2012 Pork Checkoff Update AWS
2012 Pork Checkoff Update Bill Winkelman Swine Education In-Service September 26, 2012
Drought Resources Feed & Feed Management
Water Management
Counseling & Support
Pig Management
Other Resources
For more information: pork.org/drought
May is back in positive territory after rough April
Jan – June 2012 Pork Exports • $3.17 billion in value year-to-date – 13% higher than 2011 • 2.5 billion lbs year-to-date – 5% higher than 2011
• June exports were even with June 2011 but up 4% in value • Export value equal to over $57.80 per head in January-June
Source: USDA statistics compiled by USMEF
Jan – June 2012 Exports Share of Production • 24% of U.S. Pork (muscle cuts only) • 27.7% of U.S. Pork and Pork Variety Meats*
Source: USDA *includes sausage casings
Jan – June 2012 Top US Pork Export Markets Volume
Mexico 648.4 mill lbs, ↑13% Japan 511.4 mill lbs, ↓7% China/HK 489.2 mill lbs, ↑28% Canada 244.4 mill lbs, ↑14% South Korea 189.8 mill lbs, ↓30%
Value
Japan $1,013.5 M, ↑7% Mexico $537.5 M, ↑11% China/HK $448.6 M, ↑72% Canada $402.8 M, ↑20% South Korea $245.8 M, ↓18% Source: USDA statistics compiled by USMEF for Jan-June 2012, compared to 2011
US Pork Exports 2012 vs. 2011 (Including variety meat)
Volume: Metric Tons
Source: USDA statistics compiled by USMEF for 2012
A Frustrating Time for Producers
A Difficult Time for Customers
A Difficult Time for Consumers Get mad or get into their world
Be the answer to their problems…instead of talking about ours!
Pork Forum Resolution • Fund 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 • Ensure that customers understand the animal welfare, environmental and producer sustainability consequences of their marketing decisions.
16
Vision of Success Doors open, relationships developed
A seat at the table – a chance to influence company policy A network of influencers friendly to our industry
Action Plan: Understanding Their World IDENTIFY biggest potential issues • Start broad • Focus where activists are • Look far ahead DIAL TEST framing + language to successfully address these issues DELIVER results to customers for use in communication plans and talking points
Two-Pronged Approach In Defense of Choice
19
Changing the Dynamic
Renew trust in American agriculture to operate freely.
Have you heard anything about the pork industry’s “We Care” initiative to raise public awareness about how pork producers act responsibly on issues such as protecting the environment, treating animals properly and ensuring a long-term, sustainable food source?
• 58 % said yes As part of the “We Care” initiative, producer delegates at a recent Pork Industry Forum adopted six ethical principles to affirm pork producers’ commitment to socially responsible pork production. Off the top of your head, are you able to name one or more of those principles?
• 20 % can, 80% don’t know, across all sizes of operations
We CareSM Barn Worker Kit
Open House Toolkit
• • • • •
Print Ads Open House Timeline Agenda for Event Invitation Card Two Pork Production Information Sheets • Media Releases
On-Farm Safety – Animal Handling • 2012 – Producer Benchmarking Database – Share Information – Establish a baseline
• 2013 – Producer Training Resources – Interactive – Part of On-boarding / safety training programs – Proper animal handling techniques
Professionalism in Pork Production • Swine Science On-line – 25 enrollments across 4 courses for Fall
• Professional Swine Manager Curriculum – Community College focus • 18 enrolled for Fall – Breeding Stock Management
– Students and employees – True Certification Opportunity
• Seeking Producer support for employee participation and feedback
Four Pillars of Sustainability Greenhouse Gas Methane, Nitrous Oxide, CO2
Land Footprint 2014
Carbon Footprint 2011
Environmental Sustainability Program
Land Use Include Feed Crops
Water Use
Air Footprint 2013
29
Water Footprint 2012
Air Emissions Dust, Ammonia, Hydrogen Sulfide
50 Years of Improvement Swine Efficiency 1959–2009 • • • • • •
Hogs marketed increased 29% Breeding herd decreased 39% Over 2X carcass wt. produced/sow/per year Feed efficiency increased 33%/lb. carcass wt. Water use reduced 41%/lb. carcass wt. Total land use reduced 59% 78%/lb. carcass wt.
• Carbon footprint reduced 35%/lb. carcass wt.
