A DECADE OF COMMITMENT #porkforum18 Food Safety Food Public Health Our Communities Environment Employee Care Animal Well-being
NATIONAL PORK INDUSTRY FORUM Kansas City, Missouri • February 28 - March 2, 2018
February 28, 2018
Dear Pork Forum Attendee:
Thank you for joining us and welcome to Kansas City!
Your selection as a delegate to the National Pork Industry Forum is an honor, and the 15 producers who serve as members of the Pork Checkoff Board of Directors appreciate the investment of your time.
As a Pork Act Delegate, you play an important role in shaping your Pork Checkoff. While we have a busy few days ahead of us, we hope that you find a great appreciation for the U.S. pork industry, and the challenges and opportunities we face.
This is an exciting time to be a pig farmer and we will take time at Forum to recognize our decade of commitment to We Care®. In 2008, our industry came together with a vision that defined and declared our commitment to doing what’s right – for communities, our animals and the environment.
The public may be unaware of the progress we have made in the past 10 years – progress in improving food safety, animal health and environmental practices. In 2018, we will be more vocal in sharing our principles, promoting our social responsibility platform and increasing transparency by bringing key influencers to the farm.
Demand for U.S. pork has never been stronger. At Forum, you will learn more about the proactive plans we have in place to share demand in the U.S. and abroad, as well as our relentless drive to build consumer trust and drive sustainable production.
Your time is valuable and will help us to meet our vision to become the global protein of choice. I hope you are looking forward to the time we invest here and the outstanding work we will accomplish in 2018.
All my best!
Terry O’Neel President, National Pork Board NATIONAL PORK BOARD NATIONAL PORK BOARD
VISION VISION NUTRITION NUTRITION The National Pork Board TRUST TRAINING The National Pork Board TRUST TRAINING will elevate U.S. pork CARE SOCIALRESPONSIBILITY will elevate U.S. pork CARE SOCIALRESPONSIBILITY PRODUCTIVITY PROTEIN PRODUCTIVITY PROTEIN as the global protein PARTNER ETHICS EDUCATE as the global protein PARTNER ETHICS EDUCATE QUALITY SUSTAINABILITY QUALITY SUSTAINABILITY of choice COLLABORATE of choice COLLABORATE by continuously and RESEARCH by continuously and RESEARCH COMMITMENT OUTREACH CONTINUOUSIMPROVEMENT SAFETY COMMITMENT OUTREACH CONTINUOUSIMPROVEMENT SAFETY collaboratively PROMOTION collaboratively PROMOTION working to do what’s right MISSION working to do what’s right MISSION The National Pork Board is the The National Pork Board is the for people, pigs for people, pigs catalyst that unites pork producers catalyst that unites pork producers and the planet. and the planet. with key stakeholders focused on with key stakeholders focused on building a bright future building a bright future for the pork industry through for the pork industry through research, promotion and education. research, promotion and education.
GOALS & SMART OBJECTIVES GOALS & SMART OBJECTIVES The following goals were determined to be the main focus for the National Pork Board. Each goal is supported by a series of The following goals were determined to be the main focus for the National Pork Board. Each goal is supported by a series of objectives. Ideally, objectives meet the following criteria: objectives. Ideally, objectives meet the following criteria: SMART: Specific/single outcome • Measurable • Achievable • Relevant/Realistic • Time bound SMART: Specific/single outcome • Measurable • Achievable • Relevant/Realistic • Time bound
Goal: Build Consumer Trust - Working collaboratively with food-chain partners, the National Pork Board will enhance Goal: 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 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. our ethical principles and by sharing our commitment to continuous improvement with consumers and key stakeholders. 1. By 2020, producers accounting for 50 percent of U.S. pig production will annually report sustainability performance 1. By 2020, producers accounting for 50 percent of U.S. pig production will annually report sustainability performance metrics to a National Pork Board-sponsored sustainability measurement and reporting system. metrics to a National Pork Board-sponsored sustainability measurement and reporting system. 2. By 2020, the region- and production-weighted national average carbon footprint of the U.S. swine herd will be reduced 2. By 2020, the region- and production-weighted national average carbon footprint of the U.S. swine herd will be reduced
5 percent from a 2014 baseline of 2.87 lb. CO2e/lb. live weight of pigs at the farm gate. 5 percent from a 2014 baseline of 2.87 lb. CO2e/lb. live weight of pigs at the farm gate. 3. By 2020, the region- and production-weighted national average water use of the U.S. swine herd will be reduced 5 3. By 2020, the region- and production-weighted national average water use of the U.S. swine herd will be reduced 5 percent from a 2014 baseline of 18.66 gallons/lb. live weight of pigs at the farm gate. percent from a 2014 baseline of 18.66 gallons/lb. live weight of pigs at the farm gate. 4. By 2020, the public health risk of prioritized foodborne pathogens in pork will be reduced from 2015 levels, with initial 4. By 2020, the public health risk of prioritized foodborne pathogens in pork will be reduced from 2015 levels, with initial focus on achieving a reduction in the sero-prevalence of Toxoplasma gondii in sows (by 10 percent) and in market hogs focus on achieving a reduction in the sero-prevalence of Toxoplasma gondii in sows (by 10 percent) and in market hogs (by 5 percent) and a reduction in the prevalence of Salmonella spp. in pork trimmings (by 10 percent). (by 5 percent) and a reduction in the prevalence of Salmonella spp. in pork trimmings (by 10 percent). 5. By 2020, the National Pork Board will achieve a 2 percent improvement in overall animal well-being scores as 5. By 2020, the National Pork Board will achieve a 2 percent improvement in overall animal well-being scores as compared with 2015 PQA Plus® Site Assessment data. compared with 2015 PQA Plus® Site Assessment data. 6. The National Pork Board will implement an Enterprise Risk Management System (ERMS) to prevent or mitigate the 6. The National Pork Board will implement an Enterprise Risk Management System (ERMS) to prevent or mitigate the industry’s prioritized threats and capitalize on its opportunities. industry’s prioritized threats and capitalize on its opportunities. 7. By 2020, the National Pork Board, in cooperation with food-chain partners, will continue to address public concerns 7. By 2020, the National Pork Board, in cooperation with food-chain partners, will continue to address public concerns related to animal care and health and will improve the perceptions of engaged consumers toward modern pork related to animal care and health and will improve the perceptions of engaged consumers toward modern pork production by 10 percent, as measured by an annual tracking study. production by 10 percent, as measured by an annual tracking study. Goal: Drive Sustainable Production - The National Pork Board will invest in research and producer education programs Goal: 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 that enhance the productivity and sustainability of pork production and deliver benefits to producers, consumers and the community. community. 1. By 2020, the National Pork Board will develop, with key stakeholders, the identification and diagnostic tools, 1. By 2020, the National Pork Board will develop, with key stakeholders, the identification and diagnostic tools, surveillance and mitigation strategies for the potential elimination of the top domestic swine diseases. surveillance and mitigation strategies for the potential elimination of the top domestic swine diseases. 2. By 2020, the National Pork Board will deploy tools and programs to decrease the annual economic impact of PRRS by 2. By 2020, the National Pork Board will deploy tools and programs to decrease the annual economic impact of PRRS by 20 percent, as adjusted for inflation and measured against the 2012 PRRS economic impact baseline study. 20 percent, as adjusted for inflation and measured against the 2012 PRRS economic impact baseline study. 3. By 2020, the National Pork Board will build the capacity to detect and prepare for foreign, non-regulatory swine 3. By 2020, the National Pork Board will build the capacity to detect and prepare for foreign, non-regulatory swine production diseases, to rapidly respond to non-regulatory and regulatory foreign animal diseases and to facilitate pork production diseases, to rapidly respond to non-regulatory and regulatory foreign animal diseases and to facilitate pork producer business continuity. producer business continuity. 4. By 2020, the National Pork Board will expand participation in the worker safety benchmarking database from 27 4. By 2020, the National Pork Board will expand participation in the worker safety benchmarking database from 27 percent to 50 percent of industry, with a long-term objective of reducing employee animal-handling injury rates by 15 percent to 50 percent of industry, with a long-term objective of reducing employee animal-handling injury rates by 15 percent. percent. 5. Demonstrating a commitment to improving professionalism (doing the right things for the workforce and the animals 5. Demonstrating a commitment to improving professionalism (doing the right things for the workforce and the animals workers care for), the National Pork Board will develop and deploy education and training resources that are utilized by workers care for), the National Pork Board will develop and deploy education and training resources that are utilized by 25 percent of the pork production industry and that serve as the basis of employee training and development programs. 25 percent of the pork production industry and that serve as the basis of employee training and development programs. 6. By 2020, the National Pork Board will provide pork producers with research results, tools and information to improve 6. By 2020, the National Pork Board will provide pork producers with research results, tools and information to improve the productivity of the U.S. swine herd as measured by the following and based on 2015 Industry Productivity Analysis: the productivity of the U.S. swine herd as measured by the following and based on 2015 Industry Productivity Analysis: a. 10 percent decrease in pre-weaning and nursery mortality, a. 10 percent decrease in pre-weaning and nursery mortality, b. 10 percent improvement in caloric efficiency in grow/finish feed efficiency and b. 10 percent improvement in caloric efficiency in grow/finish feed efficiency and c. Improvement in sow lifetime productivity from 38 pigs per sow lifetime to 42 pigs per sow lifetime. c. Improvement in sow lifetime productivity from 38 pigs per sow lifetime to 42 pigs per sow lifetime.
Goal: Grow Consumer Demand - Working in concert with food-chain partners, the National Pork Board will grow domestic and Goal: 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. international consumer demand by focusing on pork’s improved nutrition, quality and sustainability. 1. By 2020, increase pork’s US market share of total real per capita meat expenditures 1 percentage point as measured 1. By 2020, increase pork’s US market share of total real per capita meat expenditures 1 percentage point as measured by USDA retail price and disappearance data (2014 baseline data). by USDA retail price and disappearance data (2014 baseline data).p 2. By 2020, increase pork exports through access to new markets, expand existing markets and increase export volume 2. By 2020, increase pork exports through access to new markets, expand existing markets and increase export volume by 2.7 billion pounds and export value by $3.1 billion, equating to a 9 percent average annual increase in value and by 2.7 billion pounds and export value by $3.1 billion, equating to a 9 percent average annual increase in value and quantity compared with 2014 year-end data. quantity compared with 2014 year-end data. 3. By 2020, reduce the percentage of pork loin chops scoring below the National Pork Board color score of 3 by 10 3. By 2020, reduce the percentage of pork loin chops scoring below the National Pork Board color score of 3 by 10 percentage points as compared with the 2012 retail baseline study (55 percent reduced to 45 percent). percentage points as compared with the 2012 retail baseline study (55 percent reduced to 45 percent). 4. By 2020, increase the positive perceptions of pork in a healthy diet by registered dietitians by 20 percent as compared 4. By 2020, increase the positive perceptions of pork in a healthy diet by registered dietitians by 20 percent as compared with a 2015 baseline study that includes competitive proteins. with a 2015 baseline study that includes competitive proteins. NUTRITION NUTRITION TRUST TRAINING TRUST TRAINING CARE SOCIALRESPONSIBILITY CARE SOCIALRESPONSIBILITY PRODUCTIVITY PROTEIN PRODUCTIVITY PROTEIN PARTNER ETHICS EDUCATE PARTNER ETHICS EDUCATE QUALITY SUSTAINABILITY QUALITY SUSTAINABILITY COLLABORATE COLLABORATE RESEARCH RESEARCH COMMITMENT OUTREACH CONTINUOUSIMPROVEMENT SAFETY COMMITMENT OUTREACH CONTINUOUSIMPROVEMENT SAFETY PROMOTION PROMOTION
2018 National Pork Industry Forum Kansas City, MO
NATIONAL PORK PRODUCERS (PORK ACT) DELEGATE BODY
TABLE OF CONTENTS Tab 1 Current National Pork Board Members Award Recipients
Tab 2 Forum General Information/Schedule of Events Detailed Agenda
Tab 3 Appointees
Tab 4 Proposed Standing Rules & Meeting Procedures
Tab 5 Pork Act Delegate/Shares
Tab 6 News Release
Tab 7 Nominating Committee Report
Tab 8 2018 Resolutions & Advisements
Tab 9 2017 Resolutions/Advisements Update
Tab 10 Industry Committee List Committee Interest/Industry Positions Form
Tab 11 Pork Act Delegate Voting Results Worksheet
Tab 12 We Care Exercise
Tab 13 2019 Allocation of Delegates by State
Tab 14 Pork Act Delegate Expense Report Form
Tab 15 Appendix 2017 Pork Act Delegate Meeting Minutes Bylaws of Pork Act Delegate Body State Checkoff Funding 2018 Financial Budget
NATIONAL PORK BOARD
PRESIDENT Gary Asay Dr. David Newman Terry O’Neel 10179 N. 1600 Avenue Arkansas State University 812 County Road 200 Osco, IL 61274 817 CR620 Friend, NE 68359 309-945-7424 (C) Jonesboro, AR 72404 402-416-2316 (C) [email protected] 701-799-0327(C) [email protected] [email protected]
Deborah Ballance Gene Noem VICE PRESIDENT 604 Benton Pond Road 3823 Hyde Avenue Steve Rommereim Fremont, NC 27830 Ames, IA 50010 30470 481st Avenue 919-273-3349 (C) 712-299-8915 (C) Alcester, SD 57001 [email protected] [email protected] 605-670-1394 (C) [email protected] Pat FitzSimmons Alicia Pedemonti 72515 237th Street 1549 Clement Hill Rd. Dassel, MN 55325 Hopkinton, NH 03229 TREASURER 507-380-7012 (C) 603-504-2679 (C) Dr. Brett Kaysen [email protected] [email protected] 11224 County Rd. 96 Nunn, CO 80648 Heather Hill Scott Phillips 970-217-8921 (C) 3481 S. Morristown Pike 5910 E. 355th Street [email protected] Greenfield, IN 46140 Drexel, MO 64742 317-448-6352 (C) 816-786-6601 (C) [email protected] [email protected] PAST PRESIDENT Jan Archer Carl Link Mike Skahill 515 Shelley Dr. 1310 Burville Road 124 Thomas Dale Goldsboro, NC 27534 Ft. Recovery, OH 45846 Williamsburg, VA 23185 919-440-0435 (C) 419-852-2695 (C) 757-377-8730 (C) [email protected] [email protected] [email protected]
Bill Tentinger 38724 C 30 Le Mars, IA 51031 712-540-1155 (C) [email protected]
2017-18 National Pork Board Standing Committees
Executive Committee Terry O’Neel, Nebraska – President Steve Rommereim, South Dakota – Vice President Dr. Brett Kaysen, Colorado – Treasurer Jan Archer, North Carolina – Past President
Administrative Committee Chair: Steve Rommereim, South Dakota Gary Asay, Illinois Carl Link, Ohio Alicia Pedemonti, New Hampshire Mike Skahill, Virginia Bill Tentinger, Iowa
Finance Committee Chair: Dr. Brett Kaysen, Colorado Deborah Ballance, North Carolina Pat FitzSimmons, Minnesota Heather Hill, Indiana Dr. David Newman, Arkansas Gene Noem, Iowa Scott Phillips, Missouri
A Tribute to TERRY O’NEEL National Pork Board President, 2017-2018
What do most people think of when they hear the words “pork producer?” For the past year, Terry O’Neel has worked passionately to project a positive image of the pork industry, and he has succeeded.
The O’Neel Family Farm near Friend, Nebraska, is home to Terry and Diane, his wife of 33 years. Along with their son, Ethan, and his wife, Kayla, they own and operate a 500-sow farrow-to-finish farm that markets 12,000 pigs annually. With their daughter Danielle working for Smithfield Foods, it’s evident the O’Neel family is passionate about the pork industry.
Even though Terry grew up on a farm, he did not start raising pigs until after he graduated from the University of Nebraska. As Terry’s pig farm grew, so did his commitment to the pork industry. He started serving in his local pork producers association, then also serving on the Nebraska State Pork Association board of directors and as president in 2007-2008. He was elected to the National Pork Board in 2013.
The pork industry has benefited from Terry’s dedicated leadership. This year’s accomplishments include: • Updating the Pork Checkoff’s domestic marketing strategy, shifting from a consumer-advertising model to building strategic business-to-business partnerships throughout the supply chain. • Enhancing pork’s digital presence, especially in marketing to millennial and multicultural consumers. • Building on the efforts to improve fresh pork sales by promoting a 145-degree end-point cooking temperature, educating consumers on new pork cut names and underscoring the quality attributes of color and marbling. • Developing and implementing the pork industry’s Secure Pork Supply plan.
Solid leadership builds a solid team. Terry has great people around him helping him lead, beginning with his wife, Diane. They are truly a husband and wife duo running their farm, with Diane supporting Terry in his leadership role on the National Pork Board – from traveling with him to helping him with presentations and logistics.
Terry, the U.S. pork industry would like to thank you and your family for tirelessly sharing yourself, your farm and your passion with the world. Thank you for countless hours of meetings, travel and planning. Thank you for sharing your vision for the future with us and for leading the National Pork Board to embrace and achieve that vision so that the nation’s pork producers continue to be successful.
DR. TOM BAAS Pork Industry Distinguished Service Award Winner
When a man combines the vision for a better future with the resolve to make that future a reality, he has the potential to influence limitless lives. Dr. Tom Baas is that kind of man, and his commitment to future generations in the pork industry has had a far-reaching impact.
It is hard to remember the Iowa State University campus without Tom, but long before he began teaching classes in Ames, he grew up in Kossuth County, Iowa, graduating high school in West Bend. He earned his bachelor’s degree in animal science and later his master’s and Ph.D. – all from Iowa State University. In between earning his degrees, Tom spent several years working in various aspects of the pork industry, including with the Duroc Swine Registry and on his own farm raising pigs.
His practical experience prepared Tom for working with students and helped shape his approach to education. The real-world experience proved beneficial to those who learned from Tom, both inside and outside of the classroom.
Tom’s keen foresight for a brighter future for the pork industry played out in many pursuits where he believed a higher quality pork product was possible. He was instrumental in implementing the use of ultrasound to study marbling in pork and live animals so data could be used in genetic improvement programs. Tom demonstrated that genetic improvements could be made in pork quality before others devoted much attention to pork quality.
Of all the challenges that Tom faced throughout his life and career, probably none required more of him than a leukemia diagnosis in 2014. Many days in the hospital, numerous medical tests and rounds of chemotherapy took its toll. He is very grateful to the Be The Match Foundation, which helped him find a blood stem-cell donor in the spring of 2016.
Although he still pursues his passion of working with students, Tom began retirement following his diagnosis and treatment. He looks forward to spending more time with his wife, Cindy, their three children, Jason, Jerod and Kari, and their four grandchildren. And like the bells of Iowa State, his love and loyalty to his alma matter continue to ring great, true and valiant.
Thank you, Tom, for the many years of selfless service to future generations. Your investment in students has reaped countless benefits for the pork industry.
National Pork Industry Forum March 1, 2018 Kansas City, Missouri National Pork Board and National Pork Producers Council 2018 Paulson-Whitmore State Executive Award DICK ISLER
For over 42 years, Dick Isler served Ohio pork producers, helping promote their product, elevate their skills, identify leaders, and navigate challenges. His passion was born on the farm where he was raised by a family with deep roots in production agriculture, training from The Ohio State University, and the gift of communication.
In the beginning, Isler helped Ohio’s pork producers by representing their product with consumers at all levels, sharing the story of lean, nutritious pork. As demand grew, so did the industry and Isler’s responsibility to those he represented. At the same time he established programs for producers, he identified leaders to help the industry achieve its next level of success, always preferring to remain out of the spotlight himself.
Personable and informed, Isler’s reach in the pork industry extended beyond Ohio to the connections he made with national organizations, fellow state executives, and legislators who impacted producers’ day-to- day lives. Isler took opportunities and programs offered nationally and personalized them for Ohio, ensuring their success for Ohio producers and the industry he served with characteristic good cheer.
From pork promotion to funding programs, Isler was able to adapt to the need of the moment for the Ohio Pork Council, delivering results and engaging the right stakeholders in the process. Ohio was a leader in Strategic Investment Program funding, a point of pride for Isler.
When faced with a ballot initiative fueled by an anti-agriculture group, Isler rallied the “barnyard” in Ohio to negotiate directly with them. The result was groundbreaking and ultimately much more favorable for livestock producers than the ballot initiative would have been if left unchallenged.
A leader by example and cheerleader by nature, Isler cared for Ohio’s pork producers deeply. His legacy lives on and his fingerprints will long be felt. Whether on the farm, the state or nation’s capital, or the golf course, Isler exemplified the passion, service, and dedication of a pork industry state executive and is now honored with the National Pork Producers Council and National Pork Board Paulson-Whitmore State Executive award for his long, storied, and valuable contributions to the Ohio and national pork industry. National Pork Industry Forum SCHEDULE OF EVENTS
Wednesday, February 28, 2018 10:00am – 6:30pm Registration 2nd level Basie Foyer
12:00pm – 2:00pm PQA Plus® Training Colonial
2:00pm – 3:00pm Opening Session with keynote speaker, Michael Specter, Imperial Ballroom author and journalist who will share his insights on the role science plays in food production
3:00 pm – 3:30 pm Candidate Meet and Greet Sessions Imperial Ballroom
3:30pm – 6:30pm State Caucuses Reference signage on 3rd level
6:30pm – 7:30pm Welcome Reception Imperial Ballroom
Thursday, March 1, 2018 6:30am – 6:30pm Registration 2nd level Basie Foyer
6:30am – 7:50am NPPC’s SIP Breakfast Imperial Ballroom
8:00am – 11:15am Pork Act Delegate Session Basie Ballroom
11:30am – 1:15pm Awards Luncheon Imperial Ballroom Jill Appell, Hall of Fame Recipient Tom Baas, Distinguished Service Recipient Dick Isler, Paulsen/Whitmore Recipient
1:30pm – 5:00pm NPPC Delegate Session Basie Ballroom
6:00pm – 7:00pm Reception Imperial Ballroom
7:00pm NPPC’s Auction Imperial Ballroom
Friday, March 2, 2018 6:30am – 10:00am Registration 2nd level Basie Foyer
6:30am – 7:45am Buffet Breakfast Imperial Ballroom
7:30am – 9:45am Pork Act Delegate Session Basie Ballroom
10:00am – 11:50pm NPPC Delegate Session Basie Ballroom
12:00pm – 1:00pm Buffet Luncheon Imperial Ballroom
Start and end times may change slightly on-site. 2018 Pork Act Delegate Body Detailed Agenda Feb. 28-March 2, 2018 – Kansas City
Wednesday Feb. 28, 2018
12:00 p.m. – 2:00 p.m. PQA Plus® Training – Room: Colonial
2:00 p.m. – 3:30 p.m. Opening Session + Candidate Meet & Greet – Room: Imperial Ballroom • Keynote: Michael Specter, 2-2:35 p.m. • Panel on gene editing, 2:40-3:15 p.m. • Candidate introductions for NPB and NPPC, 3:15-3:30 p.m.
3:30 p.m. – 6:30 p.m. State Caucuses – Board Candidates & Nominating Committee – Room: Reference signage on 3rd level
6:30 p.m. – 7:30 p.m. Welcome Reception – Room: Imperial Ballroom
Thursday, March 1, 2018
6:30 a.m. – 7:50 a.m. SIP Breakfast – Room: Imperial Ballroom
8:00 a.m. – 11:15 a.m. NPB Delegate session – Room: Basie Ballroom
8:10 a.m. NPB CEO Welcome / Report – Bill Even
8:30 a.m. Nominating Committee Report
8:40 a.m. Pork Board Candidate presentations
8:55 a.m. Financial Report to Delegates
9:15 a.m. Nominating Committee Candidates
9:35 a.m. Resolutions/Advisements Committee Report
9:50 a.m. Report back 2017 Resolutions/Advisements
10:00 a.m. Committee & PLI Recognition
10:20 a.m. Operation Main Street recognition
10:35 a.m. – 11:00 a.m. Introducing America’s Pig Farmer of the Year, Pig Farmers of Tomorrow
11:05 a.m. Final comments/Housekeeping
11:15 a.m. Adjourn Pork Checkoff Delegates for the day
11:30 a.m. Pork Board News Conference/Media Availability
11:30 a.m. – 1:15 p.m. Industry Awards Luncheon - Room: Imperial Ballroom
1:30 p.m. – 5:00 p.m. NPPC Delegate Session – Room: Basie Ballroom
6:00 pm Reception – Room: Imperial Ballroom
7:00 pm NPPC’s Auction – Room: Imperial Ballroom
Friday, March 2, 2018
6:30 a.m. Buffet Breakfast –Room: Imperial Ballroom
7:30 a.m. – 9:45 a.m. CONVENE PORK ACT DELEGATE SESSION - Room: Basie Ballroom
7:35 a.m. Practice Voting
8:00 a.m. VOTING for Pork Board Nominating Committee
VOTING RESULTS, Nominating Committee
8:15 a.m. VOTING for National Pork Board: 1st Ballot
RESOLUTIONS/ADVISEMENTS Debate
RESULTS of 1st Ballot for National Pork Board
VOTING for Pork Board – 2nd ballot
RESULTS of 2nd Ballot for National Pork Board
VOTING for Pork Board (if needed) – 3rd ballot
8:45 a.m. Vote to confirm final Pork Board nominee slate to Secretary
8:50 a.m. Pork Board Director Recognition of Service
9:00 a.m. President’s Report
9:35 a.m. 2018 Allocation of Pork Act Delegates by State
9:45 a.m. ADJOURN PORK ACT DELEGATE MEETING
10:00 a.m. Pork Board Media Availability (if necessary)
10:00 a.m.–11:50 a.m. NPPC Delegate Session – Room: Basie Ballroom
12:00 p.m.–1:00 p.m. Buffet Luncheon – Room: Imperial Ballroom
PROPOSED APPOINTEES
CREDENTIALS/ELECTIONS COMMITTEE: Karen Richter, MN, Chair Derrick Sleezer, IA Dale Norton, MI
Duties of the Credentials/Elections Committee The Credentials/Elections Committee is composed of pork producers or importers, one of which will be designated Committee Chairman, shall be appointed by the Chair with the approval of the Delegate Body. This Committee shall certify delegates, conduct elections, and authenticate results of the elections and voting under rules adopted by the Delegate Body and consistent with the Pork Act and Order.
TELLERS Bill Winkelman, VP - Producer & Industry Relations, Head Teller The Tellers will be identified and approved on site.
Duties of the Tellers Tellers are responsible to assist the Chair and/or the Credentials/Elections Committee in the voting and other general meeting procedures.
PARLIAMENTARIAN Jim Slaughter Rossabi Black Slaughter, Attorneys at Law Greensboro, NC
Duties of a Parliamentarian The Parliamentarian will assist the Chair in the correct procedure for handling Pork Act Delegate Body business, using Robert's Rules of Order.
RECORDER Jack Boenau Deanna Boenau AmeriCaption, Sarasota, FL
Duties of the Recorder The Recorder is responsible to provide a verbatim meeting transcript to the Recording Secretary. O V E R . . . . .
RECORDING SECRETARY - PORK ACT DELEGATE BODY Steve Rommereim, Vice President, National Pork Board
John Johnson, Chief Operating Officer, Assistant to Recording Secretary.
Duties of the Recording Secretary
The duties of the Recording Secretary shall be to: (a) prepare minutes of the Delegate Body Meetings; (b) give a certification report at meetings; (c) retain records of minutes; (d) provide copies of minutes to delegates and the U.S. Secretary of Agriculture; and (e) attest to other documents on behalf of the Delegate Body. The Recording Secretary may delegate such duties as necessary.
NATIONAL PORK PRODUCERS (PORK ACT) DELEGATE BODY 2018 ANNUAL MEETING PROPOSED STANDING RULES & ANNUAL MEETING PROCEDURES
1. Rules
The rules contained in the current edition of Robert's Rules of Order Newly Revised (11th Edition) shall govern the Delegate Body in all cases to which they are applicable and in which they are not inconsistent with the Act and these Standing Rules.
No delegate shall speak in debate more than twice on the same question on the same day, or longer than two minutes each time, without permission of the assembly Chair.
Voting delegates shall be given preference in debate, but the Chair may also recognize Pork Board members, past national presidents, other producers and other industry participants to participate in discussion.
2. Credentials, Elections, Voting, Elections Committee, Tellers
The Chair of the National Pork Producers Delegate Body shall appoint a Credentials/Elections Committee of pork producers or importers to conduct elections and authenticate results.
Since the committee is actively involved in voting tabulation and validation while the delegate meeting is in session, committee members must be chosen from a list of producers who neither are delegates nor involved in other producer activities during the actual meeting time.
Role and Authority of the Credentials/Elections Committee a. Oversee all Pork Act Delegate voting activities. b. Oversee all voting (including voice votes, standing votes, and shares votes). c. Be responsible for the integrity of the computerized voting system. d. Be responsible for validating all voting results prior to giving these results to the Delegate Body Chair. e. Shall disqualify a ballot vote containing over 20% (of votes cast) spoiled or invalid individual ballots, and require a re-vote. f. May disqualify a ballot vote containing over 10% (of votes cast) spoiled or invalid individual ballots, and require a re-vote. g. Be responsible for making any 12-State Rule ranking order changes in validating the National Pork Board nominees list. h. Handle all questions and issues concerning the overall voting process. i. Validate appointed delegates.
Pork Act Delegate Standing Rules Page 1 Tellers: The Chair shall appoint Tellers to assist in voting procedures. The Tellers shall serve under the direction of the Chair and the Credentials/Elections Committee. Tellers will also be available to assist individual delegates during any voting process if requested.
3. Delegate Badges
For admission to Pork Act Delegate activities and to facilitate identification and seating, delegates and others shall be required to wear the badge issued by the Credentials/Elections Committee upon registration.
4. Resolutions & Advisements
For proposed resolutions and advisements to be considered by the Resolutions/Advisement Committee, they shall: a. Be proposed by a state pork producer association, the Pork Board, a Pork Board standing or program committee, or an individual pork producer. b. Be submitted in writing to the Resolutions/Advisement Committee by a date established by the Committee to allow for review. c. Resolutions received by this deadline require a majority of shares present and voting to be introduced and a majority of shares present and voting for adoption. d. Resolutions received after the deadline shall require a 2/3 vote to be placed on the floor and a 3/4 vote of shares present and voting for adoption. e. For 2018, February 5 is the date established by the Committee for any relevant resolution or advisement to be considered timely.
5. Candidate Nominations
Following the Pork Board Nominating Committee report, the Chair will ask the voting delegates if there are any nominations from the floor. Once the Chair declares the nominations closed, no further nominations will be accepted.
Evidence of a candidate's eligibility, willingness to serve, and a brief biography shall be available to Pork Act Delegates for each candidate nominated from the floor.
Floor nominees shall be listed on the voting form in the order of nomination, following those made by the Nominating Committee.
6. General Voting
On those issues not requiring shares voting, voting may be by voice, standing or shares voting. The method of voting may be determined by the Chair, or by any Pork Act delegate. Any delegate may call for an uncounted standing vote when a voice vote has been chosen or used. Any delegate may call for a shares vote when either a voice or standing vote has been chosen or used.
Pork Act Delegate Standing Rules Page 2 A standing or shares vote must be requested by the Chair or any Pork Act delegate either before a vote is taken or immediately following the announcement of the voting results by the Chair.
7. Election Information
A. Definitions
12-State Rule: (also referred to as the “duplicate state rule”): The Pork Act requires that the list of nominees (submitted to the Secretary each year for appointment to the National Pork Board) plus Pork Board Members not up for election, represent at least 12 states plus importers. For 2018, this slate of candidates does present a potential concern with violating the 12-State Rule.
1½ Rule: The Pork Act specifies that one and one-half (1½) nominees shall be submitted to the Secretary for each vacant/expiring Pork Board member seat.
Top-5 List. Pork Act Delegate policy is to submit to the Secretary a list of nominees ranked by delegate preference. This list must be structured so that there are no impediments, such as the 12-State Rule, to the Secretary’s ability to appoint the top 5 ranked nominees without altering their ranked order.
Electronic hand-held device. The electronic hand-held device system will be used for all elections, except if there is only one candidate a voice vote or standing vote will suffice, although the hand-held system may be used. An improperly executed voting process by any delegate may result in disqualification of their ballot by the Credentials/Elections Committee.
B. Pork Act Requirements—Nominated Candidate Submission (1½ Rule):
The Pork Act specifies that one and one-half (1½) nominees shall be submitted to the Secretary for each vacant/expiring Pork Board member seat. In 2018 there are five (5) seats are open and thus 8 nominees must be submitted to the Secretary for appointment.
C. The 12-State Rule: (also referred to as the “duplicate state rule”)
1. The Pork Act requires that the number of states within the list of nominees submitted to the Secretary, coupled with the number of states represented by Pork Board Members who are not up for election, total at least 12 states plus importers. • Under this Rule, there cannot be more than 3 states having 2 Members each on the Pork Board, plus 9 states with 1 Member each. • Or, one state with 3 Members on the Pork Board, and one state with 2 Members, plus 10 states with 1 Member each).
Pork Act Delegate Standing Rules Page 3 2. Pork Act Delegate policy is to submit to the Secretary a list of nominees ranked by delegate preference and structured so that there are no impediments, such as the 12-State Rule, to the Secretary’s ability to appoint the top 5 ranked nominees without altering their ranked order (the “Top-5 List”). While the above is Delegate policy, it is understood that the Secretary has the authority to appoint any 5 of the 8 candidates in any order, from the submitted list of nominees.
8. Election Procedures
Ranking: During voting, ALL candidates on the ballot must be ranked in order of preference. Failure to rank ALL candidates invalidates a delegate's ballot.
A majority vote (more than half) is necessary for each elected nominee. The Chair will announce the candidates who receive a majority and are nominated. The ranking and shares- total of candidates not elected on a ballot will not be announced.
Delegates will vote as many times as necessary to develop a ranked nominee list of 8 to submit to the Secretary to fill the vacant/expiring Pork Board member terms. Nominees will be ranked by shares received within each vote/ballot. Those receiving a majority on the first ballot will be ranked higher than those receiving a majority on a subsequent ballot, assuming the 12- State Rule is met.
When 8 candidates have received a majority shares vote, the 1½ Rule will be satisfied and further voting to gain a majority for all candidates may not be required. At this time the Credentials/Elections Committee will review the final list to ensure that the 8 elected nominees meet the 12-State Rule and the top 5 can be appointed in the order ranked by delegates without change. In 2018, the 12-State Rule does present a potential challenge to voting or ranking.
Validating the National Pork Board Nominees List
Step 1: If the 12-State requirement has not been met within the “Top-5” list of nominees plus National Pork Board members not up for election, then the committee will do the following:
A) Remove the lowest ranking “duplicate state” nominee or importer nominee from the “Top-5” list. B) Add the next available “new state” nominee (from the previous ballot or current ballot) to the “Top-5” list if that person had a majority vote. If the most current ballot had no “new state” nominee with a majority vote then another ballot would be necessary.
Pork Act Delegate Standing Rules Page 4 C) Insert the previously removed “duplicate state” nominee in the first available slot where the 12-State Rule is no longer a relevant issue.
Step 2: The Credentials/Elections Committee will give this revised list of nominees to the delegate body chair, and explain all rank order changes to the delegate body. The delegates will then be asked to approve this revised list. Any such adjustment to the list must have final approval by Pork Act Delegates through adoption of the final slate in proper order upon a majority vote. Upon adoption of the final slate by the Delegate Body by a majority vote, all candidates will be submitted as having been elected by a majority vote.
Computer records must be preserved by the Recording Secretary for a period of at least sixty days after the close of the Annual Meeting.
9. Voting Procedures
A. A computing system will be utilized to count and tabulate voting shares. B. Each delegate will be issued a serialized hand-held device. C. For each ballot, a slate of candidates will be listed, including the candidate's name and state (or importer representation). D. Delegates must rank all candidates presented on each respective ballot in order of that Delegate’s preference.
a. Voting on candidates: The Chair will announce the list of candidates. The vote will be considered invalid and not counted if either of the following occurs: • You do NOT rank a candidate. • You mark 2 or more candidates with the same numerical ranking.
b. The following steps will be completed for the vote: i. First, each delegate will rank all candidates on a separate paper worksheet. ii. Delegates will not enter any votes on the hand held device at this time. iii. The Chair will announce when the polls are open for voting on the hand held device. iv. The Chair will announce the candidates individually, one candidate at a time. Each delegate will rank that candidate by entering into the hand-held device the numerical rank on the delegate’s own worksheet (for example, if a candidate is ranked number 5 on your worksheet, press “5” on the voting device and then press the “Enter” button). v. When all Delegates have voted, the Chair will declare “Voting Closed” for that candidate. Once voting is closed for that candidate, Delegates cannot go back and change their vote. vi. The Chair will immediately announce the next candidate. vii. Each delegate will now rank the next candidate by entering into the hand- held device their rank for that candidate (for example, if the next candidate
Pork Act Delegate Standing Rules Page 5 is ranked number 12 on your worksheet, press the numbers “1” and “2” and then press the “Enter” button). viii. The Chair will then announce “Voting Closed” for that candidate. ix. This process will be repeated until all candidates have been announced and ranked. x. You may not mark more than one candidate with the same numerical ranking, or your entire ballot for all candidates in this category will be invalid.
c. Voting on “issues” using the hand-held electronic device. A question will be presented which will require a YES or NO vote. i. A YES vote will be made by pressing 1 on the keypad ii. A NO vote will be made by pressing 2 on the keypad.
Pork Act Delegate Standing Rules Page 6 Sample Handheld Voting Device
Check Out and Check In Procedures - Forum 2018
At Pork Forum this year, we will be utilizing Turning Point voting devices. Each of these devices has a serial number associated with it. This serial number will be used to allocate shares whenever a share vote is necessary and to allocate one vote per device whenever we have a non-shares regular vote.
Therefore, only utilize the handheld voting device registered to you!
Process for receiving/returning your voting devices:
At registration, you will be asked to read a document explaining the voting process along with the device check-out and check-in procedures. If you lose or damage the device, you will be responsible for a $200 fee to replace this device.
A) Individuals who are Pork Act Delegates only:
At the Pork Act Delegate session there will be no shares voting on Thursday so voting devices will not be distributed. On Friday, before the Pork Act Delegate session starts, please go to the Teller’s table and receive your voting device. You will utilize this device throughout the session to vote on various issues. After the session is over, please return the device to the location where you picked it up.
B) Individuals who are dual delegates (NPPC and Pork Act);
Your device for the Pork Act session has a different serial number than the one utilized during the NPPC session. On Friday, before the Pork Act session starts go to the Teller’s table to receive your Pork Act voting device. You will utilize the device throughout the Pork Act Delegate session. At the end of the session, please return the voting device to the Teller’s table.
Pork Act Delegate Standing Rules Page 7
Pork Act Delegate/Shares
Documents to be distributed at 2018 National Pork Industry Forum registration
Contact: Cindy Cunningham National Pork Board [email protected] 515-223-2600
(Insert City) Pork Producer Provides Input on Checkoff Programs
CITY, STATE – March 5, 2018 – (Insert name), a pig farmer from (City, State), served as a delegate to the Pork Act Delegate assembly Feb. 28 – March 2 in Kansas City. (Insert name) was appointed as a delegate by the U.S. Secretary of Agriculture.
“It was important to me to represent pork producers from across the United States as a Pork Act delegate,” (Insert name) said. “As an industry, we are commited to ‘elevate U.S. pork as the global protein of choice by continuously and collaboratively working to do what’s right for people, pigs and the planet.’ This was reinforced throughout the Pork Act delegate meeting.”
(Insert name) was one of 163 appointed delegates who traveled from 47 states across the country to represent pork producers and importers who sell pork products in the United States. The duties of the delegate body include nominating members to serve on the National Pork Board, establishing how much of the Pork Checkoff is returned to state pork organizations and providing direction on pork promotion, research and consumer and producer education priorities funded by the Checkoff.
To fund programs, America’s pork producers contribute 40 cents of every $100 of sales to the Checkoff. Importers use a sales formula to contribute a similar amount. The role of the Pork Checkoff is to promote and enhance consumer pork demand on a global basis, as well as to invest in research designed to improve production practices and safeguard the pork supply, the environment and animal well-being. Building consumer confidence and educating America’s pig farmers about livestock production practices through training and certification programs also are key priorities.
The National Pork Board approved a 2018 budget for national spending of $63.2 million for promotion, research and education programs. The strategic direction of the Pork Checkoff is centered on building consumer trust, driving sustainable production and growing consumer demand in the United States and globally.
“It has never been more critical that we work together as producers, processors and food-chain partners to provide high-qaulity pork products to consumers,” (Insert name) said.
The National Pork Board has responsibility for Checkoff-funded research, promotion and consumer information projects and for communicating with pork producers and the public. Through a legislative national Pork Checkoff, pork producers invest $0.40 for each $100 value of hogs sold. Importers of pork products contribute a like amount, based on a formula. The Pork Checkoff funds national and state programs in advertising, consumer information, retail and foodservice marketing, export market promotion, production improvement, science and technology, swine health, pork safety and sustainability and environmental management. For information on Checkoff-funded programs, pork producers can call the Pork Checkoff Service Center at (800) 456-7675 or check the Internet at www.pork.org. Report of the National Pork Checkoff Nominating Committee
A DECADE OF to the National COMMITMENT Pork Producers (Pork Act) Delegate Meeting
Animal Well-being Public Health
Environment Food Safety
#porkforum18 Employee Care Our Communities Dear Pork Act Delegate: The National Pork Board 2017-18 Nominating Committee is pleased to present the candidates listed in this booklet. These candidates have undergone an intensive screening and interview process by the Nominating Committee. The committee would like to extend appreciation to candidates for their time and effort to serve, if elected. These high-quality candidates ensure that you will continue to have the opportunity to elect Pork Board leadership that reflects great vision, talent, diversity and geographical balance offered by our industry.
