Pork Checkoff Publication REPORT of America’S Pork Producers

A Pork Checkoff publication REPORT of America’s pork producers

46..&3t70-/0 Checkoff Introduces New Software Tool What’s Your Carbon 7HNLZ Footprint?

8 Checkoff celebrates 25 years of service.

14 Lessons from Europe.

It’s offi cial! Now cook 10#PYt%FT.PJOFT *PXB64"

pork to lower temp. NATIONAL PORK BOARD PORK NATIONAL Why was MaxiVac Excell® 5.0 given five stars?

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MaxiVac Excell and EMUNADE are property of Intervet International B.V. or affi liated companies or licensors and are protected by copyrights, trademark and other intellectual property laws. ©2010 Intervet International B.V. All rights reserved 8/10 SW-ME5.0-39656 Issue Highlights… EXPORT MARKETS BOOTS on the Ground 6 Putting the Pieces Together or the pork industry, boots on the ground takes many forms, National Pork Board CEO Chris Ffrom the Checkoff’s contribution to the relief effort to Japan Novak looks at what’s in store for (page 37) to the 854 Operation Main Street speakers who speak the pork industry. up for pork. Through 27,600 volunteer hours, OMS speakers have shared positive pork messages with more than 4,300 audi- ences. The result? A lot of goodwill and plenty of misconcep- 8 Checkoff Celebrates 25 Years tions about pork production debunked, along with coverage by Look back at the producer-funded 613 media outlets, reaching nearly 21 million people. programs and initiatives that have Five pork producers were “boots on the ground” at the helped make a difference. Checkoff’s one-day-only Pork Inspiration Cafe in New York City on April 14. Sporting “Ask Me About My Farm” pins, the producers answered consumer questions about pork production and celebrated pork’s new Pork® Be inspired™ brand identity with European Producers Pay 14 New Yorkers (page 32). Price for New Rules But you don’t have to travel to the Big Apple to be an ad- Are U.S. pork producers on the vocate for pork. At last count, 52,308 producers were certiﬁ ed same path? in the Pork Quality Assurance® Plus program, with14,525 sites assessed. Participation by all producers is vital to the long-term

PorkBeInspired.com sustainability of the pork industry. And as a continuous improve- 28 New Cooking Temp for Pork ment program, it’s also just as important to become recertifi ed It’s offi cial. New guidelines lower and renew your site status once every three years. the recommended temperature If your PQA Plus® certifi cation isn’t up to date or your site is for cooking pork. not yet assessed, go to pork.org or call (800) 456-7675... and add another pair of boots on the ground for pork. — Jan Jorgensen, Editor

SPECIAL REPORT $IFDLPGGPGGFSTOFXTPGUXBSF 22 tool to help you calculate your GBSNTDBSCPOGPPUQSJOU

From left in blue, producers Rachelle Bailey, Turlock, Calif.; Dianne Bettin, Truman, Minn.; James Lamb, Clinton, N.C.; Alicia Keller, Corfu, N.Y.; and James Coates, Franklin, Ky.; teamed with Chef Richard Blais at the Checkkoff’s one-day Pork Inspiration Cafe this spring.

PORK CHECKOFF ® REPORT 413*/(t70-/0 New Campaign Launched 30 Jan Jorgensen, &EJUPS KKPSHFOTFO!QPSLPSH The Checkoff’s new consumer #FUI8POEFSMJO 4FOJPS"SU%JSFDUPS]$ISJT0MEU "SU%JSFDUPS campaign is off and running. Mike King and Teresa Roof, Contributing Editors .JLF8FHOFS $PNNVOJDBUJPOT7JDF1SFTJEFOU 38 Pork Myths BUSTED %BWJE-BSTPO "EWFSUJTJOH4BMFT3FQSFTFOUBUJWF Here are the facts about PORK Pork Checkoff Report is published by the National Pork Board antibiotics and hormone use. /8UI4U %FT.PJOFT *PXBt MYTHS

