allocation of Delegates by State
X
For Action
For Information
BACKGROUND:
Annually delegates need to adopt an allocation of the
number of delegates by state and importers that is to
be recommended to the Secretary of Agriculture for
appointment for the next annual meeting.
EXISTING POLICY:
At the 1992 annual meeting, the following policy was
unanimously adopted.
National Pork Producers (Pork Act) Delegate
allocation (see attachment #1) shall be applied
annually to the estimated assessments to be
collected for the next annual meeting. The
delegate allocation by state or importers will
be reviewed and approved annually by vote of
the current delegates for the next National
Pork Producers (Pork Act) Delegate Body
meeting.
DISCUSSION:
The delegate allocation table (attachment #1)
maintains the principle of proportional representation
that is the foundation of pork producer governance
principles and consistent with the Pork Act. The table
was based on historic data from previous delegate
appointments from states or importers. Also, the
principle of no less than two delegates from a state is
maintained.
Attachment #2 delineates the allocation of delegates
for the 2015 annual meeting. The National Pork Board
has adopted an estimated revenue for 2014 to be
$80.9 million of checkoff receipts. The percent of total
estimated 2014 assessments is based on the actual
amount of assessments collected from each state and
importers during the 12 months of 2013 and converted
to a percent.
OVER...
The most important point at this time is that the
number of delegates indicated on Attachment #2 be
completely agreed upon by this delegate body and
subsequently be communicated to the Secretary of
Agriculture.
Prior to the 2015 delegate body meeting, and as was
done for this meeting, the actual numbers of shares
voted by delegates will be calculated and based on
actual dollars collected from a state during 2014.
RECOMMENDATION:
Based on past delegate body established policy,
delegates are asked to adopt and recommend to the
Secretary the appointment of delegates as calculated
and distributed by state in Attachment #2.
Attachment 1
NATIONAL PORK PRODUCERS (PORK ACT) DELEGATE ALLOCATION
Percent of
National Market Deductions
0
1.0668
2.1335
4.0888
5.1555
6.2222
7.2889
8.3556
9.4223
10.4890
11.5557
12.6224
13.6891
14.7558
15.8225
16.8892
17.9559
19.0226
20.0893
21.1560
22.2227
23.2894
24.3562
25.4229
26.4896
27.5563
28.6230
29.6897
30.7564
-
1.0667
2.1334
4.0887
5.1554
6.2221
7.2888
8.3555
9.4222
10.4889
11.5556
12.6223
13.6890
14.7557
15.8224
16.8891
17.9558
19.0225
20.0892
21.1559
22.2226
23.2893
24.3561
25.4228
26.4895
27.5562
28.6229
29.6896
30.7563
31.8230
Delegates
Allocated
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Adopted by the 1992 National Pork Producers (Pork Act) Delegate Body.
NATIONAL PORK PRODUCERS (PORK ACT)
DELEGATE ALLOCATION
PROJECTED 2015
Attachment 2
STATE
ALABAMA
ALASKA
ARIZONA
ARKANSAS
CALIFORNIA
COLORADO
CONNECTICUT
DELAWARE
FLORIDA
GEORGIA
HAWAII
IDAHO
ILLINOIS
INDIANA
IOWA
KANSAS
KENTUCKY
LOUISIANA
MAINE
MARYLAND
MASSACHUSETTS
MICHIGAN
MINNESOTA
MISSISSIPPI
MISSOURI
MONTANA
NEBRASKA
NEVADA
NEW HAMPSHIRE
NEW JERSEY
NEW MEXICO
NEW YORK
NORTH CAROLINA
NORTH DAKOTA
OHIO
OKLAHOMA
OREGON
PENNSYLVANIA
RHODE ISLAND
SOUTH CAROLINA
SOUTH DAKOTA
TENNESSEE
TEXAS
UTAH
VERMONT
VIRGINIA
WASHINGTON
WEST VIRGINIA
WISCONSIN
WYOMING
IMPORTERS
TOTAL
PROJ. 2014
ASSESSMENTS
(000)
SHARES
60.3
0.1
193.2
77.1
221.3
577.6
0.5
4.2
9.1
128.9
2.4
37.0
4,800.7
4,152.9
27,485.5
2,190.7
378.1
3.2
0.5
17.8
3.4
1,575.8
9,657.1
36.8
2,557.5
205.3
3,277.4
1.3
0.9
4.5
0.0
68.4
9,248.8
62.2
2,700.7
2,074.4
6.6
1,446.7
0.8
193.0
1,368.0
281.0
673.4
822.2
0.2
868.1
11.6
3.6
271.3
41.2
3,063.5
80,867.0
60
1
193
77
221
578
1
4
9
129
2
37
4,801
4,153
27,486
2,191
378
3
1
18
3
1,576
9,657
37
2,558
205
3,277
1
1
5
1
68
9,249
62
2,701
2,074
7
1,447
1
193
1,368
281
673
822
1
868
12
4
271
41
3,064
80,870
PERCENT OF
PROJ. 2014
ASSESSMENTS
0.0745%
0.0002%
0.2389%
0.0953%
0.2737%
0.7142%
0.0006%
0.0052%
0.0112%
0.1594%
0.0030%
0.0457%
5.9366%
5.1355%
33.9886%
2.7091%
0.4676%
0.0040%
0.0006%
0.0220%
0.0043%
1.9486%
11.9419%
0.0455%
3.1626%
0.2539%
4.0528%
0.0017%
0.0011%
0.0056%
0.0000%
0.0846%
11.4370%
0.0770%
3.3397%
2.5651%
0.0082%
1.7890%
0.0010%
0.2386%
1.6917%
0.3475%
0.8328%
1.0167%
0.0003%
1.0735%
0.0143%
0.0044%
0.3355%
0.0509%
3.7883%
2015
DELEGATES
SHARES
PER DELEGATE
2
2
2
2
2
2
2
2
2
2
2
2
6
5
30
4
2
2
2
2
2
3
12
2
4
2
4
2
2
2
2
2
11
2
4
4
2
3
2
2
3
2
2
2
2
3
2
2
2
2
4
172
30.0
0.5
96.5
38.5
110.5
289.0
0.5
2.0
4.5
64.5
1.0
18.5
800.2
830.6
916.2
547.8
189.0
1.5
0.5
9.0
1.5
525.3
804.8
18.5
639.5
102.5
819.3
0.5
0.5
2.5
0.5
34.0
840.8
31.0
675.3
518.5
3.5
482.3
0.5
96.5
456.0
140.5
336.5
411.0
0.5
289.3
6.0
2.0
135.5
20.5
766.0
March 10, 2014
Contact: Cindy Cunningham
National Pork Board
[email protected]
515-223-2600
(Insert City) Pork Producer Provides Input on Checkoff Programs
(Insert name), a farmer from (City, State), served as a delegate to the Pork Act Delegate assembly March
6-8 in Kansas City, Mo. (Insert name) was appointed as a delegate by U.S. Secretary of Agriculture Tom
Vilsack.
“It was important to me to represent pork producers from across the U.S. as a Pork Act Delegate,” said
(Insert name). “As an industry, when we stand united and work toward a common goal we can yield
positive results for pork producers.”
(Insert name) was one of 156 delegates who traveled from across the country to represent pork
producers and importers who sell pork products in the United States. The duties of a delegate include
nominating members to serve on the National Pork Board; establishing how much of the Pork Checkoff is
returned to state pork organizations; and providing direction on the pork promotion, research and
consumer information priorities funded by the Pork Checkoff.
America’s pork producers contribute 40 cents of every $100 of sales to the Checkoff, and importers use a
sales formula to contribute a similar amount. The role of the Pork Checkoff is to promote and enhance
consumer demand for pork on a global basis; invest in research designed to improve production practices
and safeguard the pork supply, environment, and animal well-being; and educate America’s pig farmers
on modern livestock production practices through sharing techniques, training and certification programs.
The National Pork Board earlier approved a 2014 budget for national spending of $64.0 million for
promotion, research and education programs. The work of the Pork Checkoff is centered on protecting
the ability of farmers to produce pork, reposition pork’s image, and enable producers to remain highly
competitive on a global basis.
Included in the 2014 budget is approximately $26.5 million focused on increasing domestic consumer
pork expenditures
“We know from our research that more Americans are enjoying fresh pork more frequently,” said (Insert
Name). “A recent tracking study indicated that the size of the Pork Checkoff’s consumer target has grown
to 43 percent of U.S. households, up from 27 percent in 2010. This growth indicates that the Pork Be
inspired® campaign is making a difference in the marketplace.”
The National Pork Board has responsibility for Checkoff-funded research, promotion and consumer
information projects and for communicating with pork producers and the public. Through a legislative
national Pork Checkoff, pork producers invest $0.40 for each $100 value of hogs sold. Importers of pork
products contribute a like amount, based on a formula. The Pork Checkoff funds national and state
programs in advertising, consumer information, retail and foodservice marketing, export market
promotion, production improvement, technology, swine health, pork safety and environmental
management. For information on Checkoff-funded programs, pork producers can call the Pork Checkoff
Service Center at (800) 456-7675 or check the Internet at www.pork.org.
###
2013 Year
in Review
A Letter from the President
2013 Pork Checkoff Annual Report
2013 National Pork Board of Directors
Dear fellow pork producers:
In no uncertain terms, this was a critical year for our industry. From undercover videos
calling into question our industry’s animal care practices to consumer calls for transparency on how food is produced, an even stronger need to work together emerged.
And it’s not just our industry, but all of agriculture. It is through this lens that I share
with you the Pork Checkoff annual report.
This past year:
■■
■■
■■
■■
■■
■■
The Porcine Epidemic Diarrhea Virus took a toll on farms across the United States.
Your Pork Checkoff responded by funding more than $1 million in research and
aggressively sharing information on how to prepare your farm.
The Pork Checkoff built a consumer marketing campaign and retail and foodservice relationships to position pork as versatile and flavorful. Announcements on
new pork cut nomenclature, reinforcement of the ideal cooking temperature and
catapulting pork into the No. 1 fastest-growing protein in foodservice were a few
of the headlines.
On a global scale, regulations and trade barriers resulted in a challenging year for
U.S. pork exports. However, as 2013 drew to a close, pork exports rallied as did
optimism surrounding pending trade agreements.
The Checkoff expanded its education and professional certification programs, all
centered on the pillars of the We CareSM commitment to food safety, the environment, animal well-being, worker safety and community connection. Today, more
than 60,000 individuals are PQA Plus® certified, with nearly 16,500 sites assessed.
The Checkoff reached out to key food chain influencers, building solid working
relationships and sharing timely information about our industry. In the first full year
of engagement, a database of more than 1,100 contacts has been developed,
with over 2,500 customer interactions recorded.
And as a member of the U.S. Farmers & Ranchers Alliance, the Pork Checkoff
shared its messages of transparency, sustainability and continuous improvement
with consumers nationwide.
I invite you to read more about last year’s highlights. If you have questions, my fellow
board members and I will be pleased to respond. You can find our contact information
on pork.org, or by contacting the Pork Checkoff Service Center at (800) 456-7675.
Your investment makes our collective success possible.
Our focus on continuous improvement is at the center of the strategic planning effort
currently underway. The end result will be a five-year plan that builds on our strengths
and identifies ways to further improve market opportunities, food safety, production
practices, sustainability and animal well-being.
It is important work, and we want your input. Tell us how we can improve by dropping
a note to [email protected]. We welcome all your suggestions and ideas. I look forward to sharing more on the strategic planning initiative in the year ahead. It’s your
Pork Checkoff, and I invite you to get involved.
Jan Archer
Goldsboro, N.C.
Newburyport, Mass.
Lisa Colby
Brad Greenway
Roy Henry
Carl Link
Wathina Luthi
Craig Mensink
Henry Moore
Fort Recovery, Ohio
Gage, Okla.
Terry O’Neel
Friend, Neb.
President
Karen Richter
Montgomery, Minn.
Mitchell, S.D.
Preston, Minn.
Glen Walters
Barnesville, Ga.
Vice President
Dale Norton
Bronson, Mich.
Longford, Kan.
Clinton, N.C.
Mike Wyant
Nevada, Mo.
Treasurer
Derrick Sleezer
Cherokee, Iowa
Immediate
Past President
Conley Nelson
Algona, Iowa
Vision
Leading a world-class food industry.
Responsible. Sustainable. Professional. Profitable.
Thank you,
Mission Statement
Karen Richter, National Pork Board President
Montgomery, Minnesota
The National Pork Board harnesses the resources of all producers to
capture opportunity, address challenges and satisfy customers.
Operating Freedom
Checkoff Offers New Sow
Housing Information
The National Pork Board will protect the rights and ability
of U.S. farmers to produce pork in a socially responsible
and cost competitive manner.
Checkoff Helps Producers Be Prepared
The Pork Checkoff introduced two new tools to help pork producers
in the event of a crisis or emergency on their farm. The Farm-level
Crisis Response Plan template and the Emergency Action Plan
provide customizable, step-by-step guides to help producers
prepare and stay on track in their commitment to providing a safe,
high-quality product.
Guided by the 2013 Pork Act Delegates, the Pork Checkoff has been
working to provide producers with information centered on how they can best
ensure the well-being of their pigs as it
relates to sow housing.
In 2013, pork producers were offered
a webinar series focused on the latest
information and insights about current
stall and group sow housing options.
The Pork Checkoff also introduced a sow
housing calculator to help producers
create comparative cash-flow sheets and
cost-per-pig estimates when considering
different gestation housing systems.
A well-documented emergency action plan (EAP)
can be a valuable tool to reduce the impact of
an emergency on your operation. A thorough
analysis and description of your individual operation
and sites, careful planning for each possible
emergency scenario and ongoing maintenance and
training before an emergency are all critical steps to
effectively handle an emergency situation.
Complete the information in each field provided
to create a customized plan for your operation.
When you have completed your emergency
action plan, you will have the opportunity to print
a hard copy (or copies) and to save an electronic
copy of it as well.
EMERGENCY ACTION PLAN
Directions: An emergency action plan (EAP) should be created for each individual site.
At the bottom of each section, you will have the ability to save. Please save these documents to
your computer by selecting “Save As”. You may use these documents with minor changes
for each site and each hazard type.
After completion, each site should have a copy available in the event of an emergency.
This information should be shared with all employees to ensure best execution of the EAP.
1
Operation Information
2
Thorough training for every employee or person
involved with your operation is an essential part of
emergency planning and should be implemented as
soon as you have completed your customized plan.
Site Contacts Form
To comply with Occupational Safety
and Health Administration (OSHA)
regulations, an employer must have
a printed copy of an emergency
action plan readily accessible to
all employees.
3
Hazard Plan
4
If ten employees or less are employed, the
emergency plan may be reviewed orally.
Maintenance/Training
Calendar
U.S. Farmers &
Ranchers Alliance®
The U.S. Farmers & Ranchers
Alliance (USFRA) consists of more
than 80 farmer- and rancher-led
organizations and agricultural
partners – including the National
Pork Board. The USFRA engages in dialogues with consumers
about how today’s food is grown
and raised. By working together,
the Pork Checkoff and other ag
groups help enhance consumer
trust in food production, maintain
producers’ freedom to operate
and strengthen collaboration
within the food chain.
PEDV prompts
fast response and
collaboration
SOW-HOUSING
webinars
PQA Plus® Revised; Participation Reaches Record Levels
The Pork Quality Assurance® Plus (PQA
Plus®) program was revised to help
producers continuously improve how
they produce pork and meet customer
demands for quality assurance. PQA Plus
incorporates 10 Good Production Practices that closely align with the We CareSM
principles. In 2013, certifications reached
an all-time high, as the chart shows.
60,000
55,000
50,000
60,111
45,000
40,000
Individual Certifications
35,000
as of Nov. 21, 2013
30,000
25,000
16,487
20,000
Sites Assessed
15,000
10,000
PQA Plus-Certified Individuals
5,000
0
2008
2009
2010
2011
2012
2013
Pork Industry Audit
Task Force to Help
Find Solutions
An industry audit task force was
developed to create a workable,
credible and affordable on-farm
audit system. The task force is
considering a consistent, reliable
and verifiable system that ensures
on-farm animal well-being, eliminates duplication, minimizes the
burden placed on pork producers
and protects biosecurity. PEDV
leadership and research
Porcine Epidemic Diarrhea Virus
(PEDV) was first detected in the
United States last May. The No. 1
priority of the Pork Checkoff is to investigate the source of the virus and
to provide knowledge and research
to limit the spread of PEDV.
In 2013, the Pork Checkoff invested
more than $1 million in research,
education and the communication
and coordination of efforts to better
understand the disease.
Enhance Demand
The National Pork Board will refresh and reposition
pork’s image to increase domestic and international
consumer demand.
Pork Is Hot in Foodservice
Advertising by the Numbers
The national advertising campaign garnered resounding
results in 2013 for our brand, Pork Be inspired.®
Scan the code and
see more chop ideas!
PorkBeInspired.com
Grilled Ribeye (Rib) Pork Chops with Easy Spicy BBQ Sauce
4 pork Ribeye (Rib) Chops, 1-in. thick
Salt and pepper to taste
Olive oil for brushing
SPICY BBQ SAUCE
1 tsp. olive oil
1/2 yellow onion, chopped
1/4 c. ketchup
1 tbsp. brown sugar
1 tbsp. Worcestershire sauce
1 tbsp. apple cider vinegar
1/4 tsp. cayenne pepper
SERVES 4
Preheat grill to medium-high and brush with olive oil. Season chops with salt and pepper on
both sides. Place pork on grill for 8-9 min., turning once halfway through, until internal
temperature is 145ºF as measured by a meat thermometer. Remove pork from grill, tent with
foil and rest for 3 min.
SPICY BBQ SAUCE
Heat oil in pot over medium heat. Sauté onion until soft; add ketchup, brown sugar, Worcestershire
sauce, vinegar and cayenne. Simmer 15 min. until sauce thickens; turn off heat. Once cooled, purée
sauce in blender.
Serve chops with spoonful of sauce.
Serving Suggestion: These chops are delicious with Chive Mashed Potatoes. Find the recipe
at PorkBeInspired.com
©2013 National Pork Board, Des Moines, IA USA.
This message funded by America’s Pork Producers and the Pork Checkoff.
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Print Advertising
Date:
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Prod
Cr. Director
Art Director
Copy Writer
Account
Production
Traffic
Retoucher
Keyliner
AD
S. Martineau
C. Smith
S. Martineau
B. Behrman
A. Wood
C. Bandstra
M. d’Ouville
J. Blanchard
Proofer/Writer
AE
File Name
NPB24087_GrilledChopsAd _LHJ.ai
Initial Keyline Date: 2.13.13
CD
Studio
Billing # NPB24087
Bleed 8.125" x 10.75"
CMYK
Trim 7.875" x 10.5"
Live 7.375" x 10"
Slug Created: 1/31/12
Tracking # NPB24087
Ladies’ Home Journal
Printed @ 100% Unless Indicated
Retail Promotions Up Sales
Marketing Muscle Added to Summer Promotions
Retail marketing programs
resulted in over 49 million
incremental pounds and
over $136 million in incremental sales. Through
program efficiencies, the
cost of promotional programs was only $0.08 per
incremental pound.
With higher domestic supplies and increasing beef prices, the Pork
Be inspired® brand was charged with building awareness of pork’s value during the summer months. The Checkoff invested $3 million in a
consumer marketing push to communicate pork’s value and the new
chop names.
Marketing efforts included national radio ads, online ads, public relations using value-based bloggers and a spokesperson, coupons and
a Facebook game. Success was measured by real per capita consumer
expenditures increasing 6 percent in June and 4.7 percent in July.
Consumers who fall into the
Pork Checkoff’s “champion”
target have grown to 43% of
U.S. households, up from 27%
in 2010. More consumers are
open to pork and rate it higher.
Pork Sales Outpace
Foodservice Industry
Insertion:
439 million ad impressions
82% highest percent of
readers who took action
49 ad insertions
16 total magazines
1 JB 2.13.13 5 JB 2.14.13 9 JB 3.1.13
2 JB 2.13.13 6 JB 2.14.13 10 JB 3.1.13
3 JB 2.14.13 7 JB 2.15.13
4 JB 2.14.13 8 JB 2.18.13
NOTES
Route#
COLOR USE
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73,254 new Facebook fans
50,800 recipe prints
2 million ad clicks
SIZE
30% highest ad recall for brand
25 cable networks
4 TV flights
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ALTS
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Online Advertising
TEAM
TV Advertising
With a growth rate outpacing all other proteins in foodservice, pork is hot. According
to Technomic Inc.’s 2013 Volumetric Assessment of Pork in Foodservice, pork was the
fastest-growing protein in the foodservice
industry over the past two years.
Total pork sold through foodservice outlets reached a record-breaking 9.25 billion
pounds, up 462 million pounds from the
previous 2011 survey. The 2.6 percent increase outpaced the total protein growth average of 0.8 percent and the 1.5 percent total
growth of the foodservice industry itself.
Since 2011, fresh pork has driven growth
of the total pork category, increasing by 3.5
percent on an annual basis.
All Protein 0.8%
Total
Foodservice
Industry
Pork
From 2011 to 2013,
the growth of pork in
foodservice outpaced
gains made by all other
proteins and the
total foodservice
industry.
1.5%
2.6%
Source: 2013 Volumetric Assessment of
Pork in Foodservice, Technomic Inc.
New Cut Names Backed by Research
Research conducted by the National Pork Board
and the National Cattleman’s Beef Association
showed consumers are often confused by the
different names for similar cuts of meat. As a result, consumers do not know how to cook many
of the cuts available in the meatcase.
To overcome this challenge, the Pork Checkoff
simplified pork cut names and updated package labeling with basic usage and preparation
information. Several cuts of pork now match
the names of their beef cut counterparts, creating easier identification and preparation tips
for consumers.
Research Refines Communications
The Pork Checkoff conducted research that showed consumers are
more comfortable with cooking recommendations that offer a range
of doneness. The findings changed Checkoff consumer communications from recommending just 145 degrees with a 3-minute rest to
promoting a range of doneness: medium rare (145 degrees with a
3-minute rest) to medium (160 degrees).
Exports Remain Strong
in 2013 after Record Year
In 2013, U.S. pork exports surpassed
$6 billion in value for the third year
in a row, although down 4 percent in
value from 2012, and down 5 percent
in volume at 4.73 billion pounds.
Exports accounted for an additional
value of $53.95 per hog marketed.
NEW NAMES TO LOOK FOR
IN THE MEATCASE
Ribeye Chop,
Bone-In
Porterhouse
Chop
New York
Chop
Ribeye
Chop
International Trade Research
Sustainable Pork Defined
The Checkoff supports international
trade by funding objective research
to counter non-tariff barriers to international marketing of U.S. pork.
Through science-based research
and analysis, these projects help to
open new, and reinforce existing,
export markets.
A task force was created to define
sustainability in modern pork production. “Showing how we care:
Doing more to benefit people, pigs
and the environment” became the
theme in communicating the industry’s commitment to the We CareSM
ethical principles and conveying
to producers the three pillars of
sustainability: social, economic and
environmental.
In 2013, research projects included:
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Economic impact of non-scientific
trade barriers related to trichinae
mitigation.
Providing science-based evaluations of non-tariff export-limiting
policies of certain countries.
Identification of export competitors’ regulatory structures, compliance and regulatory violations.
Assessment of foreign country
animal health infrastructure.
Technical research on shelf-life,
packaging and treatment of variety
meats for human consumption.
Research Looks at Penicillin
Withdrawal Times for Sows
Checkoff-funded research found that
a 51-day withdrawal is recommended
for extra-label penicillin use before
sows are marketed. The new recommendation is part of a strategy to
ensure U.S. pork maintains its reputation as the safest in the world.
Work Continues to Ensure
a Secure Pork Supply
A secure pork supply (SPS) plan provides producers and the pork industry with the best opportunity to
maintain business continuity in the
event of a foreign animal disease
(FAD) outbreak on U.S. soil.
The SPS plan is being designed to:
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Leverage previous Checkoff
efforts to develop a plan that
works with the current swine
health infrastructure.
Enhance coordination and communication between industry
and animal health officials to
support continuity of operations
for pork producers in the event
of a FAD outbreak.
Help the pork industry to continue to supply pork to consumers while protecting swine
health and welfare as animal
health officials focus on disease
control and eradication efforts.
PSM Program Launched
The Professional Swine Manager
(PSM) program was created in partnership with the U.S. Pork Center
of Excellence. The work-study program, available through the community college system, helps prepare
individuals to manage a sow farm,
grow-finish units or departments
within each type of production system.
During 2013, pork producers invested
$0.40 for each $100 value in hogs sold
from January through December. The
National Pork Board ended 2013 with
revenues of $87.4 million, total spending of
$91.8 million and a deficit of $4.4 million.
The National Pork Board allocates Pork
Checkoff funds according to producer priorities determined through various methods. In 2013, 65 percent of Checkoff funds
were allocated for national promotion
programs, 29 percent for national research
and education programs and 6 percent for
consumer information programs.
The Pork Act mandates that a percentage of Checkoff funds collected annually
be returned to state pork producer associations for use in their own promotion, research and consumer information
programs. The Pork Act Delegate Body
determines the percentage of Pork Checkoff funds returned to each state. In 2013,
state Pork Checkoff funding collectively
represented about 20 percent of all market
deductions.
2014 Program Dollars
PorkSquareSM Debuts
PorkSquare is a website that connects youth with internships. The
interactive website provides young
professionals with an avenue to explore educational and career opportunities in the pork industry.
SM
For more information visit
porksquare.com.
●
●
●
●
●
●
●
Domestic Marketing
Foreign Market Development
Science and Technology
Communications
Producer Services
Channel Outreach
The Other White Meat ®
$11,198
9,502
23,594
44,294
7,777
28,857
36,634
$80,928
REVENUE
Market Deductions
$81,022 $84,871
Other: Program Income, Interest, etc.
2,160
2,522
TOTAL REVENUE 83,182
87,393
EXPENSES
Domestic Marketing
37,484
40,434
Science and Technology
10,024
11,798
Communications
2,227
2,024
Shareholder Outreach
11,114
9,899
Policy and Management
5,085
9,204
State Funding/PASLWOCO
15,955
16,765
Interest Expense
1,757
1,673
TOTAL EXPENSES 83,646
91,797
TOTAL (DEFICIT) SURPLUS FOR PERIOD
$ (464) $(4,404)
2014 National Pork Checkoff Budget Expense Summary*
Advertising
Domestic Marketing Programming
Foreign Market Development
Retail Marketing
Foodservice
Pork Information Bureau
Marketing Resource Center
For more information visit
pork.org/psm
Unaudited
2013
(000)
$45,096
592
45,688
35,240
$80,928
Statement of Revenues and Expenses
Environment
Swine Health
Animal Science
Animal Welfare
Pork Safety & Public Health
Channel Outreach
Communications
Education Services
Producer & State Relations
Support Services
Administration
Management Oversight
Other White Meat®
*In millions
DOMESTIC MARKETING
The National Pork Board will pursue strategies to enable U.S. pork
producers to remain highly competitive, long-term, on a global basis.