The Pork Act requires that no fewer than 12 states be represented on the National Pork Board. Delegate rules require that the USDA Secretary satisfy the 12-state requirement by appointing nominees ranked by Pork Act Delegates in the top five of the eight nominees submitted. The board’s current duplicate states include Iowa and North Carolina. Please refer to the 12-State Rule document for detailed information as to the states represented on our board.
The committee carefully followed a comprehensive set of protocols as it conducted its business to ensure an ethical and fair process that affords equal opportunity to every candidate.
Candidate ranking is complex and can be subjective. Rather than giving each candidate a single overall score, the board asked the Nominating Committee to evaluate each candidate in five essential areas required for success: Industry Knowledge, Board/Pork Checkoff Knowledge, Leadership Skills, Communication Skills and Attitude, Passion and Commitment.
Regardless of the Nominating Committee work, you as the Pork Act Delegate Body have an obligation under the Pork Act to evaluate each candidate. We trust that this detailed assessment will help you make a more informed decision about whom to support based on which of the five essential components you believe is most important for high-quality service on the Pork Board. You can present a ranked list of qualified pork producers to the Secretary of Agriculture, ranked in order of who you believe would do the best job in carrying out the mission of the Pork Checkoff.
The Pork Act specifies that one and one-half names be submitted to the Secretary for each of the five seats to be filled. As such, all Pork Board candidate names will be submitted. While the Secretary can appoint any five of the eight candidates submitted (without violating the 12-state rule), we urge the Secretary to respect the wishes of delegates and appoint the top five nominees to the Pork Board in accordance with delegate ranking. Nevertheless, we are comfortable that the ranked list contains the names of eight high-quality pork producers, all of whom can serve our industry well.
Thank you to everyone who submitted an application for the National Pork Board and the National Pork Board Nominating Committee. You provide the kind of leadership to keep this organization focused on its mission of service to all U.S. pork producers into the future.
2017-2018 Nominating Committee – Janet Archer, North Carolina (Chair) Dianne Bettin, Minnesota Jan Miller, Nebraska Bryn Jensson, Iowa Steve Rommereim, South Dakota William Knapke, Ohio Dave Struthers, Iowa
2018 Nominating Book • 2 12-State Rule: The National Pork Board must have representation from at least 12 states. The Secretary of Agriculture must be able to satisfy this requirement by appointing the top five nominees ranked by Pork Act Delegates of the eight candidates submitted to the Secretary.
Currently, the National Pork Board is represented by 12 states: Arkansas, Colorado, Indiana, Illinois, Iowa (2), Minnesota, Nebraska, New Hampshire, North Carolina (2), Missouri, South Dakota and Virginia. • Eight Board candidates are needed to be presented to the Secretary for five open board seats • Two candidates are needed for the Nominating Committee
2017–2018 Board Members Jan Archer, North Carolina Brett Kaysen, Colorado Scott Phillips, Missouri Gary Asay, Illinois David Newman, Arkansas Steve Rommereim, South Dakota Deb Ballance, North Carolina Gene Noem, Iowa Michael Skahill, Virginia Pat FitzSimmons, Minnesota Terry O’Neel, Nebraska Bill Tentinger, Iowa Heather Hill, Indiana Alicia Pedemonti, New Hampshire
2016–2017 Seats up for re-election Gary Asay, Illinois David Newman, Arkansas Pat FitzSimmons, Minnesota Bill Tentinger, Iowa
The Candidates for the National Pork Board The 2017-2018 Pork Board Nominating Committee respectfully submits to Pork Act Delegates the following eight candidates for National Pork Board (in alphabetical order by last name): Gary Asay, Illinois Todd Erickson, North Dakota David Newman, Arkansas Rich Deaton, Ohio Pat FitzSimmons, Minnesota Bill Tentinger, Iowa Patricia Dumoulin, Illinois William Kessler, Missouri
All eight of these candidates will be presented to the Secretary of Agriculture. The Secretary will consider the top five ranked candidates for appointment to a three-year term.
The Candidates for the Nominating Committee The 2017-2018 Pork Board Nominating Committee respectfully submits to Pork Act Delegates the following candidates for the Nominating Committee (in alphabetical order by last name): Adam Dohrman, Missouri JoDee Haala, Minnesota Jason Manbeck, Pennsylvania
2018 Nominating Book • 3 Gary Asay Gary Asay owns and manages Asay Farms, a wean-to-finish operation in Illinois. Asay Farms markets 9,500 hogs annually. He also raises corn and soybeans near Osco.
Asay is currently finishing his first term on the National Pork Board. He most recently served on the Illinois Pork Producers Association board of directors and was a director for the National Pork Producers Council. He is an Operation Main Street and OMS 2.0 speaker. Asay is a member of the Illinois Soybean Association and the Illinois Corn Growers Association.
What do you consider the major issue facing the pork industry today? With the growing supply of hogs, I feel the major issue facing the pork industry today is keeping and increasing the demand for U.S. pork. The main goal should be creating demand for our product domestically and internationally. The National Pork Board will need to work closely with its partners – packers, retailers and the U.S. Meat Export Federation – to accomplish this goal.
I also believe that we need to continue our work in being prepared for a foreign animal disease (FAD) outbreak. A FAD could devastate our industry by causing international customers to reduce their import activity. We need to be prepared by having as many vaccines available and having the Secure Pork Supply plan in place, which could help with disease monitoring and hog movement.
Another concern that needs to be watched closely is the rise of meat substitutes. There is a growing number of consumers who think using animals to provide meat is unethical and is bad for the environment. We need to continue our efforts to educate the public on what we do on our farms.
What do you think should be the main goal of the Checkoff and the National Pork Board? I believe that the goal of the National Pork Board is best said in the vision and mission of the organization: • Vision: The National Pork Board will elevate U.S. pork as the global protein of choice by continuously and collaboratively working to do what’s right for people, pigs and planet. • Mission: The National Pork Board is the catalyst that unites pork production with key stakeholders focused on building a bright future for the pork industry through research, promotion and education.
Why are you seeking this position? Over the years, I have had the opportunity to meet the people who are involved in our industry. Also, the pork industry is a passion of mine. I want to do everything I can to promote pork and the people in the industry.
2018 Nominating Book • 4 Richard Deaton Richard Deaton is a sales and technical service representative for PIC. PIC is a seedstock producer located in Tennessee.
In addition to serving on numerous statewide committees, Deaton has served as an Ohio Pork Council director from 2011-2017. He currently serves as the president of the Ohio Pork Council. In addition, he served as a Pork Act delegate in 2013 and 2015.
What do you consider the major issue facing the pork industry today? The general public’s perception and wavering trust of modern production practices is a significant threat to the pork industry. Misconceptions abound, including the general belief that today’s pigs are raised by farmers who are only concerned about making a profit and not about the animals. Misinformation about today’s pork production is becoming more common and is easily believed by the public.
As our industry continues to expand, we will continue to face environmental concerns from our neighbors. In Ohio, environmental groups have used misinformation as fundraisers. Current science-based data is needed so that we can be proactive as producers are faced with environmental questions around water quality, air quality and manure management.
Another major issue facing today’s pork producers is their ability to compete in the global marketplace. Since 25 percent of pork products are purchased by and consumed in other countries, it is critical that we remain heavily involved in promoting the U.S. pork brand in foreign countries.
What do you think should be the main goal of the Checkoff and National Pork Board? Research and education should be the main goal of the Pork Checkoff program and the National Pork Board. It is important that the National Pork Board support research to help advance the industry, as well as use that information to educate producers on best management practices. In the process, we must encourage producers to apply the We Care ethical principles on their farms.
Additionally, it is important to educate today’s consumers with accurate, up-to-date information concerning pork as a safe, healthy and delicious protein source. This will provide consumers with a comfort level about today’s production methods and help them see that we are producing a safer product than ever before. This education extends to retailers as we work to encourage them to come to the National Pork Board for answers on how pork is produced.
Why are you seeking this position? I was blessed to raise my family around livestock where my sons learned the value of a good work ethic. It is my desire to see a strong industry with solid programs that will allow future generations the same opportunity. The pork industry has provided me with opportunities to excel in an area I am passionate about. It would be an honor to serve in a greater capacity.
2018 Nominating Book • 5 Patricia Dumoulin Patricia Dumoulin is owner of Dumoulin Farms, a farrow-to-finish operation that markets 50,000 pigs annually in Illinois. In addition, the farm raises 650 acres of corn near Hampshire.
Dumoulin has been active in the Illinois Soybean Association and the Illinois Corn Growers Association. She has served on the National Corn Growers Association Stewardship, Production and Membership Action teams. She also serves on the U.S. Meat Export Federation’s pork committee.
What do you consider the major issue facing the pork industry today? I believe that there are two issues facing the pork industry today: trade and regulations. Pork producers need markets opened and the shackles of regulation removed. U.S. pork producers produce the safest and most consistent and reliable product in the world, and do so at an affordable price. With the reduction of regulations, we will be able to produce an even more competitive product to meet the world’s protein demands.
What do you think should be the main goal of the Checkoff and National Pork Board? I think that the primary goal of the Checkoff and the National Pork Board should be to educate people on the importance of trade and to tell the story of the great product that we produce. I also think that we need to educate our grain farmers on the value the livestock industry provides for them and what livestock adds to the price of their grain.
Why are you seeking this position? I was encouraged to apply to serve on the National Pork Board, and I believe that I have the time and energy to devote to being a director. I have sat on the Pork Committee at USMEF for many years and know how important it is to be knowledgeable about the issues that affect the industry where I make my living. I am hopeful that I could contribute in some small way and make a positive impact in the industry where I have made my living for my entire life.
Todd Erickson Todd Erickson is the general manager of North Dakota Sow Cooperative Management, LLC, a 12,500 head farrow-to-wean farm that markets 300,000 pigs annually.
Erickson is active in the North Dakota Pork Council and served on the board from 2003 to 2012. He was president of the organization in 2010 and 2011. He is a graduate of the Pork Leadership Academy.
What do you consider the major issue facing the pork industry today? I think the major issue facing the pork industry today is the large amount of pork currently being produced in the United States. We must do everything possible to not only sustain, but grow our current domestic and export markets.
What do you think should be the main goal of the Checkoff and National Pork Board? The main goal of the Checkoff and National Pork Board should be to promote pork sales to consumers worldwide.
Why are you seeking this position? I want to give back to an industry that has given me so much in my life. The timing is perfect for me as my youngest child will be going to college next fall. I learned a lot about the Pork Board and what they do through my participation in the Pork Leadership Academy. I would like to use that knowledge to help our industry move forward.
2018 Nominating Book • 6 Patrick FitzSimmons Patrick FitzSimmons is a partner in Protein Sources Management and Milling. Protein Sources works with numerous swine production facilities of varying sizes, individually owned by a diversity of family partnerships. Alongside his six brothers and two sisters, FitzSimmons grows corn and soybeans and manages the flow of F & H Pork, a farrow- to-finish farm in Minnesota. F & H Pork markets 40,000 market hogs and 12,000 replacement gilts a year. FitzSimmons has been a Pork Quality Assurance® Plus (PQA) instructor and a Transport Quality Assurance® (TQA) advisor.
FtizSimmons is finishing his first term on the National Pork Board. At the state level, FitzSimmons has been active on the Minnesota Pork Board and the Minnesota Pork Producers Association. He has served as president of both organizations. Nationally, he has served on the National Pork Board Producer Services and Communications Committee. FitzSimmons is also an Operation Main Street speaker. Locally, he is involved with the Wright County Pork Producers and the Cokato Dassel Lions Club.
What do you consider the major issue facing the pork industry today? With the continued increase in pork production, I feel the major issue facing the industry is the retention and growth of both our domestic and export markets.
What do you think should be the main goal of the Checkoff and National Pork Board? The National Pork Board has three distinct objectives: education, promotion and research. I think the goal is to use these three objects to continue to supply a healthy and safe pork supply to our consumers.
Why are you seeking this position? I am currently completing my first term on the National Pork Board. I think over the last year we have changed direction in some key programs and initiatives, and I would like to continue to be part of these changes as we move forward as an industry.
2018 Nominating Book • 7 William (Bill) Kessler Bill Kessler owns and manages Kessler Farms located in Missouri. Kessler Farms is a farrow-to-finish operation that markets antibiotic-free hogs. In addition, Kessler Pork LLC is a 5,000-head contract finisher for JBS. Together, the two operations market 17,300 pigs annually.
Kessler has been active in the Missouri Pork Producers Association for 41 years and served as its chairman since 2009. He has been active on the National Pork Producers Council and currently serves on their board. Kessler has served on the Checkoff’s Producers Services Committee and is an Operation Main Street 2.0 speaker.
What do you consider the major issue facing the pork industry today? The major issue facing the pork industry is the need to educate consumers on how pork producers are dedicated to animal welfare, while producing a quality product at a reasonable price. As producers, we must let our consumers know that we make use of sound, humane, scientifically based animal practices, including the appropriate use of medications.
Additionally, we should work to promote the consumption of pork by American consumers. For the past several years, consumption has been averaging 49 to 50 pounds per person. Even if we can increase this by one pound per-person per-year, this would increase the quantity of pork sold by 175,000 tons.
What do you think should be the main goal of the Checkoff and the National Pork Board? The National Pork Board responsibilities fall under three categories – promotion, research and education. In order for the National Pork Board to be successful in meeting its goals, it is imperative that none of these are slighted because it takes all three working hand-in-hand to achieve the mission of increasing pork consumption.
Why are you seeking this position? My term of service on the National Pork Producers Council is ending, but that doesn’t mean my passion for serving the pork industry is. I hope to bring what I’ve learned from past experiences to continue to serve the pork industry to my role on the National Pork Board.
2018 Nominating Book • 8 David Newman David Newman is manager and owner of Newman Farms, a farrow-to-finish farm that raises Berkshire pork and markets directly to consumers in Missouri. In addition, Newman is an associate professor of Animal Science at Arkansas State University.
Newman is currently finishing his first term on the National Pork Board. In the past, Newman served on the North Dakota Pork Council. Nationally, he chaired the National Pork Board Domestic Marketing Committee in 2016. He also participated in the Pork Leadership Academy.
What do you consider the major issue facing the pork industry today? I believe that there are three main issues facing the pork industry today. They are consumer awareness, increasing pork demand and on-farm production challenges.
As the United States pork industry continues to grow and evolve, I believe that it is critical to educate and inform our consumers (both domestic and abroad) about the pork industry and the enormous amount of hard work that goes into producing a safe, abundant pork supply. Consumer awareness is shaping the food marketplace today, and pork producers need to be sure that we are engaging those consumers with correct information about our industry.
In my opinion, pork demand is a critical issue that we need to keep front-of-mind at all times to help improve demand AND value. With an abundance of pork in the marketplace, it is important that pork producers work in partnership with domestic and foreign partners to help drive demand and value.
Pork producers, regardless of size, face challenges with many different production obstacles that can interfere with business and have an impact on their livelihood. Animal health challenges, such as PEDV, and the ongoing threat of foreign animal disease are critical and can cripple our industry if not followed with a goal of continuous improvement.
What do you think should be the main goal of the Checkoff and National Pork Board? The primary goal of the Checkoff and the National Pork Board is to serve our producers by responsibly managing the education, promotion and research outlined in the Act and Order. As the industry landscape – both production and consumer areas – changes, it will be necessary for the Checkoff and the board to address new and existing challenges in all three areas with the limited resources available.
Why are you seeking this position? I am very passionate about the pork industry, and my entire life has centered around the pig business. I want to be a leader in our industry, and I want to be engaged with others in our industry. My background, education and experience provide a unique skill-set that can provide different insights along with the ideas of other board members and staff. The opportunity to serve on the National Pork Board is humbling, and I want to be able to give back to this industry, which has been so good to me.
2018 Nominating Book • 9 Bill Tentinger Bill Tentinger owns and manages Tentinger Farms located in LeMars, Iowa. Tentinger Farms is a farrow-to-finish operation that markets 30,000 hogs annually. In addition to raising pigs, Tentinger also raises corn and soybeans on his farm near Le Mars.
Tentinger is finishing his first term on the National Pork Board. At the state level, he has served on the Iowa Pork Producers Association board of directors, serving as president in 2012. He participated in the National Pork Board’s plan of work in 2010 and 2014. He also served as a delegate to the Pork Industry Forum from 2005 to 2013. Tentinger is an Operation Main Street and OMS 2.0 speaker.
What do you consider the major issue facing the pork industry today? I think defending our right to operate is the biggest challenge we face today. We raise our pigs in a humane and safe manner. If we cannot keep the trust of customers in our industry, we will continue to see opposition toward the way we run our businesses.
What do you think should be the main goal of the Checkoff and the National Pork Board? I think the main goal of the Checkoff should be to promote our product as well as what we do as producers in our barns and at the processing facilities to provide a safe product for consumers. This goal can be accomplished through researching product innovation, marketing more effectively to consumers and educating producers on the proper care and handling of pigs.
The National Pork Board’s role should be to manage Checkoff funds and administer them in the best way to achieve this goal and move the industry forward.
Why are you seeking this position? Pork production has been my whole life, and it has been good to me and my family. I have had many experiences and acquired insight and knowledge of the industry that will serve me well in this position. I want to see our industry thrive for the next generation.
Industry Pork Board/Checkoff Leadership Communication Board of Directors Attitude (10pts) Knowledge (10pts) Knowledge (10pts) Skills (10pts) Skills (10pts) Candidate Score Rank Score Rank Score Rank Score Rank Score Rank Gary Asay 9.2 2 9.0 2 8.5 2 7.6 5 8.5 6 Rich Deaton 8.6 5 8.7 5 8.4 3 8.3 2 8.6 3 Patricia Dumoulin 7.2 8 6.4 7 7.8 6 7.3 6 8.5 6 Todd Erickson 8.2 6 8.4 6 7.7 7 7.9 3 8.6 3 Pat FitzSimmons 9.0 3 9.0 2 8.4 4 7.9 3 8.8 2 Bill Kessler 7.5 7 6.4 7 6.8 8 5.5 8 8.2 8 David Newman 9.7 1 9.5 1 9.1 1 9.5 1 9.5 1 Bill Tentinger 8.7 4 8.7 4 8.0 5 7.2 7 8.6 3
2018 Nominating Book • 10 Candidates for Nominating Committee The 2017-2018 Pork Board Nominating Committee respectfully submits to the Pork Act delegates the following candidates for the Nominating Committee (in alphabetical order by last name): Adam Dohrman, Missouri • JoDee Haala, Minnesota • Jason Manbeck, Pennsylvania Adam Dohrman Adam Dohrman is the manager of swine operations for South Fork Farms in Missouri. South Fork Farms is a farrow-to-finish operation that markets 6,000 pigs annually. In addition, they raise beef cows, corn, soybeans, wheat and hay on the farm near Sweet Springs, Missouri. Dohrman is active in the Missouri Pork Producers Association, where he has served on numerous committees and currently serves on the organization’s board of directors. He has been a Pork Act Delegate from 2015-2017 and is a graduate of the Pork Leadership Academy.
What do you consider the major issue facing the pork industry today? I believe consumer education is the major issue facing the pork industry today. We need to educate consumers on why we raise pork the way we do and work to build their confidence and trust in us. Price discovery is also an issue that is becoming more important all the time.
What do you think should be the main goal of the Checkoff and National Pork Board? I believe the main goals of the National Pork Board should be the marketing and promotion of pork, education of both consumers and producers, and production research. Building consumer demand and trust is very important.
Why are you seeking this position? I want to continue to serve the pork industry. The Nominating Committee has a very important role in interviewing and evaluating candidates that wish to serve the pork industry. As a Pork Act Delegate, I have always relied on the Nominating Committee’s report for guidance when choosing which candidates to vote for. It would be an honor to me to be able to contribute to the Industry by being a member of the National Pork Board Nominating Committee.
JoDee Haala JoDee Haala serves as the director of animal well-being for Christensen Farms, a farrow-to-finish operation that markets three million pigs annually. In her role, she oversees a staff of PAACO-certified internal auditors. She is also responsible for the compliance and certification of Christensen Farms and caretakers as it relates to animal well-being. Haala is active on the Minnesota Pork Board and currently serves as that organization’s vice president. She also serves on the National Pork Board’s Animal Welfare Committee, which she currently chairs.
What do you consider the major issue facing the pork industry today? While there are many issues that face the pork industry today, one of the most significant issues is technology. Technology can help mitigate labor challenges, aid in our animal care efforts and continue to create efficiencies keeping food safe and affordable. In many industries, technology is anticipated and embraced. However, regarding the use of technology in the food system, we are met with skepticism and fear. Another element where technology is a challenge is a lack of it in our day-to-day operations in the pork industry. There has been tremendous progress in technology in other agriculture sectors, from robotic dairies to tractors that drive themselves. Labor has been and continues to be a critical component of quality animal care, and we need to embrace emerging technology to explore how we can equip caretakers with better solutions that allow them to be most effective with their time.
What do you think should be the main goal of the Checkoff and National Pork Board? The strategic plan that was developed operates with three primary goals: Build Consumer Trust, Drive Sustainable Production and Grow Consumer Demand. While the strategies and tactics to achieve those goals will evolve, I believe the goals outlined in that plan remain relevant.
2018 Nominating Book • 11 The continued challenge of National Pork Board is to equally represent all producers paying Checkoff to achieve those goals. Our industry is diverse, not only in operational differences, but also in fundamental beliefs and approaches to address the ever-changing pressures we face. With varying degrees of operational impact, producers prioritize threats and opportunities differently, and conflict is naturally inherent. Bringing producers together and moving the industry forward at the “speed of business” will be critical for success in achieving any goal defined.
Why are you seeking this position? The National Pork Board is an extremely important body that drives strategy for moving our industry forward. Having the right combination of skills, backgrounds and operational diversity (i.e. geographic representation) on the team is critical. I would be humbled by the opportunity to bring talented, competent, diverse thought leaders to the delegate body for consideration as a National Pork Board member. Jason Manbeck Jason Manbeck is the owner of Manbeck Farms that is located in Pennsylvania. Manbeck farms is show-pig operation and a contract finishing site for Esbenshade Farms. The farm markets 600 pigs annually near Bethel, Pennsylvania. Manbeck is active in the Pennsylvania Pork Producers Council and served as president from 2011 to 2013. He has served as a Pork Act delegate and is a graduate of the Pork Leadership Institute.
What do you consider the major issue facing the pork industry today? The major issue facing the pork industry is international market access for U.S. pork. Exports are important to the success of pork producers. While understanding that exports are not always an element of production that U.S. producers include in their daily management considerations, efforts of the National Pork Board shall remain focused on educating all pork producers on how important pork exports are. Additionally, limiting the risk of foreign animal diseases in the U.S. swine herd and maintaining a safe pork supply are critical for U.S. pork producers to continue growing export opportunities for pork.
What do you think should be the main goal of the Checkoff and National Pork Board? The Checkoff program and National Pork Board should continue to support producers in ways that protect their freedom to operate. This includes domestic and foreign market access. Increasing pork consumption is key for our industry. While the goal may seem elementary, without producers and pigs raised for food consumption, there would be no need for a Checkoff program.
Why are you seeking this position? I am seeking this position as a way to become more involved with the National Pork Board and to be given the opportunity to represent Pennsylvania pork producers. Additionally, my participation in national efforts such as plan of work, Pork Leadership Institute, Pork Forum and regional leadership meetings have given me the opportunity to network and to know my fellow producers. I feel that I am a good judge of character and able to identify individuals who would serve the mission and vision of the National Pork Board effectively and positively.
Industry Knowledge Pork Board/Checkoff Leadership Communication Nominating Attitude (10pts) Committee (10pts) Knowledge (10pts) Skills (10pts) Skills (10pts) Candidate Score Rank Score Rank Score Rank Score Rank Score Rank Adam Dohrman 5.1 3 5.6 3 5.4 2 5.7 2 5.8 3 JoDee Haala 5.9 1 6.2 1 6.0 1 6.3 1 6.0 1 Jason Manbeck 5.5 2 5.7 2 5.4 2 5.3 3 5.8 2
National Pork Board 1776 NW 114th St, Clive, IA 50325 • (800) 456-7675 • pork.org ©2018 National Pork Board, Des Moines, IA USA. This message funded by America’s Pork Producers and the Pork Checkoff. 2018 Advisement
KEY RESULT AREA: Science and Technology
RESOLUTION NUMBER: 2018 - ST1
SUBMITTED BY: Iowa Pork Producers Association and Illinois Pork Producers Association
SUBJECT MATTER: Swine Health Information Center (SHIC) Support
Motion: The National Pork Board is advised to support continued funding of the Swine Health Information Center. The appropriate funding shall be established by the National Pork Board.
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Rationale: The need to protect and enhance the health of the U.S. swineherd is essential. Therefore, a coordinated global disease monitoring and targeted research effort to reduce the risk of current and future swine diseases should be continued. The pork industry wants to continue the work on swine health data and research that has been coordinated by SHIC and maintain SHIC’s ability to help the industry respond efficiently and effectively to any foreign animal disease threat.
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Update on the 2017 Pork Act Delegate Resolutions/Advisements
2017 DE1: International Marketing – PASSED MOTION: In order to support the National Pork Board Strategic Goal and to offer more revenue opportunities for pork producers, the Minnesota Pork Board recognizes the National Pork Board for its efforts to increase investments in exports and encourages continued budget prioritization and spending on export programs in 2017 and 2018 budgets.
UPDATE: U.S. pork exports set a record in 2017 and are expected to set yet another record in 2018. In 2017, exports accounted for 26.6% of total U.S. pork and pork variety meat production and contributed $53.47 to every U.S. market hog. Overall, exports were up 6 percent by volume and 9 percent by value from 2016 levels. 2017 was the first year ever that the value of U.S. pork edible variety meat exports surpassed $1 billion.
The approved 2018 International Marketing Budget for NPB is $8.7 million. This represents a 9 percent increase over 2017. The breakdown of this budget is as follows: • $248,000 for World Meat Congress (increased at January 2018 Board Meeting.) • $100,000 International Trade and Scientific Research. • $299,924 International Trade Committee Management and Support for Export Market Promotion. • $1,600,000 International Trade Market Access Research and Analysis. • $6,450,000 International Market Promotion, Development and Research.
2017 ST1: Science & Technology – Referred to Animal Science Committee MOTION: The National Pork Board is advised to facilitate and provide financial resources toward a comprehensive, multi-disciplinary research effort aimed at improving current industry livability rates from conception to slaughter.
UPDATE: The Animal Science Committee and the Welfare Committee of the National Pork board have partnered in 2018 to focus research on improving pig survival. The Animal Science Committee dedicated 80% and the Welfare Committee dedicated 50% of their research budgets to this effort. Since pre-weaning mortality comprises the major portion of all pig mortality, much of the research will focus on this phase of production. The vision for this effort is to develop a research consortium that will include researchers from a variety of disciplines covering a wide variety of expertise. In addition to conducting research to better understand the drivers of pig mortality, this consortium will also develop educational materials and other tools that producers can use to address pig mortality on their farm.
A Pig Survival Working Group, comprised of pork producers and representatives from allied industry, has been formed and is developing the research priorities for this area. A request for proposals addressing these priorities will be released in April. A funding decision will be made by the members of the Animal Science and Welfare Committees during their July meeting. Following establishment of contracts, work will begin on this effort in mid- to late-2018.
National Pork Board Program Committee List January 2018
Animal Science Animal Welfare continued… Dustin Kendall NC Chair Don Lay IN Member Dan Hamilton IL Vice Chair Lee Letsch OR Member Roger Arentson MN Member Michael Luckey NE Member Nathan Augspurger IN Member Wesley Lyons IL Member Bart Borg IA Member Ann McDonald IA Member Wayne Cast MO Member Carissa Odland MN Member Paul Cline MN Member Nathan Schleman IN Member Valerie Duttlinger IN Member Brett Scholl IL Member Gregg Eckardt KS Member Chuck Wildman OH Member Justin Fix IA Member Stephanie Wisdom IA Member Aaron Gaines MO Member Al Wulfekuhle IA Member Gene Gourley IA Member David Newman AR Board Kent Gray NC Member Angela Baysinger NE Advisor Blaine Hansen IA Member Jennifer Brown Canada Advisor Nick Holden MN Member John Deen MN Advisor Rhonda Miller TX Member Anna Johnson IA Advisor Steve Patterson MO Member Collette Kaster MO Advisor Beau Peterson IL Member Michelle Lorenzo AR Advisor Zach Rambo MN Member Jason McAlister MO Advisor Clint Schwab IL Member Tim Toliver MN Advisor Heather Wilt MO Member Tom Burkgren IA Ex-Officio Pat FitzSimmons MN Board Dallas Hockman IA Ex-Officio Terry O’Neel NE Board Temple Grandin CO Ex-Officio Joe Cassady SD Advisor Courtney Knupp DC Ex-Officio Maynard Hogberg IA Advisor Dan Kovich DC Ex-Officio Clay Lents NE Advisor Liz Wagstrom IA Ex-Officio Todd See NC Advisor Ken Stalder IA Advisor Domestic Marketing Mike Tokach KS Advisor Terry Wolters MN Chair Leon Sheets IA Vice Chair Animal Welfare Randy Brown OH Member JoDee Haala MN Chair Allison Fiscus UT Member Ashley DeDecker NC Vice Chair Ken Garee OH Member Paul Ayers IL Member Stig Kjaeroe NJ Member Monique Garcia OH Member James Lamb NC Member Kim Griffin NC Member Jolene Manternach CO Member Scott Hays MO Member Julie Maschhoff IL Member Cassandra Jass IA Member Chawn McGrath IA Member Jay Johnston OK Member Amber Portner MN Member Lee Johnston MN Member Karen Richter MN Member Lyndsey Jones IA Member Marion Robinson WY Member Mark Klassen NE Member Derrick Sleezer IA Member
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Domestic Marketing continued…. Pork Safety Quality & Human Nutrition continued… Lori Stevermer MN Member Katie Hanigan MO Member Chris Van Beek IA Member Brad Hennen MN Member Ozlem Worpel KS Member Phil Jordan, Jr. IN Member Gary Asay IL Board Kendra Kattelmann SD Member Bill Tentinger IA Board Jim Lowe IL Member Emily Arkfeld MO Advisor Anne Miller MT Member Emily Detwiler MO Advisor Cndy Moore AR MEmber Kiersten Hafer PA Advisor Molly Pelzer IA Member Curtis Hansen IN Advisor Eric Sheiss IN Member Marlowe Ivey NC Advisor Doug Wenner MN Member Swen Neufeldt MN Advisor Eric Berg ND Advisor Jason Pooley NC Advisor Roger Johnson IA Advisor Scott Webb KS Advisor Ellen Kasari CO Advisor Phil Lofgren IL Advisor Sustainability Mitch Michalak OH Advisor Jamie Burr AR Chair Annette O’Connor IA Advisor Drew Derstein PA Member Alda Pires CA Advisor Everett Forkner MO Member Carl Link OH Board John Kroeger IL Member Courtney Knupp DC Ex-Officio Roger Nath IA Member Dan Kovich DC Ex-Officio Wayne Peugh IL Member Karen Richter MN Member Producer & State Services Dan Wetherell IA Member Andrew Reinecker PA Chair Erin Cortus MN Advisor Emily Erickson MN Vice Chair Gene Noem IA Board Kyle Brown OH Member Michael Formica DC Ex-Officio Eric Brunton IA Member Ben Cooley CO Member Nominating Mike Faga IA Member Jan Archer NC Chair Josh Flint IL Member Dianne Bettin MN Member Channing Gooden NC Member Bryn Jensson IA Member Bill Kessler MO Member Bill Knapke OH Member James Luckman NY Member Jan Miller NE Member Drew Mogler IA Member Dave Struthers IA Member Henry Moore NC Member Steve Rommereim SD Board Robert Peffley OK Member Sheila Schmid MN Member Jason Slaton IN Member Pork Safety Quality & Human Nutrition Katie Tapper IA Member Brad Thornton ID Chair Thomas Titus IL Member Sam Carney IA Vice Chair Tony Weldon KS Member Jeff Arner PA Member Allison Zabel TN Member Melissa Bonorden MN Member Scott Phillips MO Board Jeff Friese MN Member Orlando Gil IA Advisor Brad Greenway SD Member Brad Knadler MO Advisor Chad Grouwinkel IA Member Jodi Sterle IA Advisor
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Producer, Public Health & Workplace Safety Swine Health continued…. Jan Miller NE Chair Madonna Benjamin MI Member Joe Dykhuis MI Vice Chair Steve Brier MO Member John Baumgartner MN Member Emily Byers NC Member Jeff Bender MN Member Mark FitzSimmons MN Member JB Chapman CO Member Daniel Gerety KS Member Lisa Colby MA Member Kelly Graff MN Member Barb Determan IA Member Acacia Hagan MO Member Joseph Fent NC Member Ian Levis IA Member William Fink PA Member Wathina Luthi OK Member Jason Gill TX Member Jason Manning Oh Member Bob Halkovitch OK Member Josh Maschhoff IL Member Marc King MT Member Maryn Ptaschinski IA Member Dr. Dan Miller NE Member Dale Spronk MN Member Jim Murray MS Member Bob Thompson KY Member Ben Schmaling IA Member Gene Erickson NC Advisor Morgan Scott TX Member Jane Hennings SD Advisor Roxanna Swonger OK Member Dick Hesse NE Advisor Peter Thomas IA Member Jeff Kaisand IA Advisor Montse Torremorrell MN Member Kelly Lager IA Advisor Luis Torres NC Member Gene Nemechek NC Advisor Bill Unterseher KS Member Barbara Spalding NC Advisor Jan Archer NC Board Darrel Styles MD Advisor Alicia Pedemonti NH Board Jeff Zimmerman IA Advisor Bruce Alexander MN Advisor Heather Hill IN Board Peter Davies IA Advisor Paul Sundberg IA Ex-Officio Locke Karriker IA Advisor Harry Snelson NC Ex-Officio Matt Nonnenmann IA Advisor Courtney Knupp DC Ex-Officio Amy Vincent IA Advisor Liz Wagstrom IA Ex-Officio Liz Wagstrom IA Ex-Officio International Marketing Resolutions/Advisements Jan Archer NC Member Steve Rommereim SD Chair Derrick Sleezer IA Member Deb Ballance NC Member Bill Luckey NE Member Heather Hill IN Member Glenn Stolt MN Member Bill Knapke OH Member Norm Bessac SD Member Conley Nelson IA Member Conley Nelson IA Member Gene Noem IA Member Michael Skahill VA Board Dale Norton MI Member Karen Richter MN Member Scott Phillips MO Member Randy Spronk MN Member Jennifer Tirey IL State Executive NPPC Representative – TBD Member Swine Health Russ Nugent AR Chair Pat Albright MI Member Chuck Allison VA Member
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National Pork Board Committee Interest Form
Please complete the information below to indicate your interest in serving on a 1) Pork Checkoff Program Advisory Committee or 2) in running for a seat on the Pork Board or 3)The Pork Checkoff Nominating Committee. Program Advisory Committees are evaluated annually and changes made accordingly. Please see committee list attached.
*National Pork Board Committee Members must have a current PQA Plus® certification and all of their production facilities must maintain PQA Plus® site assessment status
Name:______
Company:______
Address:______
City:______State:______Zip:______
Telephone: (H)______(Cell/Office)______
E-mail Address:______
Gender: Male ___ Female ___
Ethnicity: Hispanic or Latino ___ Not Hispanic or Latino ___
Race: American Indian ___ Asian ___ Native Hawaiian or Other Pacific Islander ___
Black or African American ___ White ___
*This information is Voluntary and data will not be used to grant preferential treatment
PQA Plus ID number:______Site Assessment Contact:______
Premises ID Number:______
Please indicate which committee(s) you have an interest in serving on:
______
Please list any special background, education, experience, quality, interest, etc, which you possess which may be of value in committee work.
For more information please feel free to contact Sharlotte Peterson at the National Pork Board. Sharlotte Peterson P: 515.223.2614 E: [email protected] Return this form to: National Pork Board, 1776 NW 114th Street, Clive, IA 50325
National Pork Checkoff Advisory Committees Time Commitment- 2 Meetings per year Term: Eligible for 2- 3 year terms
Animal Science To identify opportunities to enhance producer competitiveness and profitability through animal science related and producer directed research and information programs
Animal Welfare To maintain and promote the pork industry tradition of responsible animal care through the application of scientifically sound animal care practices. Efforts include: Advance producers' awareness of emerging animal welfare issues; Provide information and education to improve animal care skills; support scientific research to enhance animal well-being; provide information for greater public understanding and awareness about producer’s commitment to providing humane care.
Domestic Marketing To utilize an effective corps of pork producers and industry representatives, with an in-depth knowledge of the objectives and strategies and tactics of NPB’s overall Domestic Marketing program, to provide a high-level sounding board; to provide continuous input and direction into DM efforts to improve consumer preference for pork.. To evaluate and recommend ways to enhance the domestic expenditures for U.S. pork through programs of promotion, advertising, public relations, consumer information, product marketing, product and marketing research, etc.
Sustainability To develop proactive programs to help producers meet the challenges for responsible pork production and protect the environment, while maintaining the economic competitiveness of the U.S. pork industry.
Pork Safety, Quality & Human Nutrition Utilize sound science to anticipate and address consumer’s needs and expectations of wholesome and nutritious pork products to increase pork consumption.
Producer and State Services To provide guidance and input to the Producer Services and Communications departments on how to best achieve the goals and objectives established by the Board of Directors in the Strategic Plan.
Public Health and Producer Safety To utilize sound science to proactively address public health and producer safety issues that may affect human health, the productivity of swine herds and global trade of U.S. pork. To provide producer and public audiences with science-based materials that can be used to protect public health and ensure consumer confidence in the safety of pork production.
Swine Health To review and act on the strategic health issues which may affect the productivity of swine herds and global trade issues. To make recommendations to allied industry and producers to maintain and improve swine herd health. To collaborate with other animal health related entities and organizations in order to more effectively solve U.S. swine health issues.
International Marketing To seek out and pursue, any and all legitimate avenues to market U. S. pork worldwide. In this endeavor, to adhere to the principles of free and fair trade, while utilizing all available tools to enhance U.S. pork’s status as a net positive exporter. To collaborate with the USMEF and USDA’s FAS to maximize the efficiency and effectiveness of program efforts to market U.S. Pork worldwide. National Pork Board/Nominating Committee Interest
Pork Board and Nominating Committee Election Process: Applications for election to either the Pork Board or Nominating Committee are available starting in September and ending November 1 of every year. Applications are followed by a personal interview with the Nominating Committee before being brought before Delegates. FOR PORK ACT DELEGATE USE ONLY PORK INDUSTRY FORUM VOTING RESULTS WORKSHEET
NATIONAL PORK BOARD
Board Candidate Name Rank Order Rank Order Rank Order Shares
Vote 1 Vote 2 Vote 3
Gary Asay
Rich Deaton
Patricia Dumoulin
Todd Erickson
Pat FitzSimmons
Bill Kessler
David Newman
Bill Tentinger
NOMINATING COMMITTEE
Nominating Comm. Rank Order Rank Order Rank Order Shares Candidate Name Vote 1 Vote 2 Vote 3
Adam Dohrman
JoDee Haala
Jason Manbeck
WE CARE ETHICAL PRINCIPLES RANK ORDER EXERCISE TO TEST HAND-HELD VOTING DEVICE
Ethical Principle Rank Order (1-6)
Production of Safe Food
Promoting animal care and well-being
Protecting public health
Safeguarding the environment
Providing a safe work environment
Contributing to a community’s quality of life
AGENDA ITEM: 2019 Allocation of Delegates by State
X For Action For Information
BACKGROUND: Annually delegates need to adopt an allocation of the number of delegates by state and importers that is to be recommended to the Secretary of Agriculture for appointment for the next annual meeting.
EXISTING POLICY: At the 1992 annual meeting, the following policy was unanimously adopted.
National Pork Producers (Pork Act) Delegate allocation (see attachment #1) shall be applied annually to the estimated assessments to be collected for the next annual meeting. The delegate allocation by state or importers will be reviewed and approved annually by vote of the current delegates for the next National Pork Producers (Pork Act) Delegate Body meeting.
DISCUSSION: The delegate allocation table (attachment #1) maintains the principle of proportional representation that is the foundation of pork producer governance principles and consistent with the Pork Act. The table was based on historic data from previous delegate appointments from states or importers. Also, the principle of no less than two delegates from a state is maintained.
Attachment #2 delineates the allocation of delegates for the 2019 annual meeting. The National Pork Board has adopted an estimated revenue for 2018 to be $73.2 million of checkoff receipts. The percent of total estimated 2018 assessments is based on the actual amount of assessments collected from each state and importers during the 12 months of 2017 and converted to a percent.
O V E R . . . The most important point at this time is that the number of delegates indicated on Attachment #2 be completely agreed upon by this delegate body and subsequently be communicated to the Secretary of Agriculture.
