| Critical Issue #1: The competitive advantage for U.S. Pork |
$8,390,350 |
| Desired Outcome # 1 |
$4,537,000 |
| Science based industry solutions for animal care and well-being, swine health, pork production, environmental management and food safety are advanced. |
Tactics include to: fund PCVAD research; continue a coordinated research effort to the study of PRRS; conduct PRRS outreach and education; develop new or refine current techniques to humanely euthanize pigs; continue work on the genome sequencing project; continue to direct research to discover genetic factors on PRRS, et. Al; continue develop nutritional efficiency research; continue the support of comprehensive research on sow productivity, longevity and mortality; fund competitive animal welfare research; obtain a broad perspective of food safety solutions through research; solicit and fund research on environmental challenges in air, water and soil; fund targeted and competitive research for public health or antibiotic use issues.
|
| Desired Outcome # 2 |
$1,268,650 |
| Domestic and global emerging issues pertaining to pork and pork production are identified early and addressed firmly through an effective strategic issues management process. |
Tactics include to: improve the infrastructure to identify and respond to emerging animal health issues; identify domestic and global issues and create an action plan to address them if appropriate; strategically manage nutrition issues, pork safety and public health issues, animal science issues, environmental issues, animal welfare issues and swine health issues; fund research on the support of pork's role in a healthy diet.
|
| Desired Outcome #3 |
$367,000 |
| Pork producers are equipped with models/tools that help producers make farm level decisions and direct their response in a crisis situation. |
Tactics include to: develop and integrate swine health technical information; be better prepared for crisis and emergencies which could disrupt pork production and continuity of business.
|
| Desired Outcome #4 |
$2,217,700 |
| Producers understand the value of their Checkoff investment and how working together they can accomplish objectives they could not individually. |
| Tactics include to: cost share for state education programs; hold various educational conferences and seminars; create and distribute a public relations/rapid response tool kit; continue support of the Pork Information Gateway; host collaborative state staff meetings; participate at World Pork Expo; communicate to producers information about Checkoff programs and activities; distribute four issues of the Pork Checkoff Report magazine and seven newsletters; develop a video library of footage; represent the Checkoff at state and national events; continue to build relationships with ag media. |
| top |
| Critical Issue #2: The safeguard and expansion of international markets. |
$5,175,950 |
| Desired Outcome #1 |
$270,000 |
| The animal health and surveillance infrastructure for the U.S. pork industry is improved. |
Tactics include to: identify and support development tools for early detection of foreign animal diseases; coordinate and promote the development of state swine health networks; develop, review, evaluate and communicate swine surveillance objectives to USDA's National Surveillance Unit; promote premises registration and further implement the swine ID plan to improve swine health; transition the industry to electronic swine health record systems.
|
| Desired Outcome #2 |
$4,860,950 |
| U.S. pork exports increased 10 percent in volume in 2008. |
Tactics include to: work with USMEF to increase U.S. pork exports to ASEAN, the Caribbean, Central/South America, the Dominican Republic, Europe, Greater China, Japan, Korea, Mexico, OCEANIA, Russia and Taiwan; work with USMEF on multi-country and global initiatives; maintain and open international market opportunities; fund the research needs of APEX.
|
| Desired Outcome #3 |
$25,000 |
| US pork producers understand the expectations and requirements of their international customers and their role in safeguarding the markets. |
Tactics include to: aid in the development of program standards for the Trichinae Certification Program developed by APHIS.
|
| Desired Outcome #4 |
$20,000 |
| The US Pork Industry is a key contributor in steering decisions at international standard setting events and proceedings. |
| Tactics include to: continue to be attentive to the activities of the OIE and provide the pork industry's viewpoint on swine welfare issues. |
| top |
| Critical Issue #3: Domestic pork expenditures |
$16,440,000 |
| Desired Outcome #1 |
$775,000 |
| Consumer's preference for pork is improved. |
Tactics include to: measure the effectiveness of brand marketing efforts, provide insight and analysis of pork consumption data and field and analyze an annual tracking study; develop an industry strategic planning advisory board to review the consumer preference study results, review research that quantifies the value of pork preferred by customers, review the revised end point temperature guidance and develop a focuses and coordinated pork industry strategy for this information.