Audited
2012
ASSETS
(000)
Cash & Short-Term Investments
$47,763
Accounts Receivable/Other Assets
601
CURRENT ASSETS 48,364
Non-Current Assets
35,352
TOTAL ASSETS $83,716
LIABILITIES
Accounts Payable
$10,774
Research Grants Payable
6,472
Long-Term-PTOWM
25,433
TOTAL LIABILITIES 42,679
RESERVE BALANCE
Designated
8,777
Undesignated
32,260
TOTAL FUND BALANCE 41,037
TOTAL LIABILITIES AND FUND BALANCE $83,716
Balance Sheet
12.5
0.4
6.3
4.5
3.9
4.4
0.8
0.7
SCI & TECH
Competitive Global Advantage
Revenue and
Expenditures
3.5
1.7
1.0
1.9
1.0
2.6
1.7
6.4
3.4
2.1
2.2
3.0
TOTAL: $64.0 Million
Bacon Hill Farm | Dodge, Neb.
Blue Mountain Farm | Milford, Utah
Fifth-generation family farmers Danny and Josie Kluthe
seamlessly mix pork production and cutting-edge technology. An anaerobic manure digester on site uses natural gas
to supplement fuel for their farm’s vehicles and help provide
electricity to area homes. The Kluthes have six 1,000-head
finishing barns and market about 15,000 finisher hogs annually. They grow corn and soybeans on 280 acres and raise
100 chickens every year for family and friends. Being good
environmental stewards is key to all of their endeavors at
Bacon Hill.
Blue Mountain site 42304, located in the high desert of
southern Utah, produces 55,000 hogs annually in 10 feeder-to-finish barns. The farm, a Murphy-Brown subsidiary
and offshoot of Smithfield Foods, takes steps to minimize
its environmental footprint and give back to the community.
Blue Mountain farm supplies manure to Alpental Energy
Partners, which uses anaerobic digesters and large Cat
engines to produce electricity.
Jim Webb, environmental, safety and public
affairs manager.
Danny and Josie Kluthe with their daughter and
son-in-law, Danielle and Brett Ortmeier, and two
of their six grandchildren, Emma and Emmet.
2013 Environmental Stewards
Russell Brothers LLC | Monticello, Iowa
Krikke Pork | Greenwich, Ohio
Jason and Sarah Russell are building on a family legacy that
can be traced back to the Civil War when the Russell family
established its roots in Linn County, Iowa. They farm with
Jason’s brother, Eric, and raise pigs, corn, soybeans and hay
on 390-owned acres and 160 custom-farmed acres. They market more than 14,000 hogs a year as part of The Maschhoff
production network. A 50-kilowatt wind turbine helps the farm
conserve electric energy by generating 60 to 80 percent of the
farm’s needs.
Howard and Jane Krikke raise replacement gilts for Kalmbach Swine Management, based in Upper Sandusky, Ohio.
Since 2006, Krikke Pork has been home to two 2,500-head
wean-to-finish buildings, bordered on the south and west
by 30 acres of native hardwoods. State-of-the-art technology
is used in the two barns, which house 5,000 wean-to-finish
pigs. This includes tunnel ventilation, drop curtains, self-contained pits, flip-to-clean feeders and Integra-link feed tank
monitoring.
Jason Russell, with his wife, Sarah and daughter, Harper.
Howard and Jane Krikke, here with their
daughter, Emily.
Scan the code and
see more chop ideas!
PorkBeInspired.com
Grilled Ribeye (Rib) Pork Chops with Easy Spicy BBQ Sauce
4 pork Ribeye (Rib) Chops, 1-in. thick
Salt and pepper to taste
Olive oil for brushing
SPICY BBQ SAUCE
1 tsp. olive oil
1/2 yellow onion, chopped
1/4 c. ketchup
1 tbsp. brown sugar
1 tbsp. Worcestershire sauce
1 tbsp. apple cider vinegar
1/4 tsp. cayenne pepper
SERVES 4
Preheat grill to medium-high and brush with olive oil. Season chops with salt and pepper on
both sides. Place pork on grill for 8-9 min., turning once halfway through, until internal
temperature is 145ºF as measured by a meat thermometer. Remove pork from grill, tent with
foil and rest for 3 min.
SPICY BBQ SAUCE
Heat oil in pot over medium heat. Sauté onion until soft; add ketchup, brown sugar, Worcestershire
sauce, vinegar and cayenne. Simmer 15 min. until sauce thickens; turn off heat. Once cooled, purée
sauce in blender.
Serve chops with spoonful of sauce.
Serving Suggestion: These chops are delicious with Chive Mashed Potatoes. Find the recipe
at PorkBeInspired.com
©2013 National Pork Board, Des Moines, IA USA.
2014
Plan of Work
and Budget
January 1, 2014 - December 31, 2014
Leading a world-class food industry
pork.org | 800.456.7675
TABLE OF CONTENTS
Chapter
I. Executive Summary .
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II.Organizational Background .
III. Mission and Purpose .
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IV. Organizational Structure and Approach . . . . . . . . . . .
V. 2014 Goals and Objectives .
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VI. Programming Resource Availability .
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VII. 2014 Strategic Plan & Operating Budget . . . . . . . . . .
1
12
Course of Action
VIII. Budget by Goal .
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13
IX. Summary . . . . . . . . . . . . . . . . . . . . 77
NOTE:
The Pork Checkoff represents all investors, including both pork producers as well as pork importers.
This report uses the term “producers” as inclusive of all investors.
I. Executive Summary
A. The National Pork Board – The Business
The National Pork Board is the legal entity responsible for the collection and investment of the
Pork Checkoff, a legislated program established in 1986. According to law, an assessment is paid by
producers on the sale of each live hog, currently at a rate of 40 cents per $100 value. Importers of live
hogs and pork products also make checkoff contributions. These funds are invested on behalf of the
U.S. pork industry into generic promotion, research and consumer information programs, the work of
which is carried out by the staff of the National Pork Board.
Oversight of the Pork Checkoff is the responsibility of its 15-member Board of Directors. A total of
173 Pork Act Delegates also have the annual responsibility of setting the checkoff assessment rate, set
the return-to-state rate and nominate the Board of Directors. The Chief Executive Officer reports to
the Board and is responsible for oversight of the National Pork Board’s program implementation and
staff in four working areas: 1) Administration 2) Communications, Outreach and Producer Education
3) Domestic Marketing, and 4) Science and Technology.
B. A Strategic Plan – Purpose and Objective
This document represents the 2014 strategic operating plan for the National Pork Board. The plan was
produced through a process of collaboration of U.S. pork producers, board members, pork industry
partners and staff of the National Pork Board and represents a budgeting methodology that aligns on a
real-time basis, the resources of the Pork Checkoff with the goals facing U.S. pork production.
The strategic planning process begins with the Board of Directors defining the goals the organization
should focus resources against and determining the objectives required to advance the goals. Staff and
committees then build a business plan and budget for each of the outcomes, which when compiled,
represents the 2014 strategic operating plan. That effort is followed by a Plan of Work Task Force
representing producers of all locales, all sizes and all production types, whose responsibility is to
determine the tactics required to successfully achieve the objectives.
This is a working plan, meaning that staff will refer to this plan daily to direct its activities. And where
possible, measurable objectives have been defined and included in the plan so that final results can be
quantified. Progress is quantified on a real-time web-based tool called the Pork Checkoff Scorecard.
The organization’s key to success is a focused and team effort.
C. 2014 Budget
The Directors of the National Pork Board and the U.S. Department of Agricultural Marketing Services
(AMS) have approved a spending level of $64.0m; $45.4m allocated to programs for Domestic
Marketing, Science/Technology, Communication and Producer Outreach, $7.9m to program support,
$7.7m to support, administration and overhead and $3m for The Other White Meat®.
1
II. Organizational Background
A. Pork Board Beginnings
The National Pork Board is the descendent of a long line of pork associations in the United States,
formed by hog producers who faced many challenges to profitability in the swine production sector.
They knew that those challenges could best be met by producers working together and finding sources
of funding through which to address those common issues. The organization began in the mid-1950s
when a group of producers, concerned about the future growth and profitability of the pork industry,
organized the National Swine Growers Council (NSGC). In 1965, NSGC evolved into the National
Pork Producers Council (NPPC).
“Moline 90” - In May 1966, about 90 pork producers from 11-states - Illinois, Indiana, Iowa, Kansas,
Minnesota, Missouri, Nebraska, North Carolina, South Dakota, Tennessee and Wisconsin - showed
up for a meeting in Moline, Ill.. This group, which came to be known as the “Moline 90”, gathered
to discuss establishing a voluntary checkoff. The group agreed to hire the first full time Executive
Secretary for the Council and to raise, through contributions, a “Get Ready Fund” of $80,000. A
bank note was passed around and eight pork producers signed it, obligating each of them to pay up to
$10,000 if the “Get Ready Fund” was not raised. The note was never needed.
Early NPPC - The National Pork Producers Council’s first office at 3101 Ingersoll in Des Moines had
only a back door entrance. But, optimism and dedication were never higher among pork producers as
the “Nickels for Profit” concept was conceived. With some funds and staff, NPPC began moving toward
development of the meat-type hog consumers were beginning to demand. Realizing that promotion
would create more pork sales, NPPC’s leaders sought congressional action that would permit a market
deduction to fund product promotion. They succeeded in getting amendments to the Packers and
Stockyards Act that opened the way for a voluntary checkoff system. This was the first and only
membership and voluntary checkoff program to ever exist.
“Nickels for Profit” - In 1967, after months of organizing at the county and state levels, NPPC started
the voluntary “Nickels for Profit” checkoff in four counties in the Davenport area, two each in Iowa
and Illinois. The first check received was for $4.90. By 1968 producer enthusiasm spread, 16 states were
organized, and the nickel checkoff program started nationwide. By 1970, NPPC membership rose to
40,000 with a $1 million operating budget. In response to increasing member needs for promotion and
research, the checkoff increased over the years from a nickel, to a dime, to 20 cents, then to .30% of value.
2
B. Demise of the Voluntary Checkoff/Pork Act passage
However, the need for additional funds to keep pork competitive with other protein-based commodities,
and failure of the nationwide voluntary checkoff participation rate to rise above 55-60 percent, led to the
decision to move from a voluntary to a legislative checkoff. A “100% Producer Task Force” organized an
effort that led to the successful passage of federal legislation - The Pork Promotion, Research and Consumer
Information Act of 1985 (more commonly referred to as the Pork Act), as part of the 1985 Farm Bill. The
legislative checkoff was set in motion under the supervision of the AMS, effectively moving the industry
from a voluntary program with 55 percent of the hogs checked-off to 100 percent checkoff compliance.
C. The Pork Act
Pork Act Purpose - The Pork Act stipulates that checkoff funds must be used for promotion, research
and consumer information programs. These programs are designed to strengthen the position of the pork
industry in the marketplace, and to maintain, develop and expand markets for pork and pork products.
Checkoff funds cannot be used for influencing government or for lobbying.
Pork Act Value – Among the benefits of the 100 percent mandatory Checkoff attributes are:
Sufficient resources: It provides enough funds to respond to several major industry challenges in product
image, product quality, domestic and overseas marketing, product safety, research, among others.
Everyone pays, everyone benefits: The benefits, which everyone had been receiving from the partially
supported voluntary checkoff, are now several times greater with everyone’s financial support.
Oversight/Focus: The checkoff had the oversight and support of the USDA to make it work effectively. At
the same time, producers, through the producer nominated Pork Board and Pork Act Delegate Body, as well
as the industry committee system, play an indispensable role in program development and execution. They
bring forth ideas, concerns, programs, issues, and more to be developed into programs to address producer
challenges.
3
III. Mission and Vision
A. Mission and Purpose
The foundation of any organization is its mission, purpose and core values, which at the National Pork
Board establish the guiding principles by which the U.S. Pork Checkoff operates. An organization’s
mission and purpose are determined by answering the basic question, “why do we exist?”
Vision
Leading a world-class food industry
Miss ion
The National Pork Board harnesses the resources of
all producers to capture opportunity,
address challenges, and satisfy customers.
Purpose
The National Pork Board contributes to the success of all
pork producers by managing issues related to research,
education and product promotion and by establishing
U.S. Pork as the preferred protein worldwide.
4
B. Core Values and Beliefs
An organization’s core values direct its everyday work. The core values and beliefs at the
National Pork Board are:
The National Pork Board earns the trust and support
of its investors and customers by:
• Exceeding the expectations of its stakeholders.
• Providing the scientific research that allows pork production to be measured
objectively and that maintains U.S. Pork as a safe, high-quality and high-value
product.
• Educating the public about modern pork production.
• Addressing consumer demands for socially responsible pork production.
• Adding measurable value to U.S. Pork.
• Promoting teamwork within the pork industry.
Responsible.
Sustainable.
Professional.
Profitable.
5
IV. Organizational Structure
and Approach
The National Pork Board understands that issues are multi-dimensional and that solutions to issues
require an integrated, cross-functional team approach. While the National Pork Board maintains
departments in order to provide structure, mentoring and budget oversight, this plan, and the
organizational approach is based upon multi-disciplined teams working in a unified manner to
overcome challenges and capture opportunities.
For the purpose of defining the organizational expertise, the following is a description for each of the
National Pork Board programming departments.
A. Communications, Outreach and Producer Education
The Communications, Producer Outreach and Education departments represent the primary
connection between the organization and its 70,000 producer investors. Producer communication
media include the organization’s web assets, its many print and electronic newsletter properties, the
quarterly magazine Pork Checkoff Report as well as its industry public relations efforts. A variety of
external communication strategies and media are also used to help producers understand where their
investment is focused and the benefits available to them.
Outreach efforts are designed to expand personal contact with producers in order to build
relationships, gain programming input and encourage producers to participate in their organization.
Agriculture is a relationship-oriented industry, and a key to the organization’s success is producer
involvement in strategy development and issues management. An additional key responsibility of
the Outreach department is facilitating state relationships. A variety of national and state synergistic
opportunities exist if relationships are cultivated effectively.
Education is the organization’s intellectual property transfer mechanism. It consists of tools that can
move new information and leading-edge science directly to producers in a way that they can quickly
apply it to their business. Web-based distance-learning programs are a key new strategy that will allow
more producers to learn at a greater convenience and lower cost.
6
B. Science and Technology
The National Pork Board’s Science and Technology department is responsible for the much of industry’s
research, issues management and related program development activities. Most research is carried out
through universities and/or other third parties. The department, in collaboration with others, determines
industry research priorities and manages the administration of grants.
One of the more challenging departmental responsibilities is issue management. Early identification of
key issues, weighing the industry’s concerns against public responsibility, and the subsequent sciencebased attitude in negotiating solutions to those issues is vitally important. A common resolution has been
the development of industry self-regulation programs, which eventually are transferred to the education
department for implementation. Topical areas in which the department is engaged includes but is not limited
to the environment, pork safety, animal health and well-being, animal science and bio-security issues.
C. Domestic Marketing
The key Domestic Marketing (DM) strategy has been to drive pork demand from both the acceptability
and availability point of view. Primary responsibilities are divided into five distinct but integrated
programming areas. The consumer marketing area and Pork Information Bureau (public relations) are
focused on the acceptability challenge. Channel marketing, consisting of both retail and foodservice
efforts, are focused on the availability challenge. Export marketing, which is contracted through U.S. Meat
Export Federation, complements the domestic efforts with aggressive overseas marketing of U.S. Pork.
7
V.2014 Goals and Objectives
The strategic planning process begins with the Board of Directors defining the goals the organization
should address. All objectives, tactics and budgeting are driven from the defined goals, which become
a foundation for the strategic operating plan. In no priority order, the three goals and their respective
objectives the National Pork Checkoff organization will focus resources against in 2014 are as follows:
Goal: Operating Freedom. The National Pork Board will protect the
rights and ability of U.S. farmers to produce pork in a socially responsible
and cost-competitive manner.
1.Evaluate consumer perception, provide timely research, and lead discussions throughout the food
chain that result in the adoption of socially responsible best management practices that reflect pork
producers’ ethical principles.
2.Work with NPPC and state pork organizations to increase awareness and understanding, among key
target audiences, of the pork industry’s stewardship activities and the value of modern production
practices. A benchmark survey will measure progress annually.
3.Work with NPPC and state pork organizations to provide pork producers with the tools to assist them
in the development of a favorable business climate within their local communities.
4.Manage issues to minimize current and emerging threats that endanger consumer demand and/or
producer/productivity.
Goal: Enhanced Demand. The National Pork Board will refresh and
reposition pork’s image to increase domestic and international consumer
demand.
1. A 10 percent increase in real per capita domestic consumer expenditures for pork, using a 2009
baseline, by the end of 2014.
2. Increase consumer awareness of how to cook pork in a way that results in a juicy, tender and flavorful
eating experience as measured by a 10 percent improvement in a national market survey between
2009 and 2014.
3. U.S. annual eatings per capita of fresh pork will be 10 percent higher in 2014 than in 2009 as
measured by the NPD Group’s National Eating Trends data.
4. Increase U.S. pork exports by $1 billion and .5 million metric tons (1.103 billion pounds) by the end
of 2014 as compared to 2011 year-end data.
5. Over the next five years, the board will continuously evaluate and prioritize domestic and
international market opportunities based on their potential for enhancing pork producer profitability
and mitigating market risk
Goal: Competitive Global Advantage. The National Pork Board
will pursue strategies to enable U.S. pork producers to remain highly
competitive, long term, on a global basis.
1. Facilitate and fund research that can be used to address technical barriers in expanding domestic and
foreign markets.
2. Provide research and information to improve lifetime sow productivity 10% by 2014.
3. Help develop the current and next generation of swine employees, managers and scientists.
8
VI. Programming Resource
Availability
Pork Checkoff programming is funded by collections from the sale of live pigs at a rate of 40 cents per
$100 value. Two variables affect annual checkoff revenue; total weight of the national live hog marketing,
a function of total pigs marketed throughout the year and average live weights, and the market price. As a
result, checkoff revenue isn’t guaranteed. It is variable and a reflection of the market. Therefore accurate
forecasting, taking into account pig numbers, average weights and market prices, is needed to insure
programming costs do not outpace available funds.
A. Long-Range Planning is Critical
Consistency in Checkoff program spending on a year-to-year basis is important. Large fluctuations
in spending make it difficult to build sustainable programs. Therefore long-range forecasting is used
to determine a spending level that can be sustained over a three-year period, utilizing unrestricted
reserves as a “shock absorber” to balance market fluctuations. Reserves build during cycles of high
market prices, and can be used to supplement Checkoff program spending in years of lower market
prices.
In 2009, the National Pork Board initiated an aggressive strategic plan that spans a five-year period.
The strategic plan was developed by a strategic planning task force with various stakeholders from
different segments of the industry. The task force met several times and incorporated producers
from around the country in order to understand what was important and critical, what would the
future industry look like in the future and what the industry needed to focus on to be responsible,
sustainable, professional and profitable.
The result of the task force was a clearly defined vision statement that describes values that the
industry subscribes to and strives to implement on a day-to-day basis. The task force reduced
the number of goals from five to three, consisting of operating freedom, enhanced demand and
competitive global advantage. The objectives decreased from 20 to 12, which provide us a focused
and collaborated effort in advancing our vision.
As we complete 2014, the strategic plan developed in 2009 will come to an end. The National Pork
Board has already started developing a new five-year strategic plan, which will start in 2015. This
transitional year will be a time of reflection and a renewed perspective on the opportunities and
challenges within our industry as we plan for the future. We will rely on a task force consisting of
various stakeholders and incorporating producers from around the country.
Based on economist revenue forecasts for the next few years, Pork Checkoff can expect available
national spending resources of $64 to $65 million per year through 2015, while maintaining a
minimum level of unrestricted cash reserves at two months of operating expenses or $10.6 million.
9
B. 2014 Target Revenue
The industry forecast for 2014 suggests that 112 million hogs (compares to 110m in 2013) will be
marketed at a live weight average of 275 pounds. Market prices are expected to range $62 - $65 per
cwt; when added to seedstock and imports checkoff collections would range from $81 million to
$85 million dollars in 2014. The NPB revenue is based on the low-point of our economist revenue
forecast.
The National Pork Board sets the annual Pork Checkoff revenue target with a goal of establishing a
consistent, sustainable national spending level. The revenue target consists of the forecast checkoff
revenue, forecast interest revenue and the use of unrestricted reserves to assist in achieving consistent
annual spending levels.
The budgeted checkoff gross revenue for 2014 as adopted by the board of directors is $80.8 million.
Additional income is realized through investments of the checkoff reserves, with budgeted interest
revenue of $500,000. The U.S. government puts strict guidelines on how the reserves are invested, so
the rate of return is not substantial. But the dollars are added to the available spending total.
C. 2014 Total Available Funds Calculation
As explained earlier, checkoff assessments are collected nationally and a percentage of the collections
returned to state pork associations to support local programs. A formula is used to determine the
allocation for each state, ranging from 16.5 percent of the state collections for larger states, and 39
percent of the state collections for smaller states. On average, 20 percent of the national collections
are returned to state pork associations. Therefore the funds available for national programming are:
$80.8 m Gross checkoff collection revenue
.5 m Investment income
$81.3 m Total funds available
(15.5) m
Return to state
$65.8 m Net Funds available
64.0 m Spending limit approved by BOD
1.8 m Surplus
10
D. Support Costs
There are basic costs of doing business that any organization must account for before determining
variable dollars that may be used for program spending. These costs include employee compensation,
overhead, depreciation of assets and central services for items such as, accounting, information
technology, and USDA oversight. The following is a summary of those costs.
Compensation
Compensation includes salaries, bonus, payroll taxes, health and dental benefits that the organization
cost shares with employees, retirement fund contributions, life and long-term disability insurance.
Overhead and Depreciation
Overhead and depreciation consists of expenses such as building rent, utilities and insurance; building
equipment and ground maintenance; telecommunications; depreciation of technology including but
not limited to computers, servers and copiers; and the annual payment for Pork, the Other White Meat
trademark that was purchased from the National Pork Producers Council in 2006.
Central Services
Central services are the costs that support the Pork Act Annual Delegate meeting, Board of Director
meetings, committees of the board, state administrative reviews, legal, intellectual property and risk
management, economic and market forecasting services, leadership development and anticipatory
issues management, IT and finance/accounting support, meeting and travel coordination and human
resources.
E. 2014 National Programming Availability
After deducting overhead, central services and compensation from available national funds, the
balance represents the $45.4m of that is available to implement 2014 Checkoff programming.
$ 64.0 m
(7.9)
(7.7)
(3.0)
$ 45.4 m
National fund availability
Program support staff
Support/Overhead cost
Pork the Other White Meat
2014 checkoff program funding
11
VII. Strategic Plan and Operating
Budget Course of Action
The 2014 Strategic Plan and operating budget follow. Goals are defined as areas of focus that checkoff
resources should be applied against. The goals were determined by the Board of Directors and the goals
are not presented in any priority order.
Objectives define what it is we want to have happen with each of the goals. The objectives were
established by the Board of Directors and objectives for each goals are not presented in priority order.
Tactics determine how we will successfully implement a strategic intent. The tactics were decided by
programming committees, Plan of Work Task Force and staff, and are presented in no special order. It is
important to note that many tactics are linked and dependent of each other.
12
VIII. Budget by Goal
Goal 1 - Operating Freedom. The National Pork Board will protect the
rights and ability of U.S. farmers to produce pork in a socially responsible
and cost-competitive manner.
$11,115,360
Objective 1 - Evaluate consumer perception, provide timely research, and lead discussions
throughout the food chain that result in the adoption of socially responsible best management
practices that reflect pork producers’ ethical principles.
$1,515,000
Tactics:
1. Youth PQA Plus: Youth Pork Quality Assurance (YPQA) Plus is an extension of the PQA Plus
program, focusing on youth ages 8-19. This program will deliver educational quality assurance materials
to youth in the pork industry. States’ quality assurance programs will meet minimum national standards
to certify youth in YPQA program. There is over 25,000 youth reached by the program annually, the
largest expense is material development and duplications. 2013 was the revision year, so there will be
some additional revision expenses in 2014.
Rationale: The Youth PQA Plus Program is an extension of the Adult PQA Plus program and it’s extremely
important that we educate the youth, who will become the future producers of the swine industry.
Specific & Measurable Objectives: Implement the revised Youth PQA program that is consistent
with the current release of Adult PQA by March 2014. Increase the number of states that utilize our
Youth PQA or recognized state equivalent program from 19 states to 24 through direct outreach and
offers to train advisors for the program. Develop a cross-species national youth program that would
reduce our ongoing costs of delivery.
$100,000
2. Animal Welfare Research: Pork Checkoff will fund research that addresses the swine industry’s
animal welfare priorities. Priorities will focus on furthering our knowledge about swine welfare and to
promote continuous improvements in our best management practices that reflect our Ethical Principles.
Rationale: The animal welfare committee developed a strategic five year plan to guide our research
funding efforts by prioritizing areas of swine production that can impact pig well-being. These are:
identify & validate novel humane euthanasia methods, optimize gestation sow housing factors that
impact sow well-being, understand finish & wean pig needs during transport, identify ways to mitigate
piglet pain during painful procedures, & conduct a literature review on lactation sow housing for future
research efforts. These research topics address four of the priorities identified in the NPB Vulnerabilities
Assessment: pain management and related topics, euthanasia, transportation of animals, and swine
housing. Research results are then used to improve Pork Checkoff programs and resources for producers.
The National Pork Board is looked to as a primary source of funding for pig research, and especially so
for swine welfare research. The U.S. government has a low to non-existing priority for animal welfare
as apparent by their recent request for proposals and funding allocation for their competitive and noncompetitive grants. The OIE has drafted general standards for transportation and euthanasia and species
specific standards for beef and broilers. They will continue their efforts with standards for dairy, swine and
egg layers. The scientific data needs to exist as a basis for development of those guidelines.
Specific & Measurable Objectives: This is year four of a five year tactic. In year four, we will put
forward a competitive research call to fund proposals that validate humane methods of euthanasia,
optimize housing systems for gestating sows, identify and address needs of finishing and weaned
pigs during transport, and identify ways to mitigate pain associated with piglet processing practices.
The committee will also begin the process of identifying research priorities for the next five years.
Completed research results will be used to develop educational materials for producers and will serve
as a basis for future versions of the Swine Care Handbook, PQA Plus and TQA.
$500,000
13
3. Transport Quality Assurance (TQA): The purpose of the Transport Quality Assurance (TQA)
program is to make a positive impact on the pork industry’s animal movement practices through the
education and continued training of animal handlers. Those trained will demonstrate industry-leading
techniques that lead to enhanced animal well-being and high-quality pork products. In 2013, the first
year phase of the revision was completed and content being re-write and reproduce materials. The
launch of the revised program will be early in 2014.
Rationale: Transport Quality Assurance (TQA) program is to make a positive impact on the pork
industry’s animal movement practices through the education and continued training of animal handlers.
Specific & Measurable Objectives: Implement the updated TQA program by March 2014. Continue
to insure that TQA is the industry standard by which, producers, packers and channel partners
measure the U.S. industry in terms of commitment to animal handling, movement and well-being.
We will conduct a 3rd party anonymous survey of all packers in the fall of 2013 asking them for
their % of marketed hogs that are delivered by TQA certified drivers. These results will give us a
measurement of the level of compliance of the industry with this recognized program and create a
baseline for measuring improvement.
