Building A Better Tomorrow - Iowa Pork · Pork Exports Continue Record Pace •4.02 billion pounds...
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Building A Better Tomorrow Bill Winkelman Iowa Pork Congress January 2012
Transcript of Building A Better Tomorrow - Iowa Pork · Pork Exports Continue Record Pace •4.02 billion pounds...
Building A Better Tomorrow
Bill Winkelman
Iowa 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.
Our Message
Our Message
COMMITTED TO CONTINUOUS IPROVEMENT
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 Organizations
10. 82 on 25
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 activities
combined grew our total pork sales
by over 25 percent for the month
of October.” – Scott Alleger, pork/sausage buyer for Costco
2011 =
+ 3.8%
to-date
vs. 2010
Goal Status: Real Per Capita Pork Expenditures
2011: A New
U.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
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
55000
PQA Plus® Certified Producers = 53,674
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0100020003000400050006000700080009000
100001100012000130001400015000160001700018000
7/1
/20
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9/1
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/1/2
008
1/1
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3/1
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# of sites assessed % of US Inventory
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
99.77
94.45
94.85
95.63
92.7
98.66
95.64
94.52
94.17
82.65
83.36
94.21
79.26
87.01
77.07
98.33
0 10 20 30 40 50 60 70 80 90 100
No Acts of Abuse
Space - non-breeding
Space -breeding
BCS - non-breeding
BCS - breeding
Air Quality
Air Temperature
Facilities
Timely Euthanasia
Euthanasia Plan
Daily Records
Emergency Backup
Emergency Action Plan
Caretaker Training
Med & Trt Records
VCPR
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
1/30/2012
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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 this Comfortable (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 Q
1 (
Oc
tob
er,
No
ve
mb
er,
De
ce
mb
er)
Discovery Conversations: Consumer Call to Action
Farmer and rancher rapid response system launch
Holiday food focus on “where your food comes from”
Q2 (
Ja
nu
ary
, Fe
bru
ary
, M
arc
h) Conversation
training and deeper farmer and rancher alignment
Influencer deployment
Pilot state/ regional level mini-Food Dialogues
DC education program
CA influencer focus
Q3 (
Ap
ril, M
ay
, Ju
ne
) Launch retailer and restaurant program
Launch aggregator on fooddialogues.com
Expand youth outreach
Q4
(A
ug
ust
, Se
pte
mb
er,
Oc
tob
er)
Launch standards program with industry
Food Dialogues anniversary and expansion
25
1/30/2012
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 Rogers
December 2011
Thank you.
This message funded by America’s Pork Checkoff Program.
Questions?