|
| Desired Outcome #2 |
$11,425,000 |
| Consumers have purchased more pork at a higher price, significantly increasing domestic pork expenditures. |
Tactics include to: complete in-store sampling and laboratory analysis of pork loin cuts of the USDA nutrient database; partner with the foodservice advisory committee to identify and evaluate trends, needs and opportunities for pork in foodservice, develop commercial, non-commercial and independent restaurant promotions; continue to market nichepork.org to consumers, retailers and foodservice; conduct youth focused marketing; celebrate the many positive benefits of pork through a highly visible and experiential mobile marketing platform; conduct research to understand the drivers and barriers to purchase of pork and pork products; continue The Other White Meat brand advertising.
|
| Desired Outcome #3 |
$678,000 |
| Pork is "top of mind" with targeted consumers. |
Tactics include to: continue the Celebrated Chef program; redesign TheOtherWhiteMeat.com; advertise to targeted foodservice operators through trade publications, industry events and Web sites.
|
| Desired Outcome #4 |
$3,562,000 |
| Packer/processor, food-service and retail customers understand and appreciate the unique value delivered through Pork Checkoff programs. |
| Tactics include to: continue to support the state and national Taste of Elegance competition; enhance category management efforts; customize retail marketing. |
| top |
| Critical Issue #4: The trust and image of the industry and its products. |
$5,663,000 |
| Desired Outcome #1 |
$2,202,700 |
| The National Pork Board has effectively delivered science-based information about the nutrition, health benefits and other positive pork information to consumers, health professionals, media and other influencer segments. |
Tactics include to: establish the National Pork Board as a credible source for food safety and public health; proactively address public health concerns with medical schools and colleges of public health; provide health professional educational materials; conduct proactive media outreach to extend brand marketing with public relations efforts; attend industry influencer events; be proactively involved in global and domestic coding issues.
|
| Desired Outcome #2 |
$1,268,000 |
| Socially responsible pork production is defined and a process for repositioning the image of the industry underway. |
Tactics include to: create a code of conduct for the pork production industry; conduct the annual pork producer survey; develop several local image building advertising templates; improve the image of the pork industry; empower more producers to participate in Operation Main Street; provide Neighbor to Neighbor training; develop resources that can be localized to raise awareness of the impact pork production has on local economies.
|
| Desired Outcome #3 |
$1,346,000 |
| PQA Plusâ„¢ and other Pork Checkoff programs have improved trust between the industry and its customers. |
Tactics include to: implement new TQA materials; transition to Youth PQA Plus; develop a strategic plan to reposition Take Care principles with producers and external audiences; showcase pork producers through the Environmental Stewards program.
|
| Desired Outcome #4 |
$27,800 |
| Consumers have a positive image of pork. |
Tactics include to: distribute information on pork and modern pork production by using new media.
|
| Desired Outcome #5 |
$450,000 |
| A clear set of options for sow housing systems based on the criteria of animal well-being that satisfy customer expectations and meet the test of "workable and affordable" are in place. |
Tactics include to: develop and implement a strategy to address issues related to housing gestating sows.
|
| Desired Outcome #6 |
$368,500 |
| A plan to improve youth's understanding and appreciation for agriculture is in place. |
| Tactics include to: create a multi-disciplinary educational resource packet for grades 3 to 6; continue to support the FFA Lifeknowledge program. |
| top |
| Critical Issue #5: The development of human capital. |
$1,118,500 |
| Desired Outcome #1 |
$281,500 |
| Producers have the knowledge, resources, tools and training to align people, processes and systems with business strategy in order to create a competitive advantage. |
Tactics include to: host employee management seminars; deliver employee development and safety training program; create programs to disseminated environmental information to producers; reproduce and disseminate new and existing educational resources; conduct a two day Pork 101class.
|
| Desired Outcome #2 |
$125,000 |
| A plan to address the industry's long-term needs for production workers and animal science professionals is in place. |
Tactics include to: sponsor pork science scholarships; increase animal science or related degrees with emphasis on swine; initiate a national accredited, two year, swine production career technical curriculum.
|
| Desired Outcome #3 |
$392,000 |
| Future leaders of the pork industry have been developed and are supported in ways that create mutual opportunities. |
Tactics include to: provide leadership development and training for the board of directors; create leaders through Pork Leadership Academy; continue support of youth programs such as 4-H and FFA; create leadership development modules; provide media and spokesperson training for industry leaders and staff; continue pork industry sponsorships.
|
| Desired Outcome #4 |
$320,000 |
| Producers understand and actively guide/direct their Pork Checkoff investment. |
Tactics include to: provide strategic planning support to staff and host a committee day to establish cross functional producer teams to build tactics for the 2009 strategic plan; host producer committee meetings.
|