800.456.7675 Summer 2011 3 PEOPLE IN THE NEWS

Secretary Vilsack Appoints Producers to National Pork Board

Call (866) 490-5480n May, U.S. Agriculture or order provide their time and ex- on the Checkoff’s Animal onlineISecretary at pork.org Tom Vilsack an- pertise,” said Vilsack. “I am Welfare, Pork Safety and Hu- nounced six appointments to confident that pork produc- man Nutrition committees. the National Pork Board. The ers and importers will be well Roy Henry is the owner six appointees were chosen served by them.” of a farrow-to-finish hog from among eight pork operation. He is involved producers nominated by the Meet Your Board Members in marketing, oversight of National Pork Producers Del- Conley Nelson is gen- maintenance and purchasing. Conley Nelson egate Body during its March eral manager of the Mur- Henry’s Ltd. has 2,000 sows meeting in Phoenix, Ariz. phy-Brown LLC Midwest and markets 32,000 hogs Current members reap- operation with 75,000 sows per year. Henry also raises pointed to the 15-member and markets 3.4 million hogs wheat, milo and soybeans. board are: Conley Nelson, a year. He also owns a 4,400 Henry serves on the Check- Algona, Iowa; Karen Richter, head wean-to-finish opera- off’s Environmental and Budget Committees. Montgomery, Minn.; and tion. He serves on the Check- Karen Richter Roy Henry, Longford, Kan. off’s Domestic Marketing Henry Moore owns and The newly appointed mem- Committee, Trade Commit- manages Bobcat Farms, LLC, bers are Henry Moore, III, tee and Budget Committee. a 5,300-head farrow-to-wean Clinton, N.C.; Glen Walters, He is a 2005 graduate of the and 8,800-head finishing facil- Barnesville, Ga.; and Janice Pork Leadership Academy. ity used for gilt development Miller, Belden, Neb. Karen Richter owns and and breeding. Bobcat Farms, Five appointees will serve operates a wean-to-finish which markets 115,000 hogs per year, also includes a three-year terms, while Mill- operation with 600 hogs and Roy Henry er, will serve a one-year term contracts 3,000 gilts as part 200-head cow/calf operation. to complete the final year of her feeder-to-finish opera- Moore previously served one of resigning board member tion. She also raises corn, 3-year term on the National Gene Nemechek (see below). soybeans and wheat. Richter Pork Board. He serves on “I am pleased that these chairs the board’s Adminis- the Producer and State Ser- individuals have agreed to trative Committee and serves vices and Trade committees. Glen Walters is a partner in Walters Farms, a feeder Henry Moore President Gene Nemechek to Step Down pig-to-finish operation that markets 15,000 hogs annual- fter five years of service to America’s pork industry, Gene ly. He also grazes cattle on 450 ANemechek, a swine veterinarian, has submitted a letter acres of winter wheat and rye. of resignation to U.S. Secretary of Agriculture Tom Vilsack. Janice Miller is an owner Nemechek, who had one year remaining in his second three- of J Miller Farms LLC, a far- year term, noted that his decision was prompted by his ac- row-to-finish operation with ceptance of a new position with a pharmaceutical company. 140 sows that markets 2,600 Glen Walters “Though I will continue to work within the pork industry annually. She also raises with pork producers and other veterinarians, I will no longer be working for, corn, soybeans and alfalfa on nor will I be representing, a pork production company,” he wrote. Nemechek’s 2,100 acres. She serves on resignation is effective July 1. the Resolutions and Advise- Prior to Nemechek’s announcement, the board had recently moved up its ments Committee. officer elections, so a new president will be elected during the board’s meet- Information about all of the ing at World Pork Expo in June. With the resignation, Secretary Vilsack ap- board is three clicks away on pointed six members to the board from the nominations sent to him in March pork.org. Click on “News,” Janice Miller by the Pork Act Delegates. then “Contact Us” and then “Pork Board Members.”

4 Planning ahead always costs less than playing catch up.

Ileitis is a costly disease. It infects 96% of herds. However, the signs are not always visible. Subclinical ileitis lurks inside the animal and can erode daily gains by 6 to 20%1. If you see clinical signs, it’s too late. You have already lost money. The best way to prevent ileitis from damaging your herd is vaccinating with Enterisol® Ileitis. One oral dose per pig provides immunity for the entire feeding period. So you can rest assured knowing your investment will stay safe all the way to market. To learn more, talk to your veterinarian or call Boehringer Ingelheim at 800-325-9167.

Enterisol® Ileitis Stop it before it starts.

1McOrist, S., Gebhart, C., 2006. Proliferative Enteropathies. Diseases of Swine 9th Edition 44:727-737. ©2011 Boehringer Ingelheim Vetmedica, Inc. Enterisol is a registered trademark of Boehringer Ingelheim Vetmedica, GmbH, Ingelheim, Germany. Always read, understand and follow label directions. FROM THE CEO

Putting the Pieces Together By Chris Novak

he fi rst half of 2011 has results with consumers (page 28). and the launch of the Check- Tbeen an exciting time for Unfortunately, while the off’s new Live Swine Carbon the Pork Checkoff. While we are research was completed in Footprint Calculator (page 22) – celebrating 25 years of service 2008, a fi nal decision by USDA come as a result of our indus- to the industry, new programs was stalled as the government try’s commitment to a strong and announcements are creat- sought additional consumer environmental ethic. Also, we ing excitement about the things information. However, strong are committed to work with our National Pork ahead for our industry. support from the National food-chain partners in meeting Board CEO And like the proverbial duck Pork Producers Council helped the expectation of today’s, and Chris Novak gliding gracefully across the ensure that the results were tomorrow’s, consumers. pond, there has been a lot of included within the USDA’s fi nal And fi nally, these efforts hard work below the surface decision-making process. refl ect the objectives within our that has helped create these A lower cooking temperature strategic plan to maintain oper- new opportunities. Below the that ensures food safety, yet ating freedom for our industry surface and behind the scenes, provides consumers a tender, by identifying areas where we there are two common ele- juicy and delicious product, is a can make industry improvements ments that make these recent key part of the industry’s plan to that demonstrate our commit- announcements exciting. refresh and reposition pork with ment to social responsibility. First, many recent accomplish- consumers. But in this new era There are countless other ments are the result of strong, of social responsibility, con- examples – from the launch of cooperative, partnerships across sumer preferences for quality, the new Pork® Be inspired SM the industry. Second, each of safety and taste aren’t the only campaign, to the progress our the recent successes refl ect consumer preferences we need industry has made in adopting progress that our industry is to address. Pork Quality Assurance® Plus making toward fulfi lling the Global warming and green- and Transport Quality Assur- goals and objectives of our stra- house gases have been a ance®, to the work being done tegic plan. A few examples can hot topic for much of the last to protect our industry from bring these ideals to life. decade. When the discussion foreign animal diseases – that In 2007, the Pork Checkoff moved from the front pages refl ect the same principles of began research examining con- into corporate boardrooms of planning, partnership and prog- sumer preferences for pork. This national grocery and foodser- ress. Each of these accomplish- research examined the safety of vice companies, our industry ments is one piece of a larger pork cooked at various tempera- recognized a need to act. puzzle that is helping bring into tures, as well as consumer pref- The announcement of the focus our vision of leading a erences at different endpoints. pork industry’s carbon footprint – world-class food industry. The project is a great example of how our industry uses scientif- ic research to address consumer marketing challenges. The partnership story, however, does not end there. While the research demonstrated the safety of pork cooked to 145 degrees Fahrenheit, the USDA needed to change its consumer cooking temperature guidelines before we shared the research

6 DENAGARD KEEPS THEIR PERFORMANCE UP. Many stressors make your pigs more susceptible to health challenges. For disease control that improves performance during these stressful times, there’s Denagard.®

Denagard (tiamulin) delivers proven, broad-spectrum control for both respiratory and enteric diseases1 when fed with chlortetracycline (CTC). Used in over 70 percent2 of nursery pigs, it’s the leading therapeutic treatment. And multiple research trials3 show increased performance and ROI when ﬁnisher pigs stay healthy with Denagard and CTC.

