National Pork Board Update. Pork Management Conference Bill Winkelman

Transcription

1 National Pork Board Update Pork Management Conference Bill Winkelman

2 A Fast 30 Minutes. Thank-you! Increase in Sponsorships Increase in Producers represented PED Update Engaging our Customers Keeping Pork Moving New Tools for Producers 1

3 PED Update

4 Porcine Epidemic Diarrhea - PED Not zoonotic Not a food safety concern Exists in many parts of the world Not a listed disease of the OIE Not on the National Animal Health Reporting System (NAHRS) Reportable Disease List Not considered a Foreign Animal Disease in the United States No interstate trade restrictions pertaining to PE Associated with outbreaks of diarrhea and vomiting in swine Extremely infectious Sow farms in presence of effective TGE biosecurity Explosive 100% mortality in pigs < 7-14 days of age; 90% mortality in 21+ days of age Grow-finisher 100% morbidity, less mortality in U.S. swine. 3

5 Number of Premises Testing Positive for PEDV Apr 22-Apr 29-Apr 6-May 13-May 20-May 27-May 3-Jun 4

6 90 80 Number of Premises by State Testing Positive for PEDV AR CO IA IL IN KS MI MN MO OH OK PA SD 5

7 Porcine Epidemic Diarrhea - PED Contain and Eliminate Dependent on case distribution and transmission Highly coordinated control effort Cooperation in absence of authority Research program May need additional Checkoff support Manage Containment is not possible Epidemiological risk assessments Research program 6

8 Porcine Epidemic Diarrhea - PED 2013 Supplemental Funding PED research $450, Checkoff funds 21 proposals submitted $1.7M requested Speed and effectiveness Transparent and objective Targeted projects with short timeframes Flexibility with oversight of Swine Health Committee leadership 7

9 Engaging Our Customers

10 Channel Outreach Strategy Identify vulnerabilities Conduct message testing with engaged consumers Environmental analysis Economic analysis 9

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

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

13 Keeping Pork Moving

14 Source: Paragon Economics

15 Pork Retail Sales Quarter One Pork pounds 9.9% Dollars sales 4.7% The average retail price down due to higher supplies, but the increased volume more than offset the decrease in average price. 14

16 15 Pork Cut Name Changes

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

18 New Pork Chop Names Old Name New Name Rib Chop Center, Bone-in Ribeye Pork Chop, Bone-in Rib Chop, Boneless Ribeye Pork Chop, Boneless

19 New Pork Chop Names Old Name New Name Loin Chop, Bone-in Porterhouse Pork Chop Top Loin Chop, Boneless New York Pork Chop

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

21 20 Communicating Pork Doneness

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

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

24 23 Summer Supplemental Campaign

25 Supplemental Campaign Three communication objectives: 1. Communicating pork chops relative value compared to beef steaks 2. Educating consumers on the pork chop cut name changes 3. Reinforcing USDA temperature change and range of doneness

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

27 New Tools for Producers

28 New Tools Farm Level Crisis Plan Preparedness / Minimize Business Disruption Sow Farm Conversion Calculator State Requirements / Renovations Workplace Safety Database 27

29 Professionalism Professional Swine Manager Curriculum Distance Learning Courses through Community College Certified Swine Manager Program Development Opportunity for employees PorkSquare Youth Career Website Attract New Talent to the Industry Internship Clearinghouse Industry Mentors 28

30 29 Thank-you