$130,000
4. PQA Plus: PQA Plus is a program that the focus remains on animal care and producing safe food,
the new PQA Plus program also highlights the importance of protecting public health, safeguarding
natural resources and providing a safe work environment. Individual training results in certification
after completing an educational training and then passing a test to verify understanding of the materials.
On-farm premises assessments allow sites to achieve site status. Additionally, PQA Plus includes a thirdparty verification process/survey that gives the PQA Plus credibility with packers and customers.
Rationale: PQA Plus is a program that the focus remains on animal care and producing safe food,
as well as highlights the importance of protecting public health, safeguarding natural resources and
providing a safe work environment, through education as well as hands on site assessments of a
producers operation and showing how the swine industry utilizes the Good Production Practices and
We Care Ethical Principals.
Specific & Measurable Objectives: Continue to insure that PQA is the industry standard by which,
producers, packers and channel partners measure the U.S. industry in terms of commitment to
pork safety, animal well-being and the We Care ethical principles. We will conduct a 3rd party
anonymous survey of all packers in the fall of 2013 asking them for their % of marketed hogs that
come from PQA site assessed sites. These results will give us an additional measurement of the level
of compliance of the industry with this recognized program.
14
$510,000
5. Timely Euthanasia: Building off of the research completed in 2013, we will create educational
materials to be used by producers and transporters that focus on timely decisions for compromised
animals. The materials will help producers identify those compromised pigs that should be treated,
shipped through special markets, or euthanized on the farm. The materials will also help transporters
identify what should and should not be loaded for transport.
Rationale: Timely euthanasia is a continuous issue within all phases of production and in all
production settings. Timely euthanasia is also a component of the We Care ethical principles and
was identified as a priority (animal welfare issues beyond gestation stalls) in the NPB vulnerabilities
assessment. To promote timely euthanasia decisions, decision making tools are needed that address
both animal well-being and the economic effects of euthanasia in all swine production settings,
where euthanasia decisions lie in the hands of animal managers or owners.
Specific & Measurable Objectives: This is year 2 of a 3 year tactic. This year we will create the tools
needed to encourage timely euthanasia. Materials must address all phases of production and would
include establishing a decision tree process for implementation of euthanasia, an economic analysis
tool that integrates projections in regard to the costs associated with treatment, feed, time, space, and
additional factors, and a video/picture array that will provide a host of scenarios and examples for all stages
of production. This work will update and build off of the background research completed in 2013. In
year 3, the materials will be delivered using to producers and transporters through Pork Checkoff based
materials, university extension and state associations.
$50,000
6. Truck Rollover Response: NPB will plan to facilitate the development of a nationwide network
recognized by first responders to be capable of providing a timely and consistent response to transport
accidents involving pigs. Once established, this network also could be used for response to other
emergencies.
Rationale: Unfortunately, motor vehicle accidents involving livestock do happen. These accidents
are extremely dangerous and stressful for transporters, first responders and the animals. In efforts
to provide specialized equipment and trained personnel, several pork producing companies have
resources in place to respond to truck accidents; however accidents don’t always happen within
reasonable distance of their resources. Some of these companies have approached NPB and asked
for us to take a leadership role to facilitate discussions to establish memorandums of understanding,
a national network protocol and consistent training. NPB will plan to facilitate the development
of a national response network by identifying existing and potential strategic locations for rescue
kits. We will also develop SOP’s and training materials for those participating in the network to
ensure consistent response. Once established, this network also could be used for response to other
emergencies.
Specific & Measurable Objectives: In 2013, NPB worked with those producers who currently have
response trailers in place and gain buy-in for establishing the response network. In 2014, the group
will develop national response standard operating procedures and identify gaps in coverage and
extend invites to interested parties to become part of the network. To ensure consistency in response,
a national training course for those who will respond to the accidents will be established and delivered.
Initial network development will focus on the Midwestern region.
$75,000
15
7. International Pig Welfare Symposium: An inaugural three-day international symposium dedicated
to the welfare of pigs will be held. The objectives of this symposium are to disseminate recent research
findings and recommendations, discuss solutions to current issues, learn how to identify welfare issues
on the farm, and network with researchers and other producers. This conference will have a planning
committee that meets once per year to evaluate and develop the conference agenda.
Rationale: As the area of animal welfare continues to be a priority for the swine industry, there is a need
to bring together producers, veterinarians, packers, researchers, and other stakeholders to communicate
advances in research, learn how to apply practices and technologies on the farm, and to discuss attitudes
and perspectives on the animal welfare issue. The symposium will provide a forum for sharing ideas,
learning from other segments of the industry, and fostering dialogue on animal welfare related issues.
The US swine industry plays a significant role in the global marketplace so the symposium should
incorporate international viewpoints as well. The beef industry has held two symposiums and the dairy
industry held their first symposium last year. The feedback from the meeting attendees have all been
positive on the format of the meeting as well as the information that was shared.
Specific & Measurable Objectives: A dynamic program will be developed to feature nationally
and internationally renowned speakers, multiple brief presentations of research reports, hands-on
workshops, poster sessions, an exhibit area, and a networking reception. The agenda will focus around
topics of animal care and well-being and emphasize components of the We Care animal well-being
ethical principle. A summary of the conference will be developed for distribution and feedback will
be gathered from attendees through on-site evaluation and a follow-up electronic survey. They will be
asked: what they learned; if expectations were met; what they implemented when they returned to their
operations; and what changes if any have they made and what other information they may need.
$0
8. Swine Care Handbook Revision: The Swine Care Handbook was last revised in 2003. This revision
will allow us to incorporate any new research published in the past ten years and renew the current best
management practice recommendations for the swine industry.
Rationale: Due to state ballot initiatives, interest in federal regulation and international standard setting
there is a need for the industry to recognize one set of code of practices that provide socially responsible
best management practices that reflect the industry’s Ethical Principles. The Swine Care Handbook
was last revised in 2003. The Swine Care Handbook is often interpreted as the industry’s position on
specific animal care practices and is even referenced in state regulations and codes of practice. The OIE
will soon begin their process for drafting a swine specific standard for animal welfare and customers
are increasingly placing importance on best management practices for the care of swine. Revision of
the Swine Care Handbook to serve as the industry’s code of practice for animal care and well-being
will help meet customer expectations and to shape the development of the OIE swine chapter. This
will provide a scientific basis for the industry’s certification programs and education materials, on-farm
standard operating procedures, and for industry positions on animal care and well-being. The Pork
Board’s vulnerability assessment identified animal welfare issues beyond gestation stalls as a priority.
Revising the Swine Care Handbook will provide science based information for these topics.
Specific & Measurable Objectives: This is year three of a three year tactic. In year 2012 the decision
was made to revise the Swine Care Handbook and the purpose and objectives were defined by the
AWC. In year 2013, the Swine Care Handbook revision was started. In 2014 the document will be
offered for producer and stakeholder comment, edits will be made and the final draft will be published.
16
$80,000
9. Welfare Assessment Videos: Three short videos will be created to demonstrate how to evaluate the
animal based measures of PQA Plus.
Rationale: Animal based measures provide the best indication of the pig’s welfare. The PQA Plus program
utilizes many animal based measures but these do have some level of subjectivity. These short videos will
be useful when training producers and caretakers, PQA Plus Advisors and third-party verifiers.
Specific & Measurable Objectives: Three videos that are 3-5 minutes in length will be created to
demonstrate how to evaluate the animal based measures of PQA Plus. The videos will be distributed to
producers and caretakers as a tool to assist with early identification of issues and to assist with conducting
annual internal site assessment, to PQA Plus verifiers as part of their training, and with PQA Plus advisors.
$35,000
10. Pain Management: Disseminate the results of the systematic literature review on pain management.
Rationale: The Pork Checkoff funded a systematic literature review that was completed in 2013.
The review evaluated the effectiveness of different interventions (i.e. analgesics and anesthetics) for
alleviating pain associated with castration and tail docking. The results of the review demonstrated
that there is limited information about the effectiveness of certain analgesic and anesthetic products,
the data that is available is poorly reported, and there is variation in how pain is assessed, especially
in young piglets. Sharing the results of the review will help stakeholders understand the current
knowledge of pain management in young piglets and advance scientific study in this area to help the
industry make sound decisions on animal care in the future. To accomplish this, we will support the
presentation of the review results for at least two scientific meetings. The review panel is also writing
a white paper which will be distributed to relevant audiences.
Specific & Measurable Objectives: Communicate the results of the systematic literature review on
pain management to different stakeholder audiences including producers, veterinarians, academics,
customers and other allied industry. Specifically, measures of pain that were identified as important or
critical in the review should be communicated to the scientific community for use in future research.
$20,000
11. Technology for Transparency: Evaluate current technology that could be used to help producers
be transparent with recordkeeping and compliance and demonstrate their commitment to good animal
care to stakeholders.
Rationale: Customers are seeking assurances that good animal care is occurring on the farm.
Recordkeeping is a key component for producers in providing these assurances. Identifying current
technologies or those that could be adapted for swine production could help producers meet the
demands of their customers and build transparency in the process.
Specific & Measurable Objectives: Identify technologies currently available or those technologies
that could be adapted for use by the swine industry to help producers track and record actions during
routine animal care. The intent of these technologies is to help producers build transparency with their
customers and help them comply with PQA Plus and be able to share the results with third-parties.
$0
17
12. PQA Plus Advisor/Trainer Grant Program: Swine educators devote a large amount of time to
support certification programs. This grant program will provide monetary support for PQA Plus
program delivery and encourage advisors/trainers to help create more PQA Plus learning/certifying
opportunities for producers. A grant application process will be developed. A pricing structure based on
number of certifications and/or site assessments processed in the previous year will be implemented to
determine the amount of the grant. A final report or summary will be required for payment of grant.
Rationale: This is the only funding available to support those individuals who are delivering
certifications programs to producers on the farm. This cost share doesn’t stay at the state level and
supports those state and field extension specialists, helps offset any costs they may have such as
mileage, room rental, equipment rental, etc.
Specific & Measurable Objectives: Track the number of states that apply for the assistance for their
Extension agents.
Objective 2 - Work with NPPC and state pork organizations to increase awareness and
understanding, among key target audiences, of the pork industry’s stewardship activities and the
value of modern production practices. A benchmark survey will measure progress annually.
$15,000
$5,129,620
Tactics:
1. We Care: We Care has proven to be an important initiative for the pork industry as it provides the
ethical foundation for socially responsible pork production. In 2014 the producer education effort will
continue with development of educational materials, and cost share programs for both state associations
and on farm education. Budget for internal, producer audience is $330,000.
The external audience of channel partners will be addressed with targeted advertising, electronic
newsletter sponsorships, earned media and porkcares.org refreshment to carry the We Care message to
strategic, high-value audiences. External audience budget is $330,000. This is the third consecutive year
that the We Care budget has been reduced.
Rationale: The We Care principles are the basis of almost every program at National Pork Board
and is an industry-wide initiative providing the ethical framework for socially responsible pork
production. Each producer needs to understand the We Care ethical principles and the impact small
changes in industry culture can make. An emphasis has been placed on reaching employees, contract
growers and medium size farms: from barn workers to truck driver to management teams, they all
play a vital role in the pork industry. When We Care is incorporated throughout production systems
it is a great platform to provide employee training and promote continuous improvement for the U.S.
Pork Industry.
In 2014 We Care will focus again on continuous improvement and employee training. We will
continue to refresh and update Pork.org and re-organizing our training and education resources on
our website to allow producers to have better access to our education materials. Cost Share programs
for State Pork Associations and Production Companies that provide We Care education to key
audiences are also planned for 2014.
Specific & Measurable Objectives: Internal audience, producer awareness of We Care will be
measured by the annual producer survey in two questions 1) Do they recognize the We Care
Initiative and 2) can they name one or more Ethical Principles.
Success with external audiences will be measured by a 10 percent increase of traffic at porkcares.org
and number of media impressions resulting from earned media.
18
$660,000
2. State Pork Association Intern Cost-Share: Through a cost-sharing program with state pork
associations, internships will be offered at the state level. $2,000 will be made available to each state on
a first-come, first-serve basis to be used for summer intern positions that focus on education programs
for producers. In addition to this cost-sharing, a training session for these state interns will be facilitated
during the World Pork Expo. These interns will be expected to conduct 250 hours of training and/
or programs for producers. Additionally the World Pork Expo training will be available to state pork
ambassadors and queens, (space permitting and first come first serve basis.)
Rationale: This is a way to educate future leaders with hands on experiences with National Pork
Board programs and how Pork Check is actually funded, but keep the young person at the state
level. This allows the youth person first hand experiencing with national programs as well as state
programs and see how the Pork Check off funds and programs come back to the state and how they
impact state producers.
Specific & Measurable Objectives: At least six state pork associations will utilize the cost-sharing program
in 2013. These individuals will each complete at least 250 hours developing and delivering educational
materials and programs. The hours will be completed by December 31, 2014.
$20,000
3. Pork Producer Event Trailer: The Pork Producer Event Trailer will support the Pork Checkoff ’s key
messages and involve pork producers in the promotion of the pork industry. The trailer is outfitted to
focus on how we raise the product and on “Doing What is Right” through the We Care message. Goals
of the program will focus on state association and producer involvement to provide the producer-toconsumer interactions as we work to increase positive images of the pork industry. The trailer also
will be used in our marketing efforts to bring the awareness of Checkoff programs and messages to
producers. This event trailer has also been used in various crisis situations such as Hurricane and
Tornado relief, cooking and promoting pork to victims in time of need.
Rationale: The pork producer event trailer is the only pork promotional item we have available to
state associations to promote pork and programs. The trailer is also available to assist in times of
crisis such as hurricanes, floods and tornado’s, to demonstrate pork producers Doing What is Right
and showing We Care.
Specific & Measurable Objectives: The success of the trailer will be measured by involving state and
producers in telling our story. Outreach staff will work with states to create/execute public relations
plans to further the message reach and demonstrate our Ethical Principle of giving back to the
community. An event evaluation is conducted at each event, showing number of producers touched,
consumers, pounds of pork consumed and messages delivered.
$160,000
4. Creating Partnerships within Ag Community to Reach Social Media Influencers: By working
with groups such as American Farm Bureau, Center for Food Integrity, U.S. Farmers and Ranchers
Alliance and others, the Checkoff can increase the reach of positive agricultural messages to key social
media participants. The goal is to allow pork producers to participate in training and in agricultural
focused events for key social media players. This tactic addresses the reputation of modern agriculture
vulnerability. It fills in the gap of resources to reach more people and also allows for the strengthening
relations with allied industry.
Rationale: The influence of social media has sky rocketed over the last few years. To be impactful in
social media, you must always be in the conversation. This tactic helps assure the message of modern
pork production will be carried by others through social media.
Specific & Measurable Objectives: To create positive discussion in the blogosphere on the pork
industry sustainability effort as measured by a 10 percent increase in the positive modern pork
production social media benchmark. Budget dollars are used for sponsorship opportunities (i.e. Ag
Chat) and to hold training sessions for defined spokespersons.
$10,000
19
5. Partnering Key Influential Bloggers with Pork Producers: From mommy bloggers to food bloggers
to journalists who blog, news is getting shared broadly and rapidly. Blogs provide these authors a way
to go in-depth on subjects that they may not otherwise have the opportunity to do in traditional media.
The Pork Checkoff has an incredible story to continue to build upon regarding our sustainable future
and can tell this story to many audiences through bloggers. To build upon the success of this program
in 2012, the goal is to do more with the farm tours. This tactic provides for one really large tour or two
separate farm tours to bring the experience to approximately 10-12 bloggers and to share more personal
stories from farmers in addition to pork sustainability story and hands-on experiences.
Rationale: The general public is asking questions about where their food is raised and we need to
be there to answer those questions before someone else tells them a story that doesn’t accurately
represent modern ag.
Specific & Measurable Objectives: To create a positive buzz in the blogosphere on the pork industry
sustainability effort as measured by a 10 percent increase in the positive modern pork production
social media benchmark. The focus of blogger outreach will be on NPB programs including
promotion of We Care principles, animal care and welfare, modern ag production efforts and
sustainability.
$50,000
6. Execution of Outreach Plan: This tactic allows the Producer Outreach team to engage producers
and state pork association with Pork Checkoff messages. The focus of this tactic is creating avenues to
communicate what the Pork Checkoff is doing on behalf of producers and to assess/fill these needs. The
Producer Outreach team will provide presentations, templates, planning, resources, speakers, cost-share
money, resources and materials, pilot projects and in-person presence at events. This also will provide
for an upstream information flow back to National Pork Board program staff as well as leadership. This
includes working to provide an easy-to-use template for websites and state newsletters to producers. This
would assist in getting additional messages out to producer
Rationale: Producer Outreach will be the conduit for information flow between Checkoff program areas
and producers. The focus will be communicating key messages and connecting everything we do to the
We Care initiative. Key audiences include producers, state pork associations, production companies,
contract growers, employees and allied industry partners. The Producer Outreach team will work with
other Pork Checkoff departments to create three key messages per quarter that will be conveyed to
producers in all of our active states throughout 2013. Another area of focus will be getting Pork Checkoff
resources and research into producer’s hands. With our success of this tactic it will help producers engage
in their role in responsible pork production, the We Care initiative and continuous improvement. Increase
in dollars for 2014 to retain previous years funding allowing for better involvement with State Pork
Associations and Producers.
Specific & Measurable Objectives: The measurement for this tactic will be the annual producer survey.
This tactic is key to all of our vulnerabilities and will help gain feedback for the strategic plan.
20
$115,000
7. Youth Activity Sponsorship & Partnership Events: The Pork Checkoff will reach out to a very targeted
producer audience, (those with under 1,000 hogs marketed yearly, show pig, specialty producers and
seedstock producers). The Pork Checkoff will support youth activities as a means to communicate defined
messages with non-traditional audiences. We will help young producers see opportunities for careers in the
swine industry. The Pork Checkoff will invest in high school and college-age student development through
several leadership and career-development programs, creating a stronger relationship between the pork
industry and those students.
Rationale: Many pork producers do not get face-to-face contact with consumers but youth exhibitors
feed on this. Through sponsorship of our youth programs we get the ability to educate and train young
people with key messages and information they can use in their consumer interactions as well as push
them to engage in conversations with their peers. A Pork Checkoff person speaks at each event about
the important role they have in the swine industry and to use what they have learned through PQA Plus
to spread the We Care messages. As Pork Production increases we need not only the next generations
of Pork Industry professionals but we also need advocates who have a farming background to continue
to discuss modern agriculture in a positive light. As Millennial research suggests that this generation
believe their peers more than other suggested groups. This is an opportunity to continue a positive
conversation. This tactic specifically addresses the reputation of modern agriculture vulnerability.
This tactic includes support of the National Junior Swine Association and Team Purebred
organizations. Additional programs will include a cooperative efforts with the National FFA
Association Ambassador program. This It fills in the gap of continuous communication of the We
Care initiative, focusing on a smaller but very visible section of our industry.
Specific & Measurable Objectives: As youth are the most visible point in our industry, they can have
a loud voice for us as advocates educating through PQA Plus and equipping them with messages to
use in face-to-face conversations and social media.
We will benchmark our awareness by PQA Plus and Youth PQA Plus participation with youth
exhibitors and their parents at shows and events. Through sponsorship in these organizations,
the Pork Checkoff will increase the awareness levels for the non-traditional producer, parents
and students looking to enter the workforce in the next two to three to five years which will be
documented by PorkSquare website.
$81,000
8. State Tradeshow & Partnership Events: The Pork Checkoff will be represented at all state and
national events by having a booth and getting our key messages and materials into the hands of the
producers that can use them. We are able to make producer connections at trade shows by going to
home-state locations. We also are able to support and collaborate with our state partners through this
tactic. This tactic provides continuous communication to pork producers about resources available to
help them address identified industry vulnerabilities. This addresses the gap of providing resources and
information to pork producers created with their Pork Checkoff investment. This tactic contains no staff
travel.
Rationale: Producer Services is often the face of the Pork Checkoff to producers the ability to talk to
producers face-to-face at state tradeshows and annual meetings is vital for our organization.
Informed producers allow us to be a more cohesive industry and close the inform producers about all
of our vulnerabilities.
Specific & Measurable Objectives: We will have a booth/representation at all state pork events, as
well as the National FFA convention. Producer counts will be taken by a special giveaways that help
convey the selected key messages as well as resources given at state tradeshows.
$55,000
21
9. Producer Services Program Management: This tactic funds the Producer Services Department staff
travel costs and enables the department to communicate the programs, projects and key messages of the
activities provided by the Pork Checkoff to producers, state associations and allied industry. This tactic
includes two meetings each year for the Producer Services and Communications Committee meeting.
Rationale: Staff travel and outreach as well as producer committee meetings are essential to ensure
adoption and utilization of key Pork Board programs and initiatives and to ensure prompt and
effective communication between the Pork Board and state pork associations.
Specific & Measurable Objectives: State pork association board leadership and staff will be kept
informed on a timely basis of Pork Board programs and activities. Pork Board outreach staff will
attend state annual meetings and at least two board meetings/year in key pork states to ensure
effective two-way communication on Pork Board programs and initiatives and also will be available
to assist states in support of Checkoff-related programs and functions. We will conduct two meetings
each year of the Producer Services and Communications Committee.
Awareness and adoption of key Pork Board producer education, certification and image programs (We Care,
PQA Plus®, TQA®, HR/worker safety programs, OMS, etc.) by pork producers will be increased.
$292,500
10. Annual Meal Sponsorship: Annual meal sponsorship is a cost-share program available to state
associations in the amount of $1,000 per state to help with costs of hosting their annual meeting
banquet/meal. States must apply for the funds and a National Pork Board representative must attend and
speak during the event. A copy of the agenda is provided with the invoice.
Rationale: This is one way the pork checkoff can provide updates to states and their producers, in
some cases this is the only way.
Specific & Measurable Objectives: We will work with the states to show our logo on their programs
and to get our messages out to their audiences by having a speaker at each event. We can track
number of attendees and messages to each audience.
$30,000
11. Channel Outreach: Content Development & Agency Support: This effort was initiated by a
supplemental from the Board of Directors in June of 2012 ($3M) and a subsequent supplemental from
the Board in January 2013 ($2.75M). 2014 is the first year it is going through the regular budget process.
Channel Outreach is an ongoing effort to engage food chain partners at a senior management level on
issues that relate to pork production in order to avoid the establishment of unreasonable pork procurement
policies. Effort will continue to utilize agency support(at a much lower level than in 2013) for content
development, development of additional topic backgrounders, food chain “alerts” to partners, additions to
Life Cycle Analysis and Economic analyses, consumer research, event sponsorships and advertising.
Rationale: In recent years, sometimes at the behest of activist groups, many retailers and food service
companies have established procurement policies without regard to the impact on the supply chain. Many
of these policies would require costly changes on the farm. Some policies, while well intended, were
established without a complete understanding of all the economic and environmental consequences. It
became clear that a new effort was needed to establish relationships and dialogue with senior management
of these companies to ensure that they had a complete set of facts and the full picture of supply chain
consequences before they established additional pork procurement policies. The NPB Board of Directors
launched this effort in June of 2012 with a $3M supplemental, and then funded it in January of 2013 with
another supplemental of $2.75M. The first 18 months of the effort utilized agency support in a major way.
Agency support will be scaled back dramatically for 2014, hence the greatly reduced budget.
Specific & Measurable Objectives: To establish relationships and dialogue with individuals in senior
management of the top 35 retail and food service companies that market pork, to position NPB
with these individuals as the authoritative source of credible information on issues related to pork
production, and to avoid the establishment of unreasonable procurement policies that would restrict
hog farmers freedom to operate.
22
$557,552
12. Promote Pork Industry Reputation (Proactive communications)
Due to increased scrutiny by the general public and sensational attacks by activist groups, the Pork
Check off must better share its story of social responsibility in defense of the American pork producer.
To do so, proactive communications programs must be implemented that defend and preserve
reputation through building media relationships, pitching and placing news coverage and leveraging
national consumer media articles.
Rationale: The pork industry is under attack by social activists that lack attention to detail or, worse yet,
choose to incorrectly manipulate industry data to set their agenda. These groups are attack-oriented
and unprofessional but can be successful at gaining media attention. Pork Check off needs to develop
programs and tools from dedicated funding to shape consumer perception, prepare spokespeople and
create our own PR and paid media tools to set the record straight and defend our practices.
Specific & Measurable Objectives: Establishment of reporter relationships through 1:1 desk-side
briefings. These meetings will generate new and increased media coverage in key national consumer
media outlets. The impact of this dialogues will be measured through an increase in both media
impressions and positive tone of news coverage.
$200,000
13. Respond to Ag & Mainstream Media Relations Inquiries (reactive): Through direct contact and
programs designed to enhance contact with the ag and mainstream media, a better understanding of
modern pork production will help create more informed coverage of pork issues. Relationship building
with media covering pork issues will allow us to deliver factual information, key spokespeople and critical
messages. This tactic includes work with NAFB stations, ag print media and primary mainstream media.
Rationale: By sustaining on-going media relationships and building new relationships we are better
able to communicate about the pork industry. In this case, we do that through direct contact and
providing the resources the media need to accurately cover the pork industry.
Specific & Measurable Objectives: We will build media relations through involvement and
sponsorship at Ag Media Summit and NAFB national meetings. We will create radio programs to
be delivered 3 times per week reaching producers through farm radio stations in at least 15 states
per month. We will host a media event at World Pork Expo. We will provide b-roll of today’s pork
production in High-Def for use by the states and media as requested. We will respond to media
seeking information about the pork industry within 24 hours or less. The goal is to diminish negative
coverage of the pork industry in the media, while positioning positive stories in the media. We will
connect with pork media at least 3 times per year in person and monthly electronically and/or phone.
$100,000
14. Leadership & Spokesperson Training: Producer leadership and key staff serve as industry
spokespeople on a number of subjects. Training for these people helps them to carry and deliver Checkoff
messages more appropriately. Many of those trained will hold leadership positions in the industry. Their
training will help them specifically to communicate--in meetings, as a seminar speaker, or with the media.
Being proactive on behalf of our industry requires being able to better communicate our story.
Rationale: Industry leaders and staff present and are interviewed regularly. Through this training we
are able to better prepare them to carry the message more effectively, thus taking full advantage of
every opportunity.
Specific & Measurable Objectives: Media and presentations trainings will be held for the three
officers of the National Pork Board and appropriate producer leadership prior to Pork Forum, World
Pork Expo and other industry events to prepare them for their specific roles. We also will hold media
and presentation trainings for 15 program staff and others as needed. These trainings will prepare the
leaders and staff to better communicate the Checkoff message and represent pork producers.
$15,000
23
15. Utilizing Social Media to Reach Influencers: Social media is a cost effective way to reach individuals.
Information is posted online and shared through social media outlets before major news outlets can break
the story. Information on modern pork production will be delivered by presenting the science based
answers while appealing to consumers emotions. This tactic helps communicate the work being done with
the We Care initiative and will work toward improving the image of the industry through the video library,
the Checkoff ’s YouTube channel and a specific website aimed at the influential consumers. This tactic
provides advanced training for producers and states. These producers will allow the pork industry to have a
larger presence in social media.
Rationale: Social media can be used to carry out a positive and accurate message of modern
production, but it can also be used to respond to others comments about our industry. Being
prepared to do this through videos and social media platforms is important. The social media
baseline gives us the trends of how our information is received and what other types of information
are out there that we may need to overcome.
