Q & A With Past Board Presidents

As the pork industry celebrates 20 years of the Pork Checkoff, we asked past pork industry leaders to share their insights on the milestones of the past two decades and the road ahead. Here's what Virgil Rosendale of Illinois, Carnell Korsmeyer of Illinois, John Kellogg of Illinois and Hugh Dorminy of Arkansas had to say.

Q When the Checkoff was created 20 years ago, why did you think the pork industry needed it?
A Carnell: The industry needed to promote itself. Also, it was hard to budget with the voluntary Checkoff.

Virgil: We needed more funding to attract the best advertising/marketing agencies to help us tell consumers we had improved our product. The Checkoff gave us a lot of firepower for national advertising, as well as funding for research that would benefit the pork industry.

John: The funds were needed to improve the image of pork. Back when my grandfather raised hogs, backfat was an asset, not a detriment. By the 1980s, though, consumers had a negative image of pork as being too fat. We also needed Checkoff funds to support research for swine diseases.

Hugh: When the Checkoff was voluntary, everyone could benefit but not everyone had to contribute. The legislative Checkoff put everyone on a level playing field. It was a bold move to get Congress and producers to agree to this.

 
Q What did you think when the Pork Checkoff launched Pork. The Other White Meat®?
A Carnell: I remember some producers questioned it, but you have to try new things. The Other White Meat has proven itself. 

Virgil: It seemed like a bold step, but it needed to be taken to attract attention. The Other White Meat has proven to be one of the most successful campaigns done by anyone, anywhere.

John: It certainly stimulated a lot of comments and discussions. As much as we questioned it, however, Pork. The Other White Meat is now one of the most recognized slogans and has proven to be a tremendous opportunity for the pork industry.

Hugh: I can remember 20 years ago when consumers thought you would get heart disease from the fat in pork. Then came the concerns about cancer-causing nitrates and nitrites in cured pork products. Back then the boneless, skinless chicken breast had the image of being a healthy product. We needed to show consumers that pork was healthy, too. The Other White Meat was a bold initiative and I wasn't sure if it would work, but it was worth the risk. Time has shown that The Other White Meat still resonates with consumers today.

Q What are some of the successes the Pork Checkoff has accomplished in the last 20 years?
A Carnell: Funding research to provide the facts that support the product you're advertising has been very important to the pork industry.

Virgil:  Helping producers gain production efficiencies has been important, and so has getting the word out about the leanness and healthiness of our product.

John: The Checkoff established an organization and staff of experts who offer expertise on many aspects of pork production. Programs like Pork Quality Assurance (PQA), the Swine Welfare Assurance Program (SWAP) have been beneficial, and so has the Checkoff's focus on environmental issues. Demand enhancement has become one of the most exciting areas of the Checkoff, especially with the double-digit expansion each year in exports.

Hugh: As funding has been severely limited for both USDA and university research, the Pork Checkoff continues to help fund the research that the pork industry needs. Also, the Pork Checkoff has helped the pork industry become a leader in environmental stewardship. 

Q Why is it important for pork producers to work together through the Pork Checkoff?
A Carnell: By banding together, producers have a stronger voice than any one producer trying to do it alone.

Virgil:  In my farm office I used to have a sign that showed how pigs huddle together to keep themselves warm. When pork producers “huddle together” and work as a group, we can accomplish a lot more for the industry.

John: The dollars needed to address key priorities for the pork industry are very large, and we've got to continue to work together to provide the Checkoff funds to address emerging issues.

Hugh: We have to be proactive and stand up for our industry. We also need to maintain our tradition of looking forward and working together to lead the industry in a positive way.

Q What are your thoughts on the importance of the Checkoff to the future of the pork industry?
A Carnell: If people are contributing through the Checkoff, they have a greater interest in promoting the industry as a whole. Also, the Checkoff has helped the pork industry move from a sector of agriculture that wasn't too well thought of to one that's admired by the other commodity groups.

Virgil:  The Checkoff is essential to the future of the pork industry. If we're going to maintain our market share and grow, we need to continue to fund the research and promotion that will help us reach these goals.

John: The pork industry still needs a reliable source of funds. The Checkoff will continue to provide a way for pork industry leaders to come together and meet new challenges that are around the bend.

Hugh: Technology will continue to be an interesting challenge for the pork industry, and so will issues like animal welfare, antibiotic use and demand enhancement. The Checkoff can help us address all these issues. Look at how the Checkoff's Don't be blah™ campaign is working to change consumer behavior and benefit the pork industry.