Optimal disease control for improved pig performance. One less thing to stress about.

The label contains complete use information including cautions and warning. Always read and follow the label and use directions. 1Enteric disease associated with ileitis, swine dysentery, Escherichia coli and/or Salmonella choleraesuis and respiratory disease associated with Pasteurella multocida. 2GfK Kynetec Q3 2010 Medicated Feed Report 3Hammer JM, Dau D. Performance improvement of ﬁnishing pigs fed Denagard (tiamulin) plus chlortetracycline in-feed antibiotic vs. oxytetracycline in-feed antibiotic or non-medicated feed, in Proceedings. 21st IPVS Congress 2010;1004. Waddell, et al. Early ﬁnishing performance of pigs fed Denagard plus chlortetracycline in the grower diet, in Proceedings. Annual Meeting of the American Association of Swine Veterinarians 2010;173-176. Denagard is a registered trademark of Novartis AG. © 2011 Novartis Animal Health US, Inc. Greensboro, NC 27408 www.livestock.novartis.com (800) 843-3386 NVSDG02115190 CHECKOFF CELEBRATES 25 YEARS

Boot-strap Mentality Marks 25 Years of CHECKOFF SUCCESSES By Michael Wegner

ut yourself in the shoes success to help pay for that ment group, noted at the Pof a pork producer leader success. They sold the idea of time, dairy was spending in the early 1980s. Here’s mandatory participation in the about $200 million to promote your situation: The medical Checkoff to their fellow pro- its products; Florida citrus community and the media ducers, who in turn persuaded had a $40 million budget; and have begun blaming fat and Congress to include the Pork McDonald’s was spending cholesterol for all sorts of Promotion, Research and $600 million a year in adver- health problems, causing Consumer Information Act in tising, primarily on products demand for both pork and the 1985 Farm Bill. that competed with pork. beef to plummet. You’ve got a The rest, as they say, is National checkoff pro- product that has been getting history. Twenty-ﬁ ve years of grams overseen by the U.S. leaner, but few in the market- Pork Checkoff history. Department of Agriculture place know about it. Chicken It sounds so simple now. were not a new concept. Cot- sandwiches are showing up Pork producer leaders from ton had launched its national on menus everywhere, and the era – Ron Kahle, Karl program in 1966. Congress McDonald’s has just intro- Johnson, John Hardin, Mike approved a national dairy duced McNuggets. Wehler, Tom Miller, Ray checkoff in 1983. You have some money, Hankes and others – know it NPPC producer delegates thanks to the foresight of was anything but. began discussing the concept some legendary pork produc- Prior to passage of the in 1984, and then in 1985 ers who in the 1960s intro- Pork Act, the National Pork duced the idea of hog farmers Producers Council (NPPC) “checking off” a portion of was operating on a budget their sales receipts to pro- that topped out at about $16 mote pork. But only about million a year. But as Ray half of your fellow producers Hankes, who was farming in are checking off any funds, Illinois and leading NPPC’s and your promotion budget is marketing policy develop- swamped by those of your com- petitors. So what do you do? This is where we cue the Congress passed the Pork Act on music to sing happy anni- Dec. 13, 1985, and President Ron- versary to the “new” Pork ald Reagan, shaking hands here Checkoff because these 1980s with Nebraska’s Ron Kahle, NPPC president then, signed it into law leaders decided to get all pro- in 1986. Also pictured is Secretary ducers who beneﬁ tted from of Agriculture John Block.