Specific & Measurable Objectives: We will create 8 to 10 new, short videos showcasing producers
on their farms explaining everything from animal care, to the pork industry’s carbon footprint, to
showcasing continuous improvement in the industry. Videos distributed via YouTube, pork.org, and
other platforms - that showcase modern pork production, We Care principles and by leveraging the
OMS network of spokespeople. We will update the online training materials to provide pork producers
with the basic social media skills needed to take part in the conversations in social media and train 30
producers through a new hands-on social media training. We will host one advanced training session
and provide ongoing support for those producers. All social media tools will be deployed.
$170,000
16. National Ag Trust & Image Campaign: We will continue our support for this coalition effort that
consists of 80+ farm organizations and allied industry. The effort is focused on building consumer trust
in modern agriculture and utilizes a menu of tactics including Food Dialogue events, USFRA Facebook
page, Fooddialogues.com, Faces of Farming, and distribution of a major film documentary on modern
agriculture. This effort is the only one that has successfully brought together all segments of agriculture
for a united effort at building consumer trust.
Rationale: The lack of consumer trust in modern agriculture is the root of many challenges faced by
pork producers and farmers in general. This distrust causes retailers and food service companies to
enact burdensome procurement requirements and inspires unfriendly regulation and legislation at
both the state and federal level. So, while NPB cannot work to influence government, we can address
the underlying issue of consumer trust.
Specific & Measurable Objectives: An annual survey of consumer trust in modern agriculture is
conducted to gauge the effort in totality and other metrics are applied to individual tactics (this includes
number of viewers of documentary, number of unique visitors to fooddialogues.com, engagement levels
on facebook, and number of connections made in retail and food service).
24
$2,500,000
17. Pork Industry Environmental Stewards Awards: The program typically highlights four producers
nationwide, as selected by the Environmental Committee’s Environmental Stewards Subcommittee. The
videos typically run about 6 minutes each and are put onto a single DVD for outreach, as well as pork.
org and Checkoff ’s YouTube channel. Also, the videos are distributed electronically to national television
farm media as well as local media in each producer’s area. The stewards are highlighted in Pork Checkoff
Report magazine in September each year as well as in National Hog Farmer. The Checkoff also issues
a news release and does promotion via social media. The recipients are honored at Pork Forum each
March as the video is shown to all delegates in the session.
Rationale: The Environmental Stewards Program, begun in 1994, enables the industry to showcase
producers’ commitment to socially responsible farming and environmental practices. Recipients and
their farms are featured in a high-quality video distributed to states and media and is permanently
housed on pork.org, Checkoff ’s YouTube channel and National Hog Farmer’s website. This is featured
at the Pork Industry Forum. Feature stories on stewards appear in Pork Checkoff Report and in
National Hog Farmer magazine. Other venues are Pork Leader, Checkoff news release, NAFB radio,
podcasts, pork.org., etc. Media pitches to national and local media also are made. This all helps to create
awareness of how the pork industry demonstrates the We Care ethical principles everyday. This tactic
also addresses the vulnerability ranked as number one, Reputation of Modern Agriculture, by showing
how today’s producers raise their animals using modern production techniques in an environmentally
responsible and sustainable way. Some of the gaps are addressed by having the producers talk about the
We Care ethical principles and how they demonstrate them on their farms.
Specific & Measurable Objectives: The primary measurable objective of this tactic (for the video
alone) is the number of impressions/clicks made in showing the videos. We will gather 2013’s
viewership data (broadcast/online) and use that as a benchmark from which to improve upon for
2014’s class. Other, ancillary objectives such as acquiring numerous photos for communications uses
and helping develop producers as spokespeople to tell pork’s message of sustainability, etc., are more
difficult to quantify, but provide a major benefit for communication purposes across all Checkoff
departments and outside uses.
Objective 3 - Work with NPPC and state pork organizations to provide pork producers with the tools to
assist them in the development of a favorable business climate within their local communities.
$113,568
$2,472,740
Tactics:
1. Reach Producers Through Paid Media: Paid media, such as print and broadcast advertising and
direct mail, help us deliver vitally important information to producers. Returning this tactic to historical
levels of funding will allow us to reach producers who either are not in our database or who do not
take advantage of our other information delivery tools. Paid advertising also is a way for us to partner
with media that help us deliver Checkoff information in their pages and on their airwaves. Together, we
extend the reach of our information.
Rationale: Uptake of Checkoff-created programs is a measurement of producer understanding
of how their Checkoff is working on their behalf. Marketing of these programs helps producers
understand resources available to them through Checkoff and helps producers know where their
Checkoff is being invested. While historically a solid program, we’ll not use this tactic in 2014 (hence
$0 committed) and revisit for 2015 consideration.
Specific & Measurable Objectives: One measurement, although not precise, is in the overall success
of the product or programming being featured in the paid communication. We also look at the
Checkoff support question in the annual survey of pork producers to determine if producers are
seeing value in their investment. A support number above 67 percent indicates that more than twothirds of producers have received enough information or value to support the Checkoff.
$0
25
2. Pig Production Environmental Footprint Calculator Enhancement: The existing Pig Production
Environmental Footprint Calculator will be completed by incorporating land and air footprint
components with the existing carbon and water footprint components into a unified computerbased tool. This tool will allow the pork industry model the overall impacts of management practice
changes made voluntarily or prescribed by industry stakeholders or regulatory agencies. It will also
give the industry the ability to benchmark and measure industry progress. The tool can also be
used by individual producers to evaluate and select the most appropriate management practices for
environmentally and economically sustainable production.
Rationale: Environmental sustainability programs must address air & land footprints in addition to
carbon and water footprints. This tactic will complete the Pig Production Environmental Footprint
Calculator in support of the 4-Pillars of Environmental Sustainability effort. It will fully incorporate
air and land footprint components being completed in 2013 and 2014 with existing carbon and water
footprint components. It will also enhance the existing economic analysis component to provide
the pork industry a tool to model industry-wide impacts of management practice changes made
voluntarily or prescribed by industry stakeholders or regulatory agencies. It will allow the industry
to benchmark and measure industry-wide progress. In addition, it will give individual producers
a tool to identify environmentally and economically sustainable management practices to evaluate
production alternatives and improve production efficiency.
Specific & Measurable Objectives: The pork industry will have a tool to model the overall impacts
of management practice changes made voluntarily or prescribed by industry stakeholders or
regulatory agencies. The industry will have the ability to benchmark and measure industry-wide
progress. Individual producers will have a complete tool them in selecting management practices
or technologies that improve their production efficiency resulting in improved economic and
environmental performance.
$50,000
3. Advertising Duplication & Distribution: This allows us to print, package, duplicate, distribute
and effectively market all Pork Checkoff educational, scientific and production resources to U.S. pork
producers. Use of an inventory-management-system based on producer and end-user demand for
education and information resources. This also allows us to update our materials with the latest research,
information, photos and guidelines. This tactic includes science and technology education pieces as
research is completed, Pork Checkoff can efficiently package and distribute applicable information to
educate producers and positively impact their operation.
Rationale: This tactic plays a key role in communication to stakeholders in all of the identified
vulnerabilities. As research is completed, Pork Checkoff can efficiently package and distribute applicable
information to educate producers and positively impact their operation. This addresses the gap of
providing resources to pork producers created with their Pork Checkoff investment.
Increase budget due increasing the amount of quality educational resources specifically in the
science and technology research and We Care focus areas as well as increased ability to market to
specific producers with increased demographic information.
Specific & Measurable Objectives: We will use a “just-in-time” inventory management system
based on producer and end-user demand for selected education and information resources. We
will duplicate and distribute resources through the Producer Outreach team, Porkstore.pork.org,
Producer Services Center, Swine Educators and PQA Plus advisors.
Each year we will reevaluate current resources and make continuous improvements to resources
available. Over 25,000 resources have been given to producers through National Pork Board and
State Pork Associations at events, meetings, and the Porkstore website.
26
$85,000
4. Pork Leadership Institute: Working in conjunction with the National Pork Producers Council, a
class of the Pork Leadership Institute will explore the pork industry through experiential learning while
gaining valuable leadership skills that will serve participants both as future industry leaders and leaders
in their organization and communities. The group will meet four times (September, November, March
(Forum depending on the funds), April and June. Possibly one extra trip to Forum to experience the
leadership body but this will depend on funding and is an optional trip for the group. The group will get to
experience World Pork Expo and a trip to gain a broader understanding of export markets.
Rationale: This is a great way to develop those individuals whom will be the future industry leaders
and leaders within the industry as well as their communities.
Specific & Measurable Objectives: Through their involvement in the Pork Leadership Institute, 80
percent of participants will assume a leadership role at the state or national level.
$90,000
5. Quick Facts: Quick Facts, a comprehensive book that provides an overview of U.S. pork production,
will be updated in 2014. The stats section is updated every year, but all of the sections in the book will be
updated in 2014, with the new version posted online at pork.org and printed.
Rationale: Quick Facts is widely used by staff, media, students, producers and others to help share
pork’s positive story with consumers, participants and other key audiences. Topics include the history
of pork, the pork industry timeline, pork production today, the environment, public health, pork
safety, pork stats, a glossary of pork terms, frequently asked questions and consumer pork facts.
Specific & Measurable Objectives: The Quick Facts book provides a factual overview of pork
production today, including everything from pork’s sustainability story to pork menuing trends. The
book will be revised, with 2,000 copies printed. It also will be available online, with the ability to
download it electronically. We will promote the new version in the Pork Checkoff ’s communication
tools and will provided the comprehensive U.S. pork industry resource to media, states, Operation
Main Street speakers, staff, producer leaders, FFA and 4-H members.
$25,000
6. Photo Resources Development: Photo shoots will be conducted during the year to update the Pork
Checkoff ’s available stock photos. There is a growing demand for photos of today’s pork production,
with photos requested weekly – if not daily – by media, states, agencies working on Checkoff projects,
OMS speakers, students, leadership, staff, book publishers, etc. This tactic will help build available photo
resources to address these needs, as well as for use in Checkoff materials.
Rationale: There is a growing demand for photos of today’s pork production, with photos requested
weekly – if not daily – by media, states, agencies working on Checkoff projects, OMS speakers,
students, leadership, staff, book publishers, etc. This tactic will help build available photo resources
that show how producers demonstrate the We Care ethical principles daily on their farms, as well as
for general shots of everything from building fans to biosecurity measures.
Specific & Measurable Objectives: A new Pork Checkoff photo resource CD will be developed for
distribution to states at Octoberfest. The new photos will be shared with media, OMS speakers and
others to help consumers learn about today’s pork production. Also, the photos will be important
in producing new Checkoff communication tools. In 2014, we will measure how many CDs are
distributed and requested by media, OMS speakers, etc.
$10,000
27
7. Collaborative State Staff Meetings: Scheduled meetings between state associations, their producer
leadership, and the National Pork Board. One all-staff meeting in October and four to five specialized
group (State Executive, Communicators/Educators, and State Contacts) meetings will be held
throughout 2014. The Pork Checkoff will host a collaborative meeting of state communicators and
company-level communications directors to network and share information in 2014.
Rationale: Collaborative state staff meetings will allow for both idea sharing and program
information updates. Communication is key to stakeholders when discussing several of the
identified vulnerabilities, from foreign animal disease preparedness to feed availability. Pork
Checkoff must continue to educate state staff about resources available as well as gain input from the
producers in their states. This addresses the gap of providing information to state pork associations
and pork producers.
Specific & Measurable Objectives: Each specialized group (State Executives; State Contacts,
Education/Communication Directors) will meet one to two additional times separately in 2014 to
further increase idea and information exchange. As part of the state communicator meeting, the Pork
Checkoff will invite at least 10 company-level communications directors to attend in 2014. These
events will be evaluated by collaborating with state staff to allow them to guide the agendas as well as
a follow up survey at each meeting.
$155,000
8. National Producer Database Verification: National Pork Board will use a third-party service
provider to update producer database demographics to correct and update addresses and phone contact
information. In addition, producers who have previously opted to provide email addresses to other
service providers, will be added to the NPB records.
Rationale: Verifying and updating producer demographic information will allow the National
Pork Board and the state associations to communicate with producers more cost effectively. We will
eliminate names from the database that are no longer in the industry; identify current addresses and
email addresses that will allow us to more effectively target Checkoff messages to the right contacts
within producer organizations; and eliminate duplications and return of address postage costs.
Specific & Measurable Objectives: Utilization of a third party service will increase the number of
valid email addresses that we have for producers within our national database that will allow us to
communicate checkoff messages more effectively.
$0
9. Benchmark Safety Incidents & Associated Costs: This tactic provides technician support and pork
producer oversight to continue operation and maintenance of a data-management system completed in
2013 that allows pork producers to evaluate the impact of actions taken to reduce accidents and safetyrelated costs. Participating producers are comparing occurrence of safety incidents and costs at the
farm, system and industry level. Financial and production metrics express safety costs on a per-pig or
per-worker basis. Results will be used to increase interest and take action to improve workplace in pork
production.
Rationale: Producers have not been able to compare themselves with credible data regarding
workplace safety on farms. There is no credible baseline for the industry other than OSHA statistics
which are difficult to use due to inconsistency of data provided. Pork Producers have no way to
identify where the biggest risks/losses occur to concentrate training/resources. Developing a process
and database to benchmark workplace safety was the #1 Priority from Safety Summit January 2012
participants representing 30% of the US sow herd.
Specific & Measurable Objectives: Pork producers contributing data into the Safety Benchmarking
Database with represent 30% of U.S. Sow Inventory (approximately 1.75 million sows)
28
$29,740
10. Small Producer Production Knowledge Support: Working with a team of academic swine educators,
we will complete the population of the niche pork domain with existing and new fact sheets and resources
that will provide small producers a handbook to assist them in all areas of pork production that will insure
that they are positive contributors to the industry’s efforts in herd health, pork safety, animal well-being, and
pork quality. We will work to secure state funding to match our national funding to complete this tactic.
Rationale: Small producers who do not deliver to major packing plants or market their pork directly
to their customers are important members of the U.S. pork industry representing a small % of the
total pork produced, but a large number of the producers, particularly in non-midwestern states
where they are critical members in their state associations. Working to insure that these producers
have the resources to support the national efforts around pork safety, pork quality, herd health and
monitoring and animal well-being should be an important component of our national efforts.
Specific & Measurable Objectives: Completion of the Niche Producer domain and creation of a
handbook that can be distributed to small producers around the country to support their efforts at
profitable, safe, and quality pork production.
$15,000
11. State Association Viability Fund: As a result of the State and National Task Force work in 2010, the National
Pork Board of directors established funds available for states to pursue alternative management organizations
that would help assure not only long-term viability of the state associations, but also access to professional staff as
well as models that allow multiple states to join together in one organization for increased efficiency.
Rationale: Maintain viable, active, and visible state pork associations in all states where producers
have indicated an interest in being represented by an organization that supports the goals and
objectives of the U.S. pork industry is an important objective for the organization.
Specific & Measurable Objectives: We will be successful with this tactic in 2014 if the formation
of new regional association models are supported by an increasing number of producers within the
represented states. We will evaluate the success of the program over a two-year period and report
back to the board of directors on the success and value of continuing with the program
$70,000
12. Annual Stipend for Producer Contact in Small States: We are proposing that we create $1,000$2,000 annual stipends to volunteer state association producers as a recognition for their investment of
time for the state association and their ability to deliver on a timely basis the on-going requirements of
the National Pork Board/AMS to receive state checkoff funding.
Rationale: Several of the smaller state pork associations are managed by producer/industry related
volunteers who are not paid by the state association to accomplish many of the annual tasks expected
by the National Pork Board in order to receive state checkoff funding. Because they are not paid for
their time, deadlines are missed and the quality of the effort is reflective of the fact that these folks
have other full-time commitments.
Specific & Measurable Objectives: With financial consideration for meeting deadlines for required
national reporting and submissions, the quality, timeliness, and accuracy will increase and reduce
follow-up and rework efforts by staff
$12,000
29
13. Evaluation of Swine Resources: With fewer swine-focused personnel at land-grant universities, a
greater level of efficiency in resource development is necessary. By first identifying existing educational
resources, a gap analysis can be completed in year two to identify priorities for resource development.
Personnel will identify existing human capital in swine-related positions at universities throughout
the country and also develop an inventory of existing swine-related educational products. Available
materials and expertise will be indexed for ease of searching to facilitate wide dissemination of this
information among interested parties. Educators will be able to identify and access relevant resources
quickly and efficiently through the web-based interface.
Rationale: This tactic was written by the swine extension educators group who are passionate about
the industry information and would like the Pork Checkoff to be the vehicle that holds the historical
information of the U.S. Pork Industry. Creating a database of past research, resources and materials
are important to the U.S. Pork Industry to allow us to better benchmark, measure change and focus
on continuous improvement.
Swine Extension educators have volunteered their assistance in collecting and submitting their documents
into this library. Costs would be to create an archive system as well as review of these documents.
Specific & Measurable Objectives: There is a variety of resources available around the countryside
but the industry lacks a historical archive of research, resources and list of experts in specific topics.
A database would be created to include these specific areas. This tactic can be measured by: Number
of experts listed and number of states participating, number of tools identified, organization of
resources and research that would be reviewed, updated, organized by current Swine Extension
Educators and Researchers.
$0
14. Pork Academy: Pork Academy is held in conjunction with World Pork Expo. Educational seminars
provide attendees with the most current information, resources and tools that they can take back and
apply immediately in their operations.
Rationale: Pork Academy is a series of in-depth seminars on current and hot topic issues facing our
industry. Pork Academy is held during World Pork Expo.
Specific & Measurable Objectives: Demographics from all attendees will be captured and the
number of individuals attending each session will be tracked.
$35,000
15. Pork Management Conference: This conference is suited for anyone in the Pork Industry, whether
production or financial. The agenda focuses on current and hot topics within the swine industry.
This conference generates over $80,000 in revenue through sponsorships and registrations. Average
attendance is 150 with new faces attending each year. This conference also has a planning committee that
meets once per year to review, evaluate and develop the conference agenda according to the National
Pork Board’s Strategic Plan.
Rationale: The conference focuses on topics of production and financial relevance and includes tenets
of We Care and Operating Freedom. What they learn will help them protect their rights and increase
the ability of their operations to produce pork in a socially responsible and cost-competitive manner.
Specific & Measurable Objectives: Each attendee will complete an on-site evaluation; a follow-up
3-month electronic survey will be sent. Attendees will be asked: what they learned; if expectations
were met; what they implemented when they returned to their operations; and what changes, if any,
have they made and what other information they need.
30
$50,000
16. Producer Environmental Education Materials: Develop, produce and distribute a DVD based
distance learning education program on environmental management practices at pork production
operations to provide basic education for new pork producers and refresher education for experienced
pork producers.
Rationale: Protecting the environment is a We Care ethical principle. Key to demonstrating
commitment to this principle & maintaining freedom to operate without additional restrictions
& requirements will be the extent to which producers voluntarily adopt improved environmental
practices. This tactic will develop material for producer audiences & support a coordinated producer
sustainability and environmental education program. Materials will address operational & economic
efficiencies for producers and benefits to external stakeholders and the public.
Specific & Measurable Objectives: Pork producers will develop and demonstrate a clear
understanding of sound Good Environmental Livestock Production Practices (GELPP’s) appropriate
to the phase, size and type of production system of their production systems as demonstrated
through completion of an NPB developed and produced distance learning DVD program on pork
production environmental practices.
$0
17. State Education Cost Share: This tactic supports 25 state pork associations with $2,000 for
each state to help them deliver educational information to producers. This delivery can be in any
avenue where producers are present, including conferences, seminars, annual meetings, tradeshows,
certification training, pork congress, etc.
Rationale: This tactic is the only “educational” cost share available to the state associations that helps
provide them with dollars to deliver hot topics, certification programs or educate future leaders in
pork production.
Specific & Measurable Objectives: Each state must submit an annual request form, detailing its
means of delivery and audience. The event must be educational and producers must be present.
They must state the goal and objective of the event. Each request must be approved by National
Pork Board. Payment will be processed only after the state completes an evaluation. A program of
the event also must accompany the invoice. The evaluation/summary must include the goal and its
outcome of success.
$50,000
18. Swine Extension/Educators In-service & Executive Committee: One in-service meeting will
be held in the fall of 2014 that will focus on up-to-date information and resources available for
producers. This event focus is on the delivery of information, tools and resources. This event includes
an educational learning tour. Members of the Producer and State Services Committee are encouraged to
attend. This group contains an 8-member executive committee that meets in person twice each year.
Rationale: National Pork Board is the only commodity that provides our swine extension specialists
and ag educators with information, tools and resources they can take back and deliver to the pork
producers they serve and/or in their classrooms to the future leaders in pork production.
Specific & Measurable Objectives: The fall in-service will be evaluated through an on-site evaluation
form and through impact statements received by members of the executive committee to help us
determine if what they learned has affected behaviors/culture of producers and students.
$105,000
31
19. Operation Main Street: Operation Main Street (OMS) will continue to empower producers to
tell pork’s positive stories. We will have more OMS 2.0 speakers out talking to higher-end audiences
in larger populations. We will continue to add OMS 1.0 speakers for the local level and to encourage
recruitment for 2.0. Included in this tactic is $20,000 for a state cost-share program to provide mileage
reimbursement for 1.0 speakers. This provision was recommended by the Producer and State Relations
Committee in response to the advisement passed at Forum that the committee evaluate the feasibility of
providing financial support to OMS speakers. Cost-share program would be for mileage reimbursement
only, not for equipment logistics, per the recommendation of the committee.
Rationale: More and more speakers are wanting to speak to higher level audiences and we are trying
to help find them to provide them with those opportunities.
Specific & Measurable Objectives: We will train 2 new OMS 1.0 classes with 550 presentations and
two new 2.0 classes, resulting in 300 presentations and 150 media stories with a reach of 10 million
impressions.
$580,000
20. World Pork Expo: To build relationships with producers and share the latest checkoff messages. We will
count the number of impressions throughout the show through meals served and handouts given away.
Rationale: It is the one event every year that we can get producers input in a casual atmosphere and
get their pulse as to what is happening.
Specific & Measurable Objectives: The attendance at Pork Academy, materials given away and most
importantly the relationships built and the daily conversations that happen.
$81,000
21. Annual Producer Benchmark Survey: The annual benchmark survey provides both a measurement
of producer attitudes about Checkoff programs and insight into what producers want and expect from the
Checkoff investment. Increasingly, the survey is being used to measure effectiveness of specific program goals.
Rationale: Understanding producer’s attitude for Checkoff programs and industry issues helps us
to understand the position producers have on the success of their Checkoff investment. Without
this research a significant change could have occurred that we are unaware of until it may be to late
to correct. With this survey we can determine how and what we need to communicate to assure
producers understand their Checkoff investment.
Specific & Measurable Objectives: The survey is the measurement device used to determine of the
overall success of Checkoff programming, as well as improvements in specific program areas.
$60,000
22. Delivering Checkoff Program Information to Producers: Producers need to know how Pork
Checkoff resources are being used and about Pork Checkoff programs they can use. Because not all
producers receive information the same way, this requires the use of a variety of information tools. This
includes, but is not limited to: Pork Leader, Insider, PorkPod, pork.org, StateNet, radio reports, news
releases, ebooks, brochures and other materials, annual report, photography/videography, telephone,
freelance support, graphic design, professional development of staff, Forum and Expo plus other
trade shows, sponsorships of professional conferences and miscellaneous other expenses related to
information delivery.
Rationale: This tactic carries the load of the communications department programs, including PR.
With advances in delivery methods we have been able to scale back budget over the years, but this
tactic brings many of those together into a single budget item. The specific sub-tactics are defined
below, each assigned metrics for project completion.
Specific & Measurable Objectives: Producers’ knowledge of Checkoff programs and activities is the
goal of this tactic. The benchmark survey of producers each fall measures producers’ understanding
and support of the Pork Checkoff and its programs, based on their satisfaction with those programs and
activities. At minimum, that support should be two-thirds of all producers surveyed.
32
$130,000
23. Pork Checkoff Report: Produce and mail four issues of the Pork Board’s flagship magazine to
producers, as well as to key retailers, foodservice operators, allied industry, government representatives
and other key industry partners. Continue to offer states the opportunity to deliver state-specific
information in each issue through four-page inserts (typically eight to 10 states routinely do so).
Generate an estimated $60,000 in advertising sales revenue. The Pork Board’s annual report will be
distributed to producers by its inclusion in the spring issue.
Rationale: As the Pork Board’s flagship publication and the only communications tool sent to all
producers, it has high impact and informs producers about Checkoff programs and initiatives (We
Care, PQA Plus, etc.) that can help enhance their operations and the business climate they operate in.
The magazine also updates producers about how the Checkoff responds to issues (activist organizations,
FAD outbreak preparedness, etc.) on their behalf. The magazine plays another key role because the
photos/art work/editorial generated for the magazine are routinely used for other Checkoff projects, as
well as to meet increasing needs of states, media, etc.
Specific & Measurable Objectives: The magazine will be produced on schedule, with the inclusion of the
Pork Checkoff’s key program areas in each issue. We will continue to work with states to include state inserts
and will work with two or more new states to develop inserts. We will work to generate increased revenue
through advertising sales. The magazine will be posted online, and we will measure use information. Articles
will be used for Web features at pork.org and in other communications tools, with photos and graphics also
used across the board in Checkoff communication tools.
$360,000
24. Pork Checkoff Report Newsletter: A four-page newsletter will be produced and mailed to producers,
focusing on Checkoff research results and program “news you can use”, providing tools producers need to
enhance their operations and to help provide a favorable business climate in their communities. Six issues
of the newsletters will be mailed to producers who are active in the Checkoff ’s PQA Plus(R) program, with
topics ranging from what to do if an activist shows up at your farm to managing feed quality issues. The
newsletter will be mailed in months producers do not receive Pork Checkoff Report magazine.
Rationale: The newsletter has high impact because it provides practical information to help enhance
producer’ hog farms. There is no overlap because no other newsletter focuses on overall Checkoff programs
and efforts. By providing research results and news they can use, the newsletter provides industry-wide
benefits. Checkoff programs and efforts that relate to each newsletter’s single-topic issue will be featured,
communicating to producers how the Checkoff is helping with their day-to-day business concerns.
Specific & Measurable Objectives: The newsletter will be produced on schedule, with six issues sent
to producers, providing Checkoff research results and program “news you can use”. The newsletter will
provide practical information to help enhance producers’ operations. By providing research results and
practical information that producers can put to use on their farms, the newsletter provides industrywide benefits. The newsletter will be posted online at pork.org, and we will gather use information.
Also, articles from the newsletters will be used as Web features and in other Checkoff communications.
$130,000
33
25. Research Environmental Mitigation Practices & Technologies: This tactic will fund research into
practical and cost effective management practices and technologies to potentially control and mitigate
environmental impacts adversely effecting the industry’s carbon, water, air & land footprints & develop
materials & tools on improved environmental practices.
Rationale: Protecting the environment is a We Care ethical principle. Key to demonstrating
commitment to this principle & maintaining freedom to operate without additional restrictions
& requirements will be the extent to which producers voluntarily adopt improved environmental
practices. This tactic will fund research into improved management practices and technologies to
control and mitigate environmental impacts adversely affecting the industry’s carbon, water, air & land
footprints & develop materials & tools on improved environmental practices. Materials will address
operational & economic efficiencies for producers and benefits to external stakeholders and the public.