Prior to the 2019 delegate body meeting, and as was done for this meeting, the actual numbers of shares voted by delegates will be calculated and based on actual dollars collected from a state during 2018.
RECOMMENDATION: Based on past delegate body established policy, delegates are asked to adopt and recommend to the Secretary the appointment of delegates as calculated and distributed by state in Attachment #2.
Attachment 1
NATIONAL PORK PRODUCERS (PORK ACT) DELEGATE ALLOCATION
Percent of Delegates National Market Deductions Allocated
0 - 1.0667 2 1.0668 - 2.1334 3 2.1335 - 4.0887 4 4.0888 - 5.1554 5 5.1555 - 6.2221 6 6.2222 - 7.2888 7 7.2889 - 8.3555 8 8.3556 - 9.4222 9 9.4223 - 10.4889 10 10.4890 - 11.5556 11 11.5557 - 12.6223 12 12.6224 - 13.6890 13 13.6891 - 14.7557 14 14.7558 - 15.8224 15 15.8225 - 16.8891 16 16.8892 - 17.9558 17 17.9559 - 19.0225 18 19.0226 - 20.0892 19 20.0893 - 21.1559 20 21.1560 - 22.2226 21 22.2227 - 23.2893 22 23.2894 - 24.3561 23 24.3562 - 25.4228 24 25.4229 - 26.4895 25 26.4896 - 27.5562 26 27.5563 - 28.6229 27 28.6230 - 29.6896 28 29.6897 - 30.7563 29 30.7564 - 31.8230 30
Adopted by the 1992 National Pork Producers (Pork Act) Delegate Body NATIONAL PORK PRODUCERS (PORK ACT) Attachment 2 DELEGATE ALLOCATION PROJECTED 2019
PROJ. 2018 PERCENT OF ASSESSMENTS PROJ. 2018 2019 SHARES STATE (000) SHARES ASSESSMENTS DELEGATES PER DELEGATE ALABAMA 40.9 41 0.0559% 2 20.5 ALASKA 0.2 1 0.0002% 2 0.5 ARIZONA 141.5 142 0.1933% 2 71.0 ARKANSAS 33.6 34 0.0459% 2 17.0 CALIFORNIA 118.5 119 0.1618% 2 59.5 COLORADO 477.8 478 0.6527% 2 239.0 CONNECTICUT 2.1 2 0.0029% 2 1.0 DELAWARE 4.8 5 0.0065% 2 2.5 FLORIDA 12.0 12 0.0164% 2 6.0 GEORGIA 58.0 58 0.0792% 2 29.0 HAWAII 1.6 2 0.0022% 2 1.0 IDAHO 7.6 8 0.0104% 2 4.0 ILLINOIS 4,344.0 4,344 5.9340% 6 724.0 INDIANA 3,987.0 3,987 5.4464% 6 664.5 IOWA 24,778.8 24,779 33.8485% 30 826.0 KANSAS 1,849.6 1,850 2.5266% 4 462.5 KENTUCKY 325.6 326 0.4447% 2 163.0 LOUISIANA 2.1 2 0.0029% 2 1.0 MAINE 1.0 1 0.0013% 2 0.5 MARYLAND 30.1 30 0.0411% 2 15.0 MASSACHUSETTS 3.9 4 0.0053% 2 2.0 MICHIGAN 1,226.2 1,226 1.6751% 3 408.7 MINNESOTA 9,531.2 9,531 13.0199% 13 733.2 MISSISSIPPI 38.8 39 0.0530% 2 19.5 MISSOURI 2,336.5 2,337 3.1917% 4 584.3 MONTANA 190.9 191 0.2608% 2 95.5 NEBRASKA 2,886.4 2,886 3.9429% 4 721.5 NEVADA 0.4 1 0.0006% 2 0.5 NEW HAMPSHIRE 0.5 1 0.0007% 2 0.5 NEW JERSEY 3.3 3 0.0045% 2 1.5 NEW MEXICO 0.0 1 0.0000% 2 0.5 NEW YORK 46.0 46 0.0628% 2 23.0 NORTH CAROLINA 7,815.3 7,815 10.6760% 11 710.5 NORTH DAKOTA 58.9 59 0.0805% 2 29.5 OHIO 2,625.5 2,626 3.5865% 4 656.5 OKLAHOMA 1,423.8 1,424 1.9450% 3 474.7 OREGON 12.0 12 0.0164% 2 6.0 PENNSYLVANIA 1,428.9 1,429 1.9519% 3 476.3 RHODE ISLAND 0.2 1 0.0002% 2 0.5 SOUTH CAROLINA 220.4 220 0.3011% 2 110.0 SOUTH DAKOTA 1,497.0 1,497 2.0450% 3 499.0 TENNESSEE 363.6 364 0.4967% 2 182.0 TEXAS 509.7 510 0.6963% 2 255.0 UTAH 553.5 554 0.7561% 2 277.0 VERMONT 0.1 1 0.0002% 2 0.5 VIRGINIA 309.9 310 0.4234% 2 155.0 WASHINGTON 9.9 10 0.0135% 2 5.0 WEST VIRGINIA 4.6 5 0.0063% 2 2.5 WISCONSIN 214.9 215 0.2936% 2 107.5 WYOMING 18.6 19 0.0254% 2 9.5 IMPORTERS 3,657.1 3,657 4.9957% 5 731.4 TOTAL 73,205.0 73,214 173 National Pork Board Non-Employee Expense Report Check Please Print Date Expenses Incurred For Accounting Use Only Payable To From: 2/28/2018 To: 3/3/2018 Vendor # Address Event: 2018 National Pork Producers (Pork Act) Delegate Body
City/St/Zip Trip Destination: Kansas City, MO
Phone
NPB will reimburse for actual TRANSPORTATION EXPENSES ONLY. This includes airfare or mileage if traveling by auto. (Mileage should not exceed the cost of a coach class airline ticket).
Expense Totals (details on reverse) Sunday Monday Tuesday Wednesday Thursday Friday Saturday Plane (Receipt/Itinerary) Baggage Fees (1 bag only) Taxi Service Mileage (in miles) Mileage (in $ at .545/mi) Parking Acct 6032-000-101-0 Totals
Total Trip Expenses Due Friday May 4, 2018. Less Airline Purchased by NPB I certify that items reported on this expense report are accurate, necessary, and comply with NPB Policies. Balance Due Non-Employee For Accounting Use Only Traveler Signature: ______Date: ______Account # Authorization Signature: ______Date: ______Approved by Please return to: Denise Yaske, National Pork Board 1776 NW 114th St. Des Moines, IA 50325 National Pork Board Non-Employee Trip Activity Documentation (For Audit Purposes) Trip Date Location Specific Expense Event Attended/Purpose of Trip/People Contacted/What was Discussed
MINUTES NATIONAL PORK PRODUCERS (PORK ACT) DELEGATE BODY March 2-3, 2017 Atlanta, GA
CALL TO ORDER President Jan Archer called the Annual Meeting of the National Pork Producers (Pork Act) Delegate Body to order at 1:30 p.m. on Thursday, March 2, 2017 in Atlanta, GA. Following the National Anthem, Board Members, delegates, importers, staff and friends of the industry were welcomed and introduced.
REPORT OF RECORDING SECRETARY Terry O’Neel, Vice President of the National Pork Board, presented the Recording Secretary report. He reported some states did not submit names and thus 163 producers plus 5 importers were appointed by the Secretary of Agriculture. Out of the 168 appointed delegates, 148 have been certified. This constitutes a majority of delegates and thus a quorum of members is present. The Bylaws also require that a quorum of members must represent a majority of the shares. For the 2017 annual meeting, a total of 67,967.7 shares are possible. Thus far, 62,559.4 shares are registered from 43 states, plus importers. This is more than 50% and thus a majority of shares is also present.
SWEARING-IN President Archer introduced USDA representative Craig Shackelford, Ag Marketing Specialist, to perform the swearing-in procedure on behalf of the Secretary of Agriculture. Delegates promised to carry out their duties and responsibilities as members of the Pork Act Delegate Body and represent all pork producers in an unbiased manner and in accordance with the Act and Order.
STANDING RULES PROCEDURES, AGENDA APPROVAL President Archer sought the consensus of the delegates to approve the following items: Agenda: An agenda was included in the delegate manual prior to the meeting and contained information about the business items for discussion, delegate appointments, shares, and voting numbers.
Appointments: The list of proposed appointments for the meeting was pointed out in the materials. The appointments include: • Credentials/Elections Committee (Karen Richter, MN, Chair; Tim Bierman, IA, and Everett Forkner, MO) • Tellers (Headed by Bill Winkelman) • Parliamentarian (Jim Slaughter) • Recorders (Deanna Boenau) • National Pork Board Recording Secretary (Terry O’Neel) 1 Minutes/Forum, March 2-3, 2017, Atlanta, GA • Assistant Recording Secretary (John Johnson)
Adoption of Rules: The standing rules and annual meeting procedures were explained in the manual. The standing rules are comprehensive in that they cover all aspects of business, the elections, and authority of the Elections/Credentials Committee. Delegates were reminded that a two- minute time limit will be imposed during debate and the rules of debate were stated.
President Archer asked for approval of the agenda, rules and appointments. Seeing no objections, the agenda, rules, and appointments were approved by consensus of the Delegate Body.
Delegate List: The Delegates were asked to review the list of delegate names, voting numbers and share allocations and reminded that their Pork Act voting number is valid only for this meeting.
Duties of the Delegate Body: President Archer reminded delegates of the three duties imposed on them by the Pork Act, including: to nominate candidates for the National Pork Board; to recommend the Pork Checkoff assessment rate; and, to determine the return to state share of the Pork Checkoff.
Advisements: Terry O’Neel, Vice President, noted the Pork Act Delegate Body also serves as a forum for delegates and states to share recommendations and concerns regarding the conduct and implementation of checkoff related programs. While not an official duty of the Delegate Body, the Pork Board does consider these advisory “resolutions” to be important to the long-term success of the Checkoff program and any “resolution” that is not directly related to the official duties outlined above, is called an “advisement”. O’Neel reported having one advisement this year.
CEO REPORT Bill Even, CEO, provided a CEO report for the Delegate Body. He shared the industry is growing, discussing how the marketplace has changed with transparency expected and millennials driving the markets. Bill explained the U.S. consumer is looking to the food industry for continuous improvement in production that includes sustainability efforts, on-farm production that reduces environmental impact and makes protein more nutritious. Even thanked producers for their support of the National Pork Board, as the support of the Pork Checkoff is evident. In the most recent producer survey, support of the Pork Checkoff reached a historic 91 percent, with opposition also at its lowest point in history. Bill commented the National Pork Board would continue to deliver tangible research, promotion and education that delivers value to producers and their operations.
2 Minutes/Forum, March 2-3, 2017, Atlanta, GA
NOMINATING COMMITTEE REPORT Terry O’Neel, filling in for Derrick Sleezer, Nominating Committee Chair, was called upon to review the nominating process. He introduced the following members of the Nominating Committee: Dianne Bettin, Minnesota; Mike Haag, Illinois; William Knapke, Ohio; Derrick Sleezer, chair from Iowa; Lori Stevermer, Minnesota and Dave Struthers, Iowa. He discussed the qualifications necessary to serve on the National Pork Board. He explained how the Committee solicits, screens, interviews, evaluates, and recommends candidates for the National Pork Board, and also for seats on the Pork Board Nominating Committee. Norton also noted the Committee recognizes diversity is an important factor and strives to make sure that various sizes of operations, marketing strategies, gender, ethnicity and other distinguishing factors are represented in our slate of candidates.
O’Neel opened the floor for additional nominations for either Pork Board or Nominating Committee. There were no additional nominations offered from the floor and nominations were closed.
PORK BOARD O’Neel introduced the candidates for Pork Board in alphabetical order: CANDIDATES Deborah Ballance, North Carolina; Todd Erickson, North Dakota; Heather Hill, Indiana; Brett Kaysen, Colorado; Scott Phillips, Missouri; Steve Rommereim, South Dakota; Kristine Scheller-Stewart, North Carolina; Charles Wildman, Ohio. Each candidate provided a two-minute introduction.
FINANCIAL REPORT Steve Rommereim, Treasurer, provided the Checkoff financial update. Rommereim commented revenue decreased from $78 million in 2015 to $70.3 million in 2016. This was a result of an increase in the number of hogs being brought to market and a significant decrease in price marketed in 2016. National spending decreased $12.3 million in 2016 compared to 2015. Rommereim commented even though 2016 expenses decreased from 2015 in response to declining revenue, NPB tapped into reserves as planned. This, combined with a decrease in revenues and a transfer from undesignated reserves for special projects, saw the undesignated cash reserves decrease from $22.3 million to $16 million. 2016 ended with a total reserve balance of $20.8 million and projection to end 2017 with $15.1 million. This provides the Board with strong and healthy reserves.
President Archer commented as part of Pork Forum, the Checkoff rate is evaluated. She asked Delegates if there are any questions, concerns, suggestions regarding the Checkoff rates. No one commented.
3 Minutes/Forum, March 2-3, 2017, Atlanta, GA NOMINATING COMMITTEE CANDIDATES Terry O’Neel, filling in for Derrick Sleezer as Nominating Committee Chair, introduced the Nominating Committee candidates in alphabetical order: Bryn Jensson, Iowa, and William Knapke, Ohio. In light of having two candidates to fill two open positions on the nominating committee, O’Neel held a voice vote of affirmation. President Archer reminded the delegates the candidates will serve a two-year term. O’Neel thanked the candidates for coming forth to serve our industry.
RESOLUTIONS/ADVISEMENTS REPORT Terry O’Neel, Resolutions and Advisements Committee Chair, introduced members of the Committee who were present, including: Gary Asay, Illinois; Deborah Ballance, North Carolina; Heather Hill, Indiana; William Knapke, Ohio; Conley Nelson, Iowa; Gene Noem, Iowa; Dale Norton, Michigan; and Scott Phillips, Missouri. O’Neel thanked each member for his or her service to the committee. The purpose of the committee is to review, evaluate, and make recommendations to the Pork Act delegate body regarding resolutions and advisements submitted by state pork associations and others related to the Pork Checkoff. Since none of the issues that came forward addressed the three areas of responsibility for delegates, all are considered advisements.
The following advisement was introduced:
• DE #1: Exports Submitted by: Minnesota Pork Board
MOTION: In order to support the National Pork Board Strategic Goal and to offer more revenue opportunities for pork producers the Minnesota Pork Board recognizes the National Pork Board for its efforts to increase investments in exports and encourages continued budget prioritization and spending on export programs in 2017 and 2018 budgets.
FLOOR ADVISEMENT Archer called for any other Floor Advisements or Resolutions. She explained new advisements or resolutions require a 2/3 vote to be introduced and a 3/4 vote to pass. Indiana Pork Producers Association brought forth an advisement to be considered. None opposed.
• ST#1 Science & Technology Submitted by Indiana Pork Producer Association
MOTION: The National Pork Board is advised to facilitate and provide financial resources toward a comprehensive, multi- disciplinary research effort aimed at improving current industry livability rates from conception to slaughter. 4 Minutes/Forum, March 2-3, 2017, Atlanta, GA
O’Neel reminded the delegates an update on the 2016 advisements is available in the delegate manual for review.
GROW CONSUMER DEMAND Jarrod Sutton, Domestic Marketing, provided an update regarding the antibiotic stewardship work completed for the Strategic Plan goal of Build Consumer Trust. Staff explained the stewardship plan was first introduced in June 2016 at the World Pork Expo. Staff have been building a platform to share the story of responsible on-farm antibiotic use with the consuming public. The program is centered on three platforms of increasing producer awareness, defining research priorities, and communicating to key influencer audiences, including Creative Cooks. Over $1.5M in funding has been allocated for scientific research, risk assessments, producer education and a robust communications platform to discuss antibiotics with the food chain.
AMERICA’S PIG FARMER OF THE YEAR Alicia Pedemonti, Board Member from New Hampshire, introduced Brad Greenway, a producer from South Dakota, as the 2016 America’s Pig Farmer of the Year. Brad and his wife, Peggy, have two wean-to-finish pig barns. They also raise beef cattle and grow corn, soybeans, wheat and alfalfa. Brad explained the America’s Pig Farmer program is built on the success of the Environmental Stewards Program, a 20-year running program. He explained America’s Pig Farmer of the Year is a great way for a farmer such as himself to share the We Care ethical principles and talk about how safe pork is with the public. Brad encouraged other producers to step forward and apply for the program so their story can be shared as well.
ADJOURNMENT President Jan Archer adjourned the meeting at 4:49 p.m. on Thursday, March 2, 2017.
RECONVENE President Archer called the meeting to order at 10:32 a.m. on Friday, March 3, 2017.
VOTING Karen Richer, Elections Chair, explained the electronic voting system to delegates. She reviewed the official voting procedures and conducted test balloting with the delegates to familiarize with the system.
5 Minutes/Forum, March 2-3, 2017, Atlanta, GA LEADERSHIP RECOGNITION Brett Kaysen, Board Member, recognized 18 producers who took part in Pork Leadership Institute.
• Kelsey Baublitz, Pennsylvania • Daniel Boykin, Minnesota • Trish Cook, Iowa • John Csukker, Nebraska • Feryln Hoffer, South Dakota • Scott Isler, Ohio • Chris Kenyon, Indiana • Lauren Koeppe, Texas • Alan Kollmann, Illinois • Donald Laut, Missouri • Sara Linneen, Oklahoma • Josh Maschhoff, Illinois • Ryan Pudenz, Iowa • Chance Reeder, California • Jake Vance, Michigan • Marlowe Ivey, North Carolina • Todd Wilson, Iowa • Michael Wisnieski, Nebraska
Kaysen also recognized and introduced the Chair and Vice Chair for the program committees. He also expressed appreciation for the 180+ producers who serve on these committees. Kaysen stated these producers are critical to our success and we greatly appreciate their continued assistance.
Animal Science – Dr. Clint Schwab, Chair; Dustin Kendall, Vice Chair Animal Welfare – Paul Ayers, Chair; JoDee Haala, Vice Chair Domestic Marketing – Randy Brown, Chair; Environmental – Jamie Burr, Chair; George Pettus, Vice Chair Pork Safety, Quality and Human Nutrition – Deborah Ballance, Chair; Brad Thornton, Vice Chair Producer and State Services – James Coates, Chair; Andrew Reinecker, Vice Chair Producer and Public Health and Worker Safety – Deb Johnson, Chair, Janice Miller, Vice Chair Swine Health – Dr. Russ Nugent, Chair; Nick Tharp, Vice Chair Trade – the late Doug Wolfe, Chair; and Bill Luckey, Vice Chair
6 Minutes/Forum, March 2-3, 2017, Atlanta, GA OPERATION MAINSTREET RECOGNITION Gary Asay, Board Member from Illinois, recognized the many producers for their active role in the Operation Main Street Program as the program arranged more than 9,000 presentations in 43 states with media coverage reaching more than 35 million people. He explained producers have been working since 2004 to build consumer trust, and along the way, have addressed the industry’s biggest challenges by sharing their expertise with various audiences, including food chain partners, food councils, wholesale retailers, veterinary medical students and companion animal veterinarians. Gary encouraged anyone who has not been through the OMS training to contact the National Pork Board for the training scheduled during World Pork Expo in June.
ADJOURNMENT President Jan Archer adjourned the meeting for lunch at 11:27 a.m. on Friday, March 3, 2017.
RECONVENE President Archer called the meeting to order at 1:15 p.m. on Friday, March 3, 2017.
NOMINATING COMMITTEE ELECTIONS Elections were held for Pork Board Nominating Committee. Two individuals to be elected – each will serve a two-year term. The candidates, listed in alphabetical order are: • Bryn Jensson, Iowa • William Knapke, Ohio
Both candidates were elected by a unanimous voice vote.
PORK BOARD Elections were held for Pork Board. Candidates on the first ballot included: • Deborah Ballance, North Carolina • Todd Erickson, North Dakota • Heather Hill, Indiana • Brett Kaysen, Colorado • Scott Phillips, Missouri • Steve Rommereim, South Dakota • Kristine Scheller-Stewart, North Carolina • Charles Wildman, Ohio
Results of the first Pork Board ballot, with 59885.40 shares voted and 29942.71 shares required for a majority. Shares Brett Kaysen 54,514.04 Steve Rommereim 46,248.39
7 Minutes/Forum, March 2-3, 2017, Atlanta, GA Scott Phillips 45,354.00 Heather Hill 38,869.69
PORK BOARD A second ballot was held to rank the remaining four candidates. Total of delegate 2nd BALLOT shares present and voted 60,840.10 with 30,420 shares necessary for a majority. Results of the second Pork Board ballot: Shares Deborah Ballance 45,553.80 Todd Erickson 45,306.88 Kris Scheller-Stewart 34,826.23 Charles Wildman
RESOLUTIONS/ ADVISEMENTS DEBATE Terry O’Neel introduced the following advisements/resolutions:
• DE #1: Export Submitted by: Minnesota Pork Board
MOTION: In order to support the National Pork Board Strategic Goal and to offer more revenue opportunities for pork producers the Minnesota Pork Board recognizes the National Pork Board for its efforts to increase investments in exports and encourages continued budget prioritization and spending on export programs in 2017 and 2018 budgets.
PASSED
• ST #1: Research Support for Industry Livability Improvement Submitted by Indiana Pork Producer Association
MOTION: The National Pork Board is advised to facilitate and provide financial resources toward a comprehensive, multi-disciplinary research effort aimed at improving current industry livability rates from conception to slaughter.
Motion was made to refer to the Animal Science Committee. Motion Carried.
8 Minutes/Forum, March 2-3, 2017, Atlanta, GA BOARD MEMBERS RECOGNITION Tribute was paid to Henry Moore, NC; and Glen Walters, GA, who are retiring from the Board; Brett Kaysen, CO; Steve Rommereim, SD; and Kris Scheller-Stewart, NC, who concluded their first term; and Jan Archer, outgoing president, NC, who will serve as immediate past president.
A video was shown highlighting the work that Jan Archer has completed as President of the National Pork Board.
COURTESY RESOLUTIONS David Herring, North Carolina Pork Producers Association, paid tribute with a courtesy resolution to Jan Archer, thanking her for her work in the industry as a producer and as President of the National Pork Board.
ALLOCATION OF DELEGATES A motion was made by Dave Struthers, Iowa for the allocation of 174 delegates for the 2018 delegate meeting. Motion was seconded by Roc Rutledge, Colorado. Motion Carried.
ADJOURNMENT The meeting was adjourned Friday, March 3, 2017, at 2:38 p.m.
9 Minutes/Forum, March 2-3, 2017, Atlanta, GA
NATIONAL PORK PRODUCERS (PORK ACT) DELEGATE BODY
BYLAWS
1 TABLE OF CONTENTS
Page ARTICLE I. Name and Establishment Section 1...... 1
ARTICLE II. Purpose Section 1...... 1
ARTICLE III. Members ...... 1 Section 1...... 1 Section 2...... 1
ARTICLE IV. Definitions ...... 1 Section 1...... 1
ARTICLE V. Powers and Duties of the Board Section 1. Meetings ...... 2 Section 2. Rate of Assessment ...... 2 Section 3. State Funding ...... 2 Section 4. National Pork Board Nominations ...... 2
ARTICLE VI. Meetings Section 1...... 2 Section 2...... 3 Section 3...... 3 Section 4...... 3 Section 5...... 3 Section 6...... 3
ARTICLE VII. Officers and Duties Section 1. Officers ...... 3 Section 2. Duties of the Chairman ...... 4 Section 3. Duties of the Recording Secretary...... 4 Section 4. Contracts and Agreements ...... 4
ARTICLE VIII. Committees Section 1 ...... 4 Section 2...... 4
ARTICLE IX. Compensation and Reimbursement Section 1...... 4
2 ARTICLE X. Fiscal Year Section 1...... 4
ARTICLE XI. Rules and Parliamentary Authority Section 1...... 5
ARTICLE XII. Amendments Section 1...... 5
ARTICLE XIII. Compliance with the Law Section 1...... 5
3 APPROVED BYLAWS OF THE NATIONAL PORK PRODUCERS DELEGATE BODY
ARTICLE I Name and Establishment
Section 1. The National Pork Producers Delegate Body, hereinafter called the “Delegate Body” is established under the authority of Title XVI, Subtitle B, of the Food Security Act of 1985, Pub. L. 99-198, hereinafter called the “Act”, and the Pork Promotion, Research, and Consumer Information Order (7 CFR Part 1230, F.R. 31898 September 5, 1986), hereinafter called the “Order”.
ARTICLE II Purpose
Section 1. The purpose of the Delegate Body shall be to perform the duties specified in Section 1230.39 of the Order.
ARTICLE III Members
Section 1. The number of members of the Delegate Body shall be as specified in Section 1230.30 of the Order except that at each annual meeting the Delegate Body shall a) review the number of members to which each state and the importers are entitled based on the projected annual assessments for the current calendar year, and b) recommend adjustments in the number of delegates that each state and the importers shall submit as nominees for appointment by the Secretary of Agriculture.
Section 2. The selection, terms and filling of vacancies of members of the Delegate Body shall be as required in Sections 1230.31-.35 of the Order.
ARTICLE IV Definitions
Section 1. Terms which are defined in the Act, the Order and the rules and regulations issued thereunder, shall be defined in the same manner in these Bylaws.
1 ARTICLE V Powers and Duties of the Board
The Delegate Body shall have the Powers and Duties as specified in Section 1230.39 of the Order and any amendments thereto, specifically set forth as follows:
Section 1. Meetings. To meet at least annually beginning fiscal year 1988.
Section 2. Rate of Assessment. The Delegate Body shall recommend to the U.S. Secretary of Agriculture the initial rate of assessment and any increase in such rate pursuant to Section 1230.39(b) of the Order.
Section 3. State Funding. The Delegate Body shall determine the percentage of net assessments attributable to a state that a state association shall receive from swine produced in the state pursuant to Section 1230.39(c) of the Order.
Section 4. National Pork Board Nominations. The Delegate Body shall nominate producers or importers for appointment to the National Pork Board, and not less than one and one-half persons (rounded up to the nearest person) for vacancies on the National Pork Board (as specified in Section 1230.39(d) of the Order). Nominees shall be selected in the following manner:
A. The Pork Board Nominating Committee shall provide a slate of proposed nominees for nomination by the Delegate Body to the U.S. Secretary of Agriculture. The proposed nominees shall be mailed to the delegates no less than 10 days prior to the meeting.
B. Nominations from the floor shall be permitted.
C. Elections shall be conducted according to procedures adopted by the Delegate Body.
D. Nominations to the U.S. Secretary of Agriculture shall be by a majority vote of shares cast by members present and voting in accordance with Section 1230.36 of the Order.
ARTICLE VI Meetings
Section 1. The Delegate Body shall meet, at least annually, beginning with the 1988 fiscal year at a time and place to be determined by the National Pork Board.
2 Section 2. Special meetings may be called by the Chairman of the National Pork Producer Delegate Body, and shall be called by the Chairman upon the request of at least 20% of the Delegate Body voting delegates or 30% of the Delegate Body shares, or by a majority vote of the National Pork Board.
Section 3. Notices of all meetings, together with a written agenda stating the purpose if it is a special meeting, shall be mailed or provided to each member of the Delegate Body, at his/her last know address, and to the Secretary of Agriculture, no less than 10 days nor more than 50 days prior to the meeting. Attendance at the Delegate Body meeting will waive such notice.
Section 4. A majority of the members shall constitute a quorum at a properly convened meeting of the Delegate Body but only if that majority is also entitled to cast a majority of the shares (including fractions thereof). (See Section 1230.36 of the Order.)
Section 5. The number of votes that may be cast by a producer member if present at a meeting shall be equal to the number of shares attributable to the State of such member divided by the number of producer members from such State. The number of votes that may be cast by an importer member if present at a meeting shall be equal to the number of shares allocated to importers divided by the number of importer members. (See Section 1230.36(b) of the Order.)
Section 6. Action of the Delegate Body, including any motions to recommend the rate of assessment, to determine the percentage of net assessments for state funding and for nominations to the National Pork Board (as specified in Section 1230.39), shall require a majority of the shares cast by members present and voting. On procedural matters the Chairman or Delegate Body may call for a voice or standing vote to determine a majority. (See Section 1230.36 of the Order.)
ARTICLE VII Officers and Duties
Section 1. Officers. The Officers of the Delegate Body shall be a Chairman and Recording Secretary. The elected officer of the initial Delegate Body shall be a Chairman. The President of the National Pork Board shall serve as Chairman of the Delegate Body after the first annual meeting.
Section 2. Duties of the Chairman. The duties of the Chairman shall be to: (a) preside at all meetings of the Delegate Body; (b) call meetings of the Delegate Body; (c) appoint Recording Secretary and committees with the
3 consent of the Delegate Body; and (d) have general supervision of the affairs of the Delegate Body, and perform all acts and duties incidental to office of Chairman.
Section 3. Duties of the Recording Secretary. The duties of the Recording Secretary shall be to: (a) prepare minutes of the Delegate Body Meetings; (b) give a certification report at meetings; (c) retain records of minutes; (d) provide copies of minutes to delegates and the U.S. Secretary of Agriculture; and (e) attest to other documents on behalf of the Delegate Body. The Recording Secretary may delegate such duties as necessary.
Section 4. Contracts and Agreements. The Chairman and Recording Secretary shall execute contracts and agreements on behalf of the Delegate Body.
ARTICLE VIII Committees
Section 1. Committees shall be the Credentials, Elections and Voting Committee and any other Committee deemed necessary by the Delegate Body or Chairman.
Section 2. The Chairman shall appoint Committee members and shall be an ex-officio member of all Committees.
ARTICLE IX Compensation and Reimbursement
Section 1. Delegate Body members shall serve without compensation but may be reimbursed as specified in Section 1230.38.
ARTICLE X Fiscal Year
Section 1. The fiscal year of the Delegate Body shall be the same as the National Pork Board, commencing on January 1 and terminate on December 31 of each year.
ARTICLE XI Rules and Parliamentary Authority
4 Section 1. The Delegate Body shall have the authority to adopt special or standing rules to govern its proceedings.
Section 2. The rules contained in the current edition of Robert's Rules of Order shall govern the proceedings of the Delegate Body in all cases to which they are applicable and in which they are not inconsistent with these Bylaws, provisions of the Order, and any rules and regulations that may be adopted by the Delegate Body in accordance with the Order.
ARTICLE XII Amendments
Section 1. These Bylaws may be amended at a properly convened meeting upon majority vote of shares cast by members present and voting, provided at least 30 days notice is given to all members of the Delegate Body and the U.S. Secretary of Agriculture and, the proposed amendments be provided in the meeting notice.
ARTICLE XIII Compliance with the Law
Section 1. To the extent that any provision of the Bylaws conflicts with the Act, Order, or any amendments, rules or regulations relating thereto, such Act, Order or any amendments, rules or regulations relating thereto, shall control.
Revised March 1, 2002 National Pork Producers (Pork Act) Delegate Body Denver, CO
5 CHECKOFF FUNDING OF STATE PORK PRODUCER ASSOCIATIONS
Legislative: The Pork Promotion, Research and Consumer Information Act and Order provide that states shall receive no less than 16.5% of the funds generated from the marketing of swine in their state. In addition, the law requires that states receive no less than they had for the period just previous to the law going into effect.
The Act stipulates that the Pork Act Delegate Body has the authority to set the portion of funds returned to organized state producer associations.
Delegate Policy: In 1991, delegates approved a system that utilizes marketing numbers collected by the National Pork Board to determine return-to-state funds. At that time the formula was switched from the basis of USDA and state Departments of Agriculture or State Veterinarian adjusted marketings to those numbers actually generated by the Board’s own data of marketing from each state.
The system uses the most recent three-year average of a state’s total marketings (market hogs, feeder pigs, and seedstock) and applies it to a chart that was adopted by the delegates in 1991. (See Attachment 1) A part of this chart documents the application by state of the return-to- state percentage for 2018. The application of this chart is made annually from marketings for the three previous calendar years. Adjustments to state’s funding are made annually with the February payments.
Attachment 2 is a report of the current marketing averages for states based on years 2015, 2016 and 2017 for your information.
Finally, listed below are the states and their “per head rate” that qualify for minimal funding. In practice, these were states that had long-time state legislative programs that were in existence prior to the pork legislation. Over the years where the checkoff rate increased, this minimum guarantee basis has been surpassed and most states are paid on the percentage table basis. However, when low hog prices exist or a lower rate is in place, this “per head” method is triggered for more states. Rate Per Head Alabama $.0868529 Louisiana $.0877588 Maryland $.0816192 Montana $.0918193 North Carolina $.0782579 Oklahoma $.1615456 South Carolina $.0982379 Texas $.1308339 Virginia $.2043501 Attachment 1 2018 RETURN TO STATES CHART
3 YEAR AVERAGE MARKETINGS *RTS%** STATES***
0 - 600,000 39% AL, AR, AZ, CA, DE, FL, GA, HI, ID, KY, LA, ME, MD, MS, MT, NV, NH, NY, ND, OR, SC,VA WA, WI, WY 600,001 - 700,000 38% TN 700,001 - 800,000 37% 800,001 - 900,000 36% 900,001 - 1,000,000 35% UT 1,000,001 - 1,200,000 34% TX 1,200,001 - 1,400,000 33% CO 1,400,001 - 1,600,000 32% 1,600,001 - 1,800,000 31% 1,800,001 - 2,100,000 30% 2,100,001 - 2,300,000 29% 2,300,001 - 2,500,000 28% MI, SD 2,500,001 - 2,800,000 27% PA 2,800,001 - 3,000,000 26% 3,000,001 - 3,200,000 25% OK 3,200,001 - 3,400,000 24% KS 3,400,001 - 3,800,000 23.5% 3,800,001 - 4,200,000 23% MO 4,200,001 - 4,500,000 22.5% OH 4,500,001 - 4,800,000 22% 4,800,001 - 5,200,000 21.5% NE 5,200,001 - 5,700,000 21% 5,700,001 - 6,100,000 20.5% 6,100,001 - 6,600,000 20% 6,600,001 - 7,000,000 19.5% IN 7,000,001 - 7,500,000 19% 7,500,001 - 8,100,000 18.5% IL 8,100,001 - 9,200,000 18% 9,200,001 -11,000,000 17.5% 11,000,001 -12,700,000 17% 12,700,001 - and over 16.5% IA, MN, NC
*MARKETINGS: Total animals (market hogs, feeder pigs, seedstock) as reported from the NPB checkoff statistical reports. **RTS %: The percentage of funding from the state's checkoff receipts which would be returned to the state association under the federal legislative checkoff as established by the National Pork Producers Delegate Body. ***States categorized based on 2015, 2016, and 2017 *Marketings. 2015-2017 Attachment 2 State 2015 2016 2017 Three Year Average Alabama 84,448 117,250 134,472 112,057 Alaska 213 310 287 270 Arizona 236,059 226,659 239,160 233,959 Arkansas 83,657 60,595 69,177 71,143 California 268,621 210,712 174,225 217,853 Colorado 1,359,010 1,419,989 1,341,553 1,373,517 Connecticut 1,629 4,741 4,582 3,651 Delaware 15,103 17,122 16,657 16,294 Florida 20,321 17,007 17,012 18,113 Georgia 214,020 245,413 140,462 199,965 Hawaii 1,174 3,471 1,321 1,989 Idaho 96,850 90,298 8,672 65,273 Illinois 7,814,291 8,035,525 8,305,912 8,051,909 Indiana 6,689,648 6,716,903 7,111,273 6,839,275 Iowa 40,507,564 40,781,188 42,117,305 41,135,352 Kansas 3,298,673 3,345,553 3,282,258 3,308,828 Kentucky 674,557 515,862 543,222 577,880 Louisiana 7,623 10,254 8,314 8,730 Maine 1,693 2,651 2,625 2,323 Maryland 43,574 52,233 57,457 51,088 Massachusetts 7,181 7,380 8,975 7,845 Michigan 2,412,858 2,332,255 2,295,682 2,346,932 Minnesota 15,455,435 16,147,246 16,425,310 16,009,330 Mississippi 45,559 37,554 69,492 50,868 Missouri 3,725,020 3,749,118 4,097,578 3,857,239 Montana 477,575 577,116 585,183 546,625 Nebraska 4,777,717 5,017,554 4,886,922 4,894,064 Nevada 1,767 2,097 563 1,476 New Hampshire 955 762 1,052 923 New Jersey 5,886 5,381 5,378 5,548 New Mexico 31 122 13 55 New York 94,147 84,253 90,339 89,580 North Carolina 12,876,374 13,016,370 13,606,616 13,166,453 North Dakota 129,309 110,501 103,437 114,416 Ohio 4,109,573 4,246,465 4,512,581 4,289,540 Oklahoma 3,236,990 3,073,789 2,900,264 3,070,348 Oregon 5,812 4,999 5,036 5,282 Pennsylvania 2,472,717 2,658,538 2,580,476 2,570,577 Rhode Island 224 143 332 233 South Carolina 456,950 417,335 380,654 418,313 South Dakota 2,148,245 2,234,693 2,537,631 2,306,856 Tennessee 531,623 749,092 670,359 650,358 Texas 1,050,571 1,001,331 977,436 1,009,779 Utah 952,410 959,284 959,709 957,134 Vermont 322 454 594 457 Virginia 589,348 610,439 563,994 587,927 Washington 15,670 26,968 16,110 19,583 West Virginia 3,802 5,263 7,326 5,464 Wisconsin 467,848 561,434 414,677 481,320 Wyoming 124,386 279,338 46,072 149,932 Total 117,595,033 119,791,010 122,325,737 119,903,927 National Pork Board 2018 PLAN OF WORK AND BUDGET
A DECADE OF COMMITMENT January 1, 2018 through December 31, 2018
Animal Well-being Public Health
Environment Food Safety
#porkforum18 Employee Care Our Communities Table of Contents
Page
I. Executive Summary 3
II. Organizational Background 4
III. Vision and Mission 5
IV. Organizational Structure and Approach 6
V. 2018 Goals and Objectives 8
VI. Programming Resource Availability 10
VII. Strategic Plan and Operating Budget Course of Action 12
VIII. Budget by Goal 12
IX. Summary 83
2018 Financial Budget • 2 I. Executive Summary A. The National Pork Board – The Business The National Pork Board is the legal entity responsible for the collection and investment of the Pork Checkoff, a legislated program established in 1986. According to law, an assessment is paid by producers on the sale of each live hog, currently at a rate of 40 cents per $100 of value. Importers of live hogs and pork products also make Checkoff contributions. The funds are invested on behalf of the U.S. pork industry in generic promotion, research and consumer information programs, the work of which is carried out by the staff of the National Pork Board.
Oversight of the Pork Checkoff is the responsibility of its 15-member board of directors. A possible total of 174 Pork Act Delegates also have the annual responsibility of setting the Checkoff assessment rate, setting the return-to-state rate and nominating the board of directors. The chief executive officer reports to the board and is responsible for oversight of the National Pork Board’s program implementation and staff in four working areas: 1.) Administration 2.) Communications, Outreach and Producer Education 3.) Domestic Marketing and International Marketing, and 4.) Science and Technology.
B. A Strategic Plan – Purpose and Objective This document represents the 2018 operating budget and plan for the National Pork Board. The plan was produced through a process of collaboration of U.S. pork producers, board members, pork industry partners and staff of the National Pork Board. It represents a budgeting methodology that aligns the resources of the Pork Checkoff with the goals facing U.S. pork production on a real-time basis.
The strategic planning process begins with the board of directors defining the goals the organization should focus resources on and determining the objectives required to advance the goals. The Budget Planning Task Force, which represents producers of all locales, sizes and production types allocate resources toward each goal. Staff and committees then build a business plan and budget for each of the objectives, which when compiled, represents the strategic operating plan. The effort is reviewed by the Budget Planning Task Force and board which are responsible for determining the tactics required to successfully achieve the objectives.
This is a working plan, meaning that staff refer to the plan daily to direct its activities. Where possible, SMART objectives have been defined and included in the plan so that final results can be quantified. Progress is quantified on a real-time web-based tool called the Pork Checkoff Scorecard. The organization’s key to success is a focused team effort.
C. 2018 Budget The directors of the National Pork Board have approved a spending level of $63.2m. Of this, $42.1m is allocated to programs for Domestic and International Marketing, Science/Technology, Communication and Producer Outreach; $8.2m to program support; $9.9m to support, administration and overhead; and $3.0m for The Other White Meat ®.
2018 Financial Budget • 3 II. Organizational Background A. Pork Board Beginnings The National Pork Board is the descendent of a long line of pork associations in the United States, formed by hog producers who faced many challenges to profitability in the swine production sector. They knew that those challenges could best be met by producers working together and finding sources of funding to address those common issues. The organization began in the mid-1950s when a group of producers, concerned about the future growth and profitability of the pork industry, organized the National Swine Growers Council (NSGC). In 1965, the NSGC evolved into the National Pork Producers Council (NPPC).
Moline 90 - In May 1966, about 90 pork producers from 11 states – Illinois, Indiana, Iowa, Kansas, Minnesota, Missouri, Nebraska, North Carolina, South Dakota, Tennessee and Wisconsin – attended a meeting in Moline, IL. This group, which came to be known as the “Moline 90,” gathered to discuss establishing a voluntary Checkoff. The group agreed to hire the first full-time executive secretary for the Council and to raise, through contributions, a “Get Ready Fund” of $80,000. A bank note was passed around and eight pork producers signed it, obligating each of them to pay up to $10,000 if the “Get Ready Fund” was not raised. The note was never needed.
