Building A Better Tomorrow

Bill WinkelmanIowa Pork Congress

January 2012

Our Belief & Our Messages

Our Belief:

We can produce measurable results that provide pork producers a return on their

checkoff investment that will make a meaningful difference in their lives.

is Hot!

Our Message

Our Message

COMMITTED TOCONTINUOUSIPROVEMENT

Our Message

The Top Ten Pork List of 2011 1. 145 is Right On! 2. An Inspiring New Pork Campaign 3. A New Dialogue with Interested Consumers 4. Back on Track with Another Record 5. Pulled Pork & Big Promos 6. Quality Assurance Plus Multiplied 7. The Best Defense 8. A Very Tiny Carbon Footprint 9. Stronger State Pork Organizations10. 82 on 25

is Hot!

New Brand Received Well!

October Pork Month Promotion with• Fully integrated campaign including advertising,

social media, and in-store promotions with America’s 3rd largest retailer• Weekly online ads• Editorial content on Costco.com• Blogger partnerships and recipe contests

• Each week, Costco offered deals on pork cuts: • Oct. 3 – $2.50 off Boneless Chops and Roasts• Oct. 10 – $2 off Boneless Sirloin Tip Roast• Oct. 17 – $2 off Pork Tenderloin• Oct. 23 – $2.50 off Rack of Pork

Costco Results

“We saw great results from this promotion. All of these activitiescombined grew our total pork salesby over 25 percent for the monthof October.”

– Scott Alleger, pork/sausage buyer for Costco

2011 =+ 3.8%

to-date vs. 2010

2011 =+ 3.8%

to-date vs. 2010

Goal Status: Real Per Capita Pork Expenditures

2011: A NewU.S. Pork Export Record!

Pork Exports Continue Record Pace

• 4.02 billion pounds and $4.93 billion in value exported through October

• On track to exceed $5 billion in export value for first time in history!

• Export value equal to $54.68 per head

Source: USDA statistics compiled by USMEF for Jan-Oct 2011

Committed to

Continuous Improvement of the U.S. Pork Industry

PQA Plus® Certifications

PQA Plus® Certified Producers = 53,674

17,441 sites assessed= 80% of US Swine Inventory

Site Assessments Completed

PQA Plus Site Assessment Data% of assessment marked acceptable for 17,441 sites

PQA Revision v 2.0• PQA Plus core will include the Ethical Principles as

outlined in the We Care Initiative.

• Expanding in the following emerging issues related to pork production:– Animal Welfare– Food Safety– Environment– Worker Safety

• Rollout date will be World Pork Expo, 2013.

Gaining Consumer Trust

U.S. Farmers and Ranchers Alliance

04/13/23

23

Don’t Say that

“Using pesticides on crops”

“Using fertilizers on crops”

“Using genetically modified (GMOs) or biotech seeds”

“Supplementing naturally

occurring animal hormones”

“Administering antibiotics to

animals”

Say thisComfortable (8-10)

Total Food Com

“Preventing bugs and other pests from eating crops”

5.21 4.36

“Nurturing crops with the nutrients they need to grow”

6.41 5.99

“Using seeds developed to grow stronger, more resilient crops”

6.00 5.54

“Helping animals maintain lean muscle growth”

4.98 4.18

“Keeping animals from getting sick” 5.40 5.11

Comfortable (8-10)

Total Food Com

3.49 3.90

5.21 4.64

4.28 3.86

3.56 2.82

3.94 3.38

Language Matters

2012 High Level Timeline

25

04/13/23

Q1 Q2 Q3 Q4

Bring More Voices to the Table

• We’ve done the RESEARCH• We’ve built the “MAINFRAME”• We’ve set the CONVERSTION• We’ve garnered ATTENTION• Now we need to EXPAND ENGAGEMENT WITH MORE VOICES

A RESPONSIBILITY TO ACT• Attain individual certification in Pork Quality Assurance Plus (PQA Plus )

• Schedule a site assessment as part of PQA Plus

• Complete Transport Quality Assurance (TQA ) training and certification

• Implement planning and education tools (e.g., Workplace Safety Assessment, Biosecurity Planning, Emergency Action Plan, Nutrient Management Planning)

• Verify that all employees and affiliated workers fully understand proper practices and receive education and certification in PQA Plus and TQA

• Demonstrate community citizenship by volunteering time, donating to worthy causes and listening to members of the community

And finally ….

• “If I were buying anything I’d be buying agricultural commodities. Going forward we’re going to have huge shortages of everything – including farmers – I think ag will be a great place for the next 10-20 years.”

-- Billionaire investor Jim RogersDecember 2011

Thank you.

This message funded by America’s Pork Checkoff Program.

Questions?