Specific & Measurable Objectives: Fund 4-6 research efforts into practical and cost effective management
practices/technologies to improve efficiencies that control and mitigate potential environmental impacts
from swine production operations. Potential areas of research include but are not limited to:
• Understand the fate & transport of emissions from swine operations and potential improved
mitigation or control practices/technologies.
• Evaluate potential nutrient loads attributable to the swine industry in the Mississippi River
Basin and potential impacts as well as potential mitigation/control technologies.
• Options for reducing air emissions including cost and effectiveness.
• Options for Best Management Practices (BMP’s) to ensure nutrient retention and capture.
Objective 4 - Manage issues to minimize current and emerging threats that endanger consumer
demand and/or producer productivity.
$350,000
$1,998,000
Tactics:
1. Animal Welfare Program Management: Domestic & international issues will be identified &
strategically managed through producer committee meetings, working group meetings, & dialogue with
external parties to stay current on happenings, both inside & outside of the pork industry, as they relate
to animal welfare. Allow for attendance of staff, producers & experts to represent the interests of the
pork industry at external forums that may impact our freedom to operate.
Rationale: In order to protect the operating freedom of producers and manage long-term consequences
of domestic and international animal welfare issues, it is important to identify these issues early to
anticipate, monitor and rapidly respond to them by partnering with producers, allied industry, and
other experts. Audience appropriate messages must be developed and delivered to communicate how
producers follow the Ethical Principles as it relates the care and well-being of their pigs.
Specific & Measurable Objectives: The animal welfare committee will meet at least twice to provide
direction to staff and discuss topics such as research funding, plan of work, PQA Plus, and other
emerging animal welfare issues in the swine industry.
34
$90,000
2. Swine Health Program Management: This tactic will address swine health issues that affect
profitability, production, commerce, trade and the reputation of the industry through producer
committee meetings, attendance of producers and staff at key industry meetings and subgroups/focus
group meetings that have industry impact.
Rationale: This tactic is necessary to identify, address and communicate scientific issues to support and
defend the reputation of modern agriculture, which has been identified as the top priority in Checkoff ’s
Vulnerability Assessment. This tactic will allow swine health issues affecting profitability, production,
commerce, trade and the reputation of the industry to be strategically addressed through producer
committee meetings, attendance of producers at key industry meetings and subgroups/focus group
meetings that have industry impact. The tactic also will provide support for three staff members to
travel to represent producers at critical industry and veterinary meetings, as well as at targeted meetings
and on committees as issues arise. The focus will be to continuously identify opportunities to anticipate,
monitor and respond to specific issues of swine health interest with the goal of protecting the rights and
ability of producers to produce pork in a socially responsible and cost-competitive manner.
Specific & Measurable Objectives: Provide support for three staff members travel to attend stakeholder
and other industry related meetings. Participate in support meetings for issues management (i.e. Swine
Surveillance; Animal ID; antibiotic issues etc.) Hold at least two face-to-face Swine Health Committee
meetings per year, and teleconferences as needed, to discuss Goals and to review and select research
projects. Provide opportunities for industry representation (Swine Health Committee members or other
appropriate attendees) at additional meetings that have industry impact
$160,500
3. Animal Welfare Information & Stakeholder Coordination: Collaborate with other nongovernmental organizations to identify and manage domestic and international animal welfare issues
that are relevant to livestock production including swine.
Rationale: Early identification and rapid response is important to mitigate long term consequences
of emerging issues. Animal welfare issues often impact the entire pork chain making it essential to
have a unified response to them. Interaction with welfare experts, producers, and other industry
stakeholders is necessary to address issues and allow for development of unified responses to animal
welfare issues. Through partnerships with other non-governmental organizations, the swine industry
is better able to address issues than we would be alone. These types of partnerships, such as the
Animal Ag Alliance, allow us the opportunity to coordinate with other species groups who have
similar objectives and are facing many of the same animal welfare challenges. Other partnerships,
like the Professional Animal Auditor Certification Organization (PAACO) or CFI, allow us to utilize
other’s areas of expertise and provide external credibility to the swine industry. For example, PAACO
is an independent body that certifies audit documents and trains and certifies auditors to provide
consistency in the area of animal auditing.
Specific & Measurable Objectives: Checkoff will work with other NGO’s, such as Animal Ag Alliance,
to identify and address emerging animal welfare-related issues and to provide support for objective
analysis and assessment. This science-based, objective information about the pork industry will be used
to inform producer, allied industry, the general public and other stakeholder concerns. The tactic also
covers costs associated with animal welfare related materials inventory management. In addition, we
also support the work of the Center for Food Integrity (CFI) Animal Care Review Panel that provides
an expert, objective and timely analysis of videos that may be used to challenge production practices.
$35,000
35
4. Business Continuity Planning & Implementation of the Secure Pork Supply Plan: This tactic will
develop, execute and manage an implementation strategy for the Secure Pork Supply Plan which is being
developed to support business continuity for pork producers in the event of a Foreign Animal Disease
outbreak in U.S. swine. The tactic will also help develop the data connections at the producer, state and federal
levels for sharing the movement, production, and surveillance data required by the SPS program standards.
Rationale: In the event of an FAD outbreak in the U.S., maintaining business continuity is critical for food
security and animal health/welfare in order to continue to provide a safe supply of pork for consumers while
focusing on disease control and eradication. The Secure Pork Supply (SPS) Plan is a business continuity
plan that if in place prior to an FAD outbreak will enhance coordination and communication between
all parties, speed up a successful FAD response, and support continuity of business operations for pork
producers. This tactic is necessary to continue moving forward with finalizing and implementing the
secure pork supply plan to minimize market disruptions in the event of a foreign animal disease that affects
the pork industry. The first draft of the program standards for the secure pork supply plan was completed
in 2013. Draft sections for traceability, on farm biosecurity, observational surveillance and information
sharing were reviewed by industry stakeholders and comments incorporated. Additional sections for data
management, risk assessments, transportation biosecurity and active surveillance are still being developed
and will be added to the program standards in 2014. It is anticipated that a working draft of the SPS plan
will be completed, reviewed and ready to pilot in 2014 with a soft roll out anticipated in 2015. In order to be
prepared for a soft rollout in 2015 the industry must focus in 2014 on developing an implementation strategy
as well as to continuing to identify and manage issues that will aid in the implementation of the secure pork
supply plan. To do this a SPS Implementation Taskforce to develop, manage and monitor an implementation
strategy for the SPS Plan and address outstanding issues that may limit implementation is needed. The
Swine Health Committee considers the development of the secure pork supply plan a high priority and
at their 2013 summer meeting unanimously passed a resolution directing staff to continue to support
the development process towards a workable and credible Secure Pork Supply plan. The Committee also
directed staff to convene a Secure Pork Supply Implementation Taskforce to develop, manage and monitor an
implementation strategy for the SPS Plan and address outstanding issues that may limit implementation. A
credible and workable business continuity plan, like what is being developed in the Secure Pork Supply plan
(SPS), will provide producers a tool to limit the negative impacts of an FAD event on the industry and help
protect swine health, ensure animal welfare and support emergency response. This tactic is also necessary
for keeping previously developed Checkoff documents outlining needs, response strategies and research
objectives for FAD’s up to date and will allow the development of plans that address vaccination for FMD and
preventing the introduction of FAD’s from outside the U.S. Checkoff’s Vulnerability Assessment prioritized
foreign animal/highly contagious diseases and market disruptions as the number 2 and 3 strategic issues that
would interrupt commerce and exports of pork, pork products and variety meats
Specific & Measurable Objectives: Develop and manage an implementation strategy for the Secure Pork
Supply (SPS) Program standards using a Secure Pork Supply Taskforce so producers have a mechanism to
limit economic disruptions from and outbreak of a foreign animal disease. Develop the data connections
to share the movement, production, and surveillance data required by the SPS program standards with
USDA, States and Industry. Deliver outcomes from this tactic to the Swine Health Committee.
36
$100,000
5. Nutrition Materials/Manuscripts: This tactic provides participation in coalitions, membership fees
for American Heart Association Heart Check Mark for pork tenderloin, and for literature reviews,
manuscripts and materials to communicate pork quality, pork safety and nutrition research while
protecting pork’s role in a healthful diet.
Rationale: Priorities include participation in nutrition related food coalitions and memberships to
advisory nutrition panels, publication of new pork and health fact sheets, new health professional
materials, new school curriculum materials and recipes to communicate pork’s positive role in a
healthy diet and any other materials related to nutrition, food safety and pork quality. Depending
on timeliness of peer review and acceptance of submitted nutrition research to nutrition journals
manuscript publication and communication of final reports will be communicated to media and
health professionals of the importance of pork as a high quality protein in a healthful diet.
Specific & Measurable Objectives: New fact sheets will be created and/or updated based off new
or updated Checkoff-funded research for specific audiences including doctors, dietitians and other
health professionals. Additional materials, including recipes and consumer friendly handouts, will
be created to help disseminate pork’s healthy nutrition profile to health participants to allow a better
understanding of how pork fits into a healthy diet.
$90,000
6. Advance Producer Preparedness for Threats that Disrupt Trade & Commerce: This tactic will
provide materials and support to continue Pork Board’s efforts to increase industry-wide awareness and
preparedness for foreign animal diseases and other incidents that may disrupt trade and commerce due
to public health threats from zoonotic diseases and food adulterations
Rationale: This tactic is necessary to deliver FAD awareness and preparedness education to pork
producers and industry stakeholders through emergency response and business continuity exercises.
Increasing producer awareness and preparedness for foreign animal diseases is beneficial to the
industry primarily in two ways. First, early disease detection provides the best opportunity to
contain and eradicate a foreign animal diseases. Second, demonstrating a high level of producer FAD
awareness, preparedness and understanding of disease reporting pathways benefits the industry by
maintaining and opening new international trade opportunities. In support of this tactic previous
tactics have: 1) developed, refined and exercised FAD response plans and developed response plans
for high-impact zoonotic diseases 2) Developed FAD education to increase producer awareness and
reporting pathways for suspect cases of CSF, ASF, SVD and FMD 3) Developed education for the
secure pork supply plan and strategies and resources to meet PQA plus recommendations for foreign
animal disease and agro-terrorism awareness. In 2013 Checkoff funded the development of a Border
Protection against Foreign Animal Disease Gap Analysis. This tactic is necessary to address the
gaps that were identified in the analysis that are specific to addressing the risk of FAD introduction
from travelers and products from outside of the United States. Checkoff ’s Vulnerability Assessment
prioritized foreign animal/highly contagious diseases and market disruptions as the number 2 and 3
strategic issues that would interrupt commerce and exports of pork, pork products and variety meats
Specific & Measurable Objectives: Create education that can be used to increase, producer,
veterinary and allied industry awareness regarding the risks of FAD transmission from international
travel and how to mitigate those risks. Host one meeting to identify mechanisms to educate
producers at points of foreign departure, in-transit and at U.S customs to create awareness of the
larger agricultural and environmental consequences for illegal imports and breaches in biosecurity.
Provide opportunities to conduct emergency response and business continuity exercises for
producers and allied industry at the state and national level.
$100,000
37
7. Emergency Planning for Foreign Animal Diseases: This tactic will result in the development of
an industry strategy for vaccination for FMD in the event of an outbreak, development of a strategy to
address gaps in boarder security for FAD’s and finalize an emerging diseases response strategy.
Rationale: This tactic builds on the work done in 2013 and is necessary to develop a FMD vaccine
strategy for the pork industry along with developing a strategy to address the gaps regarding Border
Protection against Foreign Animal Diseases in an effort to harden the U.S. Pork industry against
international FAD threats. This tactic is also necessary for the development of an emerging diseases
response strategy and keeping previously developed Checkoff documents outlining needs and
response strategies for FAD’s up to date.
Checkoff ’s Vulnerability Assessment prioritized foreign animal/highly contagious diseases and
market disruptions as the number 2 and 3 strategic issues that would interrupt commerce and
exports of pork, pork products and variety meats.
Specific & Measurable Objectives: Develop and review an industry FMD vaccine strategy document
based on the vaccine strategies, options and availability identified 2013. Develop and review a
strategy document that address gaps identified in Checkoff ’s Border Protection against Foreign
Animal Disease Gap Analysis. Review and finalized the Emerging Diseases of Swine Response
Strategy document. Update the Checkoff ’s FAD Planning and Response Needs Assessment. Deliver
outcomes from this tactic to the Swine Health Committee for review and direction. These plans are
needed to limit the economic damage to the pork industry from FAD’s
$100,000
8. Strategic Planning & Management of FAD Research: This tactic will result in the review of currently
funded FAD research across all funding agencies, identification of research gaps, coordination of research
priorities across multiple funding agencies, review of FAD research by subject matter experts and the
development of a strategic plan for future FAD research calls.
Rationale: This tactic is necessary to look at what FAD research is being funded nationally and
internationally, cross referencing that with the Checkoff ’s FAD research Gap Analysis and current
Checkoff research priorities so priorities can be removed or added so the Swine Health Committee
can reprioritize research using the most current and up to date information available. This tactic is
also necessary to improve the scientific review process for FAD research using a broader group of
national and international experts to review and discuss the scientific merits of proposals submitted
to Checkoff resulting in better information being communicated to the Committee for decision
making. Checkoff ’s Vulnerability Assessment prioritized foreign animal/highly contagious diseases
and market disruptions as the number 2 and 3 strategic issues that would interrupt commerce and
exports of pork, pork products and variety meats
Specific & Measurable Objectives: Review, identify and coordinate FAD research priorities between
government agencies and organizations that fund FAD research. Complete a more in-depth scientific
review of FAD research that is submitted to Checkoff for funding. Deliver outcomes from each meeting
to the Swine Health Committee for prioritization and funding of FAD research that will limit the
economic damage to the U.S. Pork industry in the event of a foreign animal disease outbreak.
38
$25,000
9. Risk Communications/Crisis Preparedness & Management: This tactic will help us to identify issues
and prepare appropriate response plans for the situation. It will also support response coordination across
the industry through producers, state associations and related organizations. Participation in the Crossspecies team, completion of the annual Vulnerabilities Assessment, drilling of response and plans as well as
assisting states associations and producers will form a strong foundation to pork issue/crisis response.
Rationale: Crisis preparedness and planning is designed to help us identify issues and prepare to deal
with them, or move around them. We also must be prepared to respond to issues that are disrupting
the normal business of the industry or potentially harming the reputation of pork or pork producers.
These tactics were created as the backbone of that planning and response.
Specific & Measurable Objectives: Through the Vulnerabilities Assessment process, we will
identify and prepare for key issues to assure we are prepared to respond and can help prevent
their occurrence, where possible, with spokespeople, talking points and response plans. The Issues
Management team will meet at least 10 times in 2014 to address leading issues. We will hold an inperson crisis drill including staff, industry partners, and government officials to test/revise industry
crisis plan. We will work directly with packers and processors, through on-going crisis meetings, to
build awareness of the industry crisis plan. We will fully participate in the cross-species FMD team
supporting/participating in research, drills, quarterly in-person meetings and monthly calls.
$200,000
10. Media Monitoring: Closely monitoring and evaluating the coverage of the pork industry and issues
related to the industry provides the guidance to respond to the issues before they reach the crisis stage.
This monitoring would focus on traditional media as well as the rapidly changing social media. This
monitoring would also serve as a tool to daily issues response and crisis response.
Rationale: Through media monitoring we are able to track the actual coverage and tone of an issue,
thus assisting in determining the response. Triggers have been developed that help us to respond
based on true coverage. We are also able to go back and collectively look at this data to determine
long-time attitude and tone of media coverage and what areas need the most attention.
Specific & Measurable Objectives: We will monitor quantity, sentiment and spokespeople in topics of
interest to measure their coverage in the media--both traditional and social media. This measurement
will be used to guide issues management and crisis management response based on the “triggers”
plan. The majority of this monitoring will be on issues as they arise, but it will be part of the baseline
measurement to understand the overall impact we have in media coverage related to pork industry
and thus how to improve that coverage. This monitoring serves as the critical foundation to the Crisis
Response program. The amount of issues monitored depends on the amount of issues impacting us, but
in a normal year we would expect to do specialized monitoring on at least 10 issues
$80,000
11. Nutrition Issues: Protect pork’s reputation as it relates to key nutrition issues. Preserve a presence
and educate health professionals on nutritional benefits of pork at the annual Academy of Nutrition
and Dietetics Food and Nutrition Conference Expo; education and communication on importance of
protein’s role in a balanced diet throughout the Dietary Guidelines 2015 process.
Rationale: Protects pork’s reputation as it relates to the following key nutrition issues (but not limited
to): obesity, Type 2 Diabetes, cancer, saturated fat, sodium, cancer, cardiovascular disease, nitrite/
nitrates, Dietary Guidelines 2015 (Dietary Guideline process currently underway) and any other key
nutrition issues that could potentially damage pork’s character. This includes, but not limited to, media
releases, or media pickup from published research or other confounding studies implicating red meat as
a liability to an unhealthy diet or contributing factor to a specific disease state.
Specific & Measurable Objectives: Evaluation based on media analysis for both the quality and
quantity of positive vs. negative coverage of lean meat’s role in a healthful diet. Goal will be to
minimize negative meat coverage and encourage media and health professionals to use messages
about lean pork as a nutrient-rich, high-quality protein that is important to good health.
$130,000
39
12. Environment Program Management & Committee Support: Support for the Environment
Committee, Environmental Stewards Subcommittee, and working groups meetings, web conferences
and travel as well as staff travel to identify & track emerging issues and develop environmental programs
to avoid or mitigate environmental issues that may endanger pork producers freedom to operate due to
additional restrictions and requirements imposed from outside and inside the pork chain.
Rationale: Ensure that Checkoff paying producers have direct involvement in tracking and
understanding emerging issues and directing environmental programs to avoid or mitigate
environmental issues that may endanger pork producer’s freedom to operate due to additional
restrictions and requirements imposed from outside and inside the pork chain.
Specific & Measurable Objectives: Checkoff paying producers will track and understand emerging
issues and direct environmental programs to avoid or mitigate potential environmental issues that
may endanger pork producer’s freedom to operate at 3 face-to-face meetings plus 4-6 web-based
conference calls of the Environment Committee. 1 face-to-face meeting of the Environmental
Stewards Subcommittee. Travel support for committee & subcommittee members and staff to attend
external meetings and participate in task forces/working groups.
$100,000
13. Producer/Public Health & Workplace Safety Program Management: This tactic will support of the
Producer, Public Health and Workplace Safety Committee (PPHWS).
Rationale: Perceived and real risks to public health associated with swine production practices can
have a considerable impact on the industry. Public and regulatory misconceptions surrounding these
issues as well as the introduction of FDA Guidance 209, restricting the use of antibiotics for growth
promotion uses, and the proposed Guidance 213 and Veterinary Feed Directive Regulation can have
considerable negative impacts on the industry. In 2012, Checkoff supported producer attendance at five
FDA listening sessions across the U.S. to provide comment on the potential impacts of the proposed
VFD rule on producers located in remote areas. Scientifically sound research is necessary to better
understand and communicate the theoretical versus real risks associated with these public health issues.
Furthermore, a major component of regulatory decisions and ongoing debates has been the various
estimates of quantities of antibiotics used in food animals. A lack of data and the application of
scientifically valid models to estimate the quantities of antibiotics used in food animal production has
allowed for gross misstatements by opposing groups about the amounts of antibiotics used in food
animals versus humans. FDA regulatory activities are beginning to focus on this area. Collecting
antibiotic use and resistance data using scientifically valid models is necessary to support the pork
industry as leaders in informing regulatory action and demonstrating continual commitment to good
production practices for responsible antibiotic use.
This tactic will address the top priority in the Vulnerabilities Assessment: Priority #1: Reputation of
modern agriculture and Priority #5: Animal health products – (a) Antibiotic use: human and animal
health implications.
Specific & Measurable Objectives: The committee will identify industry priorities, review research
proposals and monitor and respond to issues in the pork industry relative to public health and
workplace safety in a science-based manner and in accordance with pork producers’ ethical
principles. The committee will utilize face-to-face and web-based meetings to fulfill their assignment.
The committee plans to align the face-to-face meetings with the other biannual meetings of the
Science and Technology committees. This tactic will support the travel and activities of the
committee and supporting staff.
40
$100,000
14. Antibiotic Use & Resistance Research & Data Collection: This tactic will support funding research
in antimicrobial use and resistance and will build upon the 2012 efforts to research models used by other
countries to collect and assess on-farm antimicrobial use and resistance data.
Rationale: Perceived and potential real risks to public health associated with swine production
antibiotic use practices can have a considerable impact on the industry. Public and regulatory
misconceptions surrounding these issues as well as the introduction of FDA Guidance 209,
restricting the use of antibiotics for growth promotion uses, and the proposed Guidance 213 and
Veterinary Feed Directive Regulation can have considerable negative impacts on the industry.
In 2012, Checkoff supported producer attendance at five FDA listening sessions across the U.S.
to provide comment on the potential impacts of the proposed VFD rule on producers located in
remote areas. Scientifically sound research is necessary to better understand and communicate the
theoretical versus real risks associated with these public health issues.
Furthermore, a major component of regulatory decisions and ongoing debates has been the various
estimates of quantities of antibiotics used in food animals. A lack of data and the application of
scientifically valid models to estimate the quantities of antibiotics used in food animal production has
allowed for gross misstatements by opposing groups about the amounts of antibiotics used in food
animals versus humans. FDA regulatory activities are beginning to focus on this area. Collecting
antibiotic use and resistance data using scientifically valid models is necessary to support the pork
industry as leaders in informing regulatory action and demonstrating continual commitment to good
production practices for responsible antibiotic use.
Third party expert consultants and authors provide staff and the industry with a level of expertise
that allows for strategic management of antibiotic use and resistance issues. The input from these
experts will counteract public misperceptions and will assist in identifying industry programming to
address emerging issues. The credibility of these experts and groups allow for the industry to position
itself as a key player to proactively address emerging issues and protect public and producer health.
Specific & Measurable Objectives: The 2012 antibiotic data collection tactic will be used to assess
antimicrobial use and resistance data collection models applicable to the U.S. pork industry (cost,
feasibility and consequences and/or value to industry) to inform regulatory action based on FDA’s
intent to collect more on-farm data. Technical working groups will meet to identify research
priorities, to manage claims from activists and, through credible experts, to disseminate scientific
material to support consumer confidence in the safety of pork production. Research findings will
inform industry programming (implementation of cost effective management practices/technologies)
or identify additional needs (research, development of cost effective management practices).
$260,000
41
15. Industry Leadership and Human Capital Development: This tactic is focused on enhancing the
talent stream of individuals who are the next generation of swine industry professionals. It seeks to
support the activities of the American Meat Science Association in their effort to identify, recruit and
train individuals which have a high probability of making significant contributions to the swine industry
in the future. Programs administered through the AMSA include Pork 100, Pork 101, intercollegiate
meat judging events and other meat science related events. This program also provides valuable training
for college students in the meats area and sponsorship for the Reciprocal Meat Conference.
Rationale: Development of the next generation of pork industry leaders is critical to continued improvement
in productivity and profitability in the swine industry. Continued, long-term sponsorship of industry-based
leadership development and academic programs for youth, stakeholders, producers and members of the pork
value-chain is critical to the continued support and perception of pork and pork products. These programs
are administered through the American Meat Science Association (AMSA) and the American Society of
Animal Scientists (ASA) with the support provided by this programmatic tactic. The intercollegiate meat
judging contest annually trains approximately 100 college students to critically evaluate carcass, pork and
pork product quality. Pork 100 and 101 are avenues through which members of the pork value chain such
as grocers, retailers and allied industry are informed about how pigs are raised and processed into pork and
pork products. These programs are unique in the industry and provide pork producers an opportunity to
participate in and support training future industry leaders and educating pork value-chain partners.
The NPB has been a charter sustaining contributor to AMSA and its approximately 800 members because
the AMSA completes a critical connection between pork producers, packers, retailers and consumers.
Many of the programs organized by the AMSA align directly to support the goals and objectives of
the National Pork Board. The NPB will continue to support the meat packing industry’s competitive
education program. Approximately 100 students annually receive hands-on experience in the meat
industry which has affected their career choice. Historically, approximately one third of these students
ultimately end up working as supervisors or managers in quality assurance, procurement, marketing,
safety, processing or sales in pork processing facilities. Finally, the NPB will sponsor the Reciprocal Meat
Conference which is annually attended by approximately 650 participants and serves as the meat science
technical networking forum and program. The RMC is a primary way that meat science research results
are disseminated to the meat industry’s scientific community. This forum is attended by many of the
researchers who have or have had research projects funded through the NPB. This provides a forum for
them to report their results and to plan future research projects directly related to pork quality.
Specific & Measurable Objectives: This tactic will focus on providing financial support of three
specific activities of the American Meat Science Association.
1.Continued support of the AMSA through a sustaining membership. This support will continue
AMSA’s ability to administer programs such as PORK 100 and PORK 101 that serve to educate
members of the pork value-chain.
2.Sponsorship of the intercollegiate meats judging program which provides training to
approximately 100 students annually.
3.Sponsorship of the Reciprocal Meat Conference which brings together approximately 650
participants for technical networking and review of research results. It will also provide
sponsorship and support of ASAS and RMC meetings and programs.
42
$60,000
16. Pork Industry Leadership Scholarships: This program will actively identify individuals which have
a high probability of making significant contributions to the swine industry in the future and provide
them with financial assistance for the purpose of reducing their college debt.
Rationale: Development of the next generation of swine leaders is critical to the continued success of
the US swine industry. Survey data from 2006 to 2010 show that 66% of students that have received
NPB scholarships have completed or are currently enrolled in an advanced degree program. The
purpose of the NPB Scholarship program is to provide assistance to individuals who have made a
commitment to the swine industry and who intend to advance their education through an advanced
degree either through enrollment in a graduate program or a school of veterinary medicine.
Specific & Measurable Objectives: The specific purpose of this tactic is to recruit, evaluate and
select applicants for $2,000 scholarships for individuals enrolling in graduate programs or schools of
veterinary medicine. Past scholarship recipients will be contacted for the purpose of determining the
value of the NPB Scholarship program in giving support to individuals committed to the pork industry.
$50,000
17. Pork Safety, Quality and Human Nutrition Program Management: The pork industry can have
challenges with the wide quality variation in products and emerging food safety threats such as pathogens,
residues, contaminated feed ingredients, fat-quality issues and human nutritional issues. Technical
information is needed to support consumer confidence in the quality, safety and nutrition of pork.
The Pork Safety, Quality and Human Nutrition Committee and technical advisory groups will meet
to determine strategic monitoring and programming and responses to pork safety, quality and human
nutrition concerns. Issues will be managed through advisory group meetings, evaluating research on
emerging issues, producer and expert attendance at external forums that may impact the pork industry.
Rationale: This tactic encompasses staff and committee travel and meetings. Not only Checkoff
meetings, but meeting where staff needs to represent producer interests.
