National Pork Board Update - Pork Checkoff
National Pork Board Update Pork Management Conference Bill Winkelman
A Fast 30 Minutes……. • Thank-you! – Increase in Sponsorships – Increase in Producers represented
• • • •
1
PED Update Engaging our Customers Keeping Pork Moving New Tools for Producers
PED Update
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
Number of Premises Testing Positive for PEDV 50 45
44
43
40 35
30
30 25 20 15
13 9
10 6
5
4
1
1
0 15-Apr
22-Apr
29-Apr
6-May
13-May
20-May
27-May
3-Jun
Number of Premises by State Testing Positive for PEDV 90
84
80 70 60 50 40 30
20
16 7
10
7
1
1
2
3
KS
MI
13 2
4
MO
OH
3
1
PA
SD
0 AR
5
CO
IA
IL
IN
MN
OK
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 6
• Manage – Containment is not possible – Epidemiological risk assessments – Research program
Porcine Epidemic Diarrhea - PED 2013 Supplemental Funding PED research • $450,000 2013 Checkoff funds – 21 proposals submitted – $1.7M requested
• • • •
7
Speed and effectiveness Transparent and objective Targeted projects with short timeframes Flexibility with oversight of Swine Health Committee leadership
Engaging Our Customers
Channel Outreach Strategy • Identify vulnerabilities • Conduct message testing with engaged consumers • Environmental analysis • Economic analysis
9
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
Door-Opening Content • New content developed to assist our channel partners Customized Presentations
Economic Analysis
Resource Guide
Topic Backgrounders
Sustainability Analysis
3rd Party Experts
Messaging Research
Keeping Pork Moving
Source: Paragon Economics
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
Pork Cut Name Changes
15
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
New Pork Chop Names Old Name
Rib Chop Center, Bone-in
Rib Chop, Boneless
New Name
Ribeye Pork Chop, Bone-in
Ribeye Pork Chop, Boneless
New Pork Chop Names Old Name
Loin Chop, Bone-in
Top Loin Chop, Boneless
New Name
Porterhouse Pork Chop
New York Pork Chop
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
Communicating Pork Doneness
20
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.
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.
Summer Supplemental Campaign
23
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
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
New Tools for Producers
New Tools • Farm Level Crisis Plan – Preparedness / Minimize Business Disruption
• Sow Farm Conversion Calculator – State Requirements / Renovations
• Workplace Safety Database
27
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
Thank-you
29
A Fast 30 Minutes……. • Thank-you! – Increase in Sponsorships – Increase in Producers represented
• • • •
1
PED Update Engaging our Customers Keeping Pork Moving New Tools for Producers
PED Update
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
Number of Premises Testing Positive for PEDV 50 45
44
43
40 35
30
30 25 20 15
13 9
10 6
5
4
1
1
0 15-Apr
22-Apr
29-Apr
6-May
13-May
20-May
27-May
3-Jun
Number of Premises by State Testing Positive for PEDV 90
84
80 70 60 50 40 30
20
16 7
10
7
1
1
2
3
KS
MI
13 2
4
MO
OH
3
1
PA
SD
0 AR
5
CO
IA
IL
IN
MN
OK
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 6
• Manage – Containment is not possible – Epidemiological risk assessments – Research program
Porcine Epidemic Diarrhea - PED 2013 Supplemental Funding PED research • $450,000 2013 Checkoff funds – 21 proposals submitted – $1.7M requested
• • • •
7
Speed and effectiveness Transparent and objective Targeted projects with short timeframes Flexibility with oversight of Swine Health Committee leadership
Engaging Our Customers
Channel Outreach Strategy • Identify vulnerabilities • Conduct message testing with engaged consumers • Environmental analysis • Economic analysis
9
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
Door-Opening Content • New content developed to assist our channel partners Customized Presentations
Economic Analysis
Resource Guide
Topic Backgrounders
Sustainability Analysis
3rd Party Experts
Messaging Research
Keeping Pork Moving
Source: Paragon Economics
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
Pork Cut Name Changes
15
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
New Pork Chop Names Old Name
Rib Chop Center, Bone-in
Rib Chop, Boneless
New Name
Ribeye Pork Chop, Bone-in
Ribeye Pork Chop, Boneless
New Pork Chop Names Old Name
Loin Chop, Bone-in
Top Loin Chop, Boneless
New Name
Porterhouse Pork Chop
New York Pork Chop
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
Communicating Pork Doneness
20
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.
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.
Summer Supplemental Campaign
23
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
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
New Tools for Producers
New Tools • Farm Level Crisis Plan – Preparedness / Minimize Business Disruption
• Sow Farm Conversion Calculator – State Requirements / Renovations
• Workplace Safety Database
27
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
Thank-you
29
