National Pork Board Update

Pork Management Conference

Bill Winkelman

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

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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.

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15-Apr 22-Apr 29-Apr 6-May 13-May 20-May 27-May 3-Jun

Number of Premises Testing Positive for PEDV

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AR CO IA IL IN KS MI MN MO OH OK PA SD

Number of Premises by State Testing Positive for PEDV

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

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Porcine Epidemic Diarrhea - PED

2013 Supplemental Funding PED research • $450,000 2013 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

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Engaging Our Customers

Channel Outreach Strategy

• Identify vulnerabilities

• Conduct message testing with engaged consumers

• Environmental analysis

• Economic analysis

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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

Resource

Guide

Topic Backgrounders

Messaging Research

Economic Analysis

Sustainability

Analysis 3rd Party Experts

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.

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Pork Cut Name Changes

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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 New Name

Rib Chop Center, Bone-in

Ribeye Pork Chop,

Bone-in

Rib Chop, Boneless

Ribeye Pork Chop,

Boneless

New Pork Chop Names

Old Name New Name

New York

Pork Chop Top Loin Chop, Boneless

Loin Chop, Bone-in

Porterhouse

Pork Chop

New Meat Labels

Common name on line 1

Characteristics on line 2

Cooking method on line 3

IDEAL: Use multiple scale lines to simplify cut information

Communicating Pork Doneness

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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

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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

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

Network Radio Advertising

New Tools for Producers

New Tools

• Farm Level Crisis Plan

– Preparedness / Minimize Business Disruption

• Sow Farm Conversion Calculator

– State Requirements / Renovations

• Workplace Safety Database

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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

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Thank-you

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