Specific & Measurable Objectives: At least two Pork Safety, Quality and Human Nutrition
Committee meetings will be held in 2014. Producers will be encouraged to attend various scientific
meetings such as the United States Animal Health Association (USAHA), Reciprocal Meats
Conference (RMC), American Dietetic Association (ADA), Institute of Food Technology (IFT) etc.
Staff will travel as needed, coordinate with partners to disseminate information, create a positive
image of pork and represent the U.S. Pork Industry. Staff will actively foster communication channels
with research agencies. Staff will monitor and respond to issues in the pork industry relative to pork
safety, quality and human nutrition in a science-based manner.
$100,000
43
18. Managing Emerging Zoonotic Diseases & Public Health Challenges Through Technical Support
This tactic will support gathering technical information through working groups and third-party experts
and providing materials to target audiences. This tactic will support existing collaborations and seek
new collaborations to ensure that pork producers are leaders in addressing emerging public health and
workplace safety issues that affect the industry. The value of expert inputs and strategic partnerships
was demonstrated during the 2009 pandemic influenza events with the collaborative development of
the Swine Influenza Surveillance Plan and again recently during the H3N2v influenza events with the
establishment of the variant naming terminology and the development of the influenza guidance for
fairs and exhibitions.
Rationale: Strategic interaction with animal health and public health partners is necessary to
position the industry as a key player in proactively addressing public health concerns that affect
pork production. The value of these relationships was demonstrated during the 2009 influenza
events and the continued cultivation of these strategic partnerships is essential to position the pork
industry as a leader in emerging public health issues. The successful implementation of the Swine
Influenza Surveillance Plan following the 2009 influenza events demonstrates the value of strategic
partnerships. Collaboration between National Pork Board, National Pork Producers Council, United
States Department of Agriculture, and the American Association of Swine Veterinarians has been
instrumental in the establishment and success of this plan. Dialogue with other external parties, such
as the CDC’s Influenza Group, has also provided an opportunity to educate all parties and better
manage issues that affect both human and animal health. Through this interaction, the pork industry
was successful in encouraging the adoption of new standardized terminology for naming variant
influenza viruses that may infect humans.
Likewise, several academic institutions and national and international organizations (regulatory and
non-regulatory) are involved in a “One Health” initiative to address issues at the interface of animal
health and public health. Professionals in academia and animal health and public health authorities
are influential with the general public.
Technical working groups and third party spokespeople provide staff and the industry with a level of
expertise that allows for strategic management of public health issues. The input from these experts
will identify research and program priorities to address emerging issues. The credibility of these
experts and groups allow for the industry to position itself as a key player to proactively address
emerging issues and protect public and producer health.
Specific & Measurable Objectives: Dialogue and programming will be continued with groups in
topical areas of influenza, foodborne disease, trichinae/toxoplasma and workplace safety, such as
CDC’s Influenza Group. New collaborations will be established to support pork industry leadership
in emerging public health issues. Strategic partnerships will be fostered with groups such as the
newly established One Health divisions at the Centers for Disease Control and the United States
Department of Agriculture and others. Programming with strategic partners will be developed, such
as the 2012 influenza guidance for fairs, to support producer priorities. Topical technical working
groups will meet to provide expert technical assistance.
44
$65,000
19. Comprehensive & Integrated Swine Surveillance: The purpose of this tactic is to provide support for
needed disease surveillance infrastructure, tools, mechanisms and reporting of key results to monitor the status
of swine and zoonotic diseases of concern and to proactively react to investigate and mitigate issues that can
endanger herd productivity and/or consumer demand.
Rationale: Swine disease surveillance has been identified in the Vulnerabilities Assessment as a gap
for maintaining swine health and profitability in the United States. The Swine Health Committee
continues to support ongoing surveillance for swine diseases in a variety of formats to best cover the
issues that producers face. The Sentinel Veterinary Clinic network and the focus on identifying and
implementing novel formats for real-time swine surveillance supports the ongoing development of
the infrastructure to connect laboratory data, producer information and even producer records all
for improved detection and tracking of swine disease. The diagnosis of PEDV has highlighted the
need to have a rapid, accurate and comprehensive surveillance mechanism to identify and share key
information to diagnose, manage and report on health status for emerging production diseases.
The focus for 2014 will be on the continued collaboration with industry stakeholders to develop
the infrastructure needed to coordinate the data collection, perform data analysis and reporting/
dissemination of results to key stakeholders, including public health partners. Surveillance activities
can provide informational support for state organizations for updates on emerging and endemic
disease issues and to promote the health of US pork for trading partners.
The Sentinel Veterinary Clinic network provides a component of surveillance necessary for
accurate detection and management of diseases. For example, during the routine call with the
Sentinel Veterinary Clinic participants, increased focus was placed on Rotavirus development and
standardization of tests between labs. Vets were reporting an increase in clinical signs but difficulty
with accurate diagnosis of Rotavirus. With key diagnostic laboratory staff also participating in
the call, communication between labs and practitioners on a broader scale was accomplished that
would not have on an individual level and subsequent changes were made that allowed for quicker
and more accurate diagnosis of Rotavirus. Another component of surveillance will be developed
in cooperation with the Foreign Animal and Zoonotic Disease Center (FAZD) utilizing a real-time
disease surveillance model developed for vets to use in an iPad format. Pilot projects have been
completed in other species and will be applied to swine. This takes advantage of the Ag-Connect
infrastructure that FAZD has developed to coordinate diagnostic lab data, farm premise ID,
production data and epidemiology assessments to monitor and identify issues on a real-time basis.
Specific & Measurable Objectives: Convene the Swine Influenza Working Group to guide industry
input into the SIV Surveillance program. Reviewing & analyzing data collected from the current
program, including an assessment of how the viruses are genetically changing and how they match
current commercial vaccines will help to make effective vaccines available to all producers. Work with
USDA CEAH staff for industry review of their analysis, reporting & dissemination of the 2012 NAHMS
swine survey. Sentinel Clinic calls will continue to help the industry anticipate or address issues quickly.
A pilot project with the Foreign Animal and Zoonotic Disease center will test an electronic way to
gather and analyze swine disease information for rapid detection of emerging diseases.
$62,500
45
20. Delivery of Swine Health Research Information to Producers: Information gained by research and
by focused, topic-specific meeting activities will be developed into usable and immediately applicable
information for producers and veterinarians for herd health management strategies and be delivered to
stakeholder audiences.
Rationale: Producer education and resources are important to continue to transfer the knowledge
gained from research to the field for key herd health management strategies. With the ending of the
PRRS CAP project, the publically accessible resources for the support of PRRS Regional Elimination
projects are extremely limited. Therefore, a portion of this tactic is devoted to: 1. The continued
support for infrastructure and information needs to help facilitate the coordination of PRRS regional
elimination projects through the upkeep of the website (www.prrs.org); 2. Yearly support of the only
US PRRS-specific meeting, the North American I-PRRS Symposium, through the maintenance of
the www.prrssymposium.org website and by direct financial support of invited speakers and program
materials; 3. Provide the tentative results of the 2013 PRRS Literature Review, outlining a roadmap
for future PRRS research, to stakeholders through various formats.
The second component of this tactic is in support of the transfer of swine health research information
to stakeholder audiences at meetings including the Swine Educators meetings, Leman Swine
Conference, AASV Annual meeting, ISU Swine Disease Conference, Oktoberfest and the World Pork
Expo. Working in cooperation with Communications and Producer Services, information gained
from research will be made available to producers in multiple formats including written publications,
online reports and bi-monthly e-newsletters.
• Continue to be a key leader on development of information relevant to producers for education
regarding emerging and endemic diseases of swine, including PRRS, and work collaboratively on
content with the AASV PRRS Task Force, Canadian Swine Health Board, BI – use www.prrs.org as
information repository.
• Provide technical content to Communications to develop quarterly and comprehensive yearly
summaries of research reports on the www.pork.org and www.prrs.org websites and as the
research bi-monthly e-newsletter to provide information that can be immediately used for disease
elimination and control strategies.
• Support of biosecurity assessment tools for update of farm status and status of regions during
elimination and host a focus group to assess how to better utilize information gained from
PADRAP for PRRS and other emerging diseases.
Specific & Measurable Objectives: Develop, update and deliver swine health resources to producers
to provide guidance for key swine disease control/elimination strategies including new information
from funded 2013 PEDV research. Convene a focus group to assess the effectiveness of information
delivery in order to meet the needs of producers for health management. Continue to support and
develop the PADRAP risk assessment program to provide producers an objective way to measure
biosecurity effectiveness on-farm and compare to other farms. Provide support for the only PRRSspecific meeting that provides a forum for producers, veterinarians and producers to learn and
discuss PRRS management strategies in order to minimize negative financial impact of the disease.
$90,000
Goal 2 - Enhanced Demand. The National Pork Board will refresh and reposition
pork’s image to increase domestic and international consumer demand.
$29,507,000
Objective 1 - A 10 percent increase in real per capita domestic consumer expenditures for pork,
using a 2009 baseline, by the end of 2014.
46
$20,676,000
Tactics:
1. Q4 Domestic Marketing: Celebrate Family and Friend Gatherings: Domestic marketing will
execute a national integrated plan that includes advertising, retail marketing and public relations for
the fourth quarter. The plan will build upon the measurable success of Pork® Be inspired® and extend
marketing with messages of seasonal gatherings for family and friends. Whether the occasion is a
potluck, holiday dinner or casual meal with friends, pork offers versatile and creative inspiration. The
tactics will cover New York pork roast and pork tenderloin, including another round of heightened
temperature communication. The quarter will include print and online ads, public relations and retail
marketing with a top 10 retailer.
Rationale: Ongoing domestic marketing is critical to selling a perishable product.
Specific & Measurable Objectives: A real per capita consumer expenditure increase of 1 percent for
pork by year-end and 5 percent retail partner sales growth in Q4.
$2,000,000
2. Q3 Domestic Marketing: Global Flavors: The domestic marketing plan will build upon the
measurable success of Pork® Be inspired® and extend marketing with a national integrated plan that
includes advertising, retail marketing and public relations for the third quarter. We will remind
consumers how pork fits with global cuisine, both for at home and out-of-home meals. The plan will
show ingredient usage of pork based on cuisine. Advertising will cover TV, print and online. Retail
marketing will be in collaboration with a top 10 retailer. The domestic marketing plan is concentrated in
quarter three based on historically higher supplies.
$3,800,000
3. Q2 Domestic Marketing: Cook Pork Like a Steak: We will continue the long-term plan to reposition
pork chops with new cut names and encourage a range of cooking doneness (medium-rare to medium)
for the grilling season. The plan will build upon the measurable success of Pork® Be inspired® and extend
marketing with national advertising, retail marketing and public relations for the second quarter to
reach our targeted pork consumer via national media and a top 10 retailer. Advertising will include TV,
print and online. During 2014 the domestic marketing plan will again concentrate our budget in quarter
two based on the historical dip in consumer expenditures for April and May.
Rationale: Ongoing domestic marketing is critical to selling a perishable product. The second
quarter plan is key to maintaining real per capita consumer expenditures.
pork by year-end and 5 percent retail partner sales growth in Q2
$5,200,000
4. Q1 Domestic Marketing: For The Love of Pork: Domestic marketing will execute a national
integrated plan that includes advertising, retail marketing and public relations for the first quarter. The
plan will build upon the measurable success of Pork® Be inspired® and extend marketing with messages
of pork’s versatility for meals at home and away-from-home. We will promote meals and recipes that are
sharable anytime and for a variety of occasions both in person and online, such as on Pork Social and
other online venues. Cuts will include ribs for the Big Game, plus other cuts to show ingredient use. The
quarter will include online ads, public relations and retail marketing with a top 10 retailer.
$1,000,000
47
5. Multicultural Marketing: For 2014, the domestic marketing program will further embrace the
opportunities of the diverse marketplace with culturally appropriate messages. This tactic covers further
integration of the successful Pork® Be inspired® campaign with a long-term strategy to reach Hispanic,
African-American and Asian audiences. Pork is enjoyed by minority audiences, but specific myths and
cultural needs can be addressed to increase current consumption. Ultimately all pork marketing should work
in tandem no matter the audience. Tactics include an enhanced digital/social media presence, partnerships
and programs with targeted retail partners, and public relations to educate and engage specific audiences.
Rationale: The U.S. population is projected to be increasingly diverse and pork’s marketing must easily
align with the shifting demographics to capture current and future opportunities for consumption.
pork by year-end. Specific retail goals based on partner sales data.
$900,000
6. Food Service Marketing: Advocate Brand to Industry, Editors & Bloggers Through Channel PR Events
This supports brand promotion to foodservice industry decision makers, editors, and bloggers through channel
public relations, chef programs, events and association sponsorships. Specifically: (1) Public Relations – Culinary
Institute of America events including Flavor Quality and American Menus, Latin Flavors and Worlds of Flavors;
SF Chefs; The Food and Wine Classic at Aspen; (2)Foodservice Media Outreach – develop and maintain
relationships and communication with foodservice media editors with the goal of a minimum of six pork
features and placements in key foodservice media publications where we are advertising; Pork Crawl 2014;
International Foodservice Editorial Council (IFEC); (3)Pork Summit for state and regional TOE winners
Rationale: Rationale for Foodservice tactics within the long term and 2014 strategic plan:
There are four integral tactics within the plan and they all work together to achieve our long term
goals of increasing real per capita expenditures of pork, increasing away from home eatings of
pork and increasing satisfaction of pork as being tender, juicy and flavorful. The plan begins with
foodservice channel brand marketing and integration under the tactic Integrate, with the purpose of
continuing and generating brand awareness and through print, digital and custom content channel
advertising, maintain and improving our www.porkfoodservice.org website, producing our monthly
newsletter, the 400, and creating and capturing high value content for trade editorial needs and
opportunities. This is the push marketing side of our plan.
The second part of the plan is to be an advocate for pork through events, activities and associations
where restaurant and menu decision makers gather to learn about trends, industry issues and to get
inspiration for their operations. The goal is to Advocate by promoting brand awareness and pork
menuing ideas to foodservice decision makers through channel PR, chef community programs,
events, and association sponsorships that provide us access to the right people.
The third part of the plan is the face to face, grass roots efforts working directly with commercial
restaurant chains, non-commercial foodservice operators, broad line distributors and convenience
store foodservice operations. This is where we Activate the direct contact that the national
foodservice marketing managers have with key accounts in each segment within the channel and
work directly to get more pork on more menus as both limited time offers and core menu items.
Educate is the final part of the plan and it entails providing our foodservice targets and culinary
educators with current information through specialized programming, using a new mobile
application, the current website and presenting the story of pork products, pork quality, and pork
production practices at key events.
All four tactics mesh together in order to create a successful strategy that has helped to allow pork to
grow faster than the foodservice industry itself and all other proteins over the past four years. Cutting
any one area within the plan weakens the overall strategy as a whole.
Specific & Measurable Objectives: (1) PR – 10 percent increase in earned media vs. 2013, (2)
Foodservice Media Outreach – six pork features and placements in key foodservice media
publications where we are advertising
48
$600,000
7. American Imported & Exported Meat Products Group: We will implement co-marketing efforts using
Checkoff funds for fresh and processed pork products produced by this group of 15 tariff-paying pork
product importers to increase domestic pork expenditures through the retail and foodservice channels.
Rationale: Similar to the return to state program, the NPB returns a percentage of checkoff, paid by
these importers by way of tariff, each year to promote premium, imported pork as a category in both
retail and foodservice.
Specific & Measurable Objectives: 3 million real incremental pounds of unique imported pork
products at a Checkoff cost of $.06/lb.
$200,000
8. Advertising Production & Management: A national advertising/brand agency will develop and
implement the 2014 consumer advertising campaign. This tactic includes all agency production and strategic
planning, including development of all advertising creative and media planning and buying services.
Rationale: Agency expertise is needed to produce engaging and competitive advertising and brand
marketing, in addition to securing media at efficient pricing. These activities would be difficult to
attain with limited on-staff resources and personnel.
pork by year-end and 5 percent retail partner sales growth.
$2,180,000
9. Domestic Marketing Reprint & Pork Store Budget: The Pork Store supplies access to all domestic
marketing materials to producers, consumers and state association staff. This fund allows us to stock the store
with our recipe materials, nutrition communications, retail and foodservice materials as well as small trinkets
for giveaways. The use of these materials by the states and the pork industry gives us a consistent consumer
message to all consumers and industry groups.
Rationale: Our materials to consumers and industry groups keep us all aligned on our brand
message which makes us more effective marketers. Production of these materials also allows state
partners to reduce duplication of efforts when creating materials.
Specific & Measurable Objectives: Our goal is to provide reasonably priced materials to producers,
states and consumers. We also update all materials with important changes, i.e. temperature, logo edits,
pork nomenclature, etc., to ensure that we are always seen as a resource for correct information.
$0
10. Multicultural Research: Pork is enjoyed by diverse racial and ethnic groups in the U.S. Our
researchable opportunity will be to build on the Pork Be inspired brand personality of creativity, flavor
and versatility with culturally impactful messages for our multicultural audiences. This tactic covers
qualitative research in three markets with bilingual Hispanics, African Americans and Asian Americans
who eat pork.
Rationale: We have identified the audiences of Hispanics, Asian Americans and African Americans
as key audiences for increasing pork consumption in the U.S. We do not have sufficient market
research to use as a basis for marketing strategy with these audiences.
Specific & Measurable Objectives: Development of long-term marketing strategy and goals for
opinion and behavior change with the three audiences.
$100,000
49
11. Consumer Marketing Research: This tactic supports a biannual tracking study to measure
consumer awareness levels and attitudinal shifts resulting from Pork Board Domestic Marketing
activities. The research is the only department-wide measure of marketing effectiveness.
The tactic covers annual subscription to MRI database, a comprehensive information resource that
supports advertising, retail, and foodservice decisions.
Rationale: This Tactic provides the basic support for the marketing efforts of the Domestic
Marketing Department.
Specific & Measurable Objectives: The tracking study will measure the awareness levels of the
consumer marketing campaign, with the goal of specific improvement in consumer behavior and
attitudes. Two waves of the study will be conducted, in June and November, with results available in
July of 2014 and February 2015.
The MRI subscription will make the advertising buy more effective. It also supports the promotional
and marketing efforts with retail partners, and provide greater insights and support to bolster the
“Case for Pork” at foodservice.
$113,000
12. Retail Scanner Data for Marketing Support & Evaluation: Secure timely retail scanner data
from credible consumer-focused retail trend sources to guide relevant consumer and retail marketing
activities. The data will assist marketing efforts with retailers, processors and other channel partners to
better position pork in the marketplace.
Rationale: Retail Scanner data from Freshlook and the analysis provided by Meat Solutions are part
of the foundation for providing the marketing chain, both internal and external, the critical data and
insights needed to make fact based decisions regarding pork marketing. The information is used
and valued by Pork Board staff, retailers and packers. It allows us to benchmark pork sales against
previous periods and against other competitive proteins.
Specific & Measurable Objectives: Retail scanner data will provide insights when developing
marketing programs with food retailers, leading to improved results from these efforts. These data
will be used to assist in the efforts of our consumer public relations programs with specific retail
trend and sales data. The data is provide monthly, and summary are developed quarterly.
$131,000
13. Marketing Committee, Meetings and Staff Travel: This tactic covers Domestic Marketing
Committee meetings (typically two) for oversight of the domestic marketing budget, one state
promotion director meeting to share yearly plans and provide state promotion directors with a program
sharing opportunity, marketing staff meetings for staff training and program updates, and travel budget
for all domestic marketing staff.
Rationale: The Marketing Committee meetings provide an update to our producer investors to gain
their feedback and input. The state promotion director meeting provides an opportunity to share
marketing plans and discuss collaboration. The marketing department meetings provide staff with
strategic direction and review of team progress. The tactic is essential to plan and evaluate marketing
plans. Travel is necessary for marketing plan execution.
Specific & Measurable Objectives: The committee and state meetings are evaluated based on surveys
of participants. The staff meetings are evaluated based on department goals.
50
$622,000
14. State Matching Funds and Inventory Program: This tactic includes three programs – State
Matching Funds, State Inventory Program and State Marketing Opportunities Program. The Matching
Funds Program will extend brand advertising materials to state pork associations, assist them in the
purchase of media and make the process as convenient as possible. We will be offering a tiered program
that will allow states with less Checkoff funding to have a higher match from NPB. The Inventory
Program will provide states with marketing materials, and the State Marketing Opportunity Program
will allow us to educate and provide incentives to extend public relations, retail and foodservice at the
state level. We will also provide marketing investment opportunities to states.
Rationale: State Associations strive to be aligned with our brand advertising as much as possible.
These programs give them the assets necessary to market pork and extend our brand creative to more
consumers and producers. With cooperation from the states our marketing is more cohesive and we
have greater coverage throughout the U.S.
Specific & Measurable Objectives: To involve at least 20 states in cooperative programs.
Participation leads to more consistent consumer communications across industry pork associations,
a key component in changing consumer attitudes. The state inventory credit is evaluated by state
and national staff as a method to support state program work using national creative and production
budgets. The program provides a means for state staff to extend their Checkoff budgets.
$500,000
15. Strategic Retail Partnerships: This is Strategy #1, year #4 of the retail marketing team’s four-year
plan to fundamentally change the way retailers think about pork. Primary focus will be to engage the
top seven retailers as defined by all commodity volume: Walmart/Sam’s, Kroger, Costco, Bi-LO, Publix,
and Delhaize. Each retail account has a multi-year plan in place focused on assisting the pork industry
in attaining the five-year goal of percent increase in real per capita expenditures. Custom marketing
programs, in conjunction with integrated quarterly strategies with key retailers Supervalu, Walmart,
Kroger, Costco, will be executed to drive sustainable increases in retail pork sales. The secondary focus
regional market leaders with regional plans and programs
Rationale: Building long-term strategic partnerships, allows us to target resources toward becoming
long-term business partners with the top seven largest US retailers. This strategy positions the NPB
to be more than a promotional partner, it ensures that the NPB is seen as the entity to contact with
questions, concerns, and opportunities involving fresh pork and its role in the fresh meat case. This
strategy positions us as a true partner in business decisions affecting producer profitability longerterm. It also includes the retail promotional programs that constantly drive pork sales and moves us
closer to the domestic expenditure increase goal.
Specific & Measurable Objectives: Sales goals (volume and/or dollar sales) will be developed for
each program prior to implementation, with review of goals at the conclusion of each. Goal of $.10
Checkoff investment for each incremental pound of pork sold.
$1,629,400
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16. Retail Marketing: Information-Driven Business Solutions: This is Strategy #2, year #4 of the retail
marketing team’s four-year plan to fundamentally change the way retailers think about pork. NPB will
provide data intelligence and progressive leadership necessary to make measurable improvements in
fresh pork sales through the retail channel. The strategy includes continuation of the retail advisory
committee (RAC); challenging members to commit resources to achieve the board’s goals, including
education/understanding of the pork industry’s top 10 vulnerabilities with assistance in combating
where/when appropriate; shopper research to keep new and fresh information about how to sell more
pork in front of retailers; quarterly newsletter focusing on retail sales and merchandising information.
Rationale: Strengthening pork’s position using consumer, product and marketing insights, helps
us provide research resources and an online foundation for the broader retail community to
competitively position fresh pork. Through this strategy, we conduct consumer research and provide
research, marketing and promotional information to the retail industry in a cost-effective method.
This also includes the Retail Advisory Committee meetings, 3 meetings a year, and two standard
meetings with a joint meeting with the NPPC. The standard meetings include a retailer educational
portion, which teaches retailers about some aspect of the pork industry (PQA, farm tours, what goes
in a pig are past topics). 2014 educational topic will be pork industry economics from a producer
and packer prospective and the fall meeting is to be determined. In 2014, the 3rd RAC meeting is
a tour of Iowa production, feed mill, farm tour, addition educational opportunity and tour of WPX.
Custom and state point of sale (POS) materials, refined by research for effectiveness is also included.
State POS kits support the quarterly marketing programs and give states the tools to drive sales at
local retailers. The PQ newsletter keeps retailers and packers informed of research results, marketing
programs, NPB marketing focus and promotional support and ideas. Adopt a Retailer gives key
retailers a pork producer contact to ask question and provide information. Sales data from Freshlook
and VM Meat are included in the information as a resource for retailer and internal NPB. VM Meat
also maintains the URMIS system for pork.
Specific & Measurable Objectives: Adopt-A-Retailer - Communication engagement and attendance
at annual retailer meetings.
Turnkey State Point Of Sale - 100 percent of materials produced for state-specific activities will be
utilized. (1,500 kits per quarter).
Custom Point Of Sale - Print-on-demand materials will be ordered for every quarterly program.
PQ Newsletter - Maintain open and click-through rates at 2013 levels of 32.99 percent open rate and
a 15.81 percent click-through rate (which represents 1.7 times and 5.8 times the industry average).
RAC Meetings - Meetings will involve over 60 percent All Commodity Volume of the retail industry
and 85 percent approval rating as measured by survey of members 2 times in 2014.
Agency Support - Costs will not exceed budget.
52
$1,185,100
17. Retail Marketing: Influencing Retailers through Effective Communications: This is Strategy
#3, year #4 of the retail marketing team’s four-year plan to fundamentally change the way retailers
think about pork. Retail trade-focused communications, advertising and public relations will continue
to establish the National Pork Board as the premier retail pork expert and speed up adoption of
recommendations to the retail community. Trade advertising in print and online industry publications
will support brand marketing efforts and carry key messages throughout the year. Trade public relations
(planned and opportunistic) will announce major platforms and key promotional efforts. Packer/
processors will be targeted to gain buy-in of the 2014 retail strategies/tactics in order maximize results
Rationale: To establish effective communications with influencers, provides the path for us to
continue to expand the National Pork Board’s sphere of influence as the retail industry’s foremost
resource on any issue affecting fresh pork at the retail level. We continue to build our relationship
with the retail trade media in order to ensure that the National Pork Board is the first point of contact
for the wide variety of issues being surfaced. As part of this strategy, we also track and measure the
effectiveness of these communications. Use PorkRetail.org as a total interactive place for all retailers
to find all National Pork Board retail information.
Specific & Measurable Objectives: Retail Trade Advertising: We will use publication metrics to
evaluate the effectiveness of each campaign. Advertising will support larger, overarching goal of
retailer implementation of new nomenclature. With the budget reduction at strawman, only one
targeted online ad possible.
Retail Trade Public Relations: 80 article placements in both print and online formats will be secured,
generating more than eight million media impressions. Weekly newsletter will have an open rate of
25 percent or higher and a click through rate of 50 percent or higher.
www.porkretail.org: 2013 metrics, as of yearend, will meet or exceed average for FY2013 (total
visitors 25,000, unique visitors 16,152), with website update being completed within 2014.
$242,500
18. Foodservice Trends & Research Data to Support Foodservice Marketing: Obtain syndicated
data from credible foodservice-focused sources to guide and support marketing activities, including
restaurant traffic and specific pork usage at foodservice. The data will assist marketing efforts with
foodservice operators, processors and other channel partners to better position pork on menus.
Rationale: The insights developed in this tactic serve to build the case for pork at foodservice.
Specific & Measurable Objectives: Foodservice trend data will provide insights when developing
marketing programs with foodservice operators, leading to improved positioning of pork at foodservice.
The Annual Foodservice Benchmark Study will measure the perception of pork with foodservice
operators, culinary and marketing personnel.