THANK YOU
This message funded by America’s Pork Checkoff Program.
Drought Resources Feed & Feed Management
Water Management
Counseling & Support
Pig Management
Other Resources
For more information: pork.org/drought
May is back in positive territory after rough April
Jan – June 2012 Pork Exports • $3.17 billion in value year-to-date – 13% higher than 2011 • 2.5 billion lbs year-to-date – 5% higher than 2011
• June exports were even with June 2011 but up 4% in value • Export value equal to over $57.80 per head in January-June
Source: USDA statistics compiled by USMEF
Jan – June 2012 Exports Share of Production • 24% of U.S. Pork (muscle cuts only) • 27.7% of U.S. Pork and Pork Variety Meats*
Source: USDA *includes sausage casings
Jan – June 2012 Top US Pork Export Markets Volume
Mexico 648.4 mill lbs, ↑13% Japan 511.4 mill lbs, ↓7% China/HK 489.2 mill lbs, ↑28% Canada 244.4 mill lbs, ↑14% South Korea 189.8 mill lbs, ↓30%
Value
Japan $1,013.5 M, ↑7% Mexico $537.5 M, ↑11% China/HK $448.6 M, ↑72% Canada $402.8 M, ↑20% South Korea $245.8 M, ↓18% Source: USDA statistics compiled by USMEF for Jan-June 2012, compared to 2011
US Pork Exports 2012 vs. 2011 (Including variety meat)
Volume: Metric Tons
Source: USDA statistics compiled by USMEF for 2012
A Frustrating Time for Producers
A Difficult Time for Customers
A Difficult Time for Consumers Get mad or get into their world
Be the answer to their problems…instead of talking about ours!
Pork Forum Resolution • Fund 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 • Ensure that customers understand the animal welfare, environmental and producer sustainability consequences of their marketing decisions.
16
Vision of Success Doors open, relationships developed
A seat at the table – a chance to influence company policy A network of influencers friendly to our industry
Action Plan: Understanding Their World IDENTIFY biggest potential issues • Start broad • Focus where activists are • Look far ahead DIAL TEST framing + language to successfully address these issues DELIVER results to customers for use in communication plans and talking points
Two-Pronged Approach In Defense of Choice
19
Changing the Dynamic
Renew trust in American agriculture to operate freely.
Have you heard anything about the pork industry’s “We Care” initiative to raise public awareness about how pork producers act responsibly on issues such as protecting the environment, treating animals properly and ensuring a long-term, sustainable food source?
• 58 % said yes As part of the “We Care” initiative, producer delegates at a recent Pork Industry Forum adopted six ethical principles to affirm pork producers’ commitment to socially responsible pork production. Off the top of your head, are you able to name one or more of those principles?
• 20 % can, 80% don’t know, across all sizes of operations
We CareSM Barn Worker Kit
Open House Toolkit
• • • • •
Print Ads Open House Timeline Agenda for Event Invitation Card Two Pork Production Information Sheets • Media Releases
On-Farm Safety – Animal Handling • 2012 – Producer Benchmarking Database – Share Information – Establish a baseline
• 2013 – Producer Training Resources – Interactive – Part of On-boarding / safety training programs – Proper animal handling techniques
Professionalism in Pork Production • Swine Science On-line – 25 enrollments across 4 courses for Fall
• Professional Swine Manager Curriculum – Community College focus • 18 enrolled for Fall – Breeding Stock Management
– Students and employees – True Certification Opportunity
• Seeking Producer support for employee participation and feedback
Four Pillars of Sustainability Greenhouse Gas Methane, Nitrous Oxide, CO2
Land Footprint 2014
Carbon Footprint 2011
Environmental Sustainability Program
Land Use Include Feed Crops
Water Use
Air Footprint 2013
29
Water Footprint 2012
Air Emissions Dust, Ammonia, Hydrogen Sulfide
50 Years of Improvement Swine Efficiency 1959–2009 • • • • • •
Hogs marketed increased 29% Breeding herd decreased 39% Over 2X carcass wt. produced/sow/per year Feed efficiency increased 33%/lb. carcass wt. Water use reduced 41%/lb. carcass wt. Total land use reduced 59% 78%/lb. carcass wt.
• Carbon footprint reduced 35%/lb. carcass wt.
THANK YOU
This message funded by America’s Pork Checkoff Program.
