national pork board update - amazon web services · pork chop temperature messages: the national...
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National Pork Board Update
Pork Management Conference
Bill Winkelman
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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
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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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Number of Premises by State Testing Positive for PEDV
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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
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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
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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
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Keeping Pork Moving
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Source: Paragon Economics
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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
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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
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New Pork Chop Names
Old Name New Name
New York
Pork Chop Top Loin Chop, Boneless
Loin Chop, Bone-in
Porterhouse
Pork Chop
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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
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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.
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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.
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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
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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
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New Tools for Producers
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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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