$273,000
Objective 2 - Increase consumer awareness of how to cook pork in a way that results in a juicy,
tender and flavorful eating experience as measured by a 10 percent improvement in a national
market survey between 2009 and 2014.
$650,000
53
Tactics:
1. Pork Information Bureau consumer and media outreach: In addition to integrated marketing efforts
focused on targeted consumer segments, Pork Information Bureau public relations will leverage key food
seasons and trends to highlight pork’s versatility and its fit into consumers’ lives. Food/pork champion opinion
leaders will be engaged to secure positive coverage in broadcast, print, online and in social media, keep pork
a part of consumer culinary conversations and provide mealtime solutions. Presence at media and social elite
events will reflect, educate and demonstrate the brand and core consumer groups and strategic partners will be
enlisted to gain insight, reach and advocacy as well as maximize emerging trends and opportunities.
Rationale: Ongoing domestic marketing is critical to selling a perishable product. Public relations
efforts are key to driving pork consumers through their path to purchase and maintaining real per
capita consumer expenditures.
Specific & Measurable Objectives: In addition to the results for public relations within our
integrated marketing efforts and the goal of a 1 percent increase in real per capita expenditures for
pork, our public relations foundational program goals include achieving a CPM (cost per thousand
consumer impression) of $6-$7.
$350,000
2. Pork Quality Consumer Research: Conduct qualitative consumer research to better understand
consumer’s perceptions and knowledge of pork quality, including color, fat content, tenderness, flavor,
and the interaction of eating experience and cooking practices. A round of consumer facing focus
groups will be conducted in the second half of 2014.
Rationale: The 2008 Taste and Preference Study outlined the quality attributes that consumer valued
most. The 2012 Retail Pork Quality Benchmark Study was conducted to detail the quality of pork
available at the retail meatcase. In 2013 the Pork Quality, Safety and Human Nutrition Committee is
assessing the feasibility of developing a pork grading system. The ultimate goal would be to improve
pork quality in a manner that improves consumer perception of the product leading to increased sales.
To date little is known about consumer perception of pork quality and how it influences their
purchase decisions. This work would seek to develop am outline of consumer understanding of pork
quality in 2014, followed by a in-depth quantitative study in 2015.
Specific & Measurable Objectives: Develop a deeper understanding of consumer perceptions of pork
quality that can be used to assist the industry in improving quality of pork available at the meatcase.
$50,000
3. Connecting, Engaging and Educating Consumers Online: To engage our target market online, we
will strategically push pork through effective online channels and build communities to activate pork
champions in key social media. Through functionality, design and content changes to the web site and
social media channels we can remain the destination for all things pork. A full site responsive design will
be explored for the optimal online and mobile experience. We will build on the success of our existing
social media communities to teach and showcase proper pork cooking techniques. Integrated program
support and e-marketing efforts will provide ongoing, consistent pork messaging and education. We will
increase our relationships with bloggers to ensure our messages are heard and shared.
Rationale: Ongoing domestic marketing is critical to selling a perishable product. Creating,
maintaining, protecting, enhancing and delivering our online and social network pork presence and
position is key to maintaining real per capita expenditures.
Specific & Measurable Objectives: We will measure the engagement of our consumers by increases
in conversations, likes on Facebook (increase by 20 percent), follows on Twitter (increase by 30
percent) and website traffic (increase to 200,000 avg. monthly unique visitors) as well as a real per
capita consumer expenditure increase of 1 percent for pork by year-end.
Objective 3 - U.S. annual eatings per capita of fresh pork will be 10 percent higher in 2014 than in
2009 as measured by the NPD Group’s National Eating Trends data.
54
$250,000
$2,165,000
Tactics:
1. Foodservice Marketing: Integrate Brand Through Foodservice Channel Advertising, Newsletter & Web
Continue generating brand awareness and intent to purchase through advertising, website, and highvalue content creation. (1) Foodservice Channel Market Advertising-4 new print ads; 6 new flash banner
ads; Print and online media buy including advertorial; Capture new high impact food photography for
advertising, public relations and editorial content. (2) PorkFoodservice.org - maintain website content
but delay improvements based on budget cuts at strawman. (3) The 400 Newsletter - monthly trend
report, did you know section, a conversation with section, recipes and menuing reports. (4) Video and
Photography of key foodservice events for use on the website, newsletter and channel public relations
(Pork Summit, Pork Crawl, and PR)
Rationale: Rationale for Foodservice tactics within the long term and 2014 strategic plan:
There are four integral tactics within the plan and they all work together to achieve our long term goals of
increasing real per capita expenditures of pork, increasing away from home eatings of pork and increasing
satisfaction of pork as being tender, juicy and flavorful. The plan begins with foodservice channel brand
marketing and integration under the tactic Integrate, with the purpose of continuing and generating brand
awareness and through print, digital and custom content channel advertising, maintain and improving our
www.porkfoodservice.org website, producing our monthly newsletter, the 400, and creating and capturing
high value content for trade editorial needs and opportunities. This is the push marketing side of our plan.
Specific & Measurable Objectives: (1) Advertising - 10 percent increase in pork messaging recognition
among operators, measured by the foodservice benchmarking study vs. 2013. (2) Porkfoodservice.org 10 percent increase in visitors vs. 2013 (3) 400 - 25 percent increase in subscribers vs. 2013
$1,000,000
55
2. Food Service Marketing: Educate the Foodservice Industry Through Associations & Programs
This provides our foodservice targets and culinary educators with current information through
specialized programming and events. Specifically:
-North American Meat Processors (NAMP) Center of the Plate Trainings
-Smart Phone Application to educate culinary targets about pork quality, cuts and nomenclature
-Hosting industry events with key chain accounts that includes both foodservice targets – the Demand
Doubter and the Culinary Creative – from each account with the purpose of improving the opinions of
the Demand Doubters regarding pork and getting more pork on more menus
-Foodservice Agency Coordination Educate
Rationale: There are four integral tactics within the plan and they all work together to achieve our
long term goals of increasing real per capita expenditures of pork, increasing away from home eatings
of pork and increasing satisfaction of pork as being tender, juicy and flavorful. The plan begins with
Specific & Measurable Objectives: 75 percent approval from industry via tracking study to ensure
information is relevant and being used to educate foodservice operators
57
$150,000
3. Food Service Marketing: Activate Brand & Product Marketing Through Direct Account Work
This tactic allows us to plan and execute channel strategies and tactics with key foodservice accounts,
packers, processors, broad line distributors and convenience stores. It also helps us keep internal consumer,
retail team and producers informed. The tactic includes: (1)Development and ideation by foodservice
team with top 100 chain account target list with the goal of more pork on more menus. National marketing
manager’s budgets and travel for 2014. (2)Foodservice Advisory Committee – identify key operators with
request for commitment for at least two meetings in 2014, January and June (3) Foodservice Agency fees
Rationale: There are four integral tactics within the plan and they all work together to achieve our
long term goals of increasing real per capita expenditures of pork, increasing away from home eatings
of pork and increasing satisfaction of pork as being tender, juicy and flavorful. The plan begins with
Educate is the final part of the plan and it entails providing our foodservice targets and culinary educators
with current information through specialized programming, using a new mobile application, the current
website and presenting the story of pork products, pork quality, and pork production practices at key events.
Specific & Measurable Objectives: (1) Increased pork availability in food service - more pork on more
menus - tied to department goal of 1 percent increase real per capita expenditures in 2013. Goal of
$.05 checkoff investment per incremental pound sold through food service promotions. (2) FAC - two
meetings in 2013, Jan and June, with 75 percent approval rating via survey with committee members.
Objective 4 - Increase US Pork exports by $1 billion and .5 million metric tons (1.103 billion
pounds) by the end of 2014 as compared to 2011 year-end data.
$1,015,000
$5,811,000
Tactics:
1. APEX - Trade Negotiations & Bilateral Pork Trade Issues: APEX will gather information and conduct
analyses that generate valuable information concerning foreign market barriers and unfair trade practices, both
in the United States and abroad, that are undermining U.S. pork export levels. This will be done through both
trade negotiations, market development and policy-related research and analysis of market developments. APEX
will work closely with other industry organizations and industry with trade-related interests.
Rationale: Maintaining access and opening markets is crucial to allow for pork export growth. US trade
agreements have resulted in a rapid increase in exports that are directly attributable to the agreements.
Specific & Measurable Objectives: Safeguard and expand international markets. Maintain current
export markets and generate future export growth and access. The NPB Trade Committee set a goal
of: Compared to 2011 year-end data, by the end of 2014, US pork exports will increase by $1 billion
and 0.5 million metric tons.
$1,350,000
58
2. USMEF - International Marketing Initiatives & Implementation: The US Meat Export Federation
will provide the oversight and management strategy to increase the value and profitability of the
industry by leveraging U.S. pork’s competitive advantage and enhancing demand in targeted export
markets though market development and promotion, buyer education and issue management. The
target audiences in-country will include importers, distributors, processors, hotels, restaurants and retail
chains. USMEF will also gather in-country intelligence to determine upcoming issues and opportunities.
Rationale: USMEF is the US pork producers’ voice globally to promote pork and enhance demand.
A study in 2011 showed that the return on investment back to producers from USMEF’s marketing
activities was $7.42 to 1.
Specific & Measurable Objectives: Implement marketing strategies for individual markets. Create
relationships among exporters and importers. Educate consumers. Provide trade servicing and
facilitating. The NPB Trade Committee set a goal of: Compared to 2011 year-end data, by the end of
2014, US pork exports will increase by $1 billion and 0.5 million metric tons.
$4,461,000
Objective 5 - Over the next five years, the board will continuously evaluate and prioritize domestic
and international market opportunities based on their potential for enhancing pork producer
profitability and mitigating market risk.
$205,000
Tactics:
1. Trade Committee Management & Support for Export Market Enhancement: The producer
International Trade Committee will oversee Checkoff investment in facilitating trade of U.S. pork. The group
will meet at least three times (either in-person or via phone) to create a strategic export plan, determine
how the industry is working towards export goals, review research and plan for international market
access and marketing opportunities. Producer travel and support is also necessary to enable pork industry
representation during international trade standard setting meetings (i.e., Codex, OIE, FAO), marketing and
strategic planning meetings. Staff will attend various meetings to represent producer interests and prepare and
disseminate relevant documents and tools, including newsletters and research results.
Rationale: Producer oversight and staff management will help coordinate and advance pork export plans.
Specific & Measurable Objectives: Identify market opportunities and strategic alignment. Prepare
and review budgets. Attend industry and international meetings to represent U.S. pork producers and
discuss marketing opportunities and barriers.
$150,000
2. International Market Research, Consultation & Evaluation: In order to protect the industry’s
reputation and prepare for market disruption and opportunities, appropriate research will be conducted.
This includes determining how to promote the US pork industry’s sustainability, efficiency and quality
attributes. To prepare for the event of a market disruption, industry crisis management plans will be
refined and information will be collected to understand the ability to market products and identify
alternative markets. Research will also determine new product opportunities in emerging or established
markets. Work will be conducted to ensure industry investments have a high impact and that there is a
solid return on investment.
Rationale: It is essential that the industry conduct research to prepare for advancements as well as
potential disruptions. A regression analysis showed that when the value per hog exported increases
by one dollar then the live hog price/CWT goes up by $0.70.
Specific & Measurable Objectives: Prepare for crisis or market closure. Identify new product
markets. Determine plans of action, success and failures on international programs implemented.
$55,000
Goal 3 - Competitive Global Advantage. The National Pork Board
will pursue strategies to enable U.S. pork producers to remain highly
competitive, long term, on a global basis.
$4,763,700
Objective 1 - Facilitate and fund research that can be used to address technical barriers in
expanding domestic and foreign markets.
$4,273,000
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Tactics:
1. Research Review Newsletter: This newsletter is produced six times per year with the purpose of
making Checkoff-funded research even more accessible. This is accomplished by emailing the newsletter
to all producers that we have addresses for (about 34,000) and summarizing the research into small,
usable paragraphs with direct links to the full reports on pork.org. This ability eliminates the need
for users to actively search for information. They simply click and go to it. The format is smart-phone
friendly and editions are archived on pork.org. This method also helps to drive traffic to pork.org’s
research area and to pork.org overall. The newsletter also features a different Checkoff researcher each
issue who explains why they think Checkoff research is important.
Rationale: To disseminate Checkoff-funded research to all producers directly via email (about 34,000
addresses) every 60 days in a user-friendly way that offers a direct link to pork.org for them to learn
more about the latest on vital industry-specific research that affects production or other parts of the
pork chain. This tactic addresses all top vulnerabilities due to the comprehensive scope of Checkoff
research. It addresses the gaps by providing the latest scientific findings about these areas directly to
producers that is easy for them to access via all electronic/phone platforms.
Specific & Measurable Objectives: The measurable is increasing the number of click-throughs
to Checkoff research on pork.org by 12 percent during 2014 from 2011’s benchmark level of 2.2%
(this is the 2013 U.S. median click-through rate, 3.3% is U.S. mean rate). This tactic addresses all
top 10 vulnerabilities due to the comprehensive scope of Checkoff research. It addresses the gaps by
providing the latest scientific findings about these areas directly to producers.
$8,000
2. Pork Quality Research: The Committee will fund projects that address the pork quality priorities
identified by the Committee and the result of the research will help producers provide a more consistent,
higher quality product to our customers. The results of the pork quality research will support consumer
demand based on the taste and preference study and will be measured based on the retail benchmark
study. The Committee will try to identify collaborators to jointly fund appropriate proposals.
Rationale: The pork industry is still dealing with quality issues. Most of the research has
centered on manipulating pork quality by altering swine diets. However, as an industry, we still
do not understand the variations of pork quality seen across a barn of pigs. Once the variation is
understood, then we can develop a research plan to try and decrease the variation, which will allow
the industry to market a more consistent quality product to our customers. Our customers can
manage our average quality products, but have a difficulties working with our wide range of quality
products. This difficulty can have a negative impact on our pork demand. Another issue affecting
our processed industry is ham color. Preliminary research by a major processor has indicated that
this color issue starts at the producer level; consequently, the ham color issue has affected consumer
demand in a negative manner. The Committee will try to identify industry partners to study the
variation of quality across our industry and ham color. Information from this research will help
determine the future direction of our quality research.
Specific & Measurable Objectives: The Committee will fund research proposals that will address
practical and cost effective practices/technologies to improve efficiencies that control and mitigate
potential fat and lean quality impacts from swine production. Potential areas of research include but
are not limited to:
• Understand the variation of quality within swine operations and potential improved mitigation or
control practices/technologies. This includes seasonality affecting pork quality.
• Evaluate options for increasing the consistency of pork quality to affect consumer demand based on
the consumer preference study across all production types.
$300,000
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3. Mitigation of the Impact of Seasonality: This is the continuation of a research tactic that began in
2013 with an expected 5 year lifespan. The initial work funded through this request for proposals is
aimed at investigating the under lying, biologic mechanism of seasonal variation. Work in subsequent
years will expand on previous work as the research projects are completed and investigate methods of
reducing the impact of seasonal variation. In the final years of this tactic, research will be conducted to
validate the results in field scale projects.
Rationale: Seasonal variation in temperature and, possibly, day length leads to seasonal variation
in productivity (average daily gain, feed efficiency and days on feed) and reproductive efficiency
(farrowing rate, litter size and sperm production). Seasonal variation affects all producers and all
phases of production. Conducting research in this area is time consuming, requires a large number of
animals and, in certain situations, requires very specialized monitoring equipment; for these reasons
this area is understudied. Additionally, the USDA does support research in this area; however, the
majority of their support is on the impact of seasonality on dairy production. The initial analysis
conducted as part of the Industry Productivity Analysis tactic discovered that producers have few
tools to address seasonal loss in productivity and profitability. There were three areas of production
identified as being the most affected by seasonal variation. First, reduced weight gain and impaired feed
efficiency leading to higher input costs, increased days on feed and lighter market weights. Second,
reduced pork quality as evidenced by reduced marbling, belly firmness and elevated iodine values.
Finally, reduced breeding herd efficiency through impaired reproduction as evidenced by prolonged
return to estrus, reduced conception rate, higher fall out rate and reduced sperm number and quality.
Since solutions have to address abatement of heat stress and possibly day length, the research can only
be conducted during part of the year so the Animal Science Committee has identified this as a five year
tactic. In 2013 a prioritized list of research needs was developed and from that a request for proposals
was sent out as part of the 2013 General Call. It is the intention of the Committee to solicit proposals
which are readily applicable but also get at the underlying biologic mechanism of seasonality. With this
information in hand, producers can develop comprehensive plans which employee best management
practices to reduce the magnitude of seasonal variation on productivity and profitability.
Specific & Measurable Objectives: Research priorities will focus in the areas of the effect of
seasonal variation on animal productivity, pork quality and reproductive efficiency. Specifically,
research which leads to mitigation strategies to reduce the impact of seasonal variation in animal
performance, pork quality and breeding herd performance will be conducted.
$250,000
4. International Trade Scientific & Technical Research: International trade is supported from Science
and Technology, with input from USMEF and APEX to confirm or disprove international standards and
open up and reinforce existing export markets. Science and Technology will cooperatively work with
industry to research disease and pork safety issues. The short-term plan will be to maintain markets that
are already open to U.S. pork to maintain exports. The longer-term strategic plan is to identify markets
where U.S. pork has the potential to export more product and determine what scientific barriers exist.
Rationale: Research and scientific data is crucial in defending US’s pork global position. A regression
analysis showed that when the value per hog exported increases by one dollar then the live hog price/
CWT goes up by $0.70.
Specific & Measurable Objectives: Research priorities will be developed and project results shared
with trading partners. Scientific and technical research will be conducted and shared with standardsetting bodies and industry partners as needed, as needed.
61
$100,000
5. Foreign Animal Disease Research: This tactic will provide Checkoff dollars to identify and address
research gaps for foreign animal diseases that affect commerce and trade of U.S. swine, pork, pork
products and variety meats.
Rationale: This tactic is necessary to fund foreign animal disease research in a timely manner that
meets industry priorities for developing tools to rapidly detect, respond and recover from a foreign
animal disease outbreak. Research needs for foreign animal diseases far exceeds the federal dollars
available. Access to the federal dollars is competitive across multiple species and funding priorities, while
communicated annually by NPB, are not always addressed in a timely manner. Laboratory space approved
for foreign animal disease research is limited and in high demand. Checkoff funding for foreign animal
disease research results in timely projects that are aligned with industry needs and prioritizes laboratory
space for pork specific projects. Efforts by staff to ensure that the research that is funded is high impact
with no overlap and provides industry wide benefit has resulted in two gap analyses that are being used for
developing industry research priorities. The gap analyses were developed and shared with stakeholders to
help target funding agencies to specific research areas and prevent overlaps. The list of gaps is long and will
take multiple years to address due to the limited number of research facilities that can work with foreign
animal diseases and the cost of the research. The development of a vaccine for ASF and tools for early
detection of ASF is a high priority for 2014. Research to evaluate the onset of protection for CSF marker
vaccines and evaluate mechanisms, onset of protection and duration of immunity of CSF marker vaccines
and bio-therapeutics are also critical and will take multiple years to address. Research validating different
sample types across multiple serotypes of FMD virus to detect early infection of FMD in swine, along
with the validation of methodology for surface decontamination of FADs in packing plants and survival
of FADs in pork and pork products under modern processing methods have also been identified as gaps
that need to be addressed. These research objectives will be added to the RFP’s in 2015 and 2016 as higher
priority objectives are funded. Checkoff ’s Vulnerability Assessment prioritized foreign animal/highly
contagious diseases and market disruptions as the number 2 and 3 strategic issues that would interrupt
commerce and exports of pork, pork products and variety meats.
Specific & Measurable Objectives: Fund research efforts that support the development of tools,
technologies and scientific data that will improve the ability of the U.S. pork industry to rapidly
detect, respond and recover from an FAD event and support commerce and trade of U.S. pork,
pork products and variety meats. Potential areas of research include but are not limited to:
Immunogenicity & challenge studies that support the development of an effective ASF vaccine;
Identifying the best diagnostic samples and tools to detect early infection of ASF
$600,000
62
6. High Feed Cost Mitigation Research: This is a continuation of the High Feed Cost Mitigation
Research tactic which began in 2012. This tactic will conduct research which will help to address
the high cost of feed per pound of pork produced. Many of the projects funded in this area for 2013
specifically addressed the interaction of health and nutrition. In 2014 the research focus will be on
improving feeding technologies and better understanding of nutrient availability and utilization.
Rationale: Feed costs make up more that 70% of the cost of production and because feed costs
make up such a large percentage of the cost of production, anything that reduces overall feed costs
has a large impact on profitability. Much of the current research in this area is held as proprietary
information and therefore is not available to swine producers as a whole. The information which
is obtained through this research tactic will allow producers to immediately make changes to their
management practices such that production costs can be reduced. For example, research conducted
in nutritional efficiency have resulted in a better, more comprehensive understanding of how
alternative feed ingredients, specifically DDGS, can be used in swine diets to reduce their overall cost.
Applied research in this field is not currently a priority of other funding sources. Implementation
of specific strategies to mitigate the impact of high feed costs will allow the U.S. pork producers to
remain competitive in the global market.
Specific & Measurable Objectives: Research priorities will focus on reducing feed costs either
through improved feeding technologies, better understanding of nutrient availability and utilization or
investigating the interaction of animal health and nutrition. This research will result in several different
strategies that producers can use in reducing feed costs on in their enterprises. Providing the technology
to reduce feed cost by even 1% is worth an estimated $60 million annually to the swine industry.
$500,000
7. Feed Efficiency Evaluation Tool: Personnel will collect individual data from existing and newly
researched areas (emphasizing NPB Feed Efficiency Consortium research) that impact feed efficiency
and incorporate it into a single, interactive, user- friendly decision tool not currently available to
producers, nutritionists, veterinarians, consultants, and educators (for class room teaching), etc.
Rationale: A meeting of swine extension professionals was hosted to identify specific areas of extension
programming and information needed to address problems producers face. One of the outcomes of
this meeting was the Feed Efficiency Calculator tactic as this was seen as an area of obvious need that
was not being developed by other organizations. This calculator would provide real time economic
information on nutrition and management decisions that impact feed efficiency and cost of feed
required to produce a pig. This calculator will complement existing tools previously developed for
other management practices i.e. the alternative market weight calculator (Kansas State University)
and the sow culling calculator (Iowa State University) which are already linked on pork.org. The
evaluation calculator could include but not limited to diet composition and nutrient level (amino acids
and energy), feed processing (particle size, pelleting, and extrusion), stocking rate, feeder design, stage
of growth, feed additives, market weight, gender, genetics, environmental conditions, etc. Producers,
veterinarians, and consultants could enter their own unique data into the calculator, and it will
determine how a specific, potential management or nutritional change would affect feed efficiency and
total feed cost/pig. The proposed tool will allow producers to develop “what if ” scenarios the impact
of making changes would have on feed efficiency. This would allow the user to easily determine how
a potential change would affect overall profitability before actually making that change, and also allow
producers to prioritize potential changes in terms of expected economic return.
Specific & Measurable Objectives: This project will specifically identify and/or evaluate the drivers
of feed efficiency that impact cost per pig and net return. Additionally, a tool will be developed and
published on the NPB and USPCE website in downloadable format. This tool will also be available
on a CD that can be provided directly to producers at trade shows.
63
$0
8. Pork Quality Genes: Using Modern Technologies to Identify Genes from Under-studied Populations
This is a new tactic for 2014 with an expected lifespan of five years and is a joint research tactic that involves
both the Animal Science Committee and PSQHN Committee. This tactic seeks to evaluate, compare, and
characterize phenotypic and genotypic relationships in non-conventional populations and in existing National
Pork Board genetic resource populations using modern genome evaluation procedures. Additionally, this tactic
will identify unique, valuable phenotypes or genetic markers/SNPs to improve production and pork quality
for both “niche” and conventional pork producers. Finally, this research will develop relevant technical and
educational support programs and materials that support genetic resource suppliers.
Rationale: National Pork Board consumer and retail research studies have verified significant variation
in pork quality attributes with many traits being suboptimal. Given concerted efforts by genetic
suppliers to satisfy consumer demand for leanness and producer demand for efficient conversion of
feed to lean gain, this situation is widespread across the majority of major contemporary genetic lines.
A genetic focus on improving carcass lean quality/functionality/consumer acceptance, while present in
some terminal genetic lines, has been limited due to: 1) lack of efficient, on-line measuring technology
and associated value-based marketing, 2) progeny testing required to tie information to the breeding
population and selection objectives, 3) often negative relationships between efficiency and pork quality,
and 4) the significant improvements in pork functionality through post-harvest enhancement. For these
reasons it is important that the National Pork Board facilitate research in this area.
Sources of genes associated with meat quality traits need to be identified and facilitated by studying
populations with desirable alleles at higher frequencies. As the decline in lean quality is associated
with the rapid increases in lean gain efficiency and rate of growth, logical study populations are pigs
from populations not impacted by recent industry-wide improvements. Two suggested populations
are older genetic populations (e.g. heritage breeds) and existing samples in the National Pork Board’s
possession (tissues from previous Terminal Sire Evaluation, Maternal Line Genetic and Genetics of
Lean Efficiency studies from early 1990’s).
Many non-traditional genetic resources (‘heritage breeds’) are marketed at premiums above commercial
market value due, in part, to preferred eating quality and functionality characteristics when compared
with commercial pork supplies. Limited phenotypic and associated genetic/genomic data are available
to explain or identify targets for future genetic improvement or genetic introgression programs (into
commercial genetic programs or expansion of current targeted marketing efforts) that may capitalize
on unique genes/alleles of the heritage breeds. Commercial and targeted market capitalization on the
genetic diversity of heritage breeds will require a research resource commitment, coupled with the use
of modern genetic/genomic technologies, to characterize phenotypes of the heritage breeds.
NPB genetic assessment programs on conventional breeds has accumulated what is likely the most
extensive set of phenotypes and associated DNA (muscle tissue depository) in the world. The application
of modern genetic technologies to these samples offers tremendous opportunity to provide the entire
swine industry with insight into the genetic variation and major genetic factors influencing variation in
pork quality attributes along with their associations to other measures of production efficiency.
(continued)
64
Advances in genomic technology (SNP chips, genetic sequencing, etc.) and their application in livestock
populations continue at a rapid pace and offer a much more cost effective mechanism to study the
relationships between under lying genes (alleles, SNPs, etc.) and the phenotypes that influence pork
quality measures. Investment in research to discover the associations offers promise to all segments of
the US pork industry for improving domestic and international demand for pork products.
Specific & Measurable Objectives: The National Pork Board’s Animal Science and Pork Quality,
Safety and Human Nutrition committees will develop RFP to complete a comprehensive performance,
pork quality, consumer acceptance, and the associated genomic characterization of heritage breeds.
In addition, RFP will be sought to conduct genomic evaluations and study associations with existing
phenotypic data for NPB resource population DNA samples. The approach addresses opportunities
to improve domestic and international consumer demand, facilitates improved functional properties
of pork from the packing level to the processor, and allows all genetic suppliers and producers the
opportunity to capitalize on delivery of healthful, nutritious, and tasty pork products.