8 CHECKOFF CELEBRATES 25 YEARS

authorized the executive committee to conduct an in-depth study. Estimates were that if all pork producers would contribute just one-quarter of one percent of their sales, pork would have an additional $11 million it could use to compete on a more level field. A producer survey of the 110,000 members of NPPC in June 1985 indicated that 81 percent favored what was As part of the Checkoff’s 25th anniversary, some of the past National Pork Board then called “the 100 percent presidents met at March’s National Pork Industry Forum. Bottom from left are plan.” The next challenge Arnie Stuthman (1998-99, Neb.), Carnell Korsmeyer (1996-97, Ill.), Mike Wehler (1995-96, Wis.), Ray Hankes (1993-94, Ill.). In back are Tim Bierman (2009-10, Iowa), was getting the idea through Wayne Peugh (2006-07, Ill.), Lynn Harrison (2007-08, Wis.), Hugh Dorminy (2001- Congress. The climate in 03, Ark.), Danita Rodibaugh (2005-06, Ind.) and Dave Culbertson (2004-05, Ill.). Washington at the time favored self-help programs by farmers, Nebraska’s Ron referendum prior to enactment. All that remained was the Kahle, NPPC’s president in A compromise that re- referendum, set for Septem- 1985, said at the time. He said duced the rate to one-quarter ber of 1988 in the middle of a pork producers were offering of one percent, together with devastating drought in much the proposal “as a chance for a refund provision until a of the Midwest. Here are the federal government to referendum was conducted some comments from a letter help producers at no cost to between the first and second sent to producers just before the nation’s taxpayers.” year of the program’s incep- the referendum by Ray The specific proposal was tion, saved the proposal. Con- Hankes, who by 1988 had introduced in the House by gressional passage occurred become NPPC president: Rep. Tim Penny (D-Minn.) on Dec. 13, 1985, and Presi- “We are all in for some chal- and in the Senate by Sens. Ed dent Ronald Reagan signed the lenging months ahead. In fact, Zorinsky (D-Neb.) and Mitch measure into law early in 1986. that is the real purpose for this McConnell (R-Ky.), with the Included in the Pork message. How strong are we support of Sen. Tom Harkin Act was the creation of the pork producers? Can we look (D-Iowa). It quickly ran into National Pork Board, whose beyond the crisis at hand and some opposition. members were nominated at take long-term, positive steps The proposal called for a the first meeting of the Pork for our industry on Sept. 7 and national checkoff of three- Act Delegate Body in Kansas 8? My plea is to be strong and tenths of one percent with City in September. The first register a ‘yes’ vote… no refund and a producer meeting of the new National “No one else is going to referendum after two years. Pork Board, as well as the attack industry issues and An odd-bedfellows coalition first Pork Checkoff collec- work for the betterment of including the American Farm tions, occurred in November. pork producers. We have to Bureau, the National Farmers In January of 1987, a head- do it ourselves.’ Union and the National Farm- line in Pork Report reported, And they did. The referen- ers Organization wanted a per- “Checkoff enters second dum passed with 77 percent manent refund provision and a month – so far so good.” of the vote.

800.456.7675 Summer 2011 9 CHECKOFF CELEBRATES 25 YEARS

Your PORK CHECKOFF A Silver Anniversary & A Golden Opportunity

Lean Pork 1985 1990Compared to Lean Chicken 2000

0.9g 3.1g The Pork Promotion, Research 1990 The Market Chicken breast* 2000 The Pork Checkoff plays 1.4g 4.1g and Consumer Information Act of Basket Study gives Pork tenderloin* key role in shaping the USDA’s 1.9g 5.7g 1985 is signed into law. Known as Pork boneless sirloin chop** pork an ofﬁ cial new 2.2g point-in-time national study of the 6.1g the Pork Act, it provides a nation- Pork boneless loin roast* lean nutritional 2.3g 6.6g U.S. swine industry, with results Pork boneless top loin chop** al, legislative Checkoff 2.5g proﬁ le and 6.9g distributed in the National Animal Pork loin chop**

on sales of market hogs, 2.5g 7.0g identiﬁ es eight cuts Pork boneless sirloin roast* Health Monitoring System. breeding stock, imported 2.9g 8.3g of pork that are as Pork rib chop** 3.0g hogs and pork products. 8.6g 2001 Changes from the Pork lean as chicken. Pork boneless rib roast* 2.6g 9.3g Checkoff agreement with USDA Chicken thigh* 1986 The National legislative Saturated Fat Total Fat take effect July 1. The Pork * roasted, ** broiled (Based on 3 oz. cooked meat, skinless or trimmed.) Checkoff begins, with an initial Source for pork and chicken data: USDA Handbook 8 series. ©1999 National Pork Board. Checkoff has its own location, rate at 0.25 of one percent of the 1991 Producers approve increasing accounting system and staff to market value of each hog. the Pork Checkoff rate to 0.35 of expand domestic and foreign one percent of value. markets, conduct research and provide consumer information. 1987 The Pork. The Other 1995 Through Checkoff-funded promo- White Meat® national tions and market development, the Unit- 2001 The Trucker Quality promotion campaign is ed States becomes a net pork exporter AssuranceTM (TQA) program starts, introduced to reposition for the ﬁ rst time in more than 40 years. providing information on proper pork as a lean techniques to use when handling, protein. loading and transporting hogs.

1988 The ﬁ rst World Pork Expo, held in Des Moines, Iowa, attracts 60,000 people. 1995 The Checkoff increases to 0.45 of one percent of value. 2002 The Pork Checkoff rate drops to $0.40 per $100 of value.

1995 Results of the Terminal Line Security Genetic Evaluation Program, the 2002 Checkoff- Guide for Pork Producers largest unbiased study of U.S. pork funded research genetic lines, are released. leads to the development of 1995 The Environmental Biosecurity and ® 1989 The Pork Quality Assurance Assurance Program (EAP) debuts. Security Guides. (PQA) Program is introduced as a producer education and manage- 2003 The Swine ment program that emphasizes 1996 The second Welfare Assurance good management practices in the Market Basket ProgramSM supported handling and use of animal health Study conﬁ rms the by science-based products. comparable fat research, begins. content between pork 2003 cuts and poultry cuts. The Checkoff offers two 1989 McDonald’s websites: pork.org for producers markets the McRib® and TheOtherWhiteMeat.com for pork sandwich, 1998 The U.S. government imposes consumers. developed with Hazard Analysis Critical Control 2004 New Distance learning Checkoff funds, Point (HACCP) rules on packers. The courses provide easy access to nationally. PQA program provides producers a production information via CDs or mechanism to comply. the Internet.