Early NPPC - The National Pork Producers Council’s first office at 3101 Ingersoll in Des Moines had only a back door entrance. Optimism and dedication were never higher among pork producers as the “Nickels for Profit” concept was conceived. With some funds and staff, NPPC began moving toward development of the meat-type hog consumers were beginning to demand. Realizing that promotion would create more pork sales, NPPC’s leaders sought congressional action that would permit a market deduction to fund product promotion. They succeeded in getting amendments to the Packers and Stockyards Act that opened the way for a voluntary Checkoff system. This was the first and only membership and voluntary Checkoff program to ever exist.
Nickels for Profit- In 1967, after months of organizing at the county and state levels, NPPC started the voluntary “Nickels for Profit” Checkoff in four counties in the Davenport area, two each in Iowa and Illinois. The first check received was for $4.90. By 1968, producer enthusiasm spread, 16 states were organized, and the nickel Checkoff program started nationwide. By 1970, NPPC membership rose to 40,000 with a $1 million operating budget. In response to increasing member needs for promotion and research, the Checkoff increased over the years from a nickel, to a dime, to 20 cents, then to .30% of value.
B. Demise of the Voluntary Checkoff/Pork Act Passage However, the need for additional funds to keep pork competitive with other protein-based commodities and failure of the nationwide voluntary Checkoff participation rate to rise above 55-60 percent led to the decision to move from a voluntary to a legislative Checkoff. A “100% Producer Task Force” organized an effort that led to the successful passage of federal legislation - The Pork Promotion, Research and Consumer Information Act of 1985 (more commonly referred to as the Pork Act), as part of the 1985 Farm Bill. The legislative Checkoff was set in motion under the supervision of the AMS, effectively moving the industry from a voluntary program with 55 percent of the hogs checked-off to 100 percent Checkoff compliance.
C. The Pork Act Pork Act Purpose - The Pork Act stipulates that Checkoff funds must be used for promotion, research and consumer information programs. These programs are designed to strengthen the position of the pork industry in the marketplace, and to maintain, develop and expand markets for pork and pork products. Checkoff funds cannot be used for influencing government or for lobbying.
2018 Financial Budget • 4 Pork Act Value – Among the benefits of the 100 percent mandatory Checkoff attributes are: Sufficient resources: It provides enough funds to respond to several major industry challenges, such as product image, product quality, domestic and overseas marketing, product safety and research. Everyone pays, everyone benefits: The benefits, which everyone had been receiving from the partially supported voluntary Checkoff are now several times greater with everyone’s financial support. Oversight/Focus: The Checkoff had the oversight and support of the USDA to make it work effectively. At the same time, producers, through the producer nominated Pork Board and Pork Act Delegate Body, as well as the industry committee system, play an indispensable role in program development and execution. They bring forth ideas, concerns, programs, issues and more to be developed into programs to address producer challenges.
III. The National Pork Checkoff Vision and Mission A. Vision and Mission The foundation of any organization is its mission, purpose and core values, which at the National Pork Board establish the guiding principles by which the U.S. Pork Checkoff operates. An organization’s mission and purpose are determined by answering the basic question, “why do we exist?”
Vision: The National Pork Board will elevate U.S. pork as the global protein of choice by continuously and collaboratively working to do what’s right for people, pigs and the planet.
Mission: 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.
Purpose: The National Pork Board contributes to the success of all pork producers by managing issues related to research, education and product promotion and by establishing U.S. pork as the preferred protein worldwide.
B. Core Values and Beliefs An organization’s core values direct its everyday work and decision-making. The core values and beliefs at the National Pork Board are: • We value all diversity of opinion and strive for collaboration. • We embrace the industry’s We Caresm principles. • We do what’s right – for people, pigs and the planet. • We are proactive in defining solutions for emerging challenges. • We are committed to continuous improvement in all we do.
2018 Financial Budget • 5 IV. Organizational Structure and Approach The National Pork Board understands that issues are multi-dimensional and that solutions require an integrated, cross-functional team approach. While the National Pork Board maintains departments to provide structure, mentoring and budget oversight, this plan, and the organizational approach is based on multi-disciplined teams working in a unified manner to overcome challenges and capture opportunities.
For the purpose of defining the organizational expertise, the following is a description for each of the National Pork Board’s program departments.
A. Producer Services and Communications The Producer Services and Communication departments represent the primary connection between the organization and its 60,000 producer investors. Producer communication media include the organization’s web site, its print and electronic newsletter properties, the quarterly Pork Checkoff Report magazine, and its industry public relations efforts. A variety of external communication strategies and media are used to help producers understand where their investment is focused and the benefits available to them.
Outreach efforts are designed to expand personal contact with producers to build relationships, to gain programming input and encourage producers to participate in their organization. Agriculture is a relationship- oriented industry, and a key to the organization’s success is producer involvement in strategy development and issues management. An additional key responsibility of the Producer Services department is facilitating state relationships. A variety of national and state synergistic opportunities exist if relationships are cultivated effectively.
Education is the organization’s intellectual property transfer mechanism. It consists of tools that can move new information and leading-edge science directly to producers in a way that they can quickly apply it to their business. Web-based distance-learning programs are a strategy to allow more producers to learn at a greater convenience and lower cost.
B. Science and Technology The National Pork Board’s Science and Technology department is responsible for much of the industry’s research, issues management and related program development activities. Most research is carried out through universities and/or other third parties. The department, in collaboration with others, determines industry research priorities and manages the administration of grants.
A challenging departmental responsibility is issues management. Early identification of key issues, weighing the industry’s concerns against public responsibility and the subsequent science-based attitude in negotiating solutions to those issues, are vitally important. A common resolution has been the development of industry self- regulation programs, which eventually are transferred to Producer Services for implementation. Topical areas that the department is engaged include the environment, pork safety, animal health and well-being, animal science and biosecurity issues.
2018 Financial Budget • 6 C. Domestic Marketing and International Marketing The Domestic Marketing strategy has transitioned from primarily investing in traditional direct-to-consumer advertising to a business-to-business consultative partner and to industry stakeholders including packers, processors, retailers and foodservice companies. This transitions requires an investment into consumer research, specifically targeting the growing millennial and multicultural consumers. Programs are divided into three distinct but integrated programming areas: market intelligence, channel marketing including packer outreach, and social responsibility.
The International Marketing department strategy grows international consumer demand with a focus on pork’s improved nutrition, quality and sustainability. This is accomplished by increasing pork exports through accessing new markets, expanding existing markets and increasing export volume (pounds) and value (dollars).
2018 Financial Budget • 7 V. 2018 Goals and Objectives The strategic planning process begins with the board of directors defining the organization’s goals. All objectives, tactics and budget are driven from the defined goals, a foundation for the strategic operating plan. The three goals and respective objectives the Pork Checkoff will invest 2018 resources are: Goal: 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. 1. By 2020, producers accounting for 50 percent of U.S. pig production will annually report sustainability performance metrics to a National Pork Board-sponsored sustainability measurement and reporting system.
2. By 2020, the region- and production-weighted national average carbon footprint of the U.S. swine herd will
be reduced 5 percent from a 2014 baseline of 2.87 lb. CO2e/lb. live weight of pigs at the farm gate. 3. By 2020, the region- and production-weighted national average water use of the U.S. swine herd will be reduced 5 percent from a 2014 baseline of 18.66 gallons/lb. live weight of pigs at the farm gate.
4. By 2020, the public health risk of prioritized foodborne pathogens in pork will be reduced from 2015 levels, with initial focus on achieving a reduction in the sero-prevalence of Toxoplasma gondii in sows (by 10 percent) and in market hogs (by 5 percent) and a reduction in the prevalence of Salmonella spp. in pork trimmings (by 10 percent).
5. By 2020, the National Pork Board will achieve a 2 percent improvement in overall animal well-being scores as compared with 2015 PQA Plus® Site Assessment data.
6. The National Pork Board will implement an Enterprise Risk Management System (ERMS) to prevent or mitigate the industry’s prioritized threats and capitalize on its opportunities.
7. By 2020, the National Pork Board, in cooperation with food-chain partners, will continue to address public concerns related to animal care and health and will improve the perceptions of engaged consumers toward modern pork production by 10 percent, as measured by an annual tracking study.
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2018 Financial Budget • 8 Goal: 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. 1. By 2020, the National Pork Board will develop, with key stakeholders, the identification and diagnostic tools, surveillance and mitigation strategies for the potential elimination of the top domestic swine diseases.
2. By 2020, the National Pork Board will deploy tools and programs to decrease the annual economic impact of PRRS by 20 percent, as adjusted for inflation and measured against the 2012 PRRS economic impact baseline study.
3. By 2020, the National Pork Board will build the capacity to detect and prepare for foreign, non-regulatory swine production diseases, to rapidly respond to non-regulatory and regulatory foreign animal diseases and to facilitate pork producer business continuity.
4. By 2020, the National Pork Board will expand participation in the worker safety benchmarking database from 27 percent to 50 percent of industry, with a long-term objective of reducing employee animal- handling injury rates by 15 percent.
5. Demonstrating a commitment to improving professionalism (doing the right things for the workforce and the animals workers care for), the National Pork Board will develop and deploy education and training resources that are utilized by 25 percent of the pork production industry and that serve as the basis of employee training and development programs.
6. By 2020, the National Pork Board will provide pork producers with research results, tools and information to improve the productivity of the U.S. swine herd as measured by the following and based on 2015 Industry Productivity Analysis: 10 percent decrease in pre-weaning and nursery mortality; 10 percent improvement in caloric efficiency in grow/finish feed efficiency; and improvement in sow lifetime productivity from 38 pigs per sow lifetime to 42 pigs per sow lifetime.
Goal: 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. 1. By 2020, increase pork’s US market share of total real per capita meat expenditures 1 percentage point as measured by USDA retail price and disappearance data (2014 baseline data).
2. By 2020, increase pork exports through access to new markets, expand existing markets and increase export volume by 2.7 billion pounds and export value by $3.1 billion, equating to a 9 percent average annual increase in value and quantity compared with 2014 year-end data.
3. By 2020, reduce the percentage of pork loin chops scoring below the National Pork Board color score of 3 by 10 percentage points as compared with the 2012 retail baseline study (55 percent reduced to 45 percent).
1. By 2020, increase the positive perceptions of pork in a healthy diet by registered dietitians by 20 percent as compared with a 2015 baseline study that includes competitive proteins.
2018 Financial Budget • 9 VI. Programming Resource Availability Pork Checkoff programming is funded by collections from the sale of live pigs at a rate of 40 cents per $100 value. Two variables affect annual Checkoff revenue - total weight of the national live hog marketing, which is a function of total pigs marketed throughout the year and average live weights, and the market price. Pork Checkoff revenue isn’t guaranteed, but variable and a reflection of the market. Accurate forecasting that takes into account pig numbers, average weights and market prices is required to ensure programming costs do not outpace available funds.
A. Long-Range Planning is Critical Consistency in Checkoff program spending on a year-to-year basis is important. Large fluctuations in spending make it difficult to build sustainable programs. Long-range forecasting is used to determine a spending level that can be sustained over a three-year period, utilizing unrestricted reserves to balance market fluctuations. Reserves build during cycles of high market prices and can be used to supplement Checkoff program spending during lower market prices.
In 2014, the National Pork Board initiated an aggressive strategic plan that spans a five-year period. The strategic plan was developed by a strategic planning task force, which included various stakeholders from different segments of the industry. The task force met several times and incorporated producers from around the country in order to understand what was important and critical, what the industry would look like in the future and what the industry needed to focus on for people, pigs and the planet.
The result of the task force was a clearly defined vision statement describing the values of the industry and which are implemented on a day-to-day basis. The task force established three goals (Build consumer trust, Drive sustainable production and Grow consumer demand) with 17 objectives providing focus and collaboration in advancing the vision.
In 2015, NPB revised its budget planning process. As a part of that process, we have incorporated time to allow reflection of new challenges and an ability to capitalize on opportunities as we implemented the 2015-2020 strategic plan. We will continue to monitor and evaluate our successes and challenges in planning the future.
B. 2018 Target Revenue The industry forecast for 2018 suggests that 122 million hogs (compared with 118 million in 2017) will be marketed at a carcass weight average of 213 pounds. Market prices are expected to range from $66-$69 per cwt. When added to seedstock and imports, Checkoff collections would range from $73 million to $76 million in 2018. The Pork Board revenue is based on the low-point of an economist revenue forecast.
The National Pork Board sets the annual Pork Checkoff revenue target with a goal of establishing a consistent, sustainable national spending level. The revenue target consists of a Checkoff revenue forecast, interest revenue forecast and use of unrestricted reserves to assist in achieving consistent annual spending levels.
The budgeted Checkoff gross revenue for 2018, as adopted by the board of directors, is $73.2 million. Additional income is realized through investments of the Checkoff reserves, with budgeted interest revenue of $150,000 and other revenue of $350,000. The U.S. government has strict guidelines on how the reserves are invested, so a rate of return is not substantial. However, investment dollars are added to the available spending total.
2018 Financial Budget • 10 C. 2018 Total Available Funds Calculation As explained earlier, Checkoff assessments are collected nationally, and a percentage of the collections are returned to state pork associations to support local programs. A formula determines the allocation for each state, ranging from 16.5 percent of state collections for larger states to 39 percent of state collections for smaller states. On average, 20 percent of the national collections are returned to state pork associations. Available funds for national programming are:
$73.2 m Gross Checkoff collection revenue 5.0 m Reserves .5 m Investment & other income $78.7 m Total funds available (14.0) m Return to state $64.7 m Net funds available (1.5) m Swine Health Information Center (63.2) m Spending limit approved by Board of Directors 0.0 m Surplus
D. Support Costs There are basic costs of doing business that any organization must account for before determining variable dollars that may be used for program spending. These costs include employee compensation, overhead, depreciation of assets and central services for items such as accounting, information technology and USDA oversight. The following is a summary of those costs:
Compensation:Compensation includes salaries, bonus, payroll taxes, health and dental benefits that the organization cost shares with employees, retirement fund contributions, and life and long-term disability insurance.
Overhead and Depreciation:Overhead and depreciation consists of expenses such as building rent, utilities and insurance; building equipment and ground maintenance; telecommunications; depreciation of technology including but not limited to computers, servers and copiers; and the annual payment for The Other White Meat trademark that was purchased from the National Pork Producers Council in 2006.
Central Services: Central services are the costs that support the Pork Act annual delegate meeting, board of director meetings, board committees, state administrative reviews, legal, intellectual property, economic and market forecasting services, leadership development and anticipatory issues management, IT and finance/ accounting/risk management support, meeting and travel coordination and human resources.
E. 2018 National Programming Availability After deducting overhead, central services and compensation from available national funds, the balance represents the $36.5m is available to implement 2017 Checkoff programming. $63.2 m National fund availability (8.2 m) Program support staff (9.9 m) Support/Overhead cost (3.0 m) Pork the Other White Meat (AMS approval pending) $42.1 m 2018 Checkoff program funding
2018 Financial Budget • 11 VII. Strategic Plan and Operating Budget Course of Action The 2018 strategic plan and operating budget follow. The goals are defined as areas of focus where Checkoff resources should be invested. The goals are determined by the board of directors and not presented in priority order.
The objectives define what the Pork Board wants to have happen with each goal. The objectives were established by the board of directors and objectives for each goals are not presented in priority order.
The tactics determine how the Pork Board will successfully implement a strategic intent. The tactics were decided by program committees, the Plan of Work Task Force and staff and not presented in priority order. Note: many tactics are linked and dependent on each other.
VIII. Budget by Goal NPB Plan and Budget, 2018 Budget Year • Report Total: $77,176,806 • Program Total: $42,024,356
Goal #1: Build Consumer Trust–Working collaboratively with food-chain partners, the National $7,128,625 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. Objective #1 - By 2020, producers accounting for 50 percent of U.S. pig production will annually $135,065 report sustainability performance metrics to a National Pork Board-sponsored sustainability measurement and reporting system. Tactics: 3.) Sustainability Program Management and Committee Support $125,000 Program Management & Staff Travel & Training and Committee Support. Producer and stakeholder educational materials development. Recruitment of producers and major production system in use of the Pig Production Environmental Footprint Calculator (PPEFC) and sharing of aggregated data. Rationale:Ongoing dialogue with and education of various stakeholders regarding the significant steps pork producers have taken and are taking will better educate those stakeholder groups on the positive environmental sustainability efforts of pork producers. Significant use and sharing of aggregated data from the PPEFC demonstrates pork producer commitment and provides needed data to document continuous improvement on the part of pork producers. Specific & Measurable Objectives:Support meetings of the Sustainability Committee in February & July supplemented by conference calls as needed to provide program direction and oversight. In collaboration with Domestic Marketing Social Responsibility, Producer Services and Communications Departments, convene 3 focus group sessions to dialogue with stakeholder segments (producers, consumers and chain partners) regarding segment expectations to assist the Sustainability Committee in formulating future program and research guidance. Fund production of environmental and sustainability educational support materials to include: • More robust materials on pork producers environmental sustainability efforts for inclusion in Operation Main Street materials and/or a separate sustainability oriented OMS. • Materials to educate pork producers on market drivers, consumer attitudes / perceptions, and customer / consumer demographics. • Materials to educate producers on and assist them in meeting reporting requirements under federal EPCRA and CERCLA legislation and regulations once finalized by federal agencies. Contact 5 production systems to solicit use of and sharing of aggregated data from the PPEFC.
2018 Financial Budget • 12 4.) Sustainability Digital Strategy Support $10,065 Financial support for digital communications teamto upgrade / update sustainability programpresence on Pork.org website and social media platforms. Rationale:It is critical that producers, consumers and millenials, and chain partners look to the National Pork Board as the authoritative source for information regarding the sustainability of modern pork production. The Internet and social media websites are the most common places people go to search for information in this modern age. It is therefore imperative that the sustainability program presence on the Internet and social media platforms be updated, upgraded and maintained in a manner that makes that information the top source people see when searching for information on pork production sustainability efforts. Specific & Measurable Objectives:Sustainability program information will be placed into and maintained in a form and format compatible with the new Pork.org website and social media platforms so as to be more readily apparent and available to parties seeking information on pork’s sustainability efforts. Objective #2- By 2020, the region- and production-weighted national average carbon footprint $283,750 of the U.S. swine herd will be reduced 5 percent from a 2014 baseline of 2.87 lb. CO2e/lb. live weight of pigs at the farm gate. Tactics: 1.) Environmental Sustainability Research $283,750 Fund research on practical, cost effective management practices or technologies to mitigate carbon, water, air and land impacts from swine production. Determine the sustainability expectations of stakeholders (producers, consumers and chain partners) to better target technical research in the areas having the greatest impact. Determine the most effective means of communicating the results and findings of completed research and program efforts to the various stakeholder segments (producer, consumer chain partner) to foster a better understanding on the part of those segments regarding the efforts of pork producers furthering the achievement of Goal #1. Funding alocated to this objective will also cover research efforts under Objective #3 of this goal. Rationale:Development of technologies and production practices producers may use as best fit their individual production systems will be critical to continuous efficiency improvement and reduction in the carbon, water, air and land impacts from swine operations necessary to achieving the objective of reducing the region and herd-weighted carbon, water, air and land footprints on a live animal weight basis at the farm gate by 2020. Developing a better understanding of the environmental and sustainability concerns of all stakeholders (producer, consumer, chain partner) wil be critical to better targeting future research efforts to address those concerns. More effectively targeting, tailoring and communicating the results and findings of completed research and program efforts to various stakeholder segments (producer, consumer chain partner) will develop a better understanding on the part of those segments regarding the efforts of pork producers furthering the achievement of Goal #1.
2018 Financial Budget • 13 Specific & Measurable Objectives:Assess through meta-analysis, life cycle assessment, laboratory and/or field research the carbon, water, air and land impacts associated with: use of alternative feed ingredients and sources; use of alternative production systems; employing alternative animal marketing strategies and/or employing mitigation technology and/or practices. In colaboration with Domestic Marketing Social Responsibility, Producer & State Relations and Communications departments, complete an in-depth survey and analysis of the significant environmental and sustainability questions and issues of interest to various stakeholder groups (producers, consumers, chain partners) in order to better guide future research and program efforts. In collaboration with Domestic Marketing Social Responsibility, Producer & State Relations and Communications departments and external parties, complete an analysis of the most effective means of targeting, tailoring and communicating the results and findings of completed research and sustainability program efforts to each of the stakeholder segments (producer, consumer, chain partner). Objective #4- By 2020, the public health risk of prioritized foodborne pathogens in pork will be $440,500 reduced from 2015 levels, with initial focus on achieving a reduction in the sero-prevalence of Toxoplasma gondii in sows (by 10 percent) and in market hogs (by 5 percent) and a reduction in the prevalence of Salmonella spp. in pork trimmings (by 10 percent). Tactics: 1.) Needle Management and Materials $60,000 The PQA Plus Task Force, Pork Safety, Quality and Human Nutrition Committee, swine veterinarians and packers have identified broken needles as a key issue. The goal of needle management and materials is to develop educational materials and tools for producers, caretakers, and vaccination crews to utilize for management practices and caretaker purposes to implement on-farm. This educational effort will be used to lowering the incidences of broken needles on the farm. Needles found at the packing and processing plants will measure this incidence level. Rationale:There is an increased prevalence of broken needles being identified both domestically and internationally. It is presumed that since the Veterinary Feed Directive became effective there is the likelihood of increased needle usage. Therefore, this tactic will address updating previously created needle management materials. These materials are outdated and include PQA Plus content, the “One Is Too Many” program, and fact sheets and papers authored by arranged expert panels and veterinarians. A task force will be created to address this issue and meet in-person and over the phone to identify gaps and create educational material for producers, caretakers, and vaccination crews on proper needle size and length, injection site, animal restraint, disposal, and communication points between the producer and packer if a pig is susceptible to carrying a broken needle. Supporting staff will generate communication talking points on the broken needle issue and worker safety by developing an educational video and hold a future needle symposium creating awareness to the key issue. Broken needles not identified in pork could be detrimental to our pork market and industry. Specific & Measurable Objectives:The tactic will support investigation through literature reviews, arrange an expert panel to author fact sheets and papers on the issue of increased prevalence of broken needles and work to develop a plan to reduce the prevalence through educational materials. Work to develop a database that will be utilized to determine the broken needle incidence level.
2018 Financial Budget • 14 2.) Toxoplasma Research $50,000 The Pork Safety, Quality, and Human Nutrition Committee is addressing pork safety research in relation to Goal 1, Objective 4 to reduce the sero-prevalance of Toxoplasma gondii in sows by 10% and market hogs by 5%. Rationale: The Pork Safety, Quality, and Human Nutrition has identified Toxoplasma gondii as a pathogen of interest and included it as an objective in the 2020 National Pork Board Strategic Plan for Goal 1, Objective 4. Therefore, the Committee is interested in reducing its sero-prevalence of this specific parasite which can impact whole muscles and tissues in pork and has been identified as a research priority. Pork Checkoff is the only resource for funding food safety topics relevant to the pork industry. Specific & Measurable Objectives: The Pork Safety, Quality, and Human Nutrition Committee will fund research to lower the sero-prevalence baseline of Toxoplasma gondii in sows by 10% and market hogs by 5%. 3.) Pork Safety Research $240,500 This tactic will support the Pork Safety, Quality, and Human Nutrition Committee in addressing the 2020 Strategic Plan Goal #1, Objective #4 by funding research on emerging issues on foodborne pathogens in the pork and food safety industry. Rationale:As a part of the National Pork Board’s 2020 Strategic Plan, the Pork Safety, Quality, and Human Nutrition will focus their efforts to reduce the levels of prevalent foodborne pathogens set by baseline data. Research will also include studies to stay in compliance with federal regulations, identifying pathway analysis, interventions, and mitigations on- farm and in the packing or processing facilities of prevalence pathogens like Salmonella, Campylobacter, Shiga-toxin E coli. (STECS), E coli. O157, non-O157 Toxoplasma gondii, MRSA, Yersinia, enterocolitica,and indicator organisms. Conducting food and pork safety research is essential to control access to various markets both domestically and internationally. As well, to ensure consumers that the pork industry is producing a safe, and wholesome pork product. Pork Checkoff is the only resource for funding food safety topics relevant to the pork industry. If the Committee does not establish a baseline there is potential risk that could ultimately impact the public health in addition to our producers and product. Specific & Measurable Objectives: The Pork Safety, Quality, and Human Nutrition Committee will fund research to reduce the prevalence of Salmonella spp. in pork trimmings (by 10 percent) and address all foodborne pathogens in the pork industry that have the potential to impact the public health. Interventions and mitigation factors will be developed from the pre- and post-harvest pork safety research results. 4.) Pork Safety Program Management $80,000 The Pork Safety, Quality, and Human Nutrition Committee will meet to discuss and determine tactical, programming, and responses to domestic and international pork safety, quality, and human nutrition issues pertaining to the pork supply chain. Issues will be addressed and managed by the committee through various group meetings to evaluate pork safety research on developing issues, and provide technical expertise at events that have the potential to impact the pork industry and markets.
2018 Financial Budget • 15 Rationale:The Pork Safety, Quality, and Human Nutrition Committee will meet face-to- face at minimum twice during 2018 (in the spring and summer). Producers are encouraged to attend various scientific meetings such as the United States Animal Health Association (USAHA), SafePork, American Meat Science Association’s annual Reciprocal Meats Conference (RMC), American Dietetic Association (ADA), Institute of Food Technology (IFT). Additionally, as needed, staff members will travel. They will be a liaison on NPB’s pork safety efforts to different segments and stakeholders in the pork industry. Staff will dynamically engage in communication/conversation with research agencies. Staff will monitor and respond to issues and concerns in the pork industry applicable to pork safety, quality, and human nutrition to effectively retort with science-based research. Specific & Measurable Objectives:The tactic will support the Pork Safety, Quality, and Human Nutrition Committee members to meet twice a year in-person to review the 2020 Strategic Plan goals and objectives pertaining to Pork Safety. Specifically, Goal 1, Objective 4 is to reduce the sero-prevalence of Toxoplasma gondii and Salmonella spp. Additionally within this tactic, $6,000 of the budget has been identified to support two staff members for 2018 staff training. 5.) Pork Safety Digital Strategy $10,000 This tactic will support the creation of digital outreach on pork safety programming and research. Rationale:Collaboration between the Pork Safety supporting staff and the Digital Strategy Team will generate digital outreach for educational tools producers can implement on-farm and other tools or methods for other audiences in the pork supply chain related to pork safety. Pork.org will be the main platform to obtain knowledgeable Pork Checkoff-funded pork safety information. This tactic will include the development of an educational tool producers and other pork industry segments can utilize like how to prevent and eliminate broken needles in order to protect the people, pigs and planet. Specific & Measurable Objectives:Pork Safety supporting staff will collaborate with the Digital Strategy Team in developing digital outreach and communication tools for producers and other segments of the pork supply chain related to pork safety issues, programming, and research. Objective #5 - By 2020, the National Pork Board will achieve a 2 percent improvement in overall $1,211,810 animal well-being scores as compared with 2015 PQA Plus® Site Assessment data. Tactics: 1.) PQA Plus Advisor/Trainer Grant Program $10,000 Swine educators devote a large amount of time to support certification programs. This grant program will support PQA Plus program delivery and encourage advisors/ trainers to help create more PQA Plus learning/certifying opportunities for producers. A grant application process will be developed. A pricing structure based on number of certifications and/or site assessments processed in the previous year will be implemented to determine the amount of the grant. A final report or summary will be required for payment of grant. Rationale:This is the only funding available to support those individuals who are delivering certifications programs to producers on the farm. This cost share doesn’t stay at the state level and supports those state and field extension specialists, helps of set any costs they may have such as mileage, room rental, equipment rental, etc. Specific & Measurable Objectives:Four states apply for the assistance for their Extension agents. 2.) Youth for the Quality Care of Animals (YQCA) $60,000 Partnering with other protein specie groups to release the Youth for the Quality Care of Animals (YQCA). Continue development of years 2-4 of the YQCA program. The YQCA program will be for youth ages 8-19 to educate them on quality assurance, food safety, public safety and animal well-being. 2018 Financial Budget • 16 Rationale:Having one common national youth livestock quality assurance program complete by 2017, recognized by all protein species groups as well as a mandatory requirement for all youth to participate at national shows. Currently there are several states that have developed their own state equivalent programs that encompass all species and have been approved by the Youth PQA Task Force as a comparable program to Youth PQA, as well as other species groups have their own quality assurance program. So by forming a partnership and developing a program to incorporate all the important requirements of the current programs and have youth certified in one industry recognized youth certification program. Specific & Measurable Objectives:The YQCA program is a partnership made up of the six other protein species groups, eight state equivalent programs, junior associations, junior livestock shows, to provide one common industry youth livestock quality assurance program to maintain expectations as well as reduce the general cost of maintaining the Youth PQA Plus cost. Identify the state contacts for the 4-H and FFA programs and provide the YQCA program information. 3.) Youth PQA Plus $38,000 Youth Pork Quality Assurance (YPQA) Plus is an extension of the PQA Plus program, focusing on youth ages 8-19. This program will deliver educational quality assurance materials to youth in the pork industry. States with multi- species quality assurance programs will meet minimum national standards to certify youth in YPQA program. Rationale:There are over 23,000 youth reached by the YPQA program annually. This is an expanding portion of our industry with a great deal of visibility to the public. Ensuring that youth are educated and committed to the same ethical principles as the rest of the industry is an important objective. Managing the swine messaging to youth raising swine and how they should properly raise and care for their animals. Specific & Measurable Objectives:This will be a maintenance year as we transition over to the new Youth for the Quality Care of Animals (YQCA) program. Maintain the messaging of the swine industry to youth on how to properly raise and care for an animal. Increase the awareness of the YPQA program and the YQCA program to the state 4-H and FFA programs. Identify the state contact for 4-H and FFA, as well as five shows that transition this message and make them aware of the YPQA program transitioning over to the YQCA program and how this will effect the 8 state equivalent programs, as well as the 3-year grandfather period for those youth certified in YPQA. 4.) PQA Plus $983,810 PQA Plus is a program focused on animal care and producing safe food. In addition, the PQA Plus program highlights the importance of protecting public health, safe guarding natural resources and providing a safe work environment. Individual training results in certification after completing an educational training and then passing a test to verify understanding of the materials. On-farm premises assessments allow sites to achieve site status. The aggregate data demonstrates with Packers and customers the credibility and continuous improvement achieved by the industry through the PQA Plus program. This is a revision year. Rationale:Packers and Customers continue to rely on PQA Plus as a tool to demonstrate to their customers the commitment of the US pork industry to the ethical principles expressed through We Care. PQA Plus is the basis from which a common industry audit platform was built during 2014. PQA Plus synchronized the educational resources and site assessment with the Common Swine Industry Audit tool and database in 2016, revised to meet changing industry needs. Specific & Measurable Objectives:Compare the PQA Plus program and site assessment aggregate data with the Common Swine Industry Audit tool aggregate data. Build the second phase of the site assessment tool.
2018 Financial Budget • 17 5.) International Pig Welfare Symposium $20,000 We will host a three-day international symposium dedicated to the welfare of pigs on-farm. The symposium will offer producers, processors, retailers, government officials, NGOs, animal scientists, veterinarians and students the opportunity to discuss, debate and learn about the current and emerging welfare issues that face the swine industry. Specific objectives of this symposium are to disseminate recent research findings and recommendations, discuss solutions to current issues, refine the swine industry’s welfare research agenda, and network with others in the pork supply chain. A dynamic program will be developed to feature nationally and internationally renowned speakers, multiple brief presentations of research reports, hands-on workshops, poster sessions, an exhibit area, and a networking reception. The agenda will focus around topics of animal care and well-being and emphasize components of the We Care animal well-being ethical principle. This conference will have a planning committee that meets once per year to evaluate and develop the conference agenda. Rationale:As the area of animal welfare continues to be a priority for the swine industry, there is a need to bring together producers, veterinarians, packers, researchers, and other stakeholders to communicate advances in research, learn how to apply practices and technologies on the farm, and discuss attitudes and perspectives on the animal welfare issue. The symposium will provide a forum for sharing ideas, learning from other segments of the industry, and fostering dialogue on animal welfare related issues. The US swine industry plays a significant role in the global marketplace so the symposium should incorporate international viewpoints as well. The beef industry has held four symposiums and the dairy industry held their first symposium in 2012. This symposium represents the first of its kind in many different ways. November 2017 was the first meeting of its kind and scope to devote its entire program to the translation and transfer of knowledge pertaining specifically to swine welfare. Such information is critical to the swine industry, both locally and abroad, and will no doubt shape the way that swine are housed, managed, handled, and fed in the present and future. Specific & Measurable Objectives:The themes and topics for the symposium agenda will be developed based on industry vulnerabilities identified from results of the common industry audit and Animal Care Benchmarking Survey. The planning committee will meet to evaluate feedback from the 2017 PWS and begin planning the 2019 event. 6.) Continuous Improvement Research and Education $100,000 Based on PQA Plus site assessment data, we will identify areas for improvement where the solution requires additional research. Requested dollars will be used to fund projects that identify ways to improve animal care and ultimately improve site assessment scores. Rationale:The Strategic Plan objective is to improve PQA Plus site assessment scores by two percent. By identifying where the opportunities for improvement lie, we can focus efforts to help producers improve their site assessment scores. Specific & Measurable Objectives:We will identify one area from the PQA Plus site assessment that has room for improvement. Depending on the need, we will either put forward a competitive research cal to fund at least one proposal that meets the identified objective to improve animal care or we will develop educational materials to assist producers implement the good production practices of PQA Plus. Completed research results will be used to develop educational materials for producers and help to improve overall PQA Plus site assessment scores. Objective #6- The National Pork Board will implement an Enterprise Risk Management System $400,000 (ERMS) to prevent or mitigate the industry’s prioritized threats and capitalize on its opportunities.
2018 Financial Budget • 18 Tactics: 2.) Media Monitoring $135,000 Media monitoring is used to guide issues management and crisis management response based on the “triggers” plan. The majority of this monitoring will be on issues as they arise, but it will be part of the baseline measurement to understand the overall impact we have in media coverage related to pork industry and thus how to improve that coverage. This monitoring serves as the critical foundation to the Crisis Response program. This monitoring would focus on traditional media as well as the rapidly changing social media. This monitoring would also serve as a tool to daily issues response and crisis response. Rationale:Closely monitoring and evaluating the coverage of the pork industry and issues related to the industry provides the guidance to respond to the issues before they reach the crisis stage. Through media monitoring we are able to track the actual coverage and tone of an issue, thus assisting in determining the response. Triggers have been developed that help us to respond based on true coverage. We are also able to go back and collectively look at this data to determine long-time attitude and tone of media coverage and what areas need the most attention. Specific & Measurable Objectives:We will monitor quantity, sentiment and spokespeople in topics of interest to measure their coverage in the media--both traditional and social media. The amount of issues monitored depends on the amount of issues impacting us, but in a normal year we expect to do specialized monitoring on at least 10 issues and have monitored nearly 30 in a year. We will also conduct daily media monitoring of the top Vulnerabilities to assure we are aware of challenges and changes. 3.) Industry Coordination and Communication $15,000 Initiate ongoing communications directly with packer and processor industry leaders in order to keep each current on NPB efforts. This is part of proactive outreach and budget supports quarterly webinars and one face to face meeting per year. Rationale:In a fast-moving industry, it is critical to maintain ongoing communications with key industry leaders. This tactic is expanded from its traditional implementation via the crisis communications planning budget, but specifically supports channel outreach. With the addition of a channel communications staff person in 2018, quarterly webinars and annual face to face meetings are necessary to engage and keep this important audience informed. It is supported by consistent email communications as well. Specific & Measurable Objectives:Measured by scheduling specific quarterly webinars and by increased attendance by packer and processor industry members. Plan is to schedule as many as three webinars per year. Additionally, attendance at annual face to face meeting to be held late in FY 2018. As part of each meeting, collect input and evaluation of individual meetings via follow up survey and direct 1:1 outreach. 4.) Risk Communications/Crisis Preparedness & Management $150,000 Risk and Crisis Communications supports response coordination across the industry through producers, state associations and related organizations. Participation in the FMD Cross-species team, drilling of response and plans as well as assisting states associations and producers, forms a strong foundation to pork issue/crisis response. The majority of this budget is allocated to agency support of our crisis response, meeting coordination and implementation of drills, spokesperson identification and training. Rationale:Crisis preparedness and planning is designed to help us prepare to deal issues and crisis. We also must be prepared to respond to issues that are disrupting the normal business of the industry or potentially harming the reputation of pork or pork producers. These tactics were created as the backbone of that planning and response.
2018 Financial Budget • 19 Specific & Measurable Objectives: • Develop and update a crisis plan to serve as a the guiding principles of crisis communications preparedness. • Stage an in-person crisis drill including staff, industry partners, and government officials to test/revise industry crisis plan. • Work directly with packers and processors, through on-going crisis meetings, to build awareness of the industry crisis plan. • Fully participate in the cross-species FMD team supporting/participating in research, drills, quarterly in-person meetings and monthly calls. • Continue to support the crisis texting tool and build plan for appropriate use. 5.) Issues Management/Enterprise Risk Management System $100,000 The Issues Management process will help identify issues that could impact producers, the pork industry or the National Pork Board. Creating a prevention plan, preparedness plan and responding to the issue is critical to our industry. Additionally, as defined by the strategic planning task force, the National Pork Board will implement an Enterprise Risk Management System (ERMS) to prevent or mitigate the pork industry’s prioritized threats and capitalize on its opportunities. The planning will continue for full functionality through 2020. Rationale:Managing an issue at the earliest possible stage can help protect the industry against more crisis work. It also can help identify opportunity and not just be responsive to negative situations. In the past, the Pork Checkoff has focused on communication strategies only in terms of managing industry risk. A defined ERMS will build upon this work and include financial drivers that are important to industry viability. In 2015, the team constructed a business recovery model and issues identification/management process. Planning for the project will be assigned by the strategic planning process and remain in place through 2020, building upon each year’s cumulative success. Specific & Measurable Objectives: • Through the Vulnerabilities Assessment process, identify and prepare for key issues to assure we are prepared to respond and can help prevent their occurrence, where possible, with spokespeople, talking points and response plans. • Implement an Issues Assessment protocol and convene an issue team at least 4 times in 2018 to address leading issues. • In 2018, continue ERMS plan deployment, refine objectives and path forward to accomplish defined priorities. • Align individual functional priorities (Sci-Tech, Communications, Marketing, channel, trade and Communications) so that each functional area feeds its policies and procedures into a single Pork Checkoff ERMS plan. • Define Communications and message priorities. • Define Financial and Business Recovery priorities. • Work with allied industries to assure that the new Pork Checkoff ERMS is consistent with industry priorities and delivers value to producers and interested third parties. • Support travel and expenses through other defined other Communication budgets. Objective #7- By 2020, the National Pork Board, in cooperation with food-chain partners, will $4,657,500 continue to address public concerns related to animal care and health and will improve the perceptions of engaged consumers toward modern pork production by 10 percent, as measured by an annual tracking study.
2018 Financial Budget • 20 Tactics: 1.) Operation Main Street $650,000 Operation Main Street (OMS) will continue to empower producers to tel pork’s positive stories. We will have more OMS 2.0 speakers out talking to higher-end audiences in larger populations. We wil continue to add OMS 1.0 speakers for the local level and to encourage recruitment for 2.0. More channel marketing, dietitians and Nurse practitioners presentations and new speeches. Rationale:More speakers want to speak to higher level audiences and we are trying to provide them with those opportunities. With more 2.0 speeches, we need to increase mileage and assistance for travel (about $15,000). Specific & Measurable Objectives:We will train 3 new OMS 1.0 classes with 250 presentations and four new 2.0 classes reaching 550 presentations, with a reach of 82 story placements. 2.) Ag and Mainstream Media Relations $120,000 The Pork Checkoff works with the media to secure positive news impressions and factual information about pork production, pig farmers, pigs and pork. Likewise, opportunities exist for the Checkoff to be present at events with the media including the annual Ag Media Summit, through work with the National Association of Farm Broadcasters, membership in the Livestock Publications Council, and American Ag Editors Association. Budget dollars are used to support these initiatives, including conference attendance, trade show sponsorship, collateral materials development, and ongoing media relations outreach by staff and producer leaders. Rationale:By building relationships with ag and mainstream news reporters, we are best able to communicate about the pork industry, position our spokespeople and messages in the media, and build good will and fair treatment. Specific programs designed toward this end are part of our progressive media relations approach. Specific & Measurable Objectives: • Maintain (Target >85%) positive news impressions as measured on the basis of positive/ neutral/negative tone of coverage. • Proactively position NPB staff and BOD leadership in interviews with consumer-facing and ag news media on a monthly basis. • Attend and sponsor annual Ag Media Summit and National Association of Farm Broadcasters meetings, conducting interviews on site. • Produce 3 radio news segments/week on Checkoff programs to deliver news of interest to pork producers in a minimum of 15 pork producing states. • Create and distribute video for media and state association use. • Respond to media seeking information about the pork industry within 24 hours or less and reduce negative coverage of the pork industry in the media by working closely with reporters. 3.) US Farmers and Ranchers Alliance $1,000,000 We will continue our support for this coalition effort that consists of100 farm organizations and allied industry. The ef ort is focused on building consumer trust in modern agriculture and utilizes a menu of tactics including Food Dialogue events, USFRA Facebook page, FoodDialogues.com, Faces of Farming, and distribution of a major video piece on modern agriculture. This effort is the only one that has successfully brought together all segments of agriculture for a united effort at building consumer trust.