$0
9. Sow Lifetime Productivity: This is a continuation of the Sow Lifetime Productivity research tactic
started in 2011. The research focus for 2014 will be to enhance piglet growth and viability prior to
weaning and to develop methodologies for improving gilt socialization to mature boars during the gilt
development phase.
Rationale: Sow Lifetime Productivity is a science and technology program area integrated project,
as recommended by the 2010 Checkoff Research Task Force that examined the Checkoff role in
industry research. The program areas cooperating on the project are Animal Science, Swine Health,
Animal Welfare, Pork Safety Quality and Nutrition and Environment. Sow productivity is a major
component of the cost and efficiency of pig production and in profitability of the industry. However,
research in sow lifetime productivity is expensive, time consuming and requires a large number of
animals to be relevant to the industry. Therefore, there is little publically available research currently
being conducted in this area. Sow lifetime productivity can be defined as the total of the quality pigs
a sow weans from the time she becomes breeding eligible, as affected by gilt development, until she
is culled. This can be accomplished by a combination of increasing the duration a sow is productive
in the sow herd and by increasing the viability and productivity of nursing pigs to result in a quality
weaned pig. The goal of the research and educational program is to increase the productivity of the
breeding herd by 30% within 7 years. The focus of the project in 2012 was to initiate research into the
effects gilt development has on how many parities a sow has before being culled. The 2013 project
began the research and investigation into improving piglet viability and production to result in
increased quality pigs being weaned per parity.
Specific & Measurable Objectives: The Sow Lifetime Productivity Task Force that includes
representatives from Animal Science, Swine Health, Animal Welfare and Environment committees
with additional members with expertise in nutrition, physiology, endocrinology, and epidemiology
for example will continue its oversight of the project. The research focus for year three of the project
will be on increasing the number of quality pigs per sow parity. Research of this magnitude will
take a consortium of researchers from universities, USDA and elsewhere and the cooperation of U.S.
production systems in order to provide the research capacity needed for the project. The research
and educational goal is to return to the industry an estimated $250 million to US producers.
65
$575,000
10. Pork Quality Genetic Research: This proposed study is a joint effort of the NPB Animal Science &
Pork Quality, Safety and Human Nutrition committees. Advances in genomic technology (SNP chips,
genetic sequencing, etc.) and their application in livestock populations continue at a rapid pace and offer
a much more cost effective mechanism to study the relationships between underlying genes (alleles,
SNPs, etc.) and the phenotypes that influence pork quality measures. Investment in research to discover
the associations offers promise to all segments of the U.S. pork industry for improving domestic and
international demand for pork products.
Rationale: National Pork Board consumer and retail research studies have verified significant variation
in pork quality attributes with many traits being suboptimal. Given concerted efforts by genetic
suppliers to satisfy consumer demand for leanness and producer demand for efficient conversion of
feed to lean gain, this situation is widespread across the majority of major contemporary genetic lines.
A genetic focus on improving carcass lean quality/functionality/consumer acceptance, while present in
some terminal genetic lines, has been limited due to: 1) lack of efficient, on-line measuring technology
and associated value-based marketing, 2) progeny testing required to tie information to the breeding
population and selection objectives, 3) often negative relationships between efficiency and pork quality,
and 4) the significant improvements in pork functionality through post-harvest enhancement.
Sources of genes associated with meat quality traits need to be identified and facilitated by studying
populations with desirable alleles at higher frequencies. As the decline in lean quality is associated
with the rapid increases in lean gain efficiency and rate of growth, logical study populations are pigs
from populations not impacted by recent industry-wide improvements. Two suggested populations
are older genetic populations (e.g. heritage breeds) and existing samples in the National Pork Board’s
possession (tissues from previous Terminal Sire Evaluation, Maternal Line Genetic and Genetics of
Lean Efficiency studies from early 1990’s).
Many non-traditional genetic resources (‘heritage breeds’) are marketed at premiums above commercial
market value due, in part, to preferred eating quality and functionality characteristics when compared
with commercial pork supplies. Limited phenotypic and associated genetic/genomic data are available
to explain or identify targets for future genetic improvement or genetic introgression programs (into
commercial genetic programs or expansion of current targeted marketing efforts) that may capitalize
on unique genes/alleles of the heritage breeds. Commercial and targeted market capitalization on the
genetic diversity of heritage breeds will require a research resource commitment, coupled with the use
of modern genetic/genomic technologies, to characterize phenotypes of the heritage breeds.
NPB genetic assessment programs on conventional breeds has accumulated what is likely the most
extensive set of phenotypes and associated DNA (muscle tissue depository) in the world. The application
of modern genetic technologies to these samples offers tremendous opportunity to provide the entire
swine industry with insight into the genetic variation and major genetic factors influencing variation in
pork quality attributes along with their associations to other measures of production efficiency.
Specific & Measurable Objectives: Priorities will be developed to complete a comprehensive
performance, pork quality, consumer acceptance, and the associated genomic characterization of
heritage breeds. Potential areas of research include but are not limited to:
• Evaluate, compare, and characterize phenotypic and genotypic relationships in non-conventional
populations and in existing NPB genetic resource populations using modern genome evaluation
procedures
• Identify unique, valuable phenotypes or genetic markers/SNPs to improve production and pork quality for
“niche” and conventional pork producers.
• Develop relevant technical and educational support programs and materials that support genetic resource
suppliers and the markets they serve.
$0
66
11. Nutrition Research to Protect Pork’s Role in a Healthful Diet: Nutrition research to support and
protects pork’s role in a healthy diet. Committee priorities are to identify three top areas of research
that can be communicated to media and health professionals and the resulting human health benefits.
Research of pork’s nutritional role in a healthy diet improves consumer confidence in pork products.
Rationale: Nutrition research priorities include but not limited to: human health effects of inclusion
of pork in diets, cardiovascular disease, growth and development, amino acid profiling and the risk
of developing Type 2 diabetes. Additional priorities include using contemporary epidemiological
research to evaluate any relationship between pork as a meat protein in the diet and cancer. This
research will build on previous nutritional profile information that has improved consumer and
health professionals’ confidence in the nutritional utility of pork. Nutrition issues ranked among the
top 10 priorities during the Vulnerabilities Assessment.
Specific & Measurable Objectives: RFP response will drive actual project measurement. The aim is
to generate scientific information about the health and wellness of pork and pork products. Goal of
at least one manuscript submitted from previous year research related to nutrition issues found in
Gap Vulnerabilities Analysis.
$160,000
12. Pork Safety Research: The Committee will fund pork safety projects that address the priorities
identified by the Committee and the result of the research will help give a better understanding of
the epidemiology to provide mitigation techniques that will increase food safety and give producers
economical ways to address it should there be legislative, customer or public pressure to change on-farm
practices. The Committee will identify areas to decrease trichinae/toxoplasma as a pork related food safety
concern. The results of the pork safety research will support consumer demand and assist producers in
meeting the food safety producer ethical standard. The Committee will try to identify collaborators to
jointly fund appropriate proposals.
Rationale: Food safety is the number one issue affecting purchasing decisions but is assumed by
the consumer. It requires being proactive because an incident can affect demand for a significant
amount of time. The National Pork Board is the primary organization that is funding research needs
of the pork industry. Funding pork safety proposals will strengthen the food safety continuum of
U.S. pork from farm to retail. Consumers are becoming more interested in local, niche products that
might include production practices where biosecurity has led to food safety issues to become more
top of mind such as toxoplasma and trichinae. This tactic will address toxoplasma and trichinae
research gaps so that management practices for low biosecurity production can be implemented to
help improve pork safety and maintain its safe reputation with consumers. FSIS has completed their
pork carcass salmonella baseline study. It is expected that they will lower it to around 2%. What
this means is that plants will need to be below a 2% salmonella carcass prevalence to not be put on a
public list. Since this is a very low percentage, packers will most likely expect producers to send low
salmonella prevalence pigs. The pork industry doesn’t have a consistent, reliable on-farm salmonella
intervention. We need this research to find those interventions. Results from Checkoff-funded
research will be published in scientific peer-review journals and presented at annual scientific forums
to address these pre-harvest control measures.
Specific & Measurable Objectives: The Committee will fund research proposals that will address practical
and cost effective practices/technologies to improve efficiencies that control and mitigate potential food
safety impacts from swine production. Potential areas of research include but are not limited to:
• Understand the epidemiology of food safety pathogens (salmonella, campylobacter, E. coli,
toxoplasma and others) within swine operations and potential improved mitigation or control
practices/technologies.
• Evaluate thermal inactivation, including curing, of trichinae and toxoplasma in pork products.
• Evaluate options for reducing/controlling food borne pathogens cost and effectiveness across all
production types.
67
$280,000
12. Producer/ Public Health & Workplace Safety Research: This tactic will support funding research
in topical areas such as zoonoses and public health, workplace health and safety, and environmental
and community health related to pork production. Perceived and real risks to public health associated
with swine production practices can have a considerable impact on the industry. Zoonotic diseases,
such as influenza, MRSA, Clostridium difficile, Toxoplasmosis, and Hepatitis E, may present potential
risks to the health of the public, producers and swine workers. Likewise, environmental and community
health (e.g. asthma and other respiratory diseases) is an area in which there are considerable gaps in
information and the need for objective, rigorous scientific studies.
Rationale: Perceived and real risks to public health associated with swine production practices can
have a considerable impact on the industry. Zoonotic diseases, such as influenza, MRSA, Clostridium
difficile, Toxoplasmosis, and Hepatitis E, may present potential risks to the health of the public,
producers and swine workers. Also, the possible movement of diseases from humans to swine,
such as influenza, presents a risk to the health of the swine herd. Scientifically sound information is
needed to better understand the epidemiology of these diseases in swine and humans, the potential
for movement between species and any possible risks.
Environmental and community health (e.g. asthma and other respiratory diseases) is an area in
which there are considerable gaps in information and the need for objective scientific studies.
Producer/public health and workplace safety research is the basis on which accurate technical
information and programming can be developed to correct misconceptions, protect animal health
and public health, address technical barriers in expanding domestic and foreign markets, and
support consumer confidence in the safety of pork production.
Specific & Measurable Objectives: Fund research to better understand interspecies transmission
of zoonotic diseases between pigs and producers/swine workers/public and assess potential
environmental/community health effects (e.g. respiratory disease) related to swine production.
Research findings will inform industry programming (implementation) or identify additional needs
(development/assessment) for cost effective management practices/technologies to mitigate risks. An
example may include studies to determine interspecies transfer of influenza (e.g. viral ecology, risk
factors associated with infection) and studies to assess the impact of current interventions and/or
identify new interventions to minimize interspecies transfer of influenza in pork production facilities.
$300,000
68
13. PRRS Virus Control Issues: A research-based approach will be utilized in order to provide
producers information for support of elimination of the PRRS virus.
Rationale: PRRS is a highly contagious disease that has been identified as one of the most costly
swine health challenges producers face. PRRS research is essential in order to continue to manage
and potentially eliminate the virus. With the ending of the PRRS CAP project, there are essentially no
other major sources of funding for PRRS-specific research. Checkoff funds for research are the only
resources available to focus on both basic sciences and applied PRRS projects on a consistent basis.
Without those funds, PRRS research would be severely limited.
The goal of this tactic is two-fold. The first goal is to continue to collect key information and expand
the collective knowledge of the level of national PRRS prevalence as no other group is currently
doing this. The second goal is to focus on the reduction of PRRS in order to reduce both the spread
of the virus and production losses associated with viral infection by maintaining stable pigs coming
from positive sows. Steps to achieve this goal include but are not limited to:
• Provide funding for PRRS research in order to focus on decreasing the shed of the virus at the breeding
herd level and to support the long term strategy to improve the lifetime productivity of the sow herd.
• The development of management techniques to support Regional Elimination.
• Focus on identifying the basic immunologic properties of PRRS that can make a more suitable
vaccine and diagnostic tests.
• Perform applied research focusing on impact of positive pigs and effects on downstream and
regional PRRS negative production.
• Evaluate and assess the impact of PRRS research done to date on producer profitability.
The development of PRRS research priorities for 2014 and beyond will be further targeted utilizing
the information gained from the 2013 Comprehensive PRRS Literature review. The 2013 literature
review was critical in order to better understand what is currently known for PRRS, what gaps exist
in that knowledge and then to develop a roadmap for future PRRS research. Research priorities will
be developed with the input and collaboration from multiple sources including the Checkoff Animal
Science committee, industry partners and USDA. NPB research funds will be leveraged with other
organizations (USDA NIFA; Zoetis; Boehringer-Ingelheim and the PRRS Host Genetics Consortium).
Specific & Measurable Objectives: A research-based approach will focus on how to apply knowledge
from basic sciences to applied on-farm research for management of PRRS including PRRS regional
elimination models. Projects to be funded can include but are not limited to:
• Target and identify the specific mechanism that PRRS uses to evade the immune system.
• Study the basic science of PRRS virology to target how the virus enters the cell and how it is eliminated.
• Focus on how to create and maintain stable pig flow from positive sows.
• Develop a mechanism to track genetic changes and stay current on diagnostic testing capabilities.
Additionally, provide funds to evaluate and assess the impact and cost/benefit of PRRS research for
producers.
69
$800,000
14. Emerging & Endemic Disease Management: A research-based approach will be utilized in order to
focus on producer needs for investigation, development, detection and validation for critical diagnostic
and management tools for emerging and endemic diseases of swine including, but not limited to, PEDV,
Mycoplasma, swine Influenza A viruses, Rotavirus and swine dysentery (does not include PRRS).
Rationale: The detection of PED virus in April of 2013 highlights the need to be able to have the ability
to provide producers and their veterinarians diagnostic tests that can detect known and potentially
unknown agents, the ability to investigate the pathogenesis and survivability of a pathogen all for rapid
response to control and eliminate that pathogen where-ever possible. Additional PED researchable
questions will come into focus as the industry gets more experience with the virus. Checkoff funding
provides a critically needed source of funding for emerging and endemic diseases as other funding
sources are limited. Research is actively leveraged with other organizations and industries (USDA,
Canadian Swine Health Board, and State Pork Associations) to avoid duplication of effort. In addition
to emerging diseases, other endemic diseases of swine still have a significant financial impact on
production and have been included within the research priorities. The research priorities will be
shared and developed with allied organizations (AASV Swine Health Committee, NPPC and USDA).
Research priorities will be finalized by the Swine Health Committee to focus the research specifically on
the key emerging and endemic diseases of swine that are most impacting producers. Collaboration will
occur with the Animal Science Committee for collaboration on health issues that impact sow lifetime
productivity and the impact of health on nutrition.
Specific & Measurable Objectives: Co-host a meeting with USDA ARS and NIFA scientists on a
yearly basis in order to review current projects and priorities to best leverage projects and avoid
duplication of efforts. A yearly emerging and endemic disease research call will fund projects on
emerging and endemic diseases that are most likely to impact producers (i.e. PEDV; Dysentery;
Mycoplasma, Influenza A, Rotavirus, and swine dysentery). Projects can include: 1. Understanding
the basic sciences of immunology/pathology/vaccinology/epidemiology of a disease; 2. The ongoing improvements for current diagnostic tests and the development of tests for emerging diseases
(validate for blood, oral fluids, semen); 3. Provide continued support for the investigation and
epidemiologic assessment of PEDV
$400,000
70
Objective 2 - Provide research and information to improve lifetime sow productivity 10% by 2014.
$140,000
Tactics:
1. Industry Productivity Analysis: This tactic will provide producers with data on key productivity
indicators from a representative sample of the pork industry. This data will be presented as industry
averages as well as the top 25% and bottom 25% performance over the previous 6 years. Additionally,
monthly data will be analyzed for changes in key productivity indicators due to seasonal variation.
Rationale: Benchmarking allows producers to determine where their operations fit within the overall
industry as well as to measure the progress they are making over time. Additionally, investigators can
use the information to target specific areas of production which require research. The 2014 Industry
Productivity Analysis project is a continuation of a project which was initiated in 2011. Access to a
large amount of data collected and compiled by a data management company was obtained and an
initial analysis of the data was completed in 2012. One outcome of this initial analysis was to draw
attention to the impact seasonal variation has on productivity and profitability of swine operations.
This resulted in development of a research tactic specifically designed at creation of management tools
that can be used to decrease the impact of seasonality. Additionally, the 2013 analysis included trend
line analysis for producers in the top 25%, industry average and the bottom 25%. This revealed that
in several key productivity indicators, the bottom 25% of the industry is making greater improvement
than the top 25% or industry average. The 2014 analysis will investigate correlations and relationships
of key productivity indicators. This is important so that factors that play a primary role in profitability
can be identified for each phase of production. Additionally, investigation of the amount of variation
surrounding an average may provide clues where rapid improvement can be made. The information
mined from analysis of this data will benefit all producers through improved productivity at the farm
level and will serve to inform the checkoff programs, academics and other funding agencies about areas
of research which are likely to have the greatest impact. Additionally, making this information publicly
available will help all producers because it will allow them to determine areas where they may be able to
make improvements in their management to rapidly affect profitability.
Access to the data possessed by the data collection company is at a negotiated rate of $20,000 while
the analysis, report compilation, and presentation of the data costs an additional $30,000.
Specific & Measurable Objectives: This tactic will focus on documenting specific benchmarks of
productivity in the swine industry. Improvement can only be made in areas that can be measured.
The Industry Productivity Analysis will do the following:
1. Provide annual bench marks for specific areas of production including sow productivity, nursery,
wean-to-finish and finishing.
2. Monitor and document changes in key productivity indicators over time to better target specific
areas of research.
3. Provide data that producers can use to assess their productivity compared to the rest of the
industry and that they can use to make strategic improvements in their operations.
71
$50,000
2. Animal Science Program Management: The Animal Science Program Management provides
funding for research planning, strategic management of issues through producer committee meetings,
research for emerging issues, subgroup, expert and focus group meetings, expert and producer
attendance at external forums that may have an impact on the pork production industry. Additionally,
this fund is used to support staff travel for the purpose of dialogue with external experts to stay current
with emerging issues in order to anticipate, monitor, and respond through providing information or
research and to assure research priorities alignment with other funding agencies.
Rationale: The programs which the Director of Animal Science manages are varied and include
swine nutrition, reproduction, pork quality pre-harvest, and genetics. These are areas which are
not addressed by other programs within Science and Technology. Successful management of these
issues is critical to maintaining focus on emerging issues and the capability of the NPB to respond to
them through dissemination of information, recommended changes in management practices, and
strategic development of research programs.
Specific & Measurable Objectives: There will be a minimum of three producer, industry or
continuing education meetings for the purpose of planning for responding to emerging issues. These
meetings will include at least two meetings of the Animal Science Committee to develop the animal
science program and review results of previously funded research, make funding decisions of projects
submitted in response to requests for proposals and establish research priorities and tactics for future
areas of research focus. Additionally, working groups, comprised of experts in their respective fields
may be convened to develop strategies to address emerging issues.
Objective 3 - Help develop the current and next generation of swine employees, managers and
scientists.
$90,000
$350,700
Tactics:
1. Professional Swine Manager Community College Curriculum: PSM is a comprehensive work study
program to better prepare people to manage a sow farm, a group of grow finish units or departments
by improving understanding and application of fundamental science supporting generally accepted
practices in pork production. Curriculum includes hands on learning at a farm site combined with
classroom instruction. Classes qualify for community college credit. Classroom instruction is delivered
via the internet from community college instructors experienced in swine production. Classes offered
are: Introduction to Swine Production; Breeding Stock Management; Wean/Finish Management;
Employer/Employee Issues; Facility Operations; Production Records; Internship/Work Experience.
Rationale: Current pork production practices are driven by standard operating procedures. To
improve procedures and adapt to unique situations in the barns, managers need to learn the “why”
about “what” is involved in pork production. There are limited options for employees to learn the
“why” about “what”. “Farm kid pool” has dried up. The majority of people entering pork production
have little or no commercial swine production background. Pork industry structure continues to
change impacting the number and distribution of potential students in a given area. Time and
distance limit the potential student pool for most all community colleges resulting in a loss of
swine production courses at the community college level across the US. This tactic provides a swine
specific, community college level swine management curriculum to any location in the US with
internet access and pigs being produced.
Specific & Measurable Objectives: Objectives are to reduce voids in availability of standardize swine
production management education courses across the United States; prepare current employees and
community college students to excel as farm managers and prepare people to become certified as
Professionals in Swine Management. Five courses are scheduled in 2014 with projected participation
of 100 students.
$120,000
72
2. Work Place Safety in Pork Production: Stockmanship Safety Training materials developed by NPB in
2013 will be translated into Spanish. Two web based workshops will be offered on how to conduct farm
safety program and facility audits to meet OSHA standards.
Rationale: Safe animal handling of pigs is the number one concern of pork producers that limits
improvements in workplace safety and reductions in safety-related costs. Bureau of Labor statistics
show accident and injury incidence rates for hog production are double all industries. The amount
of time lost on a pig farm due to accidents and injuries is triple all industries. A survey and focusgroup sessions with pork producers representing 2.97 million sows in production, identified animal
handling resulting in human injury as the primary employee safety concern among pork producers.
Reasons for high rates of accidents and injuries while handling animals were identified as: lack of
information on best practices required in the areas that cause the most injury or difficulty; new
employees not having a basic understanding of pig behavior and basic stockmanship knowledge;
current resources to teach the level of detail required to make improvements in safe animal handling
are not available in format or design for delivery in farm level employee training programs; lack of
safe animal training materials that depict real life, specific situations vs. ones that are oversimplified
and too easy; production managers have little understanding of how to be a good trainer.
US Pork production is coming under additional scrutiny from OSHA. OSHA historically has had
little presence in pork production. Increase in the number and size of farm systems is attracting
OSHA’s attention. No information or instructions on conducting a swine farm safety program and
facility assessment exist for US pork producers.
Specific & Measurable Objectives: Objective are: translate written and video Stockmanship Safety
Training materials developed in 2013 into Spanish and conduct two “Farm Safety Audit” web based
workshops. Target participation is lead trainer’s from operations representing 25% of US Pork Production.
$53,100
3. University Swine Science Internships: Students will be recruited to seek careers in swine science and
veterinary medicine in the U.S. pork industry. Through projects (educational activities, research projects,
or professional programs) this tactic will provide students with pork science and industry exposure,
gaining personal experiences in swine research and problem solving projects. Undergraduate students
will be matched with projects that connect them to swine industry problems with practical significance.
Advisors will guide students in developing projects relevant to the future of the US pork industry.
Rationale: Leaders in swine science and veterinary medicine are retiring, while the number of
students pursuing careers in swine science and veterinary medicine is declining. The pool of
appropriately educated students is declining to a level where open positions are difficult to fill. A
gap exists in career path development between academic scholarships and large-scale research and
professional training. This tactic will help close this gap by offering students with potential as a swine
scientist or veterinarian hands on experiences in each field.
Specific & Measurable Objectives: Annually 10 undergraduate and 5 professional level students will
participate. Program will initially be evaluated on number of students, producers and institutions
participating along with compiled abstracts of project reports submitted. Long term impact will
determined by tracking student entry into swine research careers.
73
$25,000
4. PorkSquare Youth Career Website: This tactic supports the maintenance of a youth career website
to attract more young people (ages 15-25) to consider careers in the pork industry. National Pork Board
will maintain content and market the site with assistance from contributors who will sponsor the site.
Rationale: Producers continue to look for new ways to attract talent to the industry. We enroll in
excess of 15,000 youth annually in the Youth PQA program. This website will give us an additional
way to connect to the youth while training them and sponsoring their shows throughout the year,
encouraging them to consider a career in the pork industry
Specific & Measurable Objectives: With the site launched in September 2013, we established the
baseline usage by the target audience. We will be continuing to encourage our industry partners
to post internships at this site. We will target at least 20 companies to post. We will solicit 6
organizations for sponsorship of the site.
$15,000
5. Certified Swine Manager Certification Program: Certified Swine Manager Certification is currently
open to US Pork Producers. This tactic results from restructuring previous work with US Pork Center of
Excellence. Objectives are to: maintain nationally recognized competencies, knowledge, skills required
in pork production; maintain a system to verify and recognize individuals have acquired the knowledge
to master competencies; and maintain a system to document and recognize an individual’s success in
applying knowledge acquired and skills developed in a production setting.
Rationale: Public trust in pork production is challenged. Recognition and engagement of
employees is critical to successful swine operations. Formal avenues to achieve recognition and
engage employees do not exist in US Pork Production. Pork production lacks a technical career
development program that links US Pork Producers Ethical principles with pork production
practices, and proof of knowledge gained and applied. A credible certification program that
combines principals with practices and proof will provide a clear career path for individuals to
achieve status as professional pork producers. Examples of professionalism will garner public trust.
Specific & Measurable Objectives: 15 major pork production systems will endorse the program and
incorporate it into their career development program.
$62,600
6. U.S. Pork Center of Excellence: Partnership fee with U.S. Pork Center of Excellence.
Rationale: The mission of the U.S. Pork Center of Excellence (USPCE) is to add value to the pork
industry by facilitating research and learning for U.S. pork producers through national collaboration.
Program efforts focus on coordination and delivery of: swine specific curriculums at bachelors
and associate level; a comprehensive core body of production knowledge delivered in fact sheet
format that is utilized in swine education programs at bachelors and associate level programs; and
development of resource guides on key subject areas such as swine nutrition and sow productivity.
USPCE outreach efforts are supported by 46 universities, state pork producer associations, National
Pork Producers Council and the National Pork Board through an annual partner fee.
Specific & Measurable Objectives: USPCE will:
Continue collaboration with National Pork Board to develop and deliver Swine Science On line
and Professional Swine Manager curriculums. Lead efforts to bring key individuals and institutions
together to propose and seek funding for research, teaching and Extension proposals. Market the
National Swine Reproduction Guide and National Swine Nutrition Guide.
$75,000
74
IX. Summary
A. Team Effort
A Team effort (Board of Directors, Producers and Staff) was employed throughout
the process and was essential in reaching the ultimate goal. The quality of the plan
is a testimony that producers representing a broad range of interests can achieve
focused results when they work together. This plan represents a four-month effort by
hundreds of producers and staff. A genuine industry thank you is due all.
B. 2013-2014 National Pork Board Leadership
The Board of Directors and management team at the National Pork Board are as follows:
Board of Directors
Karen Richter, President
Minnesota
Dale Norton, Vice President
Michigan
Derrick Sleezer, Treasurer
Iowa
Conley Nelson, Past-President
Iowa
Roy HenryKansas
Brad Greenway
South Dakota
Lisa ColbyMassachusetts
Wathina LuthiOklahoma
Henry Moore
North Carolina
Glen WaltersGeorgia
Mike WyantMissouri
Terry O’NeelNebraska
Jan Archer
North Carolina
Craig MensinkMinnesota
Carl LinkOhio
Senior Staff Leaders
Chris Novak
John Johnson
Dr. Paul Sundberg
Ceci Snyder
Mike Wegner
Bill Winkelman
Jill Criss
Calvin VandeKrol
77
Chief Executive Officer
Chief Operating Officer
VP of Science & Technology
VP of Domestic Marketing
VP of Communications
VP of Producer Services
VP of Operations and Human Resources
VP of Finance
National Pork Board
1776 N.W. 114th St.
Des Moines, IA 50325 USA
©2014 National Pork Board, Des Moines, IA USA

National Pork Industry ForumK

Transcription

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