10 CHECKOFF CELEBRATES 25 YEARS

2004 The new 2008 Unprecedented high feed costs 2010 Visits to TheOtherWhiteMeat. Operation Main lead to one of the most challenging com average 53,000 per month; Street program times in history for producers. The “likes” of the Facebook page, (www. helps train pro- Pork Checkoff provides producers facebook.com/TheOtherWhiteMeat) ducers and others to share pork’s tools to work with their lenders and grow to 1,675; the Twitter handle @ positive story. veterinarians. allaboutpork attracts 1,800 followers; the handle @PorkCheckoff reaches 2005 Sales of U.S. Pork continue to 2008 The industry 450 followers; and Operation Main grow, with the United States becom- launches its We Care Street reaches a milestone of 4,000 ing the No. 1 pork exporter. initiative to help total speeches. build consumer trust. 2005 The Take Care™: Use Antibiotics Six ethical principles 2010 New pork Responsibly program, which defi nes outline producers’ products are how antibiotics should be used in pork commitment to introduced at production, is introduced. producing safe Wendy’s and food, while nurturing employees Burger King, 2006 Through the Porcine Reproductive and protecting animal well-being, and the McRib and Respiratory Syndrome (PRRS) natural resources, public health is again offered Initiative, the Checkoff, USDA, university and the environment, as well as nationally. researchers, Extension, animal health contributing to their communities. companies, state and federal agencies 2011 More than 50,000 producers ® and swine veterinarians work together to 2009 The Checkoff helps counteract are certifi ed in PQA Plus , and more manage and eliminate PRRS. negative news coverage of H1N1, than 13,000 on-farm site assessments or “swine fl u” as it was erroneously are completed, representing 74 referred to by the media. percent of U.S. hogs. The Checkoff 2007 A study of the economic value takes the next step in assuring consumer trust by initiating on-farm, of Pork Checkoff programs fi nds that 2009 Over 40,000 third-party verifi cation. producers gain an additional $13.80 producers and for each additional $1 of Checkoff employees are 2011 The Pork Checkoff introduces program expenditures. certifi ed in PQA its new brand and advertising Plus® and over ® campaign, with the new tagline 2007 The Pork Quality Assurance Plus 7,000 on-farm TM Pork® Be inspired tagline. (PQA Plus®) program debuts to help site assessments answer customer are completed, questions about representing 30 animal care and percent of hogs. food safety.

2008 Pork spokesperson Food 2010 Network Channel chef Guy Fieri excites 2010 The Checkoff’s new strategic consumers plan is introduced, with the vision statement: “Leading a World- about pork’s wwithh Pomo eggranate Saucee personality, Class Food Industry – Responsible. fl avor Sustainable. Professional. Profi table.” and fun The critical issues identifi ed are during operating freedom, enhanced promotions. demand and competitive global

Fire up the grill and get ready for a taste sensation. These pork back ribs are sweet, advantage. saucy and – yes – amazing. Discover your next great grilling idea at PorkBeInspired.com PorkBeInspired.com ©2011 National Pork Board, Des Moines, IA USA. This message funded by America’s Pork Checkoff Program.

800.456.7675 Summer 2011 11 CHECKOFF CELEBRATES 25 YEARS

Looking Back at an Icon By Mark Williams

he Breakfast of staff had put together a pro- Among other ideas, we TChampions®.The King of cess to review proposals from tested positioning pork as The Beers®. Most everyone in several different agencies. Other White Meat. Consumer America knows exactly what From the very beginning, research galvanized this idea’s brands these famous lines we considered this to be an ability to change the way define. Over the years, The extraordinary opportunity – a people thought about pork, Other White Meat® has joined chance to be a part of repo- particularly when compared Mark Williams the ranks of such genuine sitioning a category; a food with many other message con- is a marketing marketing icons. staple. And we believed that if cepts. And of course ultimately, communica- The Other White Meat is we succeeded, we could make some very brave pork industry tions executive with extensive part of the contemporary some marketing history. leaders embraced that bold experience in American lexicon, used as a For months, we invested and rather controversial idea. food marketing. reference in everything from time and money on research By November, we unveiled sitcoms to Saturday Night Live, and analysis looking for what the new campaign and con- from comic strips to talk shows could be the foundation for ducted a PR blitz to introduce and movies. Research shows fundamental change. Eventu- The Other White Meat as nine out of 10 adults recognize ally, we understood just how the core of the programs it. In fact, one study proved it significantly pork had changed that would be funded by the to be among the 10 most rec- and how inconsistent most industry’s new checkoff. The ognizable advertising slogans people’s beliefs about pork news spread like wildfire, with in America. were with the actual product. phenomenal national media The Other White Meat has In terms of everything exposure. New advertising become so much a part of from calories and fat content appeared in print, as well as pork’s DNA that for many it’s to convenience and ease of on television and radio. hard to believe there was a preparation, the most popular In 1987, we conducted time when it wasn’t. On Feb. pork cuts fared comparably research in markets receiving 17, 1986, I called the National with many of the most popular the heaviest broadcast expo- Pork Producers Council (NPPC) chicken items. For those old sure and found that awareness (the National Pork Board didn’t enough to remember, that of The Other White Meat exist yet) to see if I could intro- was about 180 degrees from among the target audience was duce the pork industry to the most people’s perceptions of already at an almost unbeliev- firm I worked for at the time. pork at the time. So, the team able 50 percent. As they say, Within the next few days, set out to find a way to align the rest is history. I traveled to the NPPC office pork with what were generally Once an idea becomes so in Des Moines, Iowa. Shortly considered to be the attributes much a part of our culture, it thereafter, with a new national of white meats in the minds of doesn’t go away. Wheaties® checkoff coming, the NPPC consumers. will always be The Breakfast of Champions, and Budweiser® is The King of Beers. Similarly, pork is The Other White Meat.

Editor’s Note: To see how the Pork Checkoff is taking the brand to the next level with its new Pork® Be inspiredsm campaign, see page 30.

12 Get your free copy of the Carbon Footprint Calculator by going to pork.org/sustainability or by calling (800) 456-7675.