2018 Financial Budget • 21 Rationale:The lack of consumer trust in modern agriculture is the root of many challenges faced by pork producers and farmers in general. This distrust causes retailers and food service companies to enact burdensome procurement requirements and inspires unfriendly regulation and legislation at both the state and federal level. So, while NPB cannot work to influence government, we can address the underlying issue of consumer trust. Specific & Measurable Objectives:An annual perception survey of consumer trust in modern agriculture is conducted to gauge the effort in totality and other metrics are applied to individual tactics (this includes number of viewers of documentary, number of unique visitors to FoodDialogues.com, engagement levels on Facebook, and number of connections made in retail and food service). Other research projects are administered to assess sustainability performance and outreach to millennial audiences. 4.) Promote Pork Industry Reputation (Proactive communications) $235,000 Proactive communications programs will be implemented to defend and preserve reputation of the industry and manage the 2020 strategic plan. This tactic will be accomplished through building and leveraging media relationships, pitching and placing news coverage in national media. Secondarily, we will leverage PR success to C-suite leaders in food service and retail pork customers. The budget will be used to support video production, social media implementation (outside of those tactics defined elsewhere in communications), hire consulting services (PR and ad development), conduct research on specific issues that arise, pay fees for key conferences and special events. Rationale: The pork industry is under attack by social activists that lack attention to detail or, worse yet, choose to incorrectly manipulate industry data to set their agenda. These groups are attack-oriented and unprofessional but can be successful at gaining media attention. Pork Checkoff needs to develop programs and tools from dedicated funding to shape consumer perception, prepare spokespeople and create our own PR and paid media tools to set the record straight and defend our practices. Specific & Measurable Objectives: • Define a list of 10 top-tier and high-profile consumer media and reporter contacts • Secure a minimum of 6 national reporter briefings in 2018, thereby establishing reporter relationships through 1:1 desk-side briefings • Secure 20 million social media impressions by year end. • Consistently achieve 85% positive tone of media coverage (scale of positive/neutral/negative). • Increase balanced news coverage and share results with channel partners through at least quarterly e-mail outreach. 5.) Social Responsibility Communications $550,000 Promote efforts by the Checkoff in support of NPB’s social responsibility platform including the use of antibiotics programs, pain management, sow housing and other programs to support research and producer education. Generate publicity through outreach to key media and influencer audiences, and through the support of special events and opportunities that shape the SR dialogue in the US. Rationale:This is a priority of the Checkoff, defined by the Board in 2015 and consistent with the strategic plan. This effort is scalable and has transitioned from ABX awareness in advance of the FDA guidance 209 and 213. In 2017, DM was restructured to include the creation of a social responsibility platform which requires ongoing communication support to packer, retail and foodservice audiences. Past funding was $500,000 (2016) and this new tactic supports ongoing SR management, expanding beyond ABX only.
2018 Financial Budget • 22 Specific & Measurable Objectives:Measurement efforts include the direct and ongoing outreach to key media and the number of media impressions generated by programs. In addition the number of special events staged, attendance by influencer groups and the social and earned media impressions generated. We also look at the Checkoff support question in the annual survey of pork producers to determine if producers are seeing value in their investment. NPB strives for an industry support of 85 percent or higher. 6.) Communications Program Management - Training $25,000 Establish a Communications Program Management tactic specifically for professional development and training of Communications Department staff. The intention behind this activity is to invest in the industry and technical knowledge of staff and to keep current on changes in the dynamic communications field. Rationale:The intention behind this activity is to invest in the industry and technical knowledge of staff and to keep current on changes in the dynamic communications field. In addition, investment in staff professional development increases employee satisfaction and build morale. It also services to improve the individual performance of each attendee in support of specific client needs (Sci-Tech, Domestic Marketing, Trade, and Producer Services) Specific & Measurable Objectives:Each staff member will be assigned to accomplish up to one professional development activity per year specific to increasing industry knowledge or technical expertise in their specific field. Following attendance and successful completion of activity, staff members will report out lessons learned and improvements identified at the ongoing bi-weekly meetings of Communications team. Progress of attendance and completion will be documented in the midyear and year end performance evaluation. 7.) Communications Program Management - Digital Strategy Team $15,000 Establish a mechanism to fund program improvements in support of adopting Digital Strategy Team concepts into daily Communications program needs. Rationale:The DST is a long-term priority of the National Pork Board and all program areas must set aside budget dollars to invest in improving the efficiency and user experience of key program audiences. Specific & Measurable Objectives:Establish a budget to fund priorities as they emerge. The purpose behind this activity is to invest in DST priorities without taking away from ongoing program needs. Each month, a Communications assessment of DST support needs will be conducted and budget dollars administered to invest in professional communications deployment of tactics. Leadership team will review and assess funding priorities for individual tactics within other functional areas (Sci-Tech, Producer Services, Trade, and DM) and where needed, dollars may be administered to improve the efficiency, user experience and content of individual areas and reduce agency/vendor fees. 8.) Pork Producer Event Trailer $125,000 The Pork Producer Event Trailer will support the Pork Checkoff’s key messages and involve pork producers in the promotion of the pork industry. The trailer is outfitted to focus on how we raise the product and on “Doing What is Right” through the We Care message. Goals of the program will focus on state association and producer involvement to provide the producer-to-consumer interactions as we work to increase positive images of the pork industry. The trailer also will be used in our marketing efforts to bring the awareness of Checkoff programs and messages to producers. This event trailer has also been used in various crisis situations such as hurricane and tornado relief, cooking and promoting pork to victims in time of need.
2018 Financial Budget • 23 Rationale:The pork producer event trailer is the only pork promotional item we have available to state associations to promote pork and programs. The trailer is also available to assist in times of crisis such as hurricanes, floods and tornadoes, to demonstrate pork producers Doing What is Right and showing We Care. Specific & Measurable Objectives:Each event will collect producer demographics and capture the pounds of pork cooked and samples consumed. The success of the trailer will be measured by involving state and producers in telling our story. Outreach staff will work with at least 15 states to create/execute public relations plans to further the message reach and demonstrate our ethical principle of giving back to the community. An event evaluation is conducted at each event, showing number of producers touched, consumers, pounds of pork consumed and messages delivered. Target would be 15 states and 30 total events. 9.) America’s Pig Farmer of the Year Award $400,000 As it comes into its fourth year, the America’s Pig Farmer of the Year Award continues to build on its rationale of creating a consumer-facing program rather than a farmer-focused one. The program selects a single winner (through third-party national judging) who then serves as an industry spokesperson and “face” of American pig farming for one year. The program will continue to be heavily PR-focused to reach desired audiences such as key consumer influencer groups. NPB’s communications team will work closely with any award recipient to create earned media (including social media) that will help tel the story of modern pork production. In addition, to add to the transparency and credibility of the new program, NPB will seek to partner with groups such as government, NGOs, universities,etc., that will also serve as judges in the selection process. Also, as started in 2017, we will continue to engage and leverage the talent of the “runner-up” finalists who are valued spokespeople that can be used in a variety of communications roles. Rationale:The America’s Pig Farmer of the Year Award, will enable the industry to showcase producers’ commitment to socially responsible farming and all of the We Care ethical principles. The recipients of the award and their farm will be featured in a video that will serve as an asset to tel their stories to consumer-oriented audiences. The program will focus on using the recipient as industry spokespeople to key audiences, including traditional and social media. By collaborating with NGOs, higher education, state pork associations, large companies and others, the awards program will build transparency and credibility. This program also fits well within NPB’s current initiatives to create consumer trust in modern pork production in a friendly and accessible way through the first-person narrative of America’s Pig Farmer of the Year.
2018 Financial Budget • 24 Specific & Measurable Objectives: • Recognize the pork producer who embodies and exemplifies all six ethical principles of the We Care initiative as America’s Pig Farmer of the Year (APFOTY). • Position the APFOTY as the pork industry’s highest award of achievement. • Announce the award winner in Chicago to secure coverage from more business-focused media. A satellite media tour will help ensure a minimum number of TV hits and will hopefully continue to increase in number each year as has been the case already. • Share recognition among 300 key decision makers and 35 retail and food service leaders via media tour, reporter briefings and direct contact with C-suite leaders. • Leverage key partnerships with NGOs such as American Humane and major companies such as Wal-Mart. • Leverage all award materials, footage, etc., with all NPB teams to further reach and frequency of messaging. • Position APFOTY as the pork industry’s highest level of achievement and highlight him/ her around media opportunities such as Earth Day/Month to help bring a pork voice to the mix of media coverage. • Success would be measured through earned-media recognition including media impressions, social media performance metrics, and production of collateral pieces. 10.) Transport Quality Assurance (TQA) $170,000 The purpose of the Transport Quality Assurance (TQA) program is to make a positive impact on the pork industry’s animal movement practices through the education and continued training of animal handlers. Those trained wil demonstrate industry-leading techniques that lead to enhanced animal well-being and high-quality pork products. These funds are used for training, printing of materials database management. Rationale:Transport Quality Assurance (TQA) program is to make a positive impact on the pork industry’s animal movement practices through the education and continued training of animal handlers, which packers and customers continue to rely on as a tool to demonstrate to their customers the commitment of the US Pork Industry. Specific & Measurable Objectives:The TQA program tool will synchronize with research results as well as best industry practices. We will maintain or increase the percentage of market hog packers requiring TQA certification to 90% of market hogs transported to market channels in the US. 11.) Social Media - #RealPigFarming $225,000 This tactic helps us reach the goal of creating and owning the conversation around modern pork production through #RealPigFarming. This tactic will be used for content creation (short videos, blog posts, images, web page content) for the Pork Checkoff and state pork association social media channels. This content will be engaging and easily shareable by social media users. Rationale:Social media can be used to carry out a positive and accurate message of modern production, but it can also be used to respond to others comments about our industry. Being prepared to do this through videos and social media platforms is important. Social media is a cost effective way to reach individuals. Information is posted online and shared through social media outlets before major news outlets can break the story. Information on modern pork production will be delivered by presenting values-based messaging.
2018 Financial Budget • 25 Specific & Measurable Objectives:We will create more Meet the Real Pig Farmers of America videos. These videos will add to our video asset library. Videos will be distributed via YouTube, pork.org, porkcares.org, Facebook, Twitter, Instagram, RealPigFarming.com and other platforms. Success is measured by number of views, with a goal of 500 views/ video. We will create additional shorter :15 second videos from our photo and video archive. We will share these videos as content on social media channels and as ads on channels, such as YouTube. We will train employees and contract growers, at a pork production company, in basic social media skills. Success includes participation in the #RealPigFarming conversation by these producers, as measured by completion of milestone program. We will train 12 university students to post positive information on modern pork production. This training will be conducted two times a year. Success is measured by completion of the milestone program by students. We will track the conversation around #RealPigFarming on social media, this tracking will gauge the conversation and interaction among pork producers and supporters of the industry. Success is measured by number of posts and impressions of the #realpigfarming hash tag, with a goal of 200 posts and 250,000 impressions each month. We will promote posts on social media channels and create video ads. Social media advertising has a very strong ROI and in some instances it’s important to strategically promote some posts so that others ones are seen. On a recent trial, a video ad was run on YouTube. The total cost per view was $0.01 with more than 14,000 users watching the video all the way until the end. We will create easily shareable content that will be housed on the #RealPigFarming blog on Porkcares.org. This content will be shared with trained social media spokespeople and other agriculture content through our social channels and a bi-weekly social idea email. Success is measured by number of page views on the blog section of the site, as well as time spent on site through data from Google Analytics, with a goal of 100 page views per post. 12.) Partnering Key Influential Bloggers with Pork Producers $60,000 This tactic provides for telling the story from farm to fork. We will connect farmers with influential bloggers through events and farm tours. The focus of blogger outreach will be on NPB programs including promotion of #RealPigFarming, We Care principles, animal care and welfare, modern agriculture production efforts and sustainability. Rationale:From mommy bloggers to food bloggers to journalists who blog, news is getting shared broadly and rapidly. Blogs provide these authors a way to go in-depth on subjects that they may not otherwise have the opportunity to do in traditional media. The Pork Checkoff has an incredible story to share with pork producers from across the country and can tel this story to many audiences through bloggers. Specific & Measurable Objectives:To have each blogger chosen post one blog post on their blog about the blogger tour and what they learned. Encourage each blogger to post on their Twitter, Instagram and Facebook accounts at least four times during their farm visits. To have at least 1 million impression of posts about the tour from the bloggers who participate in the event. 13.) Creating Partnerships within Ag Community to Reach Social Media Influencers $2,500 By working with groups such as American Farm Bureau, Center for Food Integrity, U.S. Farmers and Ranchers Alliance, Animal Ag Alliance, AgChat Foundation and others, the Checkoff can increase the reach of positive agricultural messages to key social media participants. Budget dollars are used for sponsorship opportunities (i.e. Ag Chat) and to hold training sessions for defined spokespersons and for the Animal Ag Alliance College Aggies Online sponsorship.
2018 Financial Budget • 26 Rationale:The influence of social media has sky rocketed over the last few years. To be impactful in social media, you must always be in the conversation. This tactic helps assure the message of modern pork production will be carried by others through social media. The goal is to allow pork producers to participate in training and in agricultural focused events for key social media players. This tactic addresses the reputation of modern agriculture vulnerability. It fills in the gap of resources to reach more people and also allows for the strengthening relations with allied industry. Specific & Measurable Objectives:To create positive discussion in the blogosphere on the pork industry sustainability effort as measured by a 10 percent increase in the positive modern pork production over the 2014 social media benchmark. 14.) Common Swine Industry Audit Support $60,000 NPB will assist with maintenance and leadership of the Common Swine Industry Audit platform that was developed and introduced in 2014 by the Industry Audit Task Force. Rationale:The Industry Audit Task Force developed a Common Industry Audit Platform to be used for verifying on-farm animal welfare. Specific & Measurable Objectives:NPB will continue to facilitate the Industry Audit Task Force and encourage all packers to adopt and fully participate in the Common Industry Audit Platform. NPB will also support PAACO swine audit training to promote certified swine auditors. 15.) Safe Pig Handling 2 $150,000 Safe Pig Handling 2 is a training resource for barn level workers that expands the topic areas covered in the Safe Pig Handling resource created in 2013. Rationale:Safety training resources for hog production are few. The Pork Checkoff Safety resources are highly rated and utilized by producers. Safe Pig Handling was developed on the recommendation of the safety summit in 2013. The Producers attending the summit suggested topics that should be included, some of which were developed for the initial Safe Pig Handling. This tactic will further reflect the recommendations of the summit, in the development of further essential topics. Specific & Measurable Objectives:Safe Pig Handling 2 will follow the format of the Safe Pig Handling resource. Resources will include videos, PowerPoints and “hard”’ training materials for training in varied environments and locations. An outside vendor will develop the materials which then be available on the Pork Checkoff LMS. 16.) Pain management strategy implementation $25,000 A gap analysis was performed to identify potential limitations to mitigate or eliminate pain in pigs and a strategy developed for how to address and overcome these limitations. Rationale:Producers have an ethical obligation to protect and promote good animal welfare. The Animal Welfare Committee has identified pain management as a focal priority for resource allocation. It is possible for pigs to experience pain at some point in their life. There are currently limited options for how to manage or mitigate pain in pigs. Specific & Measurable Objectives:We will work to implement the strategy developed in 2017. 17.) Producer/Public Health & Workplace Safety Program Management $95,000 This tactic will support the travel and activities of the Producer, Public Health and Workplace Safety Committee (PPHWS) and supporting staff.
2018 Financial Budget • 27 Rationale:This tactic directly supports Goal #1, Objective 7 of the strategic plan: By 2020, the National Pork Board, in cooperation with food-chain partners, will continue to address public concerns related to animal care and health and will improve the perceptions of engaged consumers toward modern pork production by 10%, as measured by an annual tracking study. Perceived and real risks to public health associated with swine production practices can have a considerable impact on the industry. Public and regulatory misconceptions on issues including antibiotic use and resistance, environmental/community health and workplace safety can have considerable negative impacts on the industry. The Producer, Public Health and Workplace Safety Committee, formed in 2012, has an essential role in identifying related research and educational needs of producers and their employees to protect producer and employee health and safety and providing strategic direction for workplace health and safety programming to support industry priorities. Scientifically sound research and programming prioritized by the PPHWS Committee producers and subject matter experts is necessary to better understand and communicate the theoretical versus real risks associated with these public health issues. Specific & Measurable Objectives:This tactic will support two in-person committee meetings and staff participation in industry meetings/teleconferences and/or subgroups/ focus group meetings that will gather and provide intelligence for use by the industry and stakeholders to address research, profitability, commerce, trade and help address issues that could cause negative impacts to the industry. The committee will identify industry priorities, review research proposals and monitor and respond to issues in the pork industry relative to public health and workplace safety in a science-based manner and in accordance with pork producers’ ethical principles to prevent and mitigate the industry’s prioritized public health threats. Also within this account $3000 has been identified to support training for the NPB Public Health Veterinarian. 18.) Antibiotic Use & Resistance Practices, Data Collection Strategy and Research $400,000 This 2018 antibiotic tactic will fund research to address pork industry antibiotic research priorities previously established by a joint committee research task force with representatives from each of the National Pork Board’s Science and Technology Committees and the Producer, Public Health, and Workplace Safety Committee. Programming will be continually assessed and developed (PQA Plus, fact sheets, newsletter) to support producers in understanding and complying with recent changes to antibiotic use production practices, including the loss of growth promotion uses (FDA Guidance 209), implementation of the FDA Veterinary Feed Directive (VFD) Rule and on- farm antimicrobial data collection. Antimicrobial use and resistance data collection models and metrics applicable to the U.S. pork industry (cost, feasibility and consequences and/or value to industry) will be assessed to develop producer guidelines to assist with FDA’s intent to collect more on-farm data. Technical working groups will meet to identify research priorities, to manage claims from public interest groups and, through credible experts, to disseminate scientific material to producer and the public to support consumer confidence in the safety of pork production.
2018 Financial Budget • 28 Rationale:This tactic directly supports Goal #1, Objective 7 of the strategic plan by proactively addressing several key issues regarding antibiotic use and resistance in the swine industry (research, antibiotic data models and metrics and expert input) that will continue to address public concerns related to animal care and health and will improve the perceptions of engaged consumers toward pork production. Perceived and potential real risks to public health associated with swine production antibiotic use practices can have a considerable impact on the industry. Public and regulatory misconceptions surrounding these issues as well as the introduction of FDA Guidance 209, restricting the use of antibiotics for growth promotion uses, and Guidance 213 and the Veterinary Feed Directive Rule can also have impacts on the industry. Increasingly, a major focus of discussions has been the various estimates of quantities of antibiotics used in food animals. A lack of data and the application of scientifically valid models to estimate the quantities of antibiotics used in food animal production has allowed for gross misstatements by opposing groups about the amounts of antibiotics used in food animals versus humans. A European Union Directive mandating antibiotic data collection in food animals and the initiation of national antibiotic data collection programs in individual EU countries have stimulated action in this area in the US. Strategic planning on collecting antibiotic use and resistance data using scientifically valid models is necessary to support the pork industry as leaders in informing regulatory action and demonstrating continual commitment to good production practices for responsible antibiotic use. Third party expert consultants and authors provide staff and the industry with a level of expertise that allows for strategic management of antibiotic use and resistance issues. The input from these experts will counteract public misperceptions and will assist in identifying industry programming to address emerging antibiotic use and resistance issues. The credibility of these experts and groups allow for the industry to position itself as a key player to proactively address emerging issues and protect public and producer health. Research findings will be used to inform a variety of audiences about the animal health and welfare and public health advantages of therapeutic uses of antimicrobials. Specific & Measurable Objectives:This 2018 antibiotic tactic will fund research to address pork industry antibiotic research priorities established by a joint committee research task force with representatives from each of the National Pork Board’s Science and Technology committees and the Producer, Public Health, Workplace Safety committee. Programming will be continually assessed and developed (PQA Plus, fact sheets, newsletter) to support producers in understanding and complying with recent and impending changes to antibiotic use production practices, including the loss of growth promotion uses (FDA Guidance 209), implementation of the FDA Veterinary Feed Directive (VFD) Rule and on-farm antimicrobial data collection. Antimicrobial use and resistance data collection models and metrics applicable to the U.S. pork industry (cost, feasibility and consequences and/or value to industry) will be assessed to develop producer guidelines to assist with FDA’s intent to collect more on-farm data. Technical working groups will meet to identify research priorities, to manage claims from public interest groups and, through credible experts, to disseminate scientific material to producer and the public to support consumer confidence in the safety of pork production.
2018 Financial Budget • 29 19.) Technical Support to Manage Producer/Public Health and Workplace Safety Challenges $40,000 This tactic will identify key relations (contacts/subject matter experts) and support ongoing collaboration with strategic partners and provide technical background resources to prevent or mitigate the industry’s prioritized producer and public health threats and improve perceptions of engaged consumers towards pork production. Funds will support travel and meeting of working group participants, consultant fees for third party experts to conduct literature reviews and white papers, and travel and meetings with strategic partners (e.g. CDC, USDA One Health Of ice). Within this tactic $10,000.00 has been identified to support a digital strategy for delivery of public health and workplace safety educational materials. Rationale:This tactic directly supports Goal #1, Objective 7 of the strategic plan by engaging in strategic partnerships and utilizing subject matter expertise that will continue to address public concerns related to animal care and health and will improve the perceptions of engaged consumers toward pork production. Topical technical working groups will meet to provide expert technical assistance and third party expert consultants will be utilized to conduct literature reviews and white papers on antibiotic use and resistance in pork production, community and environmental health related to pork production practices, and emerging zoonotic diseases such as MRSA. The credibility of these experts and groups allow for the industry to position itself as a key player to proactively address emerging issues and protect public and producer health. Strategic interaction with animal health and public health partners is necessary to position the industry as a key player in proactively addressing public health concerns that affect pork production. The value of these relationships was demonstrated during the 2009 pandemic influenza events with the collaborative development of the Swine Influenza Surveillance Plan and again recently during the H3N2v influenza events with the establishment of the variant naming terminology and the development of the influenza guidance for fairs and exhibitions. Likewise, several academic institutions and national and international organizations (regulatory and non-regulatory) are involved in a “One Health” initiative to address issues at the interface of animal health and public health. Professionals in academia and animal health and public health authorities are influential with the general public. The continued cultivation of these strategic partnerships is essential to position the pork industry as a leader in managing emerging public health issues. Specific & Measurable Objectives:This tactic wil be measured though proactive and responsive (when needed) rapid and smooth collaboration with strategic partners to manage and mitigate emerging public health issues and development of technical background resources to manage emerging public health issues. Strategic partnership building for 2018 will include the human health/public health community, the One Health community, environmental health community, Centers for Disease Control (e.g. Influenza Division, One Health Division, Division of Foodborne, Waterborne, and Environmental Diseases, and Office of Antimicrobial Resistance), United States Department of Agriculture (e.g. swine influenza group and One Health Division),key agricultural and safety health centers, and other groups as determined. New collaborations will be established to support pork industry leadership in emerging public health issues as needed. 20.) Producer/Public Health & Workplace Safety Research $200,000 This tactic will support funding research in topical areas such as zoonoses and public health, workplace health and safety, and environmental and community health related to pork production. The outcomes of this tactic will be used to identify new or enhanced cost effective interventions in pork production and evaluate their implementation to mitigate risks of interspecies transmission of zoonotic diseases and reduce the frequency and severity of occupational and public health incidents related to pork production.
2018 Financial Budget • 30 Rationale:This tactic directly supports Goal #1, Objective 7 of the strategic plan by funding research that will continue to address public concerns related to animal care and health and will improve the perceptions of engaged consumers toward modern pork production. Perceived and real risks to public health associated with swine production practices can have a considerable impact on the industry. Zoonotic diseases, such as influenza, MRSA, Clostridium difficile, Toxoplasmosis, and Hepatitis E, may present potential risks to the health of the public, producers and swine workers. Also, the possible movement of diseases from humans to swine, such as influenza, presents a risk to the health of the swine herd. Scientifically sound information is needed to better understand the epidemiology of these diseases in swine and humans, the potential for movement between species and any possible risks. An example may include studies to determine interspecies transfer of zoonotic diseases pathogens (e.g. influenza) (e.g. ecology, risk factors associated with influenza infection) to assess the impact of current interventions and/or identify new interventions to minimize interspecies transfer in pork production. Employee health and safety and environmental/community health (e.g. asthma and other respiratory diseases) areas in which there are considerable gaps in information and the need for objective scientific studies. Producer/public health and workplace safety research is the basis on which accurate technical information and programming can be developed to correct misconceptions, protect animal health and public health, address technical barriers in expanding domestic and foreign markets, and support consumer confidence in the safety of pork production. Specific & Measurable Objectives:Fund research to identify the risk factors associated with interspecies transmission of zoonotic diseases (e.g. influenza, MRSA) between pigs and producers/swine workers/public and assess potential workplace health and safety and environmental/community health effects (e.g. respiratory disease) related to swine production. Cost-effective interventions and mitigations will be developed as the risk factors are identified. 21.) Antibiotics: Producer Outreach $100,000 Producer Outreach on industry measurement of antibiotic use and tracking industry continuous improvement over time. This will include producer education materials as well as media buys within farm publications as well as farm broadcasts during 2018. We plan to partner with AASV and other industry organizations in the creation and dissemination of this information to producers. Rationale:Pork industry demonstrating its commitment to responsible use of antibiotics. Specific & Measurable Objectives:Establishment of an industry measurement of antibiotic use and documented use by producers with a potential secure database to share information and show industry trends in antibiotic use over time. 22.) Leadership & Spokesperson Training $10,000 Producer leadership and key Checkoff staff serve as industry spokespeople and subject matter experts on a number of subjects. These experts require training to help them define key messages and deliver those messages in support of Checkoff initiatives. Leadership and spokesperson training gives them the skills and confidence to effectively communicate to peers in meetings, to the industry through seminars, and to the media through interviews. Rationale:Industry leaders, third party technical experts and staff present and are interviewed regularly. Through this training we are able to better prepare them to carry the message more effectively, thus taking full advantage of every opportunity.
2018 Financial Budget • 31 Specific & Measurable Objectives: • Annually update Checkoff spokesperson list based on job changes and Board member elections and appointments. • Provide media and presentation trainings for the three officers of the National Pork Board each fall, and other producer leadership as necessary. • Hold media and presentation trainings for program staff annually. • Work with 5 technical experts to coordinate messages and prepare for media interviews on issues relates to pork industry vulnerabilities. Goal #2 - Drive Sustainable Production – The National Pork Board will invest in research $8,026,625 and producer education programs that enhance the productivity and sustainability of pork production and deliver benefits to producers, consumers and the community. Objective #1- By 2020, the National Pork Board will develop, with key stakeholders, the $677,500 identification and diagnostic tools, surveillance and mitigation strategies for the potential elimination of the top domestic swine diseases. Tactics: 1.) Delivery of Swine Health Research Information to Producers $30,000 The tactic will provide producers and veterinarians information developed from NPB research, topic specific meetings and for meeting disease-specific request (i.e. Youth Exhibition Biosecurity updates). The tactic will provide producers and veterinarians information developed from NPB research and for other areas of need. It will cover communications and informational support: a.) Provide support of the US PRRS-specific meeting, the North American I-PRRS Symposium, b.) Work with Communications to provide the every-other-month research e-newsletter, print newsletter articles on swine health and other materials as needed in support of information delivery to producers and vets. c.) Development of brochures, fact sheets or talking points as needed for disease-specific topics. Support of the transfer of swine health research results at key producer/veterinary meetings d.) Swine Extension Educators meetings; Leman Swine Conference; AASV Annual meeting; ISU Swine Disease Conference; Oktoberfest and the World Pork Expo and other meetings that promote swine health and information dissemination. Rationale:The development and delivery of resources to producers created from previous years’ research results and other information will assist in reducing the cost of production associated with swine health challenges. Producer education and resources are important to continue to transfer the knowledge gained from research to the field for key herd health management strategies. Information will be gathered from research projects, veterinary and producer meetings and from other sources. Resources will be developed and delivered in collaboration with Communications and Producer Services. Working in collaboration with Communications and Producer Services staff will ensure that materials and resources will be developed and distributed to the appropriate audiences and in the necessary venues (Pork Congress, Forum, veterinary meetings, State Association meeting etc.). Specific & Measurable Objectives:For the year 2018, information gained throughout the year from research and from topic-specific meeting will be converted into usable and immediately applicable resources (e-newsletter; PEDV update; Fact sheets/ recommendations; Talking Points) and delivered to producers and veterinarians for herd health management strategies.
2018 Financial Budget • 32 2.) Comprehensive & Integrated Swine Surveillance $47,500 The purpose of this tactic is to provide support for a rapid alert system of disease detection on-farm and to provide needed disease surveillance infrastructure and tools for reporting of endemic diseases and abnormal or unusual presentations of diseases. NPB coordinates quarterly conference calls with regional veterinarians and laboratory diagnosticians, as part of the Sentinel Veterinary Clinics, to understand diseases of concern and help facilitate communication to other stakeholders about the potential for emerging disease issues. NPB will continue to work closely with USDA VS to evaluate potential ‘signals’ in condemnation data and tie that information into the SVC group when needed. This helps to provide additional feedback for slaughter channels that is not always readily available. Additional activities include the focus on endemic diseases and ongoing surveillance of high impact diseases such as SECD, influenza and PRRS. Rationale:Swine disease surveillance has been identified in the Vulnerabilities Assessment as a gap for maintaining swine health and profitability in the United States. The Swine Health Committee continues to support ongoing surveillance for swine diseases in a variety of formats to best monitor the issues that producers face. The key goal is to be able to monitor and proactively react to a change in an existing disease, like influenza A virus of swine, and be better able mitigate issues that can endanger herd productivity and/or consumer demand. Focus will be on the ongoing assessment for implementation of the IIAD Enhanced Passive Surveillance system(EPS) as an adjunct to the Sentinel Veterinary Clinic calls for early identification of potentially new or unusual changes in existing diseases. The diagnosis of PEDV and re-emergence of SVV are examples of health challenges that highlighted the need to have a rapid, accurate and comprehensive surveillance mechanism to identify and share key information to diagnose, manage and report on health status for emerging production diseases. A rapid mechanism of alert for an unusual presentation of a disease can reduce the time to reach a full diagnosis and react to that disease. This rapid response is critical to reduce potential losses in the event of a new or emerging disease. The focus for 2018 will be centered on the continued development and involvement in the quarterly Sentinel Veterinary Clinic calls for participating veterinarians and diagnosticians at key swine laboratories. Incorporation of USDA FSIS data for slaughter condemnation will continue to be developed for the SVC. In addition, the focus will be on the on-going collaboration with Institute for Infectious Animal Diseases will occur for the EPS pilot in an effort to make this an operating program. Surveillance activities can provide informational support for state organizations for updates on emerging and endemic disease issues and to promote the health of US pork for trading partners. Activities can include providing support through periodic in-person meetings with participants, webinars on project status and communication needs, and to work with other stakeholders like AASV and SHIC to deliver information for use and review. Specific & Measurable Objectives:For 2018, provide continued support for the quarterly calls for the Sentinel Veterinary Clinics and act as a liaison between the SVC and USDA for evaluation of condemnation data. Work with IIAD on the continued development and adoption of the EPS pilot project. Information gathered will be delivered to the Committee and to other veterinarians through the AASV e-newsletter. Information gained can be used to develop resources and materials, update diagnostic tests and create the opportunity for new swine mitigation strategies.
2018 Financial Budget • 33 3.) Emerging & Endemic Disease Research $600,000 To reduce the economic impact for producers, a research-based approach will be utilized to focus on producer needs for investigation, development, detection and validation for emerging and endemic diseases of high impact to producers such as Mycoplasmal diseases, Seneca Valley Virus and swine influenza virus. At least once yearly, a targeted cal for research will be done to address these pathogens. Priorities will be developed by the Swine Health Committee and with other organizations to minimize overlapping research. The delivery of research results and outcomes will be accomplished through the tactic entitled “Delivery of Swine Health Research Information to Producers”. Rationale:Checkoff provides a critically needed source of funds for emerging and endemic diseases as other sources are limited. Research is actively leveraged with other organizations and industries (USDA, Genome Alberta and Genome Canada, industry and State Pork Associations) to avoid duplication of effort. Endemic diseases of swine continue to have a significant financial impact on production and have been included within the research priorities. Diseases such as Mycoplasma sp., Strep suis, Rotavirus and Influenza A Virus of swine can be included in the cal. Other emerging diseases, such as Seneca Valley Virus, have become a significant challenge to the industry due to their similarity to FMDV. Research focus will depend upon current knowledge of the emerging disease and in collaboration with other organizations that may also be performing similar research. Other emerging disease will be researched in order to provide tools and mitigations strategies for control and potential elimination of diseases. The research priorities will be shared and developed with allied organizations (AASV Swine Health Committee, SHIC, NPPC and USDA). Research priorities will be finalized by the Swine Health Committee to focus the research specifically on the key emerging and endemic diseases of swine that are most impacting producers. Calls for research typically occur once yearly, but may be expanded depending upon swine health needs through the year. Additional disease threats will be addressed as they are identified. Specific & Measurable Objectives:For 2018, a research-based approach will be used to provide critical knowledge and tools in order to decrease the production impact of key emerging and endemic swine pathogens. A yearly research-based approach will be focused on funding high priority diseases identified by the Committee that support the tools and mitigation strategies in order to reduce the overall impact of production diseases of swine. Objective #2 - By 2020, the National Pork Board will deploy tools and programs to decrease the $570,000 annual economic impact of PRRS by 20 percent, as adjusted for inflation and measured against the 2012 PRRS economic impact baseline study. Tactics: 1.) PRRS Virus Control Issues $570,000 Using the 2014 Literature Review results, the PRRS tactic focuses on a research-based approach to focus on understanding the impact PRRS has on the pig and how to mitigate that impact. Activities will include: 1. Assess and develop ideas/projects in order to reduce the impact of the virus by 2020; 2. Develop specific research priorities to reduce the impact of PRRS by 20 percent by 2020: a.) Focus on issues including: understanding of the specific immune response to PRRS and to assess the mechanisms to build and maintain heterologous immunity to the virus; understanding of impact of PRRS and mitigations (i.e. vaccines) in a sow model; support of elimination strategies through research. The delivery of research results and outcomes is covered in the tactic “Delivery of Swine Health Research Information to Producers”.
2018 Financial Budget • 34 Rationale:PRRS is a highly contagious disease that is one of the most economically challenging swine health diseases producers face. PRRS research, in all forms, is essentialto continue to manage, and potentially eliminate the virus. Within the industry, there are limited sources of funding for PRRS-specific research. Checkoff funds for research are one of few remaining, consistent resources available to focus on both basic sciences and applied PRRS projects. Without those funds, PRRS research would be severely limited. Short-term goals: • Continue to assess goals towards reaching the Strategic Plan of 20% reduction of impact. Adjust research goals and activities to be able to achieve that goal. Steps can include active participation in the AASV-led National PRRS Elimination Plan. • Develop specific research priorities to address the outcome of PRRS elimination • Focus is on understanding the mechanisms of the virus, understanding strain differences as well as the critical evaluation of other projects that also can directly address the economic impact of PRRSV. Long-Term goals: • By 2020, have in place, a plan that can achieve a reduction of impact from PRRS by 20% as measured by the baseline economic impact study. • Initial vaccine development as a tool for PRRS elimination with accompanying DIVA diagnostic tests; Strategic assessment of the potential for an elimination plan. Additional steps to achieve this goal include but are not limited to: • The development of diagnostic tools and management techniques that can quickly and accurately identify PRRS strains and differences between strains in support of elimination • Focus on identifying the basic immunologic properties of PRRS that can make a more suitable vaccine. Research priorities are developed by the Swine Health Committee based on the 2014 Literature Review, current project results and with input from key stakeholders from AASV, NPPC, USDA and industry. Checkoff funds are leveraged with other organizations to include USDA NIFA, and other industry partners. Specific & Measurable Objectives:In order to reduce the production losses associated with virus infection by 5% in 2018, a yearly targeted research-based approach, based on the 2014 PRRS Literature Review and results from previous research, will focus on PRRS projects that directly address the identified priorities that will lead to accomplishing the Strategic Plan goal for PRRS. Continue to assess the results of the Economic Analysis initiated in 2016 to compare progress in meeting the 2020 goal vs. baseline. One component to evaluate the progress will be the utilization of the Swine Health Monitoring Project data to note incidence/prevalence. Objective #3 - By 2020, the National Pork Board will build the capacity to detect and prepare $1,448,625 for foreign, non-regulatory swine production diseases, to rapidly respond to non-regulatory and regulatory foreign animal diseases and to facilitate pork producer business continuity. Tactics: 1.) General Foreign Animal Disease Research $313,625 This tactic is a multiple year effort that will result in the development of better vaccines and diagnostics for foreign animal disease detection and control. This tactic will also result in development of validated protocols for cleaning and disinfecting packing plants and protocols for exporting pork and pork products during a foreign animal disease outbreak.
2018 Financial Budget • 35 Rationale:This tactic directly supports Goal #2 Objective #3 of the strategic plan by funding research that will help develop or improve tests to detect FADs faster, mitigate the risk of disease spread in the pork chain through strategies aimed at biocontainment and/ or inactivation of FADs and assess risk and economic impacts of FADs to pork producers and animal agriculture. Checkoff’s Vulnerability Assessment prioritized foreign animal/ highly contagious diseases and market disruptions as a strategic issue that would interrupt commerce and exports of pork, pork products and variety meats. The speed in which the industry can recover from a foreign animal disease outbreak and open up trade and commerce will be tied directly to better diagnostics for faster disease detection in affected areas and the ability to demonstrate proof of disease freedom in unaffected areas. To aid in moving pork and pork products domestically and internationally as quickly as possible methods to decontaminate FADs in packing plants must be validated so plant scan get back into business and the survival and/ or inactivation of FADs in pork and pork products under modern processing methods must be scientifically validated to be able to move product. This tactic focuses research on developing the needed diagnostics, strategies for biocontainment and inactivation of FADs in the pork chain and validating processes to move product post- harvest producers and allied industry can get back into business to limit revenue losses. Research needs for foreign animal diseases far exceeds the federal dollars available. Access to the federal dollars is competitive across multiple species and funding priorities, while communicated annually by NPB, are not always addressed in a timely manner. Laboratory space approved for foreign animal disease research is limited and in high demand. Checkoff funding for foreign animal disease research results in timely projects that are aligned with industry needs and prioritizes laboratory space for pork specific projects. Efforts by staff to ensure that the research that is funded is high impact with no overlap and provides industry wide benefit has resulted an FAD research gap analysis that is being used to measure progress and develop industry research priorities. The list of gaps is long and will take multiple years to address due to the limited number of research facilities that can work with foreign animal diseases and the cost of the research. Specific & Measurable Objectives:Research will be funded in 2018 that addresses one or more of the following research objectives: 1) Methods to improve antigenic matching between vaccines and field isolates 2) Development/validation of antibody detection tests 3) Evaluation/improvement of diagnostic performance characteristics for commercially- available FAD tests 4) Comparison of analytic sensitivities of commercially available FAD PCR diagnostic kits to the standardized protocols approved for used in the National Animal Health Laboratory Network for FAD diagnostics 5) Improvement of diagnostic sensitivity of PCR tests for FADs. 6) Antibody, antigen and nucleic acid detection in meat juice, neonatal processing fluids, oral fluids, or other aggregate samples 7) Development of a simple, rapid, pen-side/point of care diagnostic tool for sensitive detection of FMD virus and/ or differentiation of other diseases that cause vesicular lesions in swine. 8) Inactivation of airborne pathogens in modern swine production environments 9) FAD survivability and transmission on fomites 10) Cleaning and disinfection of facilities, transport vehicles, personnel, and farm equipment 11) FAD biocontainment at 1st points of concentration and in slaughter channels 12) FAD aerosol transmission risk and risk of spread from1st points of concentration 13) FAD spread and consequences to the pork chain. 2.) FAD Oral Fluids Research $202,500 This tactic is a multiple year effort that will result in the development of validated oral fluid diagnostics that are deployable to the National Animal Health Laboratory Network for foot and mouth disease, classical swine fever, African swine fever and swine vesicular disease.
