john johnson, chief operating officer national pork board strategic planning update
TRANSCRIPT
John Johnson, Chief Operating OfficerNational Pork Board
Strategic Planning Update
Our Agenda Today• Where We Have Been (2009-2014)• The 2020 Process & Task Force• Our Vision• Our Mission• Our Goals – How We Get There• Next Steps
• Producer focused: – “…built by pork producers, for pork producers.”– Demonstrate producer value and “return on investment…”
• Vision: Leading a world-class food industry• Mission: Harness the resources of all producers to capture
opportunity, address challenges and satisfy customers• Today, we live in different times requiring increased:– Customer focus through collaboration– Transparency through accountability, honesty and action – Commitment to continuous improvement
Where We’ve Been (2009-14)
Responsible. Sustainable. Professional. Profitable.
Strategic Planning Task ForceBoard MembersKaren Richter, MinnesotaDale Norton, Michigan Jan Archer, North CarolinaGlen Walters, Georgia
State ExecutiveRoy Lee Lindsey, Oklahoma
NPPCRandy Spronk, MinnesotaJim Heimerl, Ohio
At-Large ProducersBob Dykhuis, MichiganCraig Rowles, Iowa
PackersMike Skahill, SmithfieldRich Gallant, CargillJoe Swedberg, HormelRick Parker, JBS
International TradeLeann Saunders, USMEF
Retail AdvisoryMajor U.S. Retailer
Foodservice AdvisoryJoe Jordan, Domino’s
Land Grant/ResearchJay Akridge, Purdue
Vision Statement
The National Pork Board will elevate U.S. porkas
the global protein of choiceby continuously and
collaborativelyworking to do what’s rightfor
people, pigs, and the planet.
V I S I O N
Mission Statement
The National Pork Board is the catalyst that
unites pork producers with key stakeholders
focused on building a bright future for
the pork industry through
research, promotion and education.
M I S S I O N
1. Build Consumer Trust2. Drive Sustainable Production3. Grow Consumer Demand
Three Overarching Goals for 2020
Goal 1 – Build Consumer Trust
Working collaboratively with food chain partners, the National Pork Board will enhance consumer trust in modern pork production by promoting producer adoption of on-farm management practices that reflect our ethical principles and by sharing our commitment to continuous improvement with consumers and key stakeholders.
How We Will Measure Improvement Adoption of on-farm management practices reflecting our principles. Sharing our commitment to continuous improvement.
With food partners, address public concerns related to animal careand improve engaged consumer perceptions by 10 percent.
Reduce public health risk by 5 to 10 percent from
2015 levels, depending on specific foodborne
pathogens.
Improve overall animal
well-being scores by 2 percent.
Implement an Enterprise Risk
Management System to prevent/mitigate
threats.
Reduce national average carbon footprint by 5 percent.
Reduce national average water use by 5 percent.
Producers accounting for 50 percent of U.S. pig production will annually report sustainability performance metrics.
Goal 2 – Drive Sustainable Production
The National Pork Board will invest in research and producer education programs that enhance the productivity and sustainability of pork production and deliver benefits to producers, consumers and the community.
Invest in research & ed programs focused productivity and sustainability. Share benefits with producers, consumers and the community.
How We Will Measure Improvement
Develop diagnostic tools, surveillance and mitigation strategies to eliminate
top U.S. swine diseases.
Decrease the annual economic impact of PRRS by 20 percent.
Improve ability to detect, prepare for and respond to
emerging disease.
Expand worker safety metrics to 50 percent of industry and reduce
employee injury by 15 percent.
Improve industry professionalism by attaining 25 percent adoption of education,
training and development programs.
Improve U.S. swine herd productivity through research, tools and information. Targets: • 10 percent decrease in pre-weaning and nursery mortality• 10 percent improvement in feed efficiency and sow
lifetime productivity (from 38 to 42 P/S).
Goal 3: Grow Consumer Demand
Working in concert with food chain partners, the National Pork Board will grow domestic and international consumer demand by focusing on pork’s improved nutrition, quality and sustainability.
Connect and collaborate with food chain through focus on nutrition, quality and sustainability.
How We Will Measure Improvement
Increase U.S. market share by 1 percentage point (based on
real/capita expenditures).
Increase average annual sales volume and value of pork exports to new and
existing markets by 9 percent annually.
Reduce the percentage of pork loin chops scoring below color score “3” by 10 percentage points.
Increase positive perceptions of U.S. pork among registered
dietitians by 20 percent.
New Plan Approved by Board
The Board approved the 2015-2020 plan in September 2014, and will finalize budget implications in November.
• Introduce to our customers in Q4• Create 1:1 opportunities for dialogue to gain input
and assess reaction• Build trust through collaboration and access• Leverage We Care, PQA Plus and other programs
as Social Responsibility markers• Introduce to consumer audiences early in 2015• Incorporate plan into future programs and tactics
Next Steps
This message funded by America’s Pork Producers and the Pork Checkoff
Questions?