Main Features/Beneﬁ ts: Live Swine t Easy-to-use software, PC-based tool t Usable for sow farms and wean-to-ﬁ nish production t Data saved and recalled by users only Version 1.0 CARBON SM t Helps identify on-farm areas for

t Easy-to-use software, PC-based tool alternative inputs/improved effi ciency t Usable for sow farms and wean-to-fi nish production t Data saved and recalled by users only t Helps quantify pork industry’s already small t Helps identify on-farm areas for alternative inputs/improved effi ciency carbon footprint at individual farm level t Helps quantify pork industry’s already small carbon footprint at individual farm level

pork.org | 800.456.7675

#08206-06/2011

As a pork producer, you demonstrate your daily COMMITMENT TO ENVIRONMENTAL SUSTAINABILITY by how you care for animals, employees and the environment. Today, thanks to your Checkoff investment in the new Carbon Footprint Calculator, you can do even more to protect the environment while discovering new ways to improve on-farm efﬁ ciencies.

Find the National Swine Nutrition Guide at the U.S. Pork Center Get tips and hints on of Excellence improving your pork Web site, production operation on the www.usporkcenter.org! Pork Information Gateway at www.pork.porkgateway.org!

Get free science-based, peer reviewed information written by researchers at the major state ag universities on:

Swine Health Breeding and Genetics Swine Nutrition Reproduction Marketing Pork Quality Pork Safety Youth Projects Statistics Business Management Environmental Stewardship Facilities and Equipment .....and much more!

800.456.7675 Summer 2011 13 LESSONS FROM EUROPE

Europeans Pay Price for NEW RULES Are U.S. pork producers on the same path?

By Michael Wegner

ONDON, ENGLAND – In groups to end tail-docking standard that thus far only Lthis city of 8 million people, and teeth clipping, processes British producers can meet where vehicles zoom along referred to in England as (see story on the Red Tractor on the wrong side of the road “mutilations.” Animal rights initiative on page 17.) from an American traveler’s groups are working to elimi- The welfare challenges perspective, there are signs at nate farrowing stalls and to come on top of a decade street crossings throughout dramatically increase space that has been a difficult one the city warning pedestrians requirements for pigs raised for British pork producers. to look out, lest the unsus- in pens. Those transporting There was a classical swine pecting look the wrong way pigs already are limited to fever outbreak in 2000, fol- and get run over. only 8 hours on the road with- lowed by a catastrophic foot- Members of the National out offloading the animals. and-mouth disease outbreak Pork Board who visited Eng- in 2001. land and Belgium recently to Playing by Different Rules Once essentially self- observe the impact of animal British producers are play- sufficient in pork production, welfare regulations on Euro- ing by those rules and paying the country now imports pean pork production heard a a price for them. They say just over half of the pork similar warning from British they’re being undercut com- it consumes after the sow pork producers: Look out for petitively by other European herd shrunk from close to a the animal welfare movement, pork producers who don’t million sows to about 420,000 because if you don’t pay atten- play by all the same rules – at today. Compounding prob- tion you can get run over. least yet. And they’re upset lems, investment in pork pro- A lot of British producers enough about the prices duction has dried up, making have that run-over feeling. they’re being paid that they it difficult for producers to The clock is ticking there organized a major street embrace production technol- on a 15-year window to ban protest against the country’s ogy efficiencies. sow stalls set by Parliament retailers in early March, As if that weren’t enough, in 1999. In order to sell their just weeks before the visit the BSE problems of the pork to retailers, they cannot by members of the National British cattle industry further castrate pigs. Pigs must have Pork Board. eroded public confidence in “environmental enrichment,” To survive, they find them- both the livestock sector and which means something selves supporting a program the government’s ability to other than pigs to play with. that encourages British shop- guarantee safe food. Animal Producers are under great pers to buy pork – often more welfare groups, sensing a soft pressure from both major expensive – that is raised spot, have pounced. retailers and animal welfare under a quality assurance “British consumers never

14 LESSONS FROM EUROPE

UK’s Five Freedoms Guide Care

he concept of codifying basic Tanimal welfare began in England got over the BSE crisis,” said in the mid-1960s with the United Stewart Houston, executive Kingdom government-instituted director of the National Pig Report of the Technical Committee Association, a trade organiza- to Enquire into the Welfare of Ani- tion that represents British mals Kept Under Intensive Livestock pork producers. “It’s why Husbandry Systems. Led by college there is very little confidence professor Roger Brambell, the report in genetically modified crops concluded that farm animals should have freedom “to stand up, lie down, or labeling claims.” turn around, groom themselves and stretch their limbs,” a list that some call There are some funda- “Brambell’s Five Freedoms.” mental differences between In subsequent years, the government-appointed Farm Animal Welfare the British and U.S. pork Council has helped to refine definition of the five freedoms to include: sectors. The first is a climate more temperate than much 1. Freedom from hunger and thirst - by ready access to fresh water and a of the U.S. hog belt, so there diet to maintain full health and vigor. is more outdoor production, 2. Freedom from discomfort - by providing an appropriate environment although the majority of including shelter and a comfortable resting area. animals are finished indoors. 3. Freedom from pain, injury or disease - by prevention or rapid diagno- The primary feed grains are sis and treatment. wheat and soy. And unlike the U.S. food 4. Freedom to express normal behavior - by providing sufficient space, system, most food products proper facilities and company of the animal’s own kind. here carry the brands of 5. Freedom from fear and distress - by ensuring conditions and treat- the major retail stores, not ment which avoid mental suffering. packers or food processors. Several European animal welfare organizations are attempting to get the As a result, British retailers United Nations to adopt a universal declaration on animal welfare that is exert tremendous price and based on the five freedoms and recognizes animals as “sentient beings,” production influence over meaning they are capable of perception and feelings, including pain and farmers because they tend to suffering. The groups believe adoption of the declaration by the United Na- be very sensitive to consumer tions would place additional pressure on governments to enact and enforce attitudes and perceptions, ac- animal welfare laws. cording to farmers there. Gene Nemechek, a swine veterinarian and president of the National Pork Board, and a government that are tion of Cruelty to Animals, observed that because British generally supportive of the and others. retailers are not totally inte- perceived benefits being To put the importance grated to the production part advanced by a host of ani- of animal welfare there in of the meat chain, they are mal welfare groups. The list context, an official at the U.S. not really concerned with the includes the World Society Embassy explained that there impact animal welfare regula- for the Protection of Animals, is only a “national” society tions and requirements have Compassion in World Farm- for the protection of children, on pork producers’ costs. ing (“We believe factory while the group working The major difference farming is the biggest cause to protect animal rights is though, according to a of animal cruelty on the “royal,” meaning it has the number of experts the board planet”), the million-member blessing of the Royal Family. members visited, is a public Royal Society for the Preven- Additionally, there is the