2018 Financial Budget • 36 Rationale:This tactic directly supports Goal #2 Objective #3 of the strategic plan by funding research that will help develop validated oral fluid tests that can be used in the National Animal Health Laboratory Network for routine FAD surveillance so FADs of swine can be detected earlier. Validated tests can also be used in an outbreak so this tactic will help increase FAD preparedness after the incursion of a FAD of swine. Checkoff’s Vulnerability Assessment prioritized foreign animal/highly contagious diseases and market disruptions as the number 2 strategic issue that would interrupt commerce and exports of pork, pork products and variety meats. An easy, rapidly deployable, non-invasive and cost effective means for sample collection from live swine is oral fluid sampling. This technology could be used to easily and rapidly detect and monitor herds for foreign animal diseases prior to and during an outbreak provided there are validated tests deployed in the National Animal Health Laboratory Network (NAHLN). Rapid detection monitoring can shorten the duration of an outbreak which will help limit disruptions to trade and commerce. The Swine Health Committee considers the development of validated oral fluid diagnostic tests for routine foreign animal disease surveillance to be a high priority for the pork industry. An oral fluids research roadmap developed in 2014 makes the following research recommendations: 1) Develop an international repository of paired oral fluids and serum/ nasal swab samples to support robust diagnostic assay development and validation; 2) Define, publish and make available optimal procedures for extracting nucleic acid from oral fluids for downstream testing to facilitate uniformity across standard operating procedures (SOPs)and facilitate more efficient assay development; 3) Analysis to ensure the correct number, allocation, frequency and frequency of oral fluids sampling to ensure confidence in movement decisions based on premises status; 4) standardize the validation packages for oral fluid assays to facilitate assay transition to the NAHLN; 5) Validation and deployment of singleplex and multiplex assays 6) Develop standardized methodology for observational surveillance and collection of oral fluids to facilitate sample collection during an outbreak; 7) and identify oral fluid testing processes to be implemented in the event of FAD introduction. The report will be used to inform on the RFP objectives in 2018. Specific & Measurable Objectives:In 2018, two research proposals wil be funded that address one or more of the priorities listed below: 1) Negative and / or positive cohort studies for the validation of swine oral fluids for FAD surveillance in the US pork industry 2) Develop and validate improved transport/collection media for oral fluid samples used in molecular-and antibody-based assays. 3) Generate comparative oral fluids diagnostic data and develop statically valid on-farm FAD oral surveillance guidelines that addresses sample size, sample allocation within a group, site and systemand sampling frequency. 4) Evaluating impact of diet and/or age on ability to use oral fluids as a diagnostic sample for CSF, ASF, and FMD. 5) Analysis of data from existing or planned pathogenesis studies to determine the appropriate periods where oral fluids might be used as a serological sample type, especially for low virulence strains of CSF and ASF 6) Performing additional feasibility/development studies for antibody detection in oral fluids 7) Establishing an international repository of paired oral fluids and serum/nasal swab samples to support robust diagnostic assay development and validation 8) Performing additional validation/ methods comparison studies on existing singleplex and multiplex PCR for detection of ASF, CSF, and FMD in oral fluids 9) Performing a feasibility evaluation of whether MTM/FTA- based transport mechanisms will support antibody recovery for downstream serological testing 10) Developing standardized training modules for observational surveillance as well as oral fluids collection (internationally and at producer level)
2018 Financial Budget • 37 3.) Emergency Planning for Foreign and Emerging Animal Diseases $22,000 This tactic will result in starting the development process of an eradication strategy for FMD when the disease has been determined to be endemic in a zone, region or entirety of the United States. This tactic is also necessary for keeping previously developed Checkoff documents outlining needs, response strategies and research objectives for FADs up to date and will allow development of plans that address vaccination for FMD and preventing the introduction of FADs from outside the U.S. Rationale:This tactic directly supports Goal #2, Objective #3 of the strategic plan by delivering plans and strategies to increase preparedness for producers negatively affected by foreign or emerging diseases that disrupt swine health, welfare, commerce and trade. In previous years, this tactic has been used to develop multiple strategy documents, white papers and gap analysis that have aided the Checkoff Swine Health Committee in preparing the industry for foreign and emerging animal disease outbreaks. Documents include a foreign animal disease needs assessment, foreign animal disease response strategy, Packer processor FAD response strategy, FMD vaccine strategy, FMD vaccine surge capacity, foreign animal disease research gap analysis, border protection gap analysis, secure pork supply plan and an emerging diseases response strategy. Specific & Measurable Objectives:In 2018 Swine Health staff will undertake activities necessary to begin the development of an eradication strategy for FMD and update other plans and strategies as necessary. 4.) Advance Producer Preparedness for Threats that Disrupt Trade & Commerce $23,000 This tactic will raise producer awareness and preparedness for foreign animal diseases, increase producer comprehension of the secure pork supply plan and international biosecurity practices by printing and distributing educational materials and providing FAD tabletop exercises to stakeholders. Rationale:This tactic directly supports Goal #2 Objective #3 of the strategic plan by supporting syndromic surveillance for earlier detection of trade limiting FADs of swine and preparedness at the local level for an FAD outbreak. This tactic also supports increasing producer comprehension of the Secure Pork Supply Plan and how to prevent disease transmission through international travel. Checkoff’s Vulnerability Assessment prioritized foreign animal/highly contagious diseases and market disruptions as a strategic issue that would interrupt commerce and exports of pork, pork products and variety meats. Increasing producer awareness and preparedness for foreign animal diseases is beneficial to the industry primarily in two ways. First, early disease detection provides the best opportunity to contain and eradicate foreign animal diseases. Second, demonstrating a high level of producer FAD awareness, preparedness and understanding of disease reporting pathways benefits the industry by maintaining and opening new international trade opportunities. Increasing comprehension of the Secure Pork Supply plan and international biosecurity will help producers understand what is needed for enterprise risk management for FADs and how to prevent the introduction of FADs into the U.S. through international travel. Specific & Measurable Objectives:Increase distribution of FAD Push Packs, which comprise a bundle of on-farm educational materials for foreign animal disease detection, reporting, biosecurity and response, by 20% compared to 2017 numbers. Increase distribution of secure pork supply and international biosecurity education by 20% compared to 2017 numbers. Two emergency response and business continuity exercises for producers and allied industry will be conducted at the state and/or national level.
2018 Financial Budget • 38 5.) Business Continuity Planning & Implementation of the Secure Pork Supply Plan $875,000 The Secure Pork Supply (SPS) Plan is a business continuity plan that if in place prior to an FAD outbreak will enhance coordination and communication between all parties, speed up a successful FAD response, and support continuity of business operations for pork producers. In 2018 this tactic will support rollout of the SPS program, develop/refine tools needed to implement the Secure Pork Supply plan by swine production systems and the management and development of the swine business continuity dashboard. This tactic will result in opportunities for interested producers to begin the process of enrolling into the Secure Pork Supply plan, through voluntary implementation of the producer components (biosecurity, traceability, surveillance, and data sharing). This tactic will also support the SPS Implementation Task force activities as necessary to remove barriers to implementation and funding to develop parts of the SPS plan not supported by funding received from USDA VS. Rationale:This tactic directly supports Goal #2, Objective #3 of the strategic plan by facilitating pork producer business continuity through development, acceptance and implementation of the SPS Plan and Swine Business Continuity dashboard. Checkoff’s Vulnerability Assessment has prioritized foreign animal/highly contagious diseases and market disruptions as a strategic issue that would interrupt commerce and exports of pork, pork products and variety meats. This tactic started in 2007. Since then SPS has moved from a concept to a draft plan that has been piloted with lessons learned incorporated into the current SPS plan. In 2017 this tactic supported an industry led implementation task force, development of tools needed to implement the Secure Pork Supply plan by swine production systems and funding of a swine business continuity dashboard. The Swine Health Committee considers implementation of the secure pork supply plan a high priority. A credible and workable business continuity plan, will provide producers a tool to address enterprise risk management in an FAD event by helping to protect swine health, ensure animal welfare, facilitate business continuity and support emergency response. Specific & Measurable Objectives:Phase one of the swine business continuity dashboard will be complete and phase two will be started. The educational strategy developed in 2017 for SPS awareness and adoption will be implemented and participation tracked. 6.) Swine Disease Response Council Management $12,500 This tactic directly supports the management of the Swine Disease Response Council so the industry is prepared to respond to non-regulatory emerging diseases of significance to the U.S. Pork Industry. Rationale:This tactic directly supports Goal #2 Objective #3 of the strategic plan by building the capacity to respond to emerging non-regulatory swine production diseases of concern. The pork industry will benefit from a standardized process that coordinates state-federal-industry cooperative efforts to identify, characterize, prioritize and respond to Emerging Swine Production Diseases (ESPD) of concern. To support this objective the working draft of the Emerging Swine Diseases Response Plan was completed and a Swine Disease Response Council (SDRC) named and met in 2017. The objective of the Swine Disease Response Council (SDRC) is to get state-federal-industry recommendations about possible responses to emerging diseases. The Council provides a mechanism for shared analysis and development of recommendations for actions. Recommendations do not carry regulatory authority however, development of the recommendations will occur with input from regulators familiar with the industry. This cooperative approach will help standardize how ESPDs of concern are handled in the U.S. Pork Industry. Specific & Measurable Objectives:One meeting of the Swine Disease Response Council wil occur. Teleconferences wil be scheduled as needed to address issues of concern. Additional face-to-face meetings may be warranted in cases where the Council is activated to address an emerging issue.
2018 Financial Budget • 39 Objective #4 - By 2020, the National Pork Board will expand participation in the worker safety $60,000 benchmarking database from 27 percent to 50 percent of industry, with a long-term objective of reducing employee animal-handling injury rates by 15 percent. Tactics: 1.) Benchmark Safety Incidents & Associated Costs $10,000 This tactic provides technician support and pork producer oversight to continue operation and maintenance of a data-management system completed in 2013 that allows pork producers to evaluate the impact of actions taken to reduce accidents and safety-related costs. Currently, participating producers are comparing occurrence of safety incidents and costs at the whole farm system level. Comparisons at the whole farm system level are less valuable as whole farm systems differ in makeup. Some whole farm systems data included feed mils and trucking while other whole farm systems do not. As farm systems makeup at the production phase level (Sow Farm Farrow to Wean, Wean to Finish, Feed Mil, etc.) are similar across the industry, comparison of key safety indicators at the production phase level will provide more concrete comparisons across and between farm systems. Modifications in data entry developed in 2014 and 2015 will improve ability to input and compare key safety indicators at the production phase level plus at individual farm level. Financial and production metrics at the production phase and farm sites will express safety costs on a per-pig or per-worker basis. Rationale:Producers have not been able to compare themselves with credible data regarding workplace safety on farms. There is no credible baseline for the industry other than OSHA statistics which are difficult to use due to inconsistency of data provided. Pork Producers have no way to identify where the biggest risks/losses occur to concentrate training/resources. Developing a process and database to benchmark workplace safety was the #1 Priority from Safety Summit January 2012 participants representing 60% of the US sow herd. Specific & Measurable Objectives:By December 31, 2018, pork producers contributing whole farm system data into the Safety Benchmarking Database will represent 35% of U.S. Sow Inventory (approximately 1.75 million sows). Of these contributing producers, 15% will contribute safety data at the production phase level creating a baseline that can be used for future improvements in on-farm safety. 2.) Safety Summit $50,000 Producers and safety professionals will be invited to attend a safety summit to discuss current and future opportunities for safety in hog production. According to the Bureau of Labor Statistics, the injury and illness incidence rate for hog production in 2015 was 8.0 per 100 full time workers. This places hog production among the highest incidence rate industries. The National Pork Board provides a number of safety related resources to support producer efforts to reduce workplace injuries and associated costs. To ensure that the resources are appropriate and effective it is necessary to solicit current direction from producers. The last meeting, held in 2012, led to the development of the Safety Benchmarking database and the Safe Pig Handling resource. Specific & Measurable Objectives:A 2 day in-person safety summit will be held to review safety in hog production, to identify future opportunities, risks and priorities. The objective of the safety summit will be to identify programming, resources and other activities that National Pork Board can do or provide to support producers in their efforts to reduce workplace injuries, illnesses and related costs. The Safety Benchmarking resource will be promoted at the summit with the goal of increasing regular use.
2018 Financial Budget • 40 Objective #5 - Demonstrating a commitment to improving professionalism(doing the right things $3,268,000 for the workforce and the animals workers care for), the National Pork Board will develop and deploy education and training resources that are utilized by 25 percent of the pork production industry and that serve as the basis of employee training and development programs. Tactics: 1.) World Pork Expo $85,000 To build relationships with producers and share the latest Checkoff messages. We will count the number of impressions throughout the show through meals served and handouts given away. Rationale:It is the one event every year that we can get producers input in a casual atmosphere and get their pulse as to what is happening. Specific & Measurable Objectives:The attendance at Pork Academy, will be counted for the seminars and lunch in the tent and targeted to have 350. 2.) Annual Producer Benchmark Survey $30,000 The annual benchmark survey provides both a measurement of producer attitudes about Checkoff programs and insight into what producers want and expect from the Checkoff investment. Increasingly, the survey is being used to measure effectiveness of specific program goals. Rationale:Understanding producers attitude for Checkoff programs and industry issues helps us to understand the position producers have on the success of their Checkoff investment. Without this research a significant change could have occurred that we are unaware of until it may be to late to correct. With this survey we can determine how and what we need to communicate to assure producers understand their Checkoff investment. Specific & Measurable Objectives:The survey is the measurement device used to determine of the overall success of Checkoff programming, as well as improvements in specific program areas. 3.) Delivering Checkoff Program Information to Producers $90,000 Create and distribute producer specific information through defined delivery mechanisms. These pieces include, but are not limited to: Pork Leader, Insider, PorkPod, pork. org, StateNet, radio reports, news releases, e-books, brochures and other materials, annual report, photography/videography, telephone, freelance support, graphic design, professional development of staff, Forum and Expo plus other trade shows, sponsorship of professional conferences and miscellaneous expenses related to information delivery. Producers need to know how Pork Checkoff resources are being used and about Pork Checkoff programs they can use. Because not all producers receive information the same way, this requires the use of a variety of information tools. This tactic carries the load of the communications department programs, including PR. With advances in delivery methods we have been able to scale back budget over the years, but this tactic brings many of those together into a single budget item. Rationale:The conference focuses on topics of production and financial relevance as well as key checkoff initiatives, such as We Care and producer education. What they learn will help them protect their rights and increase the ability of their operations to produce pork in a socially responsible and cost-competitive manner.
2018 Financial Budget • 41 Specific & Measurable Objectives:Based upon the annual pork producer survey, achieve the following objectives: • Maintain positive producer assessment that the pork industry is headed in the right direction (Target: 75% or above) • Maintain support of the Pork Checkoff and its programs (Target: 85% or above) • Increase recognition of pork.org as a tool/resource for producer use (Target: 22%) • Define a verbatim list of top priorities from producers surveyed and report on these topics of interest (fluctuates yearly) • Define a verbatim list of producer top concerns and design communications support of these items (fluctuates yearly) 4.) Communications Program Management - Travel $97,000 This tactic is created to better account for and define specific travel needs against the other Communications department tactics. Rationale:To be the best stewards of Pork Checkoff funding resources, the department needs to adhere to a defined budget for key program areas including proactive outreach, mainstream and social media, risk communications, national award programs, publications and other tactics which support our producers. Specific & Measurable Objectives:Separate expenses by breaking them out of larger pools of budget dollars by defining specific budget amounts for distinct work/tactics. Best manage deployment of budget dollars against these defined projects thereby making it easier to assess value of producer dollars invested. 5.) Collaborative State Staff Meetings $90,000 Scheduled meetings between state associations, their producer leadership, and the National Pork Board. One all-staff meeting in October and four to five specialized group (State Executive, Communicators/Educators, and State Contacts) meetings will be held throughout 2018. The Pork Checkoff will host a collaborative meeting of state communicators and company-level communications directors to network and share information in 2018. Rationale:Collaborative state staff meetings will allow for both idea sharing and program information updates. Communication is key to stakeholders when discussing several of the identified vulnerabilities, from foreign animal disease preparedness to feed availability. Pork Checkoff must continue to educate state staff about resources available as well as gain input from the producers in their states. This addresses the gap of providing information to state pork associations and pork producers. Specific & Measurable Objectives:Each specialized group (State Executives; State Contacts, Education/Communication Directors) will meet one to two additional times separately in 2018 to further increase idea and information exchange. These events will be evaluated by collaborating with state staff to allow them to guide the agendas as well as a follow up survey after each meeting. 6.) Annual Meal Sponsorship $25,000 Annual meal sponsorship is a cost-share program available to state associations in the amount of $1,000 per state to help with costs of hosting their annual meeting banquet/ meal. States must apply for the funds and a National Pork Board representative must attend and speak during the event. A copy of the agenda is provided with the invoice. Rationale:This is one way the Pork Checkoff can provide updates to states and their producers, in some cases this is the only way. Specific & Measurable Objectives:20 states to share our Checkoff messages to their producers We will work with 30 states to show our logo on their programs and to get our messages out to their audiences by having a speaker at each event.
2018 Financial Budget • 42 7.) U.S. Pork Center of Excellence $60,000 Partnership fee with U.S. Pork Center of Excellence. Rationale:The mission of the U.S. Pork Center of Excellence (USPCE) is to add value to the pork industry by facilitating research and learning for U.S. pork producers through national collaboration. Program efforts focus on coordination and delivery of: swine specific curricula at bachelors and associate level; a comprehensive core body of production knowledge delivered in fact sheet format that is utilized in swine education programs at bachelors and associate level programs; and development of resource guides on key subject areas such as swine nutrition and sow productivity. USPCE outreach efforts are supported by 46 universities, state pork producer associations, National Pork Producers Council and the National Pork Board through an annual partner fee. Specific & Measurable Objectives:USPCE will: Continue collaboration with National Pork Board to develop and deliver Swine Science On line and Professional Swine Manager educational classes, with a five year goal of reaching 400 students with SSOL and 100 students annually with PSM. Lead efforts to bring key individuals and institutions together to propose and seek funding for research, teaching and Extension proposals. Market the National Swine Reproduction Guide and National Swine Nutrition Guide. 8.) Pork Academy $40,000 Pork Academy is held in conjunction with World Pork Expo. Educational seminars provide attendees with the most current information, resources and tools that they can take back and apply immediately in their operations. Rationale:Pork Academy is a series of in-depth seminars on current and hot topic issues facing our industry. Pork Academy is held during World Pork Expo. Specific & Measurable Objectives:Target at least 500 to 600 attendees and capture demographics to update our producer database. 9.) Pork Management Conference $60,000 This conference is suited for anyone in the Pork Industry, whether production or financial. The agenda focuses on current topics within the swine industry. This conference generates over $80,000 in revenue through sponsorships and registrations. Average attendance is 150 with new faces attending each year. This conference also has a planning committee that meets once per year to review, evaluate and develop the conference agenda according to the National Pork Board’s Strategic Plan. Rationale:The conference focuses on topics of production and financial relevance as well as key Checkoff initiatives, such as We Care and producer education. What they learn will help them protect their rights and increase the ability of their operations to produce pork in a socially responsible and cost-competitive manner. Specific & Measurable Objectives:Each attendee will complete an on-site evaluation, a follow up 3-month survey will be sent targeting a 20% response rate. Each attendee will complete an on-site evaluation; a follow-up 3-month electronic survey will be sent targeting a 20% response rate. Attendees will be asked: what they learned; if expectations were met; what they implemented when they returned to their operations; and what changes, if any, have they made and what other information they need. 10.) State Education Cost Share $50,000 This tactic supports 25 state pork associations with $2,000 for each state to help them deliver educational information to producers. This delivery can be in any avenue where producers are present, including conferences, seminars, annual meetings, trade shows, certification training, pork congress, etc.
2018 Financial Budget • 43 Rationale:This tactic is the only “educational” cost share available to the state associations to help provide dollars to deliver hot topics, certification programs or educate future leaders in pork production. Each state must submit an annual request form, detailing its means of delivery and audience. The event must be educational and producers must be present. They must state the goal and objective of the event. Each request must be approved by National Pork Board. Payment will be processed only after the state completes an evaluation. A program of the event also must accompany the invoice. The evaluation/summary must include the goal and its outcome of success. Specific & Measurable Objectives:We will target 25 states to participate in this cost share program. This cost share program then ensures delivery of Checkoff information to producers. 11.) Producer Services Program Management $262,000 This tactic funds the Producer Services Department staff travel costs and enables the department to communicate the programs, projects and key messages of the activities provided by the Pork Checkoff to producers, state associations and allied industry. This tactic includes two meetings each year for the Producer Services and Communications Committee meeting. Rationale:Staff travel and outreach as well as producer committee meetings are essential to ensure adoption and utilization of key Pork Board programs and initiatives and to ensure prompt and effective communication between the Pork Board and state pork associations. State pork association board leadership and staff will be kept informed on a timely basis of Pork Board programs and activities. Specific & Measurable Objectives:Pork Board outreach staff will attend state annual meetings and at least two board meetings/year in key pork states to ensure effective two-way communication on Pork Board programs and initiatives and also will be available to assist states in support of Checkoff-related programs and functions. We will conduct two meetings each year of the Producer Services and Communications Committee. Awareness and adoption of key Pork Board producer education, certification and image programs (We Care, PQA Plus®, TQA™, HR/worker safety programs, OMS, etc.) by pork producers will be increased. 12.) Swine Extension/Educators In-service & Executive Committee $125,000 One in-service meeting will be held in the fall of 2018 that will focus on up-to-date information and resources available for producers. This event focus is on the delivery of information, tools and resources. This event includes an educational learning tour. This group contains an 8-member executive committee that meets in person twice each year. Rationale:National Pork Board is the only commodity group that provides swine extension specialists and ag educators with information, tools and resources they can take back and deliver to the pork producers they serve and/or in their classrooms to the future leaders in pork production. Members of the Producer and State Services Committee are encouraged to attend. Specific & Measurable Objectives:The fall in-service will be evaluated through an on-site evaluation form and through impact statements received by members of the executive committee to help us determine if what they learned has affected behaviors/culture of producers and students. 13.) Swine Research and Education Experience $20,000 This tactic provides for undergraduate students to be recruited to seek careers in research and teaching swine science and veterinary medicine in the U.S. pork industry. Through projects (educational activities, research projects, or professional programs) this tactic will provide students with pork science and industry exposure, gaining personal experiences in swine research and problem solving projects. Undergraduate students will be matched with projects that connect them to swine industry problems with practical significance. Advisors will guide students in developing projects relevant to the future of the US pork industry.
2018 Financial Budget • 44 Rationale:Leaders in research and teaching swine science and veterinary medicine are retiring,while the number of students pursuing careers in swine science and veterinary medicine is declining. The pool of appropriately educated students is declining to a level where open positions are difficult to fill. A gap exists in career path development between academic scholarships and large-scale research and professional training. This tactic will help close this gap by offering students with potential as a swine scientist or veterinarian hands on experiences in each field. Specific & Measurable Objectives:4 undergraduate and professional level students will participate. Program will initially be evaluated on number of students, producers and institutions participating along with compiled abstracts of project reports submitted. Long term impact will determined by tracking the percentage of students who enter into swine research careers. 14.) State Association Viability Fund $30,000 As a result of the State and National Task Force work in 2010, the National Pork Board of directors established funds available for states to pursue alternative management organizations that would help assure not only long-term viability of the state associations, but also access to professional staff as well as models that allow multiple states to join together in one organization for increased efficiency. Rationale:Maintaining viable, active, and visible state pork associations in all states where producers have indicated an interest in being represented by an organization that supports the goals and objectives of the U.S. pork industry is an important objective for the organization. Specific & Measurable Objectives:Northeast Pork Association annual meeting. Exploration of multi-state re-organization in SE and SW. 15.) Research Review Newsletter $10,000 This newsletter is produced six times per year with the purpose of making Checkoff-funded research even more accessible. This is accomplished by emailing the newsletter to all producers that we have addresses for (about 34,000) and summarizing the research into small, usable paragraphs with direct links to the full reports on pork.org. In mid-2017, we began using more reader-friendly, active-voice wording with additional graphic support. This newsletter helps eliminate the need for readers to actively search for information related to swine research. They simply click on links in the articles and go to it. The format is also smart-phone friendly and editions are archived on pork.org. This tactic also helps to drive traffic to pork.org’s research area and to pork.org overall. Rationale:To disseminate Checkoff-funded research to all producers directly via email (about 34,000 addresses) every 60 days in a user-friendly way that offers a direct link to pork.org for them to learn more about the latest on vital industry-specific research that affects production or other parts of the pork chain. This tactic addresses top vulnerabilities due to the comprehensive scope of Checkoff research. It addresses the gaps by providing the latest scientific findings about these areas directly to producers that is easy for them to access via electronic/phone platforms. Finally, the newsletter also assists in creating more awareness in specific research areas such as PEDV, flu, etc., and in the researchers who do the work in Checkoff-related research. Specific & Measurable Objectives:The measurable for 2018 is to increase the overall open rate and the number of click-throughs to Checkoff research on pork.org by 10 percent during from2011’s benchmark level of 2.2% (this is the 2013 U.S. median click-through rate, 3.3% is U.S. mean rate). This tactic addresses all top 10 vulnerabilities due to the comprehensive scope of Checkoff research. It addresses the gaps by providing the latest scientific findings about these areas directly to producers.
2018 Financial Budget • 45 16.) Youth Activity Sponsorship & Partnership Events $96,000 The Pork Checkoff will reach out to a very targeted producer audience, (those with under 1,000 hogs marketed yearly, show pig, specialty producers and seedstock producers). The Pork Checkoff will support youth activities as a means to communicate defined messages with non-traditional audiences. We will help young producers see opportunities for careers in the swine industry. The Pork Checkoff will invest in high school and college-age student development through several leadership and career-development programs, creating a stronger relationship between the pork industry and those students. Rationale:As youth are the most visible point in our industry, they can have a loud voice for us as advocates educating through PQA Plus and equipping them with messages to use in face-to-face conversations and social media. Many pork producers do not get face-to- face contact with consumers but youth exhibitors feed on this. Through sponsorship of our youth programs we get the ability to educate and train young people with key messages and information they can use in their consumer interactions as well as push them to engage in conversations with their peers. A Pork Checkoff person speaks at each event about the important role they have in the swine industry and to use what they have learned through PQA Plus to spread the We Care messages. As Pork Production increases we need not only the next generations of Pork Industry professionals but we also need advocates who have a farming background to continue to discuss modern agriculture in a positive light. As Millennial research suggests, this generation believe their peers more than other suggested groups. This is an opportunity to continue a positive conversation. This tactic specifically addresses the reputation of modern agriculture vulnerability. This tactic includes support of the National Junior Swine Association and Team Purebred organizations. Additional programs will include a cooperative efforts with the National FFA Association Ambassador program. This fills in the gap of continuous communication of the We Care initiative, focusing on a smaller but very visible section of our industry. Specific & Measurable Objectives:We will benchmark our awareness by PQA Plus and Youth PQA Plus participation with youth exhibitors and their parents at shows and events. Through sponsorship in these organizations, the Pork Checkoff will conduct survey the awareness levels for the non-traditional producer, parents and students looking to enter the workforce in the next to three to five years. 17.) State Tradeshow & Partnership Events $60,000 The Pork Checkoff will be represented at al state and national events by having a booth and getting our key messages and materials into the hands of the producers that can use them. We are able to make producer connections at trade shows by going to home-state locations. We also are able to support and collaborate with our state partners through this tactic. This tactic provides continuous communication to pork producers about resources available to help them address identified industry vulnerabilities. This addresses the gap of providing resources and information to pork producers created with their Pork Checkoff investment. Rationale: Producer Services is often the face of the Pork Checkoff to producers. The ability to talk to producers face-to-face at state tradeshows and annual meetings is vital for our organization. Informed producers allow us to be a more cohesive industry and inform producers about all of our vulnerabilities. Specific & Measurable Objectives:We will have a booth/representation at all state pork events, as wel as other national tradeshows and events. Producer counts and demographics will be taken by special giveaways that help convey the selected key messages as well as resources distributed at state tradeshows.
2018 Financial Budget • 46 18.) We Care Merchandise for the Pork Store $30,000 Each year, state pork associations are offered a $1,000 credit to purchase We Care branded items from the Pork Store. Funds from this tactic will be used to purchase new and restock existing We Care Pork Store merchandise. Rationale:We Care is the largest industry initiative. We must continue to promote the brand at all levels including assisting state pork associations with the delivery of the We Care brand. Specific & Measurable Objectives:At the start of each year, each state pork association receives a We Care promo code for use on Pork Store We Care branded merchandise. The Pork Store keeps a running total of each state’s spend up to $1,000. 19.) PorkSquare Youth Career Website $20,000 This tactic supports the maintenance of a youth career website to attract more young people (ages 15-25) to consider careers in the pork industry. National Pork Board will maintain content and market the site with assistance from contributors who will sponsor the site. Rationale:Producers continue to look for new ways to attract talent to the industry. We enroll in excess of 15,000 youth annually in the Youth PQA program. This website will give us an additional way to connect to the youth while training them and sponsoring their shows throughout the year, encouraging them to consider a career in the pork industry. Specific & Measurable Objectives:With the site launched in September 2013, we established the baseline usage by the target audience. We will be continuing to encourage our industry partners to post internships at this site. We will target at least 20 companies to post. We will solicit 6 organizations for sponsorship of the site. 20.) Advertising, Duplication & Distribution $50,000 This allows us to print, package, duplicate, distribute and effectively market all Pork Checkoff educational, scientific and production resources to U.S. pork producers. Use of an inventory-management-system based on producer and end-user demand for education and information resources. This also allows us to update our materials with the latest research, information, photos and guidelines. This tactic includes science and technology education pieces that need to be reprinted after initial inventory has been depleted. Pork Checkoff can efficiently package and distribute applicable information to educate producers and positively impact their operation. Rationale:This tactic plays a key role in communication to stakeholders in all of the identified vulnerabilities. As research is completed, Pork Checkoff can efficiently package and distribute applicable information to educate producers and positively impact their operation. We will duplicate and distribute resources through the Producer Outreach team, Porkstore.pork.org, Producer Services Center, Swine Educators and PQA Plus advisors. Over 35,000 resources have been given to producers through National Pork Board and State Pork Associations at events, meetings, and the Porkstore website. Specific & Measurable Objectives:We will measure and evaluate annually the quantity and topic trends in distribution of Pork Checkoff research, education, and outreach materials. 21.) Execution of Outreach $80,000 This tactic allows the Producer Outreach team to engage producers and state pork associations with Pork Checkoff messages. The focus of this tactic is creating avenues to communicate what the Pork Checkoff is doing on behalf of producers and to assess/fill these needs. The Producer Outreach team will provide presentations, templates, planning, resources, speakers, cost-share money, resources and materials, pilot projects and in- person presence at events. This also will provide for an upstream information flow back to National Pork Board program staff as well as leadership. This includes working to provide an easy-to-use template for websites and state newsletters to producers. This would assist in getting additional messages out to producers.
2018 Financial Budget • 47 Rationale:Producer Outreach will be the conduit for information flow between Checkoff program areas and producers. The focus will be communicating key messages and connecting everything we do to the We Care initiative. Key audiences include producers, state pork associations, production companies, contract growers, employees and allied industry partners. The Producer Outreach team will work with other Pork Checkoff departments to create three key messages per quarter that will be conveyed to producers in all of our active states throughout 2017. Another area of focus will be getting Pork Checkoff resources and research into producers hands. With our success of this tactic it will help producers engage in their role in responsible pork production, the We Care initiative and continuous improvement. Specific & Measurable Objectives:The measurement for this tactic will be the annual producer survey and overall Checkoff support, maintaining over 85 percent support. This tactic is key to all of our vulnerabilities and will help gain feedback for annual and strategic planning. 22.) We Care Cost Shares (State/Producer Audiences) $105,000 We Care has proven to be an important initiative for the pork industry as it provides the ethical foundation for socially responsible pork production. In 2017, We Care cost share programs will be available to both state associations and producers for on farm education. Rationale: We Care is the largest industry initiative. We must continue to educate we care messages throughout production systems what the ethical principles of We Care mean to their individual jobs. This starts at hiring and training of employees and moves through their career path. Specific & Measurable Objectives:We Care (state/ producer audiences) will be measured by the annual producer survey in two questions 1) Increase producer knowledge (recognition) of the We Care Initiative and 2) can they name one or more Ethical Principles. 23.) Pork Leadership Institute (PLI) $100,000 Working in conjunction with the National Pork Producers Council, a class up to 20 Pork Leadership Institute will be selected to explore the pork industry through experiential learning while gaining valuable leadership skills that will serve participants both as future industry leaders and leaders in their organizations and communities. The group will meet four times (September, November, April and June). The group will get to experience Export Markets through a visit Internationally, as well as receive Media training during World Pork Expo. Rationale:It continues to be a challenge to identify enough producers at the state and national level for committees and board positions. This is a great way to develop and provide resources to individuals whom will be the future industry leaders. Specific & Measurable Objectives:Upon completion of the PLI training we will track these participants involvement at both the state and national with a goal of at least 80% of the participants assume a leadership role within their associations in the next 5 years. 24.) State Pork Association Intern Cost-Share $24,000 Through a cost-sharing program with state pork associations, internships will be offered at the state level. $2,000 will be made available to each state on a first-come, first- served basis to be used for summer intern positions that focus on education programs for producers. In addition to this cost-sharing, a training session for these state interns will be facilitated during the World Pork Expo. These interns will be expected to conduct 250 hours of training and/or programs for producers,. Additionally, the World Pork Expo training will be made available to state pork ambassadors and queens, (space permitting and first-come first-served basis). The state interns will also be asked to write an article of a selected topic, which will be featured on the pork square website.
2018 Financial Budget • 48 Rationale:This is a way to educate future leaders with hands on experiences with National Pork Board programs and how Pork Check is actually funded. This allows the youth first- hand experience with national programs as well as state programs and to see how the Pork Check of funds and delivers programming back to the states and their producers. Specific & Measurable Objectives:At least eight state pork associations will use the cost-sharing program in 2017. These individuals will each complete at least 250 hours developing and delivering educational materials and programs. The hours will be completed by December 31, 2017. 25.) Elite Pork Intern Summit $7,000 The Production Intern Summit is a leadership focused event for production company’s interns to gain more experiences and leadership skills that can be used in their future careers. Interns from all over the country will be able to see, first hand, the goals and objectives of the National Pork Board and the United States Pork Center of Excellence. While attending the event, participants will be able to network with industry representatives, develop team building skills as well as expand their knowledge of the swine industry. Rationale:The Producer and State Services Committee identified the need for developing pork production minded young people. This annual summer gathering allow the National Pork Board to make contact and provide an experience with interns at the various pork production companies. Specific & Measurable Objectives:Attendance of pork production interns and pork production companies represented. 2018 Goal: Between 10 and 18 pork production interns present at the Elite Pork Intern Summit. 26.) Web Platforms $45,000 Continually improve digital content, distribution and platforms for a best-possible experience for users. Providing ideal digital solutions for educational and research resources for producers and industry influencers/partners. Rationale:Consistently updating and striving to improve our online platforms is becoming more important in a digital world. By focusing on end-user experience, we can deliver messages to producers, influencers, industry partners and consumers in an efficient way. By utilizing good content strategies and practices, we can make the pork industry the most credible source organically in search engines, thereby providing an advantage over critics. Specific & Measurable Objectives:After a December 4, 2017 launch of the new pork. org, manage initial dips in traffic and establish new baseline metrics to build upon after monitoring and analyzing new traf ic trends. Identify strengths in search as well as opportunities for growth. Use 2018 as an exploratory period to evaluate processes and implementation of digital tactics like email marketing, video production, social media advertising (i.e. Linkedin targeting of channel influencers), online surveys, etc. Identify strengths and define areas for improvement, and begin re-writing processes and strategies. 27.) Producer Outreach (ABX, SPS, Pork Quality & Needles) $60,000 This funding allows us to create, duplicate, distribute and effectively communicate the most current information on these industry issues. This tactic includes science and technology education pieces that need to be printed. Rationale:Antibiotics, Secure Pork Supply, Pork Quality and Broken Needle Awareness have been identified as industry issues. Specific & Measurable Objectives:We will measure and evaluate issue trends. Material uptake will be another form of evaluation.
2018 Financial Budget • 49 28.) Photo Resources Development $12,000 The Pork Checkoff Photo Library, which was launched in 2016 with over 1,000 photos, will be maintained and continue to be available online through pork.org, with the photos stored on Flickr. Photos will be added to the library as new photo shoots are conducted. Rationale:There is a growing demand for photos of today’s pork production, with photos requested weekly – if not daily – by media, state pork associations, agencies working on Checkoff projects, OMS speakers, students, leadership, staff, book publishers, etc. This tactic will help build available photo resources to be distributed online through the new Pork Checkoff Photo Library. The photos will show how producers demonstrate the We Care ethical principles daily on their farms, doing what’s best for people, pigs and the planet. Specific & Measurable Objectives:Photos and/or new categories will be added to the over 1,000 photos made available when the library was launched in 2016. We will add a minimum of 200 new high-quality, high-res photos in 2018. The photos will be used by media, OMS speakers, students, book publishers, staff, producers, state association and others to help demonstrate today’s pork production to consumers, key influencers and other key audiences. The photos also wil be used in Checkoff brochures, online resources and other Checkoff communication tools. 29.) Quick Facts $40,000 Quick Facts, a comprehensive resource that provides an overview of U.S. pork production, will be updated with new infographics, new stats and other facts. The Quick Facts website will continue as a responsive and interactive platform to appeal to end users using a variety of technologies and devices. In 2018, we also have new ag census data to add, which will be a large undertaking. Rationale:Quick Facts is a resource for staf , media, students, producers, OMS speakers and others to help share pork’s positive story with consumers, participants and other key audiences. For example, many of the pork facts displayed at Fair Oaks originated from Quick Facts. The new infographics and other information on pork.org and other digital platforms help showcase producers’ professionalism and that they are doing the right things for people, pigs and the planet. Specific & Measurable Objectives:Build on the Quick Facts website to provide an interactive online version to better meet user needs. • Update the stats section and other pages that have new annual data that is available from USDA and other sources. Update data to reflect the new ag census results. • Identify additional topic areas that should be added to the Quick Facts website and continue to expand content. • Develop and add new infographics to Quick Facts as needed to help showcase producers’ professionalism in their barns. • Share Quick Facts infographics and other facts on other Checkoff communication tools, such as porkcares.org, #realpigfarming and other digital platforms. • Continue to promote Quick Facts to producers through Pork Checkoff Report magazine, pork.org, social media and other tools, as well as through outreach to media, Extension, states, OMS speakers and other groups as new content is added. 30.) Pork Checkoff Report Newsletter $82,000 Produce and mail five issues of the newsletter to 43,000 producers, channel partners, veterinarians and others. The newsletters will focus on Checkoff programs, activities and research, providing”news you can use” to help enhance producer professionalism. Topics will range from such things as proper needle use, responsible antibiotic use strategies and other key Pork Checkoff communication topics.
2018 Financial Budget • 50 Rationale:The newsletter provides tools and information to help enhance producer professionalism and to ensure that they are doing what’s right for people, pigs and the planet. This tactic addresses all of the goals identified in the long-term strategic plan. It’s important to share Checkoff programs and activities with producers to help meet these goals. Specific & Measurable Objectives:Produce five issues by defined deadlines and send to producers, channel partners, veterinarians and others. Also post each issue on pork. org to extend the reach. Use key newsletter stories on digital platforms to further share information and to encourage pick up by media. • Provide Checkoff research results and program information to enhance producer professionalism, with the focus on doing what’s right for people, pigs and the planet. • Meet with Producer Services and SciTech staff to generate topics to ensure that producers know about Checkoff- supported requirements and recommendations for their farms. • Distribute newsletters as appropriate at state trade shows, World Pork Expo and committee, producer, Extension, educator and other meetings. 31.) Pork Checkoff Report Magazine $310,000 Produce and mail four issues of the Pork Board’s flagship magazine to 43,000 producers, veterinarians, food channel partners (retailers, foodservice, packers, etc.), allied industry, government representatives and other key industry representatives. Continue to of er states the opportunity to deliver state-specific information in each issue through four- page inserts (typicaly eight to 10 states routinely do so). Continue to sell advertising, with net ad revenue expected to be over $100,000. The ad revenue is added to the Pork Checkoff‘s general funds. Rationale:As the Pork Board’s flagship publication and the only communications tool sent to all producers, Pork Checkoff Report plays a key role in communicating with producers about Checkoff programs and initiatives (We Care, PQA Plus, barn culture, antibiotic use, retail/foodservice promotions, export initiatives, etc.). The magazine relates to al of the goals in the strategic plan by communicating program activities and initiatives conducted under each one to producers. The magazine also updates producers about how the Checkoff responds to issues (activist organizations, FAD outbreak preparedness, etc.) on their behalf. The photos, art and articles produced for the magazine are routinely used for other Checkoff projects (pork.org, #realpigfarming, wall displays, Quick Facts, etc.), as well as to meet increasing needs of states, media and other outlets. Specific & Measurable Objectives:Produce four issues by defined deadlines and deliver Checkoff news to 47,000 producers, veterinarians, food-channel partners and other industry representatives. • Meet with all program departments for each issue to determine key Checkoff and industry news to cover, with continuing emphasis on producer professionalism and doing what’s right for people, pigs and the planet. • Work with participating states and other interested states to develop four-page state inserts that are included in each issue. • Distribute the Pork Board’s nine-page annual report to producers by its inclusion in the spring issue. • Review ad revenue, which has grown from$43,335 in 2010 to over $100,000. Work to maintain this level and add more pages for issues when it pays to do so. • Continue to refine the online version of the magazine on pork.org and expand the reach of articles on digital platforms. • Continue to reevaluate the mailing list to ensure that Checkoff information reaches as many producers as possible, along with other key audiences. 32.) Professional Swine Manager - Producer Outreach $10,000 To provide further promotion and outreach of the Professional Swine Manager Education Program particularly to high school students.