800.456.7675 Summer 2011 15 LESSONS FROM EUROPE

he Pork Board’s Trecent fact- ﬁnding trip to England and Bel- gium pointed out clear differences between the pork industries there “The area that con- “The animal welfare “The ‘happy pig’ argu- “We are very fortu- and in the United cerns me the most movement has taken ment was a tough nate we have a good States. Here Board is equating animals hold in Europe and one for me to accept. relationship with U.S. to humans…. This the public didn’t People are people, retailers. We need to members share becomes a religion realize the impact it and pigs are pigs. We do more to be sure some observations. to those that be- would have on food treat them the best that continues.” lieve it.” prices.” we can and the best – Randy Brown, we know how.” – Roy Henry, – Gene Nemechek, Nevada, Ohio Longford, Kansas Springdale, Arkansas – Dale Norton, Bronson, Michigan

Farm Animal Welfare Coun- make all members adhere to take effect in 2018. cil, a government-appointed the same rules. EU members Another problem, said panel of veterinarians, appear to be moving in that Pasquale Di Rubbo of Copa- farmers, economists, welfare direction, but as Dr. Alejandro Cogeca, an organization experts, ethicists and other Thiermann, who is on the representing European farm- academics, that exists to staff of the U.S. Department ers and agricultural coopera- advise government ofﬁcials of Agriculture and stationed tives, is a buying public that on animal welfare topics. It at the World Organization for puts pressure on retailers is a group, its chairman told Animal Health in Paris, notes, and elected ofﬁcials to set National Pork Board mem- “Not all of Europe believes high standards but is unwill- bers, that works to assure in the same animal welfare ing to pay for them. Instead, the quality of life of animals. principles.” Plus, he and he said, consumers pur- “Does the animal have a life others observed, even with chase cheaper products that worth living?” is the question EU legislation, enforcement frequently fall short of those he posed. can vary dramatically among standards. In Brussels, where the member countries. Long-time observers of 27 member countries of the European agriculture don’t European Union (EU) meet, Sow Stalls on Way Out expect to see much backing the Brits would like the EU to An example is the EU away from the move toward ban on the use of sow stalls. stricter animal welfare rules Slated to take effect in 2013, and regulations. only an estimated 40 percent “You have to understand of the affected animals will that Europeans are interested be in group housing by then, in absolute good and absolute according to Paul Jansen, di- safety,” said Maurice House, rector of public affairs for the minister counselor for the VION Food Group, a Dutch USDA’s Foreign Agricultural company that plays a major Service in Brussels. “They role in the European meat embrace the precautionary trade. There is similar skepti- principle,” which holds that cism about enforcement of an you take action when even EU castration ban slated to the possibility of harm exists.

16 LESSONS FROM EUROPE

Nearly All of UK Pork Sold with Red Tractor Label

n British grocery stores, many packages of meat, Imilk, cereals, vegetables, fruit and eggs carry a sticker of a red tractor over what appears to be “We need to build “We need to make the Union Jack. The sticker means the product strong viable sure as producers relationships with we are connecting was produced in Great Britain under a single retailers, packers better with the U.S. food-standards umbrella. It is viewed by most and foodservice so population. We do British pork producers as a way to distinguish standards are not im- not want to lose our their home-grown product in hopes of increasing posed on us that are voice in this country.” not science-based.” consumer loyalty and generating a higher price. – Conley Nelson, The “scheme,” as the British call it, was created just over 10 years – Wathina Luthi, Algona, Iowa Gage, Oklahoma ago to assure shoppers that farmers were meeting standards defin- ing safe and responsible agricultural practices. Today, more than 90 percent of the pork produced in Great Britain is produced under the Red Tractor program. Among all commodities, 78,000 farms “It’s basically a fear of flying. participate. They’re asking now if plants “BSE and FMD took consumer confidence to rock bottom,” the have feelings.” program’s chief executive, David Clarke, told visiting members of House said the principle the National Pork Board. “We had to do something to restore con- shapes European attitudes fidence in the supply chain.” Farmers have been willing participants on food-safety issues, such as because of a belief that many grocery-store products identified as genetically modified organisms, local were being falsely labeled. and on pork technologies, such Clarke said each of the products produced under Red Tractor has as ractopamine. He said the a defined set of standards that are assessed during annual visits to principle also supports Euro- member farms, plus quarterly veterinary visits and spot checks of pean attitudes and positions on about 2 percent of the member farms. Producers who violate any animal welfare. of the standards have 28 A primary difference be- days to make corrections tween the Europeans and before they lose their cer- Americans, House believes, tification, Clarke said. is the willingness to innovate. For pork, the standards Under the precautionary prin- include no gestation stalls ciple, technology innovation is or castration, plus a long difficult in Europe, he said. list of food-safety, animal “There are 1 billion people welfare and environmental who go to bed hungry every practices that would re- day. How can you create a semble the good produc- system rife with costs with 1 bil- tion practices in the U.S. Pork Quality Assurance® Plus program. The lion people starving?” he asked. most common area of non-compliance, Clarke said, is the require- “We haven’t found a solution to ment for “environmental enrichment.” world hunger. That’s why we, The program is owned by all segments of the food chain, includ- in the United States, believe we ing farmers and retailers. Funding of the program, Clarke said, have to innovate. comes from those farms seeking certification. For pork, the cost is “But in Europe, how can you about $660 a year for membership and one inspection. innovate if you’re scared of ev- A major benefit of the program, Clarke said, is the ability to trace erything? Beware, this hysteria back product to the farm that produced it. is inculcated.”