2018 Financial Budget • 51 Rationale:The Professional Swine Manager education program has been offered for a few years but the interest at the farmworker level has not been as great as was originally hoped. An opportunity to modify the program for high school students has been identified and initiated in Texas in collaboration with JBS. To expand and continue this program, a new outreach approach is needed. Specific & Measurable Objectives:This tactic is to provide funding for promotional information and resources for the program and promotional support for the community colleges that offer it (South Central Community College and Frank Phillips community college). Funding will also be split with USPCE. The focus for the promotional materials will be high school students and to offer a high school/college credit program in collaboration with local producers. 33.) HR Summit $40,000 An in-person summit to focus on hog production Human resource and capital issues. Rationale:Human resources management and sourcing human capital is becoming an increasing concern for producers. Declining unemployment rates and changes to immigration policies will continue to create challenges for producers in recruiting and retaining employees. An HR summit will bring together HR and production representatives from a wide range of production companies to better understand the issues and to identify ways in which the National Pork Board and the industry can work to improve professionalism, reach future employees and promote hog production as a career choice. Specific & Measurable Objectives:A 2 day summit focusing on hog production HR issues relating to recruitment, retention and engagement, with the objective of identifying the resources and support that can be provided by the National Pork Board. 34.) Broken needle project - education resources $25,000 The development of educational resources to support the multi department broken needle reduction project. Rationale:Anecdotally, the incidence of broken needles found in the packing plant and the end pork product has increased and has the potential to increase further with the introduction of regulations regarding in-feed medications. This could be damaging to both domestic and international markets especially at a time when pork supplies are high. The goal of this project is to create awareness of the issue and provide producers with training resources to reduce the incidence through prevention and improved communication to packers. Specific & Measurable Objectives:Education resources including video and PowerPoint training tools will be developed for barn workers and vaccination crews to create awareness and reduce the incidence of broken needles in the pork product. Tools will include prevention and packer communication policies. 35.) Certified Swine Manager - Producer Outreach $20,000 To promote Certified Swine Manager certification ans the self study guide for those who do not wish to participate in the Professional swine manager community college courses. Rationale:CSM provides a formal avenue to achieve recognition and engage employees; a technical career development program that links US Pork Producers Ethical principles with pork production practices; and proof of knowledge gained and applied. CSM is a credible certification program that combines principals with practices and proof, providing a clear career path for individuals to achieve status as professional pork producers. Further outreach will encourage participation. Specific & Measurable Objectives:10 new production companies will incorporate the CSM program into their career development program by Dec 2018.
2018 Financial Budget • 52 36.) Producers, Pigs and Pork Resource update $40,000 Update to the Producers, Pigs and Pork resource for teachers to use with 3rd through 6th grade students. Rationale:The Producers, Pigs and Pork resource was developed in 2008 to provide teachers with a curriculum for 3rd -6th grade students to address the food system and highlight pork production. As anti-meat groups provide resources for the classroom it is important that we provide resources that tel our story. The Producer Services committee recognized the need for early agricultural education to develop consumers with a balanced understanding of modern agriculture as well as encouraging young students to start considering a career in pork production. Specific & Measurable Objectives:The current resource is not widely used due to the older technology format. The resource needs updating to meet the needs of teachers in the modern classroom. This will include an online version, possible digital whiteboard format and removal of the DVD. Will work with outside vendor, teachers and producers to identify format and content updates. 37.) Train the Trainer $40,000 The train-the-trainer program is a classroom training event for regional managers to develop their skills in developing farm and site managers in barn worker professional development. Rationale:Programs to develop uniform training of on-farm/within system trainers that can subsequently deliver high quality, consistent targeted training to employees do not exist. Many current production managers were promoted on the merits of their production results and have had limited soft skills training. Leaders in the pork industry desire to demonstrate the industry’s We Care philosophy by acting in a professional and competent manner at every level of the industry, from top executive to workers in the hog barns across America. In 2014, a working group of mid-level production managers was formed to define professional development status and needs to instill and raise the level of “professionalism” among production managers and improve “barn culture”. The working group’s highest priority action is to conduct a pilot project to provide production leaders the skill set to more effectively train farm and department managers and to drive professional culture down to the barn employees. The programming will also provide the secondary functions to develop networking groups across production companies of those in similar positions to share learnings and to support one another in their training efforts. Specific & Measurable Objectives:Develop and host a train-the-trainer event for producers and regional managers using outside vendor. The training will be similar to the event hosted in 2016 and will extend the training opportunity to a wider audience. Approximately 20 mid- level managers will receive in person training and be offered ongoing support. Success will be measured by a favorable feedback after the event and long term by the extension of the training within production systems. 38.) PASLWOCO Pigs Across State Line With Out Change of Ownership (PASLWOCO) is designed to provide states with additional resources to accomplish their mission. Rationale:The State and National Relations Task Force in November 2011 recommended $838,000 an expansion of the PASLWOCO program. The sub-group noted that more pigs are moving across state lines today than when the program was created, so the recommendation was developed to address the needs of those states that have lost Checkoff revenue as a result of this change. The Board approved a motion to change PASLWOCO as follows: Continue using the current Return to State calculation; Amend the submission timeline to allow PASLWOCO funds to be incorporated into the state’s annual budget; Remove current restrictions on PASLWOCO fund use; Provide a full payout to states beginning January 2013.
2018 Financial Budget • 53 Specific & Measurable Objectives:State must prove it is a net deficit (pigs across state lines without change of ownership) state, based on previous calendar year transactions 2) State must provide documentation to prove net deficit status 3) State must complete the proper application process and meet all deadlines. 39.) Livestock Marketing Education Fellowships/Scholarships $60,000 Provide fellowships to faculty and scholarships to graduate students to pursue advanced degrees in Agricultural Economics to insure that we have adequate livestock marketing expertise, teaching and research for the future. Rationale:Land-grant universities have provided valuable educational services to pork producers for over 100 years. Some of the most frequent of these have been in livestock marketing and pricing. Producers across the U.S. have learned much of what they know about livestock marketing and pricing from university researchers and extension personnel. Further, graduates of these land-grant programs fill many of the marketing and marketing advisory positions in the U.S. pork industry. The amount of resources devoted to livestock marketing in university agricultural economics departments has diminished greatly over the past 30 years. Some no longer have a livestock marketing specialist among the faculty. Others have one where they used to have three of four. Specific & Measurable Objectives:This program will be measured at the end of two years by evaluating how many of the faculty awarded these fellowships and students awarded scholarships have continued their education specificaly in earning a masters or doctorate in Agricultural Economics. Objective #6- By 2020, the National Pork Board will provide pork producers with research results, $2,002,500 tools and information to improve the productivity of the U.S. swine herd as measured by the following and based on 2015 Industry Productivity Analysis: 10 percent decrease in pre-weaning and nursery mortality, 10 percent improvement in caloric efficiency in grow/finish feed efficiency and Improvement in sow lifetime productivity from 38 pigs per sow lifetime to 42 pigs per sow lifetime. Tactics: 1.) Animal Science Program Management $85,000 The Animal Science Program Management will provide funding for research planning, strategic management of issues through producer committee meetings, research for emerging issues, subgroup, expert and focus group meetings, expert and producer attendance at external forums that may have an impact on the pork production industry. Additionally, this fund is used to support staff travel for the purpose of dialogue with external experts to stay current with emerging issues in order to anticipate, monitor, and respond through providing information or research and to assure research priorities alignment with other funding agencies. Rationale:This tactic directly addresses the strategic plan through goal 2: Drive sustainable production, objective 6: improving the productivity of the U.S. swine herd. The programs which the Director of Animal Science manages are varied and include swine nutrition, reproduction, pork quality pre-harvest, and genetics. These are areas which are not addressed by other programs within Science and Technology. Successful management of these issues is critical to maintaining focus on emerging issues and the capability of the NPB to respond to them through dissemination of information, recommended changes in management practices, and strategic development of research programs.
2018 Financial Budget • 54 Specific & Measurable Objectives:There will be a minimum of three producer, industry or continuing education meetings for the purpose of planning for responding to emerging issues. • Staff and producer travel to a minimum of 6 professional meetings for the purpose of keeping informed about emerging issues which may be addressed through programs or research and to align other funding agencies research priorities with those of pork producers for the purpose of leveraging research dollars. • This tactic will provide sponsorship for at least four meetings for the purpose of dissemination of information which may affect the swine industry on issues including swine science, swine nutrition, reproduction, management practices, pork quality, biotechnology and genomics. • Within this tactic there has been $3,000 identified for staff training for 2018. 2.) Sow Lifetime Productivity $75,000 This is a continuation of the Sow Lifetime Productivity research tactic started in 2011. The research focus for 2017 will be to enhance piglet growth and viability prior to weaning and to develop methodologies for improving gilt socialization to mature boars during the gilt development phase. Rationale:This tactic directly addresses the strategic plan through goal 2: Drive sustainable production, objective 6: improving the productivity of the U.S. swine herd. Sow Lifetime Productivity is a science and technology program area integrated project, as recommended by the 2010 Checkoff Research Task Force that examined the Checkoff role in industry research. The program areas cooperating on the project are Animal Science, Swine Health, Animal Welfare, Pork Safety Quality and Nutrition and Environment. Sow lifetime productivity is a major component of the cost and efficiency of pig production and in profitability of the industry. However, research in sow lifetime productivity is expensive, time consuming and requires a large number of animals to be relevant to the industry. Therefore, there is little publicly available research currently being conducted in this area. Sow lifetime productivity can be defined as the total of the quality pigs a sow weans from the time she becomes breeding eligible until she is culled. This can be accomplished by a combination of increasing the duration a sow is productive in the sow herd and by increasing the viability and productivity of nursing pigs to result in a quality weaned pig. The goal of the sow lifetime productivity research and educational program is to increase the productivity of the breeding herd by 30% within 7 years. The first project conducted under this tactic was designed to test the hypothesis that diet affects the deposition of fat and lean during gilt development. A total of six diets that varied in energy and protein content where fed to gilts beginning at 100 days of age and continuing through 260 days of age. Gilts fed the low energy diets consumed more feed than gilts fed high energy diets. This resulted in total daily protein consumption that exceeded the daily requirement so there was no difference in body composition due to dietary treatment. Those diets were refined and the research conducted in 2015 used these new diets to determine the effect of diet on body composition, structural soundness and age at puberty. The results of this study established the diets that were then used used in 2016 to determine the impact of gilt developer diets on number of quality weaned pigs during sow lifetime and sow longevity in the herd by following females from birth through their third parity. That study will continue in 2017.Another study was initiated in 2014 to collect and analyze data on the impact of sow liter of origin (parity of dam, litter size, ratio of boars to gilts, colostrum consumption, litter weaning weight) on the number and size of pigs weaned during sow productive lifetime. This project will be completed in 2017.In 2017 research will continue in the areas of enhanced piglet growth and viability prior to weaning and development of methodologies for improving gilt socialization to mature boars during the gilt development phase.
2018 Financial Budget • 55 Specific & Measurable Objectives:The research and educational goal of this tactic is to return to the industry an estimated $250 million annually through a 30% improvement in sow lifetime productivity over 7 years, resulting in average herd longevity of 4.6 parities and an increase of 10-15 quality pigs weaned per sow lifetime. It is estimated that the current industry average is 36 pigs per productive sow lifetime. For 2016: • Research will focus on the impact of gilt developer diets on number of quality weaned pigs during sow lifetime and sow longevity in the herd by following females from birth through their third parity. • Research will collect and analyze data on the impact of sow liter of origin (parity of dam, litter size, ratio of boars to gilts, colostrum consumption, litter weaning weight) on the number and size of pigs weaned during sow productive lifetime. • Research will collect data on the impact of socialization and boar exposure on age at puberty, estrus behavior, conception rate, litter size at birth and litter size at weaning. 3.) Industry Productivity Analysis $50,000 This tactic will provide producers with benchmarking data for key productivity indicators from a representative sample of the pork industry. This data will be presented as industry averages as well as the top 25% and bottom25% performance over the previous 6 years so that the current status and trends over time can be benchmarked. Additionally, monthly data will be analyzed for changes in key productivity indicators due to seasonal variation. Rationale:This tactic directly addresses the strategic plan through goal 2: Drive sustainable production, objective 6: improving the productivity of the U.S. swine herd. Benchmarking allows producers to determine where their operations fit within the overall industry as well as to measure the progress they are making over time. Additionally, investigators can use the information to target specific areas of production which require research. The 2017 Industry Productivity Analysis project is a continuation of a project which was initiated in 2011. Access to a large amount of data collected and compiled by a data management company was obtained and an initial analysis of the data was completed in 2012. One outcome of this initial analysis was to draw attention to the impact seasonal variation has on productivity and profitability of swine operations. This resulted in development of a research tactic specifically focused on development of management tools that can be used to mitigate the impact of seasonality. Additionally, the 2013 analysis included trend line analysis for producers in the top 25%, industry average and the bottom25%. This revealed that in several key productivity indicators, the bottom 25% of the industry is making greater improvement than the top 25% or industry average. The 2017 analysis will investigate correlations and relationships of key productivity indicators. This is important so that factors that play a primary role in profitability can be identified for each phase of production. Investigation of the amount of variation surrounding an average may provide clues about where rapid improvement can be made. The information mined from analysis of this data will benefit all producers through improved productivity at the farm level and will serve to inform the Checkoff programs, academics and other funding agencies about areas of research which are likely to have the greatest impact on production. Additionally, making this information publicly available will help all producers because it will allow them to determine areas where they may be able to make improvements in their management to rapidly affect profitability.
2018 Financial Budget • 56 Specific & Measurable Objectives:This tactic will focus on documenting specific benchmarks of productivity in the swine industry. Improvement can only be made in areas that can be measured. The Industry Productivity Analysis will do the following: • Data from2016 will be acquired from a data management company and added to the current data base that extends back to 2005. • Data from 2011–2016 will be statistically analyzed to provide annual bench marks for specific areas of production including sow productivity, nursery, wean-to-finish and finishing. • An Annual Report will be developed and published electronically and a Summary Report will be developed and published in electronic and in printed form. • A Pork Academy session will be given during the 2018 World Pork Expo to publicly release the results of the analysis. • Results from this analysis will be used to update the 2018 Quick Facts. 4.) Feed Efficiency Research $200,000 The research funded through this tactic is aimed at improved grow-finish and whole herd feed efficiency. For 2018 the research focus will be on the interaction between nutrition and health, novel feed processing methods that enhance nutrient extraction and the utilization of novel technologies in swine diets. Additionally, research will expand on results of previous, completed research projects and conducted in field scale sized projects to validate that results observed under laboratory conditions are also observed at the level of the farm. Rationale:This tactic directly addresses the strategic plan through goal 2: Drive sustainable production, objective 6: improving the productivity of the U.S. swine herd. This is a continuation of the High Feed Cost Mitigation Research tactic which began in 2012 with a planned duration of 7 years. Many of the projects funded in this area for 2017 focused on improving feeding technologies and better understanding of nutrient availability and utilization. Feed costs make approximately 70% of the cost of production. Anything that improves feed efficiency will reduce feed costs and have a large impact on profitability. While the largest impact in improving feed efficiency can be realized in the grow-finish period, it is also important to conduct work that leads to an improvement in whole herd feed efficiency. Whole herd feed efficiency is arguably a better measure of overall efficiency because it takes into account a wider range of factors that are not accounted for when measuring only measuring feed efficiency during the growing and finishing period. Whole herd feed efficiency accounts for feed usage during gilt development, at boar studs, during gestation and during lactation as well as during nursery and grow-finish periods and spreads that feed over the number of pigs that a female produces. Regardless, the information which is obtained through this research tactic will allow producers to immediately make changes to their management practices such that production costs can be reduced. For example, research conducted in nutritional efficiency has resulted in a better, more comprehensive understanding of how alternative feed ingredients, specifically DDGS, can be used in swine diets to reduce the cost of the diet and overall cost of production with minimal impact on productivity. Applied research in this field is not currently a priority of other funding sources such as the USDA. Implementation of specific strategies to improve feed efficiency will improve profitability and allow U.S. pork producers to remain competitive in the global market. Specific & Measurable Objectives:Research funded through this tactic wil focus on improving grow-finish and whole herd feed efficiency. • Improve grow-finish feed efficiency from2.66 to 2.53 and whole herd feed efficiency from3.80 to 3.73 pounds of feed per pound of gain by 2018. • To support reaching the goal, develop comprehensive plans with Communications and Producer Services that employee best management practices to improve grow-finish and whole herd feed efficiency.
2018 Financial Budget • 57 5.) System-wide Livability $800,000 The System-wide Attrition tactic is new for 2018 and will provide funding support for research focused on decreasing pig mortality at various phases of production. This includes stillborns, pre-weaning, nursery, grow-finish and sow mortality. In addition to research projects, funding for this tactic may also support data mining, modeling, industry survey and formation and meeting of the System-wide Attrition working group. Rationale:This tactic directly addresses the strategic plan through goal 2: Drive sustainable production, objective 6: improving the productivity of the U.S. swine herd. According to the Industry Productivity Analysis, roughly 30 per cent of opportunity pigs are never marketed. This figure includes stillborns pigs, pre-weaning mortality, nursery mortality and grow-finish mortality. If sow mortality is layered on top of this, the annual system-wide attrition rate is wel over 40 per cent. The Animal Science Committee recognizes this has a devastating effect on the sustainability of pork production. Additionally, they recognize that this a multi-factorial issue that encompasses, swine health, nutrition, genetics and welfare. To initiate research in this area, they have organized a system-wide attrition working group whose function it is to identify gaps in our current knowledge, areas of production where the most progress can be made and establish research priorities. This information will then be used to develop the 2018 Request for Proposals in this area. Specific & Measurable Objectives:The 2017 Industry Productivity Analysis will serve as the baseline measurements of mortality for the various phases of production. • Stillborn: Currently at 1.32% so a 10% reduction would be 1.18% • Pre-weaning: Currently at 17.13% so a 10% reduction would be 15.42% Nursery: Currently at 4.58% so a 10% reduction would be 4.12% • Grow-finish: Currently at 5.34% so a 10% reduction would be 3.81% Sow: Currently at 12% so a 10% reduction would be 10.8% 6.) Animal Welfare Program Management $95,000 Domestic & international issues wil be identified and strategically managed through producer committee meetings, working group meetings, & dialogue with external parties to stay current on happenings, both inside & outside of the pork industry, as they relate to animal welfare. Allow for attendance of staff, producers & experts to represent the interests of the pork industry at external forums that may impact our freedom to operate. Rationale:In order to protect the operating freedom of producers and manage long- term consequences of domestic and international animal welfare issues, it is important to identify these issues early to anticipate, monitor and rapidly respond to them by partnering with producers, allied industry, and other experts. Audience appropriate messages must be developed and delivered to communicate how producers follow the Ethical Principles as it relates the care and well-being of their pigs. Specific & Measurable Objectives:The animal welfare committee will meet at least twice to provide direction to staff and discuss topics such as research funding, plan of work, PQA Plus, and other emerging animal welfare issues in the swine industry. $6,000 has been allocated to training for two staff members. 7.) Animal Welfare Information & Stakeholder Coordination $45,000 Collaborate with other non-governmental organizations (NGOs) to identify and manage domestic and international animal welfare issues that are relevant to livestock production including swine. This includes membership to the Animal Agriculture Alliance and funding of the Center for Food Integrity’s Animal Care Review Panel.
2018 Financial Budget • 58 Rationale:Early identification and rapid response is important to mitigate long-term consequences of emerging issues. Animal welfare issues often impact the entire pork chain making it essential to have a unified response to them. Interaction with welfare experts, producers, and other industry stakeholders is necessary to address issues and allow for development of unified responses to animal welfare issues. Through partnerships with other non-governmental organizations, the swine industry is better able to address issues than we would be alone. These types of partnerships, such as the Animal Ag Alliance, allow us the opportunity to coordinate with other species groups who have similar objectives and are facing many of the same animal welfare challenges. Other partnerships, like the Center for Food Integrity (CFI), allow us to utilize other’s areas of expertise and provide external credibility to the swine industry. Pork Checkoff educational materials related to animal care are offered to producers free of charge, including free shipping. Funds in this tactic will cover printing, reprinting, and shipping of these materials for producers and other industry stakeholders. Specific & Measurable Objectives:Checkoff will work with other NGOs, such as Animal Ag Alliance (AAA), to identify and address emerging animal welfare-related issues and to provide support for objective analysis and assessment. Through our membership, we will collaborate with AAA to submit comments on proposed OIE animal welfare standards and participate in their issues management committee and retailer sub-committee. The tactic also covers costs associated with animal welfare related materials inventory management. In addition, we support the work of the Center for Food Integrity (CFI) Animal Care Review Panel that provides an expert, objective and timely analysis of videos that may be used to challenge production practices. 8.) Animal Welfare Research $417,500 Pork Checkoff will fund research to address the swine industry’s animal welfare priorities. Priorities will focus on furthering our knowledge about swine welfare and to promote continuous improvements in our best management practices that reflect our Ethical Principles. Rationale:The animal welfare committee developed a strategic five year plan to guide our research funding efforts by prioritizing areas of swine production that can impact pig well-being. The perspectives of the producer, pig and customer were considered in the prioritization process. The identified priorities are: Timely euthanasia and handling and management of compromised pigs, pain management and painful procedures, reduction of pre- and post-weaning mortality, reducing aggression and destructive behaviors, farrowing housing systems, and heavy weight pigs. Research results are then used to improve Pork Checkoff programs and resources for producers. The National Pork Board is looked to as a primary source of funding for pig research, and especially so for swine welfare research. The U.S. government has a low to nonexistent priority for animal welfare as apparent by their recent request for proposals and funding allocation for their competitive and non-competitive grants. The OIE has drafted general standards for transportation and euthanasia and species specific standards for dairy, beef and broilers. They will continue their efforts with standards for swine and egg layers. The scientific data needs to exist as a basis for development of those guidelines. Specific & Measurable Objectives:We will put forward a competitive research cal to fund proposals that meet the Animal Welfare Committee’s priorities identified in their 5 year research plan. These priorities are management of compromised pigs and timely euthanasia, painful procedures and pain management, weaned or feeder pig transport, aggressive and damaging behaviors, farrowing housing, and sow shoulder lesions. These research priorities also address Objectives in Goals 1 and 2 of the organization’s Strategic Plan. Completed research results will be used to develop educational materials for producers and will serve as a basis for future versions of the Swine Care Handbook, PQA Plus and TQA.
2018 Financial Budget • 59 9.) Swine Health Program Management $165,000 This tactic will address swine health issues that affect profitability, production, commerce, trade and the reputation of the industry through producer committee meetings, attendance of producers and staff at key industry meetings and subgroups/focus group meetings that have industry impact. This tactic will also support staff training. Rationale:This tactic directly supports Goal #2, Objective #6 of the strategic plan. This tactic is necessary to identify, address and communicate scientific issues to support and defend the reputation of modern agriculture, which has been identified as the top priority in Checkoff’s Vulnerability Assessment. This tactic will allow swine health issues affecting profitability, production, commerce, trade and the reputation of the industry to be strategically addressed through producer committee meetings, attendance of producers at key industry meetings and subgroups/focus group meetings that have industry impact. The tactic funds all Committee meeting and travel expenses and covers travel and expenses for staff who use this budget item to represent producers on swine health issues at critical industry and veterinary meetings, as well as at targeted meetings and on committees as issues arise. The focus of this tactic will be to continuously identify opportunities to anticipate, monitor and respond to specific issues of swine health interest with the goal of protecting the rights and ability of producers to produce pork in a socially responsible and cost-competitive manner. Specific & Measurable Objectives:In 2018, staff will participate in industry meetings/ teleconferences and/or subgroups/focus group meetings to gather and provide intelligence for use by the industry and stakeholders to address research, profitability, commerce, trade and help address issues that could cause negative impacts to the industry. Swine Health Committee will meet in person twice and will have 8 teleconference calls. Members of the Swine Health Committee will attend the United States Animal Health Association annual meeting. Staff will undergo training and have $3,000 per director to use for approved training opportunities. 10.) Industry Leadership and Human Capital Development $50,000 This tactic is focused on enhancing the talent stream of individuals committed to being the next generation of swine industry professionals. It seeks to support the activities of the American Meat Science Association and the American Society of Animal Scientists in their effort to identify, recruit and train individuals which have a high probability of making significant contributions to the swine industry in the future. Additionally, the NPB’s scholarship program actively identifies and provides financial assistance to college students that have a high probability of making significant contributions to the swine industry in the future.
2018 Financial Budget • 60 Rationale:This tactic addresses the strategic plan through goal 2: Drive sustainable production, objective : improving professionalism. The Animal Science Committee of the NPB requested that the Pork Industry Scholarship Program and the Industry Leadership and Human Capitol Development tactics be combined since they both pertain to leadership and human capital development. Development of the next generation of pork industry leaders is critical to continued improvement in productivity and profitability in the swine industry. Continued, long-term sponsorship of industry-based leadership development and academic programs for youth, stakeholders, producers and members of the pork value- chain is critical to the continued support and perception of pork and pork products. These programs are administered through the American Meat Science Association (AMSA) and the American Society of Animal Scientists (ASAS) and the NPB with the support provided by this tactic. AMSA: The intercollegiate meat judging contest annually trains approximately 100 college students to critically evaluate carcass, pork and pork product quality. Pork 100 and 101 are avenues through which members of the pork value chain such as grocers, retailers and allied industry are informed about how pigs are raised and processed into pork and pork products. These programs are unique in the industry and provide pork producers an opportunity to participate in and support training future industry leaders and educating pork value-chain partners. The NPB has been a charter sustaining contributor to AMSA because the AMSA completes a critical connection between pork producers, packers, retailers and consumers. Many of the programs organized by the AMSA align directly to support the goals and objectives of the National Pork Board. Finally, the NPB wlil sponsor the Reciprocal Meat Conference which serves as the meat science technical and scientific meeting. ASAS: Sponsorship and support of ASAS meetings and programs. This includes identification and support of the Innovation in Swine Research Award which is presented to a researcher who conducts innovative research in swine nutrition, genetics, physiology or animal behavior and wellbeing. Pork Industry Scholarship ($50,000): Data from a survey of 2006 to 2010 Pork Industry Scholarship recipients show that 66% of students that received NPB scholarships have completed or are currently enrolled in an advanced degree program. The purpose of the NPB Scholarship program is to provide assistance to individuals who have made a commitment to the swine industry and who intend to advance their education through an advanced degree either through enrollment in a graduate program or a school of veterinary medicine. Specific & Measurable Objectives:This tactic will focus on providing financial support of three specific activities of the American Meat Science Association and the American Society of Animal Scientists and college students that have a high probability of making significant contributions to the swine industry. • Support of the AMSA through a sustaining membership. This support will continue AMSA’s ability to administer programs such as PORK 100 and PORK 101 that serve to educate members of the pork value-chain. • Sponsorship of the intercollegiate meats judging program which provides training to approximately 100 students annually. • Sponsorship of the Reciprocal Meat Conference which brings together approximately 650 participants for technical networking and review of research results. • Sponsorship and support of ASAS meetings and programs. This includes identification and support of the Innovation in Swine Research Award which is presented to a researcher who conducts innovative research in swine nutrition, genetics, physiology or animal behavior and wellbeing. • Recruitment, evaluation and selection of swine-oriented college students with a demonstrated commitment to enrolling in graduate programs or schools of veterinary medicine for $2,000 scholarships.
2018 Financial Budget • 61 11.) Swine Health Digital Strategy $10,000 This tactic will be utilized for developing digital strategies and delivering digital outreach for the swine health program area. Rationale:Developing digital strategies and carrying out digital outreach will improve the cross-functional integration of National Pork Board’s marketing communications activities for the benefit of all stakeholder audiences. Specific & Measurable Objectives:Swine health staff will work with the Digital Strategies Team to develop digital strategies and carry out digital outreach related to swine health research and information to improve the cross-functional integration of National Pork Board’s marketing communications activities for the benefit of all stakeholder audiences. 12.) Animal Science Digital Strategy $10,000 This tactic provides specific funding for digital strategy and digital outreach to disseminate research results and information. Rationale:The Animal Science Committee recognizes that obtaining results of research is not the end goal. These results must be distributed and made publicly available to producers. This distribution of results and information can take a variety of forms including print, graphic and electronic distribution through social media. Specific & Measurable Objectives:The money set aside in this tactic will be used for dissemination of research results and information. Goal #3 - Grow Consumer Demand – Working in concert with food-chain partners, the National $26,869,106 Pork Board will grow domestic and international consumer demand by focusing on pork’s improved nutrition, quality and sustainability. Objective #1 - By 2020, increase pork’s US market share of total real per capita meat expenditures $17,078,150 1 percentage point as measured by USDA retail price and disappearance data (2014 baseline data). Tactics: $1,328,150 2.) Domestic Marketing: Administration This tactic will cover administration of Domestic Marketing programing, including DM Committee meetings (2x), professional development training, and VP travel. This tactic also includes marketing partnerships with the American Importers Exporters Meat Products Group, and state pork association marketing support. Rationale:Administration of the Domestic Marketing strategy, including DM Committee prioritization of work and approval of budgets, on-going work and engagement with importers, as well as partnering with state associations on marketing strategies. Specific & Measurable Objectives:The DM Committee members will be surveyed two times annually to gauge progress and overall satisfaction of processes and procedures. The partnership programs with the AIEMPG will be measured by incremental pork sold. The number of states participating in the matching funds marketing support program will serve as the metric. 3.) Domestic Marketing: Packer Relations $153,000 Developing and maintaining organizational relationships with all segments of the pork packing and processing community in order to ensure NPB’s product marketing, issues management, education, and research initiatives are aligned with packer and processor priorities. Cross-functional collaboration within National Pork Board departments, including Domestic and International marketing, Science/Technology, Communications, Producer Services and Administration; identifying key program needs and messages that require pork packer and processor engagement; facilitating dialogue within the pork supply chain. Rationale:Proactive outreach to the pork packer community is essential to building collaboration in the supply chain.
2018 Financial Budget • 62 Specific & Measurable Objectives:The various personnel inside the packer organizations will be identified and properly classified in the CRM database, and engagement with each group will surpass 2017 engagement by 25% or more. 4.) Domestic Marketing: Social Responsibility $553,000 The social responsibility of America’s pig farmers is an integral part of pork’s long-term brand position. Work must be done to explore the opportunity to effectively market the responsible pig farming story with key food chain partners and - ultimately - to consumers. Rationale:Positioning pork and pigs in a comprehensive strategy to grow trust thereby increasing demand for pork products. Specific & Measurable Objectives:Improved perception of modern pig farming by targeted food chain partners and consumers. Consumer sentiment will be included in the market intelligence tracking research, and food chain partners will be surveyed in November with a positive acceptance of >5% vs. 2014 (benchmark survey). 5.) Domestic Marketing: Channel Marketing $7,115,000 The newly formed Channel Marketing team is responsible for proactive outreach and engagement with the most influential foodservice operators, distributors, and retail grocery companies. This tactic will include strategic planning and marketing support for the top twenty retail companies and the proprietary list of top eighty foodservice companies, including convenience stores and broadline distributors. Rationale:Food companies are looking for vision for the future of the food industry that meets the needs of a new generation of consumers as well as support to help them grow and thrive: sales growth, innovation and thought-leadership. Specific & Measurable Objectives:Metrics include pork products menuing incidence and frequency, retail pork category sales, and earned media in the trade. 6.) Domestic Marketing: Market Intelligence $7,929,000 Emphasis on the end-point temperature, nomenclature, and consistent quality of the pork loin. Sound, relevant market intelligence will be gathered and analyzed recurrently specifically for the purpose of accurate and confident decision- making in determining strategy. Objective metrics will influence the development and maintaining of a consistent branded category go-to-market strategy that creates brand and marketing alignment in the supply chain. Brand position will demonstrate thought leadership as best-in-class example of content marketing: owned, earned, paid, shared. Rationale:The DM strategy must position NPB as a trusted, proactive provider of insights and solutions to stakeholders in the supply chain. To accomplish this, NPB must begin with research to discover leading indicators that define and build out the three pillars for the brand identity: Quality, Trust, Value. Research will be designed to identify motivators and barriers to purchase within the various segments of consumers, as well as pain points for brands in the supply chain. Specific & Measurable Objectives:The National Pork Board (NPB) Domestic Marketing strategy will position the NPB as a trusted, proactive provider of insights and solutions to stakeholders in the supply chain. End-point temp for loins is consistent among al seven key packers; widespread adoption of the up to date nomenclature specifically with the top ten retailers.
2018 Financial Budget • 63 Objective #2 - By 2020, increase pork exports through access to new markets, expand existing $8,499,924 markets and increase export volume by 2.7 billion pounds and export value by $3.1 billion, equating to a 9 percent average annual increase in value and quantity compared with 2014 year-end data. Tactics: 1.) International Trade Market Access Research and Analysis $1,600,000 NPB will oversee efforts to gather in-country intelligence and conduct analyses that generate valuable information concerning foreign market barriers and unfair trade practices, both in the U.S. and abroad, that are undermining U.S. pork export levels. NPB will work closely with other industry organizations and industry with trade-related interests. Rationale:The NPB Strategic Plan has included a goal of increasing exports in both volume and value by 9% annually, on average, from2015-2020. A regression analysis showed that when the value per hog exported increases by one dollar then the live hog price/CWT goes up by $0.70. It is essential that the industry develop plans and conduct research to prepare for advancements as well as potential disruptions, in order to meet this goal and increase the value and profitability of producers. Specific & Measurable Objectives: • Safeguard and expand international markets. • Maintain current export markets and generate future export growth and access. • Prepare for market disruption. • Conduct market research. • Gather in-country market intelligence. 2.) International Trade Committee Management and Support for Export Market Enhancement $299,924 The NPB International Trade Committee will oversee Checkoff investment in facilitating trade of U.S. pork by creating a strategic export plan, determining how the industry is working towards export goals and review research and plan for international market access and marketing opportunities. Producer travel and support is also necessary to enable pork industry representation during international trade standard setting meetings (i.e., Codex, OIE, FAO), marketing and strategic planning meetings. Staff will attend various meetings to represent producer interests and prepare and disseminate relevant documents and tools, including newsletters and research results. Rationale:Producer oversight and staff management will help coordinate and advance pork export plans. Specific & Measurable Objectives: • Identify market opportunities and create strategic alignment. Prepare and review budgets. • Provide management of trade activities. • Attend industry and international meetings to represent U.S. pork producers and discuss marketing opportunities and barriers. • Awareness and adoption of key NPB export activities by pork producers will be increased. 3.) International Trade Scientific and Technical Research $100,000 International trade efforts are supported from Science and Technology, which will work cooperatively with industry to confirm or disprove international standards and open up and reinforce existing export markets. The short-term plan will be to maintain markets that are already open to U.S. pork to maintain exports. The longer-term plan is to identify markets where U.S. pork has the potential to export more product and determine what scientific barriers exist. Rationale:Research and scientific data is crucial in defending US’s pork global position.
2018 Financial Budget • 64 Specific & Measurable Objectives: • Develop scientific and technical research priorities. • Conduct research and share project results with industry partners, trading partners and standard-setting bodies, as needed. • Success of tactic will be measured by the extent of use of research outcomes. 4.) International Market Promotion, Development and Research $6,450,000 NPB will provide oversight and management strategy for efforts to increase the value and profitability of the industry by leveraging U.S. pork’s competitive advantage and enhancing demand in targeted export markets though market development and promotion, education and issue management. The target audiences in-country will include importers, distributors, processors, hotels, restaurants, retail chains and producers. Rationale:The NPB Strategic Plan has included a goal of increasing exports in both volume and value by 9% annually, on average, from2015-2020. A regression analysis showed that when the value per hog exported increases by one dollar then the live hog price/CWT goes up by $0.70. It is essential that the industry develop plans and conduct research to prepare for advancements as well as potential disruptions, in order to meet this goal and increase the value and profitability of producers. Specific & Measurable Objectives: • Implement marketing strategies for individual target markets. Create relationships among exporters and importers. • Educate consumers. • Provide trade servicing and facilitating. Collect in-country market intelligence. Prepare for crisis or market closure. Identify alternative markets. • Identify new product markets. • Enhance relationships with producer groups, where appropriate. Determine successes and failures on international programs implemented. • Successes of this tactic are defined by individual country strategies, such as increased exports, number of consumer or customer reaches, increased menuing or featuring and number of aligned importers. Goals and objectives will be detailed by country or target market. 5.) IMS World Meat Congress $50,000 The IMS WORLD MEAT CONGRESS, organized by the International Meat Secretariat will take place from 30th May to 1st June 2018 at the Sheraton Dallas Hotel. The conference will cover areas like represents the global meat and livestock sector as a vital motor of growth and prosperity to meet the future demands for sustainable, high-quality, nutritious and safe animal protein. Rationale:The International Meat Secretariat (IMS) venue will allow us the opportunity to engage with the International Meat Secretariat (IMS) and other stakeholders within our industry. We will use this conference to help identify issues,concerns and opportunities that assist and elevate within the international market. Specific & Measurable Objectives:There will be a speaking opportunity to talk about the pork international market to elevate our presence, promote our product and educate about our international market. We will send staff and board to collaborate with key stakeholders and influencers within the international markets. These relationships are instrumental in our efforts to understand, educate and promote the pork industry.
2018 Financial Budget • 65 Objective #3 - By 2020, reduce the percentage of pork loin chops scoring below the National $556,032 Pork Board color score of 3 by 10 percentage points as compared with the 2012 retail baseline study (55 percent reduced to 45 percent). Tactics: 1.) Pork Quality Initiative $200,000 The Pork Safety, Quality, and Human Nutrition committee will address “by 2020 reduce the percentage of pork loin chops scoring below the National Pork Board color score of 3 by 10 percentage points as compared with the 2012 retail baseline study (55 percent reduced to 45 percent).” The Pork Safety, Quality, and Human Nutrition Committee will continue to select and fund science-based research to better address pork quality characteristics by working with all segments of the pork supply chain to produce a more consistent pork product. Rationale:The Pork Quality Task Force, and Pork Safety, Quality and Human Nutrition Committee has identified that pork quality is a key issue. Over the past 25 years, the industry has addressed pork quality and the initiative will identify gaps and issues in pork quality. The Pork Quality Initiative will provide value to the entire pork industry through providing consumers a consistent pork products through quality, nomenclature, and end-point cook temperature, ultimately impacting the overall eating experience. The efforts established by the Task Force, Committee, and staff members include updating the current National Pork Board color and marbling subjective standards cards photographs, develop industry instrumental color and marbling standards, as well as the variety of fresh and processed pork cuts that can be utilized by producers, packers/processors, academia, and other industry stakeholders. The Committee requires funding establish benchmarking data values to compared the specific and measurable baseline set in the 2020 Strategic Plan. On-going pork quality research must continue to determine if the goal has been met and identify opportunities. Staff members will create educational materials, for a variety of segments in the industry to better comprehend the variation that exists. Supporting staff members will also require travel to present materials and updates at various meetings, conferences, forums, and to industry stakeholders. This tactic will also support the Digital Strategy Team and Communications Team to develop content for pork.org and talking points. Specific & Measurable Objectives:The tactic will support an in-person expert panel meeting to establish instrumental measurement values to create an industry standard, update and develop new color and marbling standard cards, and generate material for a new pork grading standard. 2.) Enhance Pork Quality – Research $250,000 The Pork Safety, Quality, and Human Nutrition Committee is addressing the 2020 Strategic Plan Goal #3, Objective #3 by funding research on emerging issues in pork quality and carcass characteristics in the pork industry.
2018 Financial Budget • 66 Rationale:Meat science research has shown that a darker color pork chop is more tender, juicy and flavorful. This can be explained with the relationship of pH and meat quality. The darker the chop, the higher the pH (less acidic). A higher pH product will have more moisture within the meat tissue, causing a darker color and a tenderer product. As a result of increasing darker chops, consumers will have a more consistent, enjoyable eating experience, which will increase repeat purchases of pork. Given concerted efforts by genetic suppliers to satisfy consumer demand for leanness and producer demand for efficient conversion of feed to lean gain, the situation of not focusing on quality is widespread across the majority of major contemporary genetic lines. A genetic focus on improving carcass lean quality/functionality/consumer acceptance, while present in some terminal genetic lines, has been limited due to: 1) lack of efficient, on-line measuring technology and associated value-based marketing, 2) progeny testing required to tie information to the breeding population and selection objectives, and 3) often negative relationships between efficiency and pork quality. Sources of genes associated with meat quality traits need to be identified and facilitated by studying populations with desirable alleles at higher frequencies. As the decline in lean quality is associated with the rapid increases in lean gain efficiency and rate of growth, logical study populations are pigs from populations not impacted by recent industry-wide improvements. Two suggested populations are older genetic populations (e.g. heritage breeds) and existing samples in the National Pork Board’s possession (tissues from previous Terminal Sire Evaluation, Maternal Line Genetic and Genetics of Lean Efficiency studies from early 1990s). Specific & Measurable Objectives:The Pork Safety, Quality, and Human Nutrition Committee is interested in funding research relevant to support the on- going Pork Quality Initiative to achieve a more consistent eating experience. 3.) Pork Quality Program Management $96,032 The Pork Safety, Quality, and Human Nutrition Committee will meet to discuss and determine tactical, programming, and responses to domestic and international pork safety, quality, and human nutrition issues pertaining to the pork supply chain. Issues will be addressed and managed by the committee through various group meetings to evaluate pork quality research on developing issues, and provide technical expertise at events that have the potential to impact the pork industry and markets. Rationale:The Pork Safety, Quality, and Human Nutrition Committee will meet face-to-face at-minimum twice during 2018- once in the spring and summer. Producers are encouraged to attend various scientific meetings such as the United States Animal Health Association (USAHA), SafePork, American Meat Science Association’s annual Reciprocal Meats Conference (RMC), American Dietetic Association (ADA), Institute of Food Technology (IFT). Additionally, as needed, staff members will travel. They will be a liaison on NPB’s pork quality efforts to different segments and stakeholders in the pork industry. Staff will dynamically engage in communication/conversation with research agencies. Staff will monitor and respond to issues and concerns in the pork industry applicable to pork safety, quality, and human nutrition to effectively retort with science-based research. Specific & Measurable Objectives:The tactic will support the Pork Safety, Quality, and Human Nutrition Committee members to meet twice a year in-person to review the 2020 Strategic Plan goals and objectives pertaining to Pork Quality. Specifically Goal 3, Objective 3 to grow consumer demand by reducing loin chop color scores below 3 by 10%. Additionally within this tactic, $6,000 of the budget has been identified to support two staff members for 2018 staff training. 4.) Pork Quality Digital Strategy $10,000 This tactic will support the creation of digital outreach on pork quality programming and research.
2018 Financial Budget • 67 Rationale:Collaboration between the Pork Quality supporting staff and the Digital Strategy Team will generate digital outreach for educational tools producers can implement on- farm, and other tools or methods for other audiences in the pork supply chain related to pork quality. Pork.org will be the main platform to obtain knowledgeable Pork Checkoff- funded pork quality information. This tactic will include the development of an educational tools related to pork quality. Specific & Measurable Objectives:Pork Quality supporting staff will collaborate with the Digital Strategy Team in developing digital outreach and communication tools for producers and other segments of the pork supply chain related to pork quality issues, programming, and research. Objective #4 - By 2020, increase the positive perceptions of pork in a healthy diet by registered $735,000 dietitians by 20 percent as compared with a 2015 baseline study that includes competitive proteins. Tactics: 1.) Nutrition Issues and RD Outreach $272,000 Protect pork’s reputation as it relates to key nutrition issues in the media and emerging production and sustainability issues in agriculture within the health professional field. Preserve a presence and educate health professionals on nutritional benefits of pork at the annual Academy of Nutrition and Dietetics Food and Nutrition Conference Expo and annual Registered Dietitian Summit (this used to come out of consumer marketing budget but now that DM is B2B this RD outreach will be added to this program area for the RD Summit). Education and communication on importance of protein’s role in a balanced diet throughout the Dietary Guidelines for American’s process and multiple preceding cancer reports to be released in 2018. Need for yearly Registered Dietitian Farm Tours (3), educational opportunities and RD materials to use to increase the positive perception of pork in a healthy diet as it relates to 2020 strategic plan. Rationale:Protects pork’s reputation as it relates to the following key nutrition issues, but not limited to: obesity, Type 2 Diabetes, cancer (including the International Agency for Research on Cancer meeting outcome, WCRF and CUP reports), saturated fat, sodium, cardiovascular disease, nitrite/nitrates, Dietary Guidelines for Americans and any other key nutrition issues that could potentially damage pork’s character. This includes, but not limited to, media releases, or media pickup from published research or other confounding studies implicating red meat as a liability to a healthy diet or contributing factor to a specific disease state. Most dietitians and health professionals work with their clients on nutrition challenges. However, we are seeing a vocal minority engaging online in the conversation about modern agriculture without having a sufficient background on the issues. Specific & Measurable Objectives:Evaluation based on media analysis for both the quality and quantity of positive vs. negative coverage of lean meat’s role in a healthful diet. Daily media monitoring is achieved by observing al major media outlets and Google alerts for coverage on pork and human health. Goal will be to minimize negative meat coverage and encourage media and health professionals to use messages about lean pork as a nutrient- rich, high-quality protein that is important to good health through various communication mediums to health professionals. Complete the RD summit, showcase at FNCE, three RD farm tours and other direct communication outreach/efforts to registered dietitians.
2018 Financial Budget • 68 2.) Human Nutrition Research and Dietary Pork $300,000 Fund nutrition research to support pork’s role in a healthy diet. Top 3 research priorities include; protein in a healthy diet and dietary pork, cardio metabolic well-being and dietary pork (including cardiovascular disease and diabetes) and dietary nutrients and functions and dietary pork (including intestinal health throughout the life cycle). Over the years, nutrition research has always had a flat line budget. With the release of cancer reports in 2018, anticipation of the 2020 Dietary Guidelines and in addition to other findings emerging against red meat, bumping up the budget for human nutrition research could be impactful in combating the misconceptions and unguided recommendations against red meat in the diet. Rationale:Research of pork’s nutritional role in a healthy diet improves consumer confidence in pork products. This research will build on previous nutritional profile information that has improved consumer and health professionals’ confidence in the nutritional utility of pork. It is imperative we generate scientific evidence that supports increased domestic and international demand for pork and helps to give an objective response to support or refute perceptions about the health and wellness of pork and pork products. Answering nutritional concerns, with published peer reviewed nutrition research, about pork helps to remove national and international barriers to consumption and expands these markets. Nutrition issues rank among the top 10 priorities during the Vulnerabilities Assessment. Specific & Measurable Objectives:The general Human Nutrition Research cal will specifically request proposal’s in fresh, lean pork’s role in diet quality and health outcomes, cardiovascular disease, diabetes and intestinal health throughout the lifecycle. The measurable goal is to generate published, scientific information in top tier scientific journals about the health and wellness of pork and pork products with at least one manuscript submitted from previous year research related to nutrition issues found in Gap Vulnerabilities Analysis. The goal for this published research is to demonstrate how lean, fresh pork can be incorporated into the Dietary Guidelines for Americans and be able to communicate the benefits and importance of protein, in particular pork, on a balanced plate to dietitians and health professionals alike. Distribution of this published research has been coordinated with Communications Department. 3.) Nutrition Materials/Manuscripts $110,000 This tactic provides participation in coalitions, membership fees for American Heart Association Heart Check Mark for pork tenderloin and pork sirloin roast (solution added and no solution added cuts), literature reviews, manuscripts and materials to communicate pork quality, pork safety and human nutrition research. Distribution of this published research will be coordinated with Communications Department. Digital communication strategy to dietitians is also in this tactic.
2018 Financial Budget • 69 Rationale:Priorities include participation in nutrition related food coalitions and memberships to advisory nutrition panels, publication of new pork and health fact sheets, new health professional materials, toolkits and recipes to communicate pork’s positive role in a healthy diet and any other materials related to nutrition, food safety and pork quality. Fact sheets will be created and/or updated based on new or updated Checkoff-funded research for specific dietitian audience but not excluding other health professionals. Materials, including recipes and consumer friendly handouts, will be distributed to help disseminate pork’s healthy nutrition profile to health participants to allow a better understanding of how pork fits into a healthy diet. Materials will be delivered to the health professional audience via best communication medium, electronically and throughout the year at various expos and conferences that National Pork Board attends. Material dispersion will be measured based on inventory status that is monitored monthly by support staff. Depending on timeliness of peer review and acceptance of submitted nutrition research to nutrition journals manuscript publication and communication of final reports will be communicated to media and health professionals of the importance of pork as a high quality protein in a healthful diet. Specific & Measurable Objectives:The goal of the materials, toolkits and recipe brochures is to educate the health professional audience on the benefits and leanness of pork and pork products and how they can fit into a healthy lifestyle. This educational effort to an influential audience can be measured by the increase of positive perceptions of pork in a healthy diet by registered dietitians from a baseline survey of this audience established in 2015. 4.) Program Management and Staff Travel $53,000 This tactic includes staff travel, Pork Safety, Quality and Human Nutrition Committee Management and staff training and dues. Rationale:Budget will be committed to staff training, dues, staff travel for RD outreach and management of program areas such as farm tours, expos, summits, meetings and other program areas required for outreach of RD education. In addition, nutrition committee management will be split with Pork Safety and Quality Management as the Pork Safety, Quality and Human Nutrition Committee meets twice a year. Specific & Measurable Objectives:Budget will be committed to staff training, dues, staff travel for RD outreach and management of program areas such as farm tours, expos, summits, meetings and other program areas required for outreach of RD education. In addition, committee management will be split with Pork Safety and Quality as the Pork Safety, Quality and Human Nutrition Committee meets twice a year. Measurement will entail completion of listed program areas.
Support Total $3,320,450 Tactics: -$238,000 7.) Art Operations Provide creative and production artwork to staff to support their programs. Rationale:Provide creative and production artwork to staff to support their programs. Specific & Measurable Objectives:The team’s objective is to do high-quality creative and production art at a reasonable cost and the best service. The team will combine information with vision to help customers achieve their objectives. The team will keep abreast of trends while innovating new ones and provide cost-efficient/timely execution of projects. The team will develop relations with their customers that will help deliver 100 percent custom-made service.
2018 Financial Budget • 70 8.) Postage & Freight $35,000 Provide non-program-related mailing service and UPS for incoming and outgoing mail. Edwards - Pork Store UPS charges. $10,000 will be used for postage permits. Al other non program miscellaneous postage/freight/delivery charges. Rationale:Provide non-program related mailing service and UPS for incoming and outgoing mail. Edwards - Pork Store UPS charges. $10,000 will be used for postage permits. All other non program miscellaneous postage/freight/delivery charges. Specific & Measurable Objectives:Provide non-program related mailing service and UPS for incoming and outgoing mail. Edwards - Pork Store UPS charges. $10,000 will be used for postage permits. Al other non program miscellaneous postage/freight/delivery charges. 9.) Printing Operations -$52,000 Provide color and black-and-white copies requested by National Pork Board staff. Also provide large-format digital color posters and banners in small quantities. This area also reproduces DVDs and CDs. Rationale: Printing, Display and CD/DVD support for program areas. Specific & Measurable Objectives:Provide color and black/white copies for recipes, signs, brochures, booklets, etc. Provide duplication of CDs/DVDs. Provide large format prints for posters, display panels, signs. 12.) IT Services $619,500 Relates to costs for supplies, education and external consulting. Rationale:Maintain and enhance technology solutions. Provide timely assistance to staff on use of technology solutions. Specific & Measurable Objectives:Maintain and enhance technology solutions. Provide timely assistance to staff on use of technology solutions. 13.) Mailing and Shipping/Warehouse Dept $11,000 Provide mailing and shipping services for National Pork Board staff. Rationale:Provide shipping and mailing services for program areas. Specific & Measurable Objectives:Provide mailing and shipping services for National Pork Board staff. 16.) General Services Management Support $700 General Services department meeting functions Rationale:General Services department meeting functions Specific & Measurable Objectives:General Services department meeting functions 17.) Project Strategy Support $30,000 Support for project strategy activities: • Support for tactical PM work; software subscriptions, materials • Support for staff training, coaching, mentoring, and meeting costs associated with trainings • Hiring external PM assistance either through an intern or outside consulting services • Travel to task force and committee meetings As this new role and company evolves with the new approach, clarification of responsibilities which best fit the needs of the company will be continually identified, and therefore budget will increase accordingly.
2018 Financial Budget • 71 Rationale:The director of project strategy role will need funds to manage operational excellence of the National Pork Board by supporting our mission, vision, and strategic plan through strategic project oversight, across the organization. NPB has large initiatives that span different facets of the organization, by having a role that supports interactions between them; we can provide a holistic view to personnel, leadership, and industry. Project management should become a core competency of NPB staff, and this budget will allow the support and continual improvement of the company’s PM objectives. Specific & Measurable Objectives:Improve strategic alignment of projects at National Pork Board by improving collaboration, intradepartmental communication, and general PM skills of NPB staff. This should be measured by an improvement on project delivery; on- time, within scope, within budget. • 2018 will be a learning year; role will evolve and more specific measurables will be identified • 2019 projection is that a professional part time PM consultant will be hired to assist in these activities; estimated cost is an additional $140,000 • 2020 projection is that a professional full time PM consultant will be hired to assist; estimated cost is an additional $280,00 • 2021 projection increases by $10,000 to allow for any extra travel, meetings, trainings 2022 projection increases by $10,000 to allow for any extra travel, meetings, trainings 19.) Travel-Meeting Services $54,200 The account covers costs for on-site meeting coordination and costs related to hotel site search. It also covers time and expenses for the professional meeting planning staff to continue their education training and professional development within the meeting industry, to join and participate in MPI and other professional meeting planning organizations. Rationale:The central meetings management service is critical for all departments to keep cost contained, protect NPB interests and have quality meetings. The costs associated with the account are an investment in staff professional development and will pay for themselves over time. The NPB will see results in better contracts with vendors, hotels, food purveyors, protecting NPB interests and managing cost. They also contribute to more productive, efficient, well-run meetings. Specific & Measurable Objectives:The central meetings management service is critical for all departments to keep cost contained, protect NPB interests and have quality meetings. The costs associated with the account are an investment in staff professional development and will pay for themselves over time. The NPB will see results in better contracts with vendors, hotels, food purveyors, protecting NPB interests and managing cost. They also contribute to more productive, efficient, well-run meetings. 20.) Delegate Meeting $310,400 Business meeting where Pork Act Delegates meet to discharge their responsibilities and to review issues, to plan, coordinate and share information. Rationale:The Pork Act and Order requires that the Pork Act Delegate Body meet and discharge its responsibility to set the Checkoff rate, the return to state rate, and to nominate candidates to the Pork Board. This is accomplished at Pork Forum. It’s also important all delegates and other producers have the opportunity/environment for networking amongst delegates, producer leaders, board and staff. Specific & Measurable Objectives:The Pork Act and Order requires that the Pork Act Delegate Body meet and discharge its responsibility to set the Checkoff rate, the return to state rate, and to nominate candidates to the Pork Board. This is accomplished at Pork Forum. It’s also important all delegates and other producers have the opportunity/ environment for networking amongst delegates, producer leaders, board and staff.
2018 Financial Budget • 72 21.) Pork Board Meetings $493,000 Regular Board meeting expense. Possible destinations for international trips to South America and/or Asia - $150,000. Professional Development includes board training and speaker expenses for meetings - $30,000. Rationale:Structure Board agendas to focus on Critical Issues and Desired Outcomes. Ensure that advance information is received by all Board members in a timely fashion. Ensure that website information is current for Board members. Ensure that notices are timely and AMS approves. Specific & Measurable Objectives:Structure Board agendas to focus on Critical Issues and Desired Outcomes. Ensure that advance information is received by all Board members in a timely fashion. Ensure that website information is current for Board members. Ensure that notices are timely and AMS approves. Possible destinations for international trip to South America and/or Asia. 22.) Finance Services $395,000 Relates to costs associated with accounting functions, specifically for audit, banking, online banking activity, credit card fees, Checkoff management, cash and financial management, budget activity, forecasting, risk management, reporting and business intelligence, merchandising expense, USDA and internal compliance, internal controls, training and travel. Budget also includes reporting software. Provide state support and oversight through direct documentation, financial review of accounting procedures/reporting and administrative functions. Rationale:Present timely, reliable and accurate financials, provide operational efficiency and effectiveness, ensure compliance, present information that is useful and manageable for staff and producer leadership, provide customer service to both staff and stakeholders and assess risks. Specific & Measurable Objectives:Internal and external customer satisfaction, mitigating and eliminating risks, providing accurate, timely and reliable financials, budget variance analysis, completed successful audits for financial and compliance, providing decision- making tools and improving operations through efficiencies and effectiveness across the organization. 23.) Profit Maximizer Economic Forecast Tool $47,000 Steiner Consulting Group will provide digital camera-ready color artwork to produce two bi-weekly newsletters, one referred to as the retail version and the other designated the foodservice version. Steiner Consulting Group and Steve Meyer on behalf of the National Pork Board will mutually agree upon the exact content
2018 Financial Budget • 73 Rationale: • Steiner Consulting Group will provide digital camera-ready color artwork to produce two bi-weekly newsletters, one referred to as the retail version and the other designated the foodservice version. Steiner Consulting Group and Steve Meyer on behalf of the National Pork Board will mutually agree upon the exact content. This newsletter will likely contain two or three pages of prose, one or more pages of appropriate statistics, price forecasts and five or more pages of graphs plus other information as appropriate. Each page will be 8.5 by 11 inches and it will go out under the National Pork Board letterhead. The National Pork Board will maintain the mailing list. Steiner Consulting Group will work with the National Pork Board to E-mail the two newsletters every other week to the appropriate mailing list. While it will be the responsibility of the National Pork Board to distribute the newsletters, in 2009 Steiner was able to input the newsletters into the Pork Board’s E-mail system. As long as this distribution arrangement continues to not be an excessive burden on the Steiner Consulting Group we would expect it to continue as it did in late December. • Professional time to work with the distribution list every other week and input both the Retail and Foodservice Editions of the Pork Profit Maximizer into the distribution software to get the Pork Profit Maximizer distributed via the internet to subscribers. • 3 copies of the Steiner Consulting Group, bi-weekly “Meat and Deli Planning Guide” will be sent to your Des Moines of ice. • Telephone access to Steiner’s staff and analysts. • Complete access to Steiner’s substantial database on market and production statistics. • Ten copies of Steiner’s annual HOG, PORK & POULTRY, Price, Seasonal Factor, Ratio and Basis Data Book and three copies of our BEEF AND CATTLE, Price, Seasonal Factor Ratio and Basis Data Book will be supplied annually. Al books will be sent to Steve Meyer c/o Jamie Byrnes, for your further distribution as you see fit. • An annual visit to you at your Des Moines of ice at a mutually convenient time, to keep in touch with your substantial organization as you and your needs continue to change and evolve over time. This will be an informal meeting. Professional time plus all travel expenses will be supplied by Steiner. • Professional time for participation in a reasonable number of conference calls per year. • Professional time for a meeting at a location and time specified by you to cover any appropriate subject you desire. You set the agenda and the time. (For this second meeting travel expenses will be billed at cost). • A 25 percent discount of our published professional fee schedule will be given to the National Pork Board should you need additional services on a time and material basis in the future. • Special National Pork Board General Economic Consulting Package. Specific & Measurable Objectives:The goal is better informed and serviced retail and foodservice partners of the Pork Checkoff. 24.) Memberships and Sponsorships $46,000 This tactic supports participation or membership in key partner organizations, such as the Council on Agricultural Science and Technology, the Pork Action Group, International Meat Secretariat and Pork Alliance. The goal is to build the needed collaboration to maximize value of Checkoff dollars and reach key audiences of Checkoff paying producers with maximum efficiency and effectiveness. Sponsor of Nuffield Scholars in the amount of $10,000.
2018 Financial Budget • 74 Rationale:Council on Agriculture Science and Technology provides objective third-party research on key industry issues bringing credibility to some key issues faced by the U.S. pork industry. The Pork Action Group consists of the larger U.S. pork producers, who also pay the vast majority of the Checkoff. Our support allows us to get the Checkoff message to a key audience that does not come together in one group often. The International Meat Scientist (IMS) provides interface with other key international players in the pork business that allows the Pork Board to better serve U.S. pork producers Pork Alliance consists of allied pork industry businesses and suppliers that have unique access to pork producers, being on their farms daily. Specific & Measurable Objectives:Council on Agriculture Science and Technology provides objective third-party research on key industry issues bringing credibility to some key issues faced by the U.S. pork industry. The Pork Action Group consists of the larger U.S. pork producers, who also pay the vast majority of the Checkoff. Our support allows us to get the Checkoff message to a key audience that does not come together in one group often. The International Meat Scientist (IMS) provides interface with other key international players in the pork business that allows the Pork Board to better serve U.S. pork producers Pork Alliance consists of allied pork industry businesses and suppliers that have unique access to on-farm pork producers. 25.) Board Standing Committees $50,000 Pork Board Nominating Committee (PBNC) candidate interviews in January, plus a PBNC meeting as part of new Board Member orientation in June. - Costs include training by Ken Martlage, outside consultant on proper interview techniques. - Costs for new Board orientation module update. Resolutions/Advisement Committee costs - Two conference calls, plus paperwork and staff time. Executive, Administrative and Finance Committee costs – Meetings held in conjunction with regular Board meetings, so minimal costs. May be additional material or conference cal costs. Board Critical Issue Committee costs – Two meetings held in conjunction with Forum and POW, so minimal additional costs. ** This Tactic utilizes external resources. Rationale:Nominating Committee – Conduct eight Pork Board and four Nominating candidate interviews in January. Annually update the new Board Member orientation module. Resolutions/Advisement Committee – Conduct thorough analysis of State Resolutions and provide good information to delegates. Executive, Administrative and Finance Committee – Ensure regular meetings focused on the committee’s charge. Ensure that the committee makes solid recommendations to the full Pork Board on key Board responsibility areas. Board Critical Issue Committee – Ensure full collaboration with program committee chairs and fulfill its objective of more fully integrating the committee’s work. Specific & Measurable Objectives:Nominating Committee – Conduct eight Pork Board and four Nominating candidate interviews in January. Annually update the new Board Member orientation module. Resolutions/Advisement Committee – Conduct thorough analysis of State Resolutions and provide good information to delegates. Executive, Administrative and Finance Committee – Ensure regular meetings focused on the committee’s charge. Ensure that the committee makes solid recommendations to the full Pork Board on key Board responsibility areas. Board Critical Issue Committee – Ensure full collaboration with program committee chairs and fulfill its objective of more fully integrating the committee’s work. 27.) General Legal Services $125,000 The Pork Board needs ready access to competent legal and professional advice to run a solid business operation. This account covers legal costs for general advice and counsel on contracts, personnel issues, tort, confidentiality, ethics, conflict of interests, indemnification, property/casualty, finance and more. Rationale:To fulfill the requirements of the MOU with USDA’s Of ice of General Counsel to retain local legal counsel for some Board activities.
2018 Financial Budget • 75 Specific & Measurable Objectives:1. To fulfill the requirements of the MOU with USDA’s Of ice of General Counsel to retain local legal counsel for some Board activities. 2. To ensure al business and fiduciary issues are based on solid legal footing. 3. To protect producer and staff from liability. 4. To ensure compliance with the Pork Act and Order and with USDA Guidelines. 28.) Intellectual Property Defense $150,000 The Pork Board owns 27 trademarks registered in 67 classes plus numerous registered and unregistered copyrights. This intellectual property has great value worldwide. These “marks” must be defended or risk being lost. This account covers legal counsel on trademark and copyright management/defense, licensing and more. With various new brands, logos, slogans and trademarks being developed and considered for use, IP legal counsel will play an important role in ensuring that the National Pork Board has a solid basis on all possible new trademarks, logos, slogans, etc. In addition, we must continue to protect The Other White Meat® (TOWM) as it faces continued infringement attempts from many sources. Rationale: • To do trademark searches on all potential new brands and slogans, and to otherwise advise on all areas related to the new brand campaign. • To protect and defend the Flagged Pig worldwide. • To protect and defend all other Pork Board tangible and intellectual property. • To protect and defend TOWM. • To manage TOWM and other Board-owned licenses. Specific & Measurable Objectives: • To do trademark searches on all potential new brands and slogans, and to otherwise advise on all areas related to the new brand campaign. • To protect and defend the Flagged Pig worldwide. • To protect and defend all other Pork Board tangible and intellectual property. • To protect and defend TOWM. • To manage TOWM and other Board-owned licenses. 29.) Management Oversight/Coordination $209,000 Support for the management team in coordinating overall organization programs and operational activities. Majority of time allocated to general management function, which includes dealing with issues management, unexpected contingencies, professional development, hosting visitors. Also includes ensuring that the team is well trained, well informed, can do scientific surveys as needed to help guide program direction, can respond to unexpected needs or issues, etc. Rationale:Monitor current and emerging issues and facilitate the appropriate Pork Board response; respond to “Issues Management” situations; conduct producer surveys and fund research on issues management questions to help guide program direction; provide strategic planning support and guidance; identify and close gaps between U.S. pork industry performance and stakeholder expectations; provide for memberships in related ag groups; attend professional development seminars; acquire professional development materials; acquire technology to enhance overall functionality; etc. Specific & Measurable Objectives:Monitor current and emerging issues and facilitate the appropriate Pork Board response; respond to “Issues Management” situations; conduct producer surveys and fund research on issues management questions to help guide program direction; provide strategic planning support and guidance; identify and close gaps between U.S. pork industry performance and stakeholder expectations; provide for memberships in related ag groups; attend professional development seminars; acquire professional development materials; acquire technology to enhance overall functionality; etc.
2018 Financial Budget • 76 30.) Economics - Market Outlook & Information Services $105,250 This tactic provides the Pork Board an annual review and with projections to aid staff in budgeting; graphs/charts on projected annual revenues and expenditures; a recap of markets and strategic issues for four major meat species; supplies/prices for the upcoming year and a forecast for three years; a quarterly forecast of hog and pork supplies/prices; quarterly consultations and telephone access with staff and Board; access to EMI database; a survey of states on the need for market analysis/outlook reports; an updated budget forecast; information on supplies, demand, imports, exports, market condition worldwide; analysis of packing and processing capacity, market concentration issues, marketing arrangements, supply/demand. Rationale:This tactic provides the Pork Board an annual review with projections to aid staff in budgeting; graphs/charts on projected annual revenues and expenditures; a recap of markets and strategic issues for four major meat species; supplies/prices for the upcoming year and a forecast for three years; a quarterly forecast of hog and pork supplies/prices; quarterly consultations and telephone access with staff and Board; access to EMI database; a survey of states on the need for market analysis/outlook reports; an updated budget forecast; information on supplies, demand, imports, exports, market condition worldwide; analysis of packing and processing capacity, market concentration issues, marketing arrangements, supply/demand, etc. Specific & Measurable Objectives:Work output includes annual projections to aid budgeting; consultations with Pork Board staff; monthly forecasts; supply, demand and price forecasts; access for Pork Board for market/economics issues; special projects/ reports: product inventory analysis; response to producers and news media calls; response to special requests from Pork Board; annually update Pork Facts; MARKETLINE daily analysis; Newsline weekly; Pork Checkoff Report market trends and price forecasts; revenue estimates quarterly; demand analysis for pork and competing meats monthly for March-December. 35.) National Representation $150,000 Allows the CEO, Board and senior staff to represent the National Pork Board to external groups, associations, events where a specific program account does not cover that event. Includes sponsorship of industry meetings where there is a major representation of Checkoff-paying producers: Pork Action Group, Pork Alliance, National Pork Industry Conference, 21st Century Pork Club. Also includes industry meetings regardless of whether a speaker or participant. Rationale:Increase the number of positive relationships with other ag and non-ag organizations to the Pork Board. Increase the external respect that is measured for Pork Board programs. Enhance the quality of the relationship of the Pork Board with a broad and diverse range of organizations and individuals. Be in a position to provide leadership to meetings, organizations and events beyond pork’s specific interests. Relationship- building and cross-pollination with other organizations’ ideas to achieve positive outcomes envisioned for the Board’s Critical Issues Specific & Measurable Objectives:Increase the number of positive relationships with other ag and non-ag organizations to the Pork Board. Increase the external respect that is measured for Pork Board programs. Enhance the quality of the relationship of the Pork Board with a broad and diverse range of organizations and individuals. Be in a position to provide leadership to meetings, organizations and events beyond pork’s specific interests. Relationship-building and cross-pollination with other organizations’ ideas to achieve positive outcomes envisioned for the Board’s Critical Issues. 36.) Deferred Compensation $1,900 The amount expensed for deferred comp in 2017 is based on an amortization schedule and estimates for 2017.
2018 Financial Budget • 77 Rationale:The amount expensed for deferred comp in 2017 is based on an amortization schedule and estimates for 2017. Specific & Measurable Objectives:The amount expensed for deferred comp in 2017 is based on an amortization schedule and estimates for 2017. 37.) USDA Relations $240,000 USDA’s Ag Marketing Service (AMS), Livestock and Seed Division is responsible for oversight of the Pork Checkoff program and has daily responsibility in approving budgets, audits, ads, communication messages, purchase orders, contracts, etc. USDA bills the National Pork Board for all costs. Rationale:For the reimbursement of administrative costs incurred by USDA in connection with the Pork Promotion, Research, and Consumer Information Order (Order). BACKGROUND: The Pork Promotion, Research, and Consumer Information Act of 1985 (Act)(PL 99-198) and the Order (7 CFR 1230) require that the Board reimburse USDA for all expenses incurred for the implementation, administration, and supervision of the Order, including all referenda costs incurred in connection with the Order. RESPONSIBILITIES: A. The Board will: 1. Reimburse USDA for administrative expenses incurred under the Act and Order. Expenses include direct administrative costs and related overhead of the Livestock and Seed Program, as well as AMS management support costs. Additional reimbursable expenses include salaries and benefits, or potions of salaries and benefits, and travel expenses including per diem and/or actual subsistence of AMS employees involved in monitoring the program; and portions of operating or overhead expenses covering support facilities such as government of ice space, equipment, telephones, utilities, supplies, printing, etc. Reimbursable expenses also include any expenses incurred by USDA in connection with the conduct of any referendum and any and all costs billed to AMS by other governmental entities for services provided in support of the Board. 2. Reimburse AMS in full for all established costs billed by AMS within 30 days from date of billing. Reimbursements not received within 30 days will be subject to a late payment charge in accordance with PL 89-508, Federal Claims Collection Act. 3. Submit reimbursements payable to “Agricultural Marketing Service, USDA”. Mail to: USDA, AMS, Livestock and Seed Program; Administrative Office, Room2084-5; 1400 Independence Avenue, SW; Washington D.C. 20250B. AMS will: 1. Prepare and submit advance monthly billings for anticipated costs incurred related to USDA oversight responsibilities of Board activities in accordance with Public Law 107- 76 and as authorized under the Economy Act of 1932, as amended. Note: These are amounts and are subject to change based on workload. 2. Reconcile monthly actual against monthly advance bills. Specific & Measurable Objectives:To have a well-coordinated and smooth-functioning system for USDA oversight of National Pork Board programs that minimizes the impact on Board programs and enhances the efficient processing of necessary oversight documents and programs. To have a positive relationship between the Board and USDA that allows for harmonious discussions on key issues at all levels to resolve issues quickly and serve the needs of both parties.
2018 Financial Budget • 78 38.) State Accountability - Administrative Reviews $0 Monitor systems used by states to manage Pork Checkoff funds returned to state pork associations to ensure that they are in compliance with the Pork Act and Order, as well as AMS and Pork Board guidelines. Under the guidance of the Administrative Committee, the Pork Board will annually review 7-10 business and internal operating procedures and provide guidance to achieve compliance with the 16 points in the State Policy and Practices Manual. Rationale:7-10 in-depth reviews, as well as new CEO orientations (as needed) of state association business practices will be conducted annualy-16 key points will be assessed. Specific strengths and weaknesses will be communicated to the state. Specific remedies and improvements will be recommended to correct weaknesses. Specific support upgrading state’s policy and practice system will be provided to the state’s board and staff. The Pork Board will provide prompt support and orientation for new state executive or contact. Specific & Measurable Objectives:7-10 in-depth reviews, as well as new CEO orientations (as needed) of state association business practices will be conducted annualy-16 key points will be assessed. Specific strengths and weaknesses will be communicated to the state. Specific remedies and improvements will be recommended to correct weaknesses. Specific support upgrading state’s policy and practice system will be provided to the state’s board and staff. The Pork Board will provide prompt support and orientation for new state executive or contact. 39.) Diversity Initiative $0 An initiative aimed at recruiting diversified leadership. Rationale:An initiative aimed at recruiting diversified leadership. Specific & Measurable Objectives:An initiative aimed at recruiting diversified leadership. 40.) Strategic Planning $50,000 This will begin funding the process of developing a new strategic plan, including a facilitator, regional meetings, task force meetings, Informed Futurist Meeting, research and data generation. Rationale:The last Strategic Plan was put in place 2015. A new plan is needed to establish the vision and guide programming for the next five years starting 2020. Specific & Measurable Objectives:To develop a new strategic plan that will guide NPB programming for the next five years staring 2020. 41.) Dues & Subscriptions $2,000 Publications and professional dues Rationale:Publications and professional dues Specific & Measurable Objectives:Publications and professional dues 42.) Staff Training & Development $20,000 Staff development/training Rationale:Staff development/training Specific & Measurable Objectives:Staff development/training 43.) Human Resource - Recruitment $250,000 This involves all aspects of full-cycle recruiting efforts, including advertising, interviewing, recruitment fees and relocation. Rationale:To recruit and select the best talent. Ongoing need for recruitment and relocation expenses. Specific & Measurable Objectives:To recruit and select the best talent.
2018 Financial Budget • 79 44.) Human Resources - temp services $7,000 Temporary services Rationale:This is for front-desk coverage when receptionist can’t be there during time of and will allow development opportunities and staff event attendance. Specific & Measurable Objectives:This is for front-desk coverage when receptionist can’t be there during time of and will allow development opportunities and staff event attendance. 45.) Human Resources - Payroll outsourcing $27,000 Rationale:Payroll and tax services from Paychex Specific & Measurable Objectives: Payroll and tax services from Paychex. 46.) Human Resources - Training $67,000 Supports our team members in their quest to manage critical issues. This may include team training, project management, leadership and/or technical training. Included are organizational development initiatives, such as organization surveys, specific development for critical issues champs, etc. Also, includes funds for staff personal development. Rationale:Higher-performing team members Specific & Measurable Objectives:Higher-performing team members - also provides funding for staff personal development to create opportunity and improve staff competency and capability. 47.) HR - Staff incentive/recognition, Tuition Reimbursement $37,000 To recognize outstanding employees and to provide team-building opportunities for staff. Rationale:Maintain high morale with staff, encourage professional development and recognize high achievers. Specific & Measurable Objectives:Maintain high morale with staff, encourage professional development and recognize high achievers. 48.) Human Resources - Staff Wellness and Info $10,000 To maintain staff interest in a healthy lifestyle, which will enhance their productivity at work. This will include the wellness exams, health info, training, etc. and incentives Rationale:Productive staff - lower health care increases Specific & Measurable Objectives:Productive staff - lower health care increases 49.) HR - Misc $7,500 Rationale:For other HR expenses that arise unexpectedly as needs change. Specific & Measurable Objectives:For other HR expenses that arise unexpectedly as needs change. 50.) HR - travel $10,000 Travel to seminars / training and professional development events. Rationale:To stay abreast of new and emerging HR trends to support an ever-changing office environment. Keep PHR and SPHR credentials by obtaining certification credits. Specific & Measurable Objectives:To stay abreast of new and emerging HR trends to support an ever-changing office environment. 51.) Gene Editing $50,000 NPB will engage in issues management on the developing issue of gene editing. Activities for 2018 will likely be mostly in the communications space and may involve collaborating with commodity groups or other organizations on conferences, memberships in coalitions, and activities that highlight the value of this new technology.
2018 Financial Budget • 80 Rationale:An issue that is being elevated within the industry and we must be a part of the conversation, providing collaboration opportunities and educating stakeholders on gene editing. Specific & Measurable Objectives:Develop a communication plan with various stakeholders regarding gene editing. Provide an education resource regarding gene editing including conferences, memberships and other activities.
Overhead Total: $1,589,000 Tactics: 1.) Depreciation $400,000 Depreciation of equipment, furniture, IT (hardware and software), leasehold improvements - based on 2015 capital expenditures and including the existing depreciation schedule. Rationale:Depreciation of equipment, furniture, IT (hardware and software), leasehold improvements - based on 2015 capital expenditures and including the existing depreciation schedule. Specific & Measurable Objectives:Depreciation of equipment, furniture, IT (hardware and software), leasehold improvements - based on 2015 capital expenditures and including the existing depreciation schedule. 10.) Telecommunications & Internet Services $249,000 In house telecommunications for telephone and internet hosting and reporting. Rationale:In house telecommunications for telephone and internet hosting and reporting. Specific & Measurable Objectives:In house telecommunications for telephone and internet hosting and reporting. 11.) Equipment & Maintenance $193,000 This includes IT maintenance, equipment repairs, vehicle expense and small equipment purchases (under $2,500). Rationale: Equip and maint Specific & Measurable Objectives:Equip and maint 14.) Grounds Maintenance $57,000 This tactic covers grounds maintenance and snow removal for the year. This will include mowing and general maintenance on the grounds and also in the courtyard; snow removal; maintenance on the sprinkler system in the courtyard; tree removal and trimming on the grounds; and landscaping, including the two planters in the courtyard. Rationale:Mowing and general maintenance on the grounds and courtyard; snow removal; sprinkler system maint; tree removal and trimming on the grounds; and misc landscaping maint. Specific & Measurable Objectives:The appearance of the building and grounds will at all times reflect a positive image of the National Pork Board. Snow will be removed in a timely fashion to allow normal business operations. Driveways and walks will be safe at all times. 15.) Building Maintenance $121,000 Maintenance for office building. Rationale:Maintenance for office building. Specific & Measurable Objectives:Maintenance for office building.
2018 Financial Budget • 81 18.) Office Rent $286,000 Office rent pays to NPPC at current monthly rate of $22,566.67 per the appraisal. The Pork Board does not pay property tax but makes an estimated “pilot” payment to the city of Clive, estimated at $15,000 Rationale:Office Rent & Pilot Program Specific & Measurable Objectives:Office rent 31.) Office Supplies $69,000 Office supplies for staff Rationale:Office supplies for staff Specific & Measurable Objectives:Office supplies for staff 32.) Misc Cost $25,000 Miscellaneous costs not covered by other accounts. The “miscellaneous account” for $25,000 covers a variety of items that were small enough that we did not do a specific tactic detail report for them. Examples include: pension administration fees, airport parking, shred-it cost, Paychex for flex management fees. Rationale:Miscellaneous costs not covered by other accounts. Specific & Measurable Objectives:Miscellaneous costs not covered by other accounts. 33.) Utilities $72,000 Utilities for office Rationale: Utilities for office Specific & Measurable Objectives:Utilities for office 34.) Property & Casualty Insurance $117,000 Property and casualty insurance Rationale:Property and casualty insurance Specific & Measurable Objectives:Property and casualty insurance
Return to States Funding Total: $14,001,000
Tactics: $14,001,000 2.) Return to state funding The Pork Act provides that every qualified state pork association will receive return-to- state (RTS) Checkoff funds in accordance with the RTS formula in the Pork Act, with the rate of return set by Pork Act Delegates. The funds are collected by the National Pork Board and returned to states monthly. Rationale:Monthly return to states. Annual review of the RTS formula by delegates Specific & Measurable Objectives:Monthly return to states. Annual review of the RTS formula by delegates
Miscellaneous Expenses Total: $16,242,000
Tactics: 3.) The Other White Meat (TOWM) Payment $3,000,000 Payment of $3 million for The Other White Meat (TOWM) trademark to NPPC. Interest = $1,537,609 Principal = $1,462,391
2018 Financial Budget • 82 Rationale:Contract obligation Specific & Measurable Objectives:Payment comes from the contract obligation between NPPC and NPB for the purchase agreement. 4.) Salary $10,312,000 Cost of staff gross salaries, including adjustments, overtime, bonus, and merit increases. Rationale:Salary expenses between program and support Specific & Measurable Objectives:Salary expenses for program staff and support staff 5.) Employer Payroll Taxes $670,000 This includes the employer portion of FICA (social security and Medicare) Rationale:Social security up to the wage based of $113,700 and Medicare Specific & Measurable Objectives:Employer taxes including Medicare and social security for program and support staff 6.) Benefits $2,260,000 Costs of employer portion of benefits such as medical, dental, 401k, ltd, vision, etc. Rationale:Monthly payments of employer portion of benefits. Specific & Measurable Objectives:Expecting a 10% increase on medical and a 2.5% increase on dental
IX. Summary
A. Team Effort A Team effort (board of directors, producers and staff) was employed throughout the process and was essential in reaching the ultimate goal. The quality of the plan is a testimony that producers representing a broad range of interests can achieve focused results when they work together. This plan represents a four-month effort by hundreds of producers and staff. A genuine industry thank you is due to all.
B. 2017-2018 National Pork Board Leadership The Board of Directors and management team at the National Pork Board are as follows:
Board of Directors Terry O’Neel, President Nebraska Carl Link Ohio Steve Rommereim, Vice-President South Dakota David Newman Arkansas Brett Kaysen, Treasurer Colorado Gene Noem Iowa Jan Archer, Past-President North Carolina Alicia Pedemonti New Hampshire Gary Asay Illinois Scott Phillips Missouri Deb Ballance North Carolina Mike Skahill Virginia Pat FitzSimmons Minnesota Bill Tentinger Iowa Heather Hill Indiana
Senior Staff Leaders Bill Even Chief Executive Officer Craig Morris VP, International Marketing John Johnson Chief Operating Officer Jarrod Sutton VP, Domestic Marketing Chuck Cozad Chief Information Officer Calvin VandeKrol VP, Finance and Accounting Dave Pyburn SVP, Science and Technology Kevin Waetke VP, Strategic Communications Jill Criss VP, Operations and Human Resources Bill Winkelman VP, Producer Services
2018 Financial Budget • 83 National Pork Board 1776 NW 114th St. • Des Moines, IA 50325 USA
©2017 National Pork Board, Des Moines, IA USA This message funded by America’s Pork Producers and the Pork Checkoff.