800.456.7675 Summer 2011 17 YOUR BOTTOM LINE

Production Costs Still PINCH, But Proﬁts Continue By Steve Meyer

rofit prospects for pork 12 crop year. The bad news? crop conditions and the rela- Pproducers remain positive, In spite of sufficient projected tively slow pace of planting this but not as much so as earlier supplies, corn prices will be spring. The 13.505 billion-bush- this year. While corn and higher this year. el crop would still set a record. soybean meal prices have USDA’s projected corn Total corn usage is currently moderated, the significant supply and utilization for the pegged at 13.355 billion bush- decline in Lean Hogs futures coming year, below, raises els, down almost 100 million prices confirms my earlier 2010-11 year-end stocks in the from this year. Lower exports Steve Meyer is president conclusions that the market May report from 675 to 730 mil- and feed per residual usage of Paragon was a bit overheated and lion bushels. Analysts expected are the main downward driv- Economics was providing excellent the number to fall to 665 million ers, easily offsetting a projected and a Pork pricing opportunities for pork bushels, so this in itself pushed 50-million bushel increase in Checkoff consultant. producers. Those opportunities old-crop corn prices lower. ethanol usage. are now gone, but there could As typical, USDA did not Note that the very small still be plenty of fireworks on revise the projected corn acres increase for 2011-12 ethanol the cost side this summer. in the May report. However, usage is due to ethanol produc- USDA’s May Crop Production recent flooding episodes and tion exceeding the renewable and World Supply and Demand continued wet weather in North fuel standard in 2010 and Estimates reports had good and Dakota, the Eastern Cornbelt 2011 by 790 million and 1.4 bad news for corn users. On the and the Delta will likely force a billion gallons, respectively. positive side, USDA predicts reduction at some point. Next year’s 50-million bushel slightly larger-than-expected USDA’s May yield estimate increase will push ethanol pro- year-end stocks this fall and a of 158.7 bushels per acres is 2.4 duction to about 14.14 billion harvest that will meet needs bushels or 1.7 percent below gallons, up from the mandated and begin rebuilding grain the long-term yield trend, level by 940 million gallons. stocks by the end of the 2011- revealing some concern about The weighted average farm price of corn is expected to U.S. Corn Supply and Utilization – May average a record $5.50 to $6.50 per bushel in 2011-12 2008/09 2009/10 2010/11 2011/12 Projected versus $5.10 to $5.40 this year. Estimate USDA % Change May vs. ‘10-’11 The chart on the left shows historic relationships between the Acres planted (million) 86.0 86.4 88.2 92.2 4.5 Acres harvested (million) 78.6 79.5 81.4 85.1 4.5 average farm prices of corn and Yield (bushels/acre) 153.9 164.7 152.8 158.7 3.9 year-end stocks per use ratios. Beginning stocks (mil. bu.) 1,624 1,673 1,708 730 -57.3 The news is not much better Production (mil. bu.) 12,092 13,092 12,447 13,505 8.5 for soybeans. Fewer planted Imports (mil. bu.) 14 8 25 20 -20.0 acres are projected to put 2012 Total supply (mil. bu.) 13,729 14,774 14,180 14,255 0.5 year-end stocks at 160 million Feed and residual (mil. bu.) 5,182 5,140 5,150 5,100 -1.0 bushels, down 10 million from Ethanol for fuel (mil. bu.) 3,709 4,568 5,000 5,050 1.0 this year. Non-Ethanol FSI (mil. bu.) 1,316 1,371 1,400 1,405 0.4 USDA projects soybean Exports (mil. bu.) 1,849 1,987 1,900 1,800 -5.3 prices to be $12 to $14 per Total usage (mil. bu.) 12,056 13,066 13,450 13,355 -0.7 bushel, with the 2011 average Carryover (mil. bu.) 1,673 1,708 730 900 23.3 price $11.40 per bushel. Soy- Stocks/use (percent) 13.9 13.1 5.4 6.7 24.2 bean crushings are expected National weighted average 4.06 3.55 5.10-5.40 5.50-6.50 14.3 to grow slightly this year, but farm price ($/bu.) not enough to put any down-

18 YOUR BOTTOM LINE

U.S. Corn Price and Stocks per Use Ratio

$/bushel Percent of Usage $7 70 Nat. Wtd. Avg. Farm Price USDA ‘11 – ‘12 ward pressure on meal prices. $6 Stocks/Use price range 60 USDA predicts soybean meal to average $350 to $380 per ton $5 50 compared with $350 per ton this year. $4 40

$3 30 High Production Costs the New Norm? $2 20 So what does this mean for pork producers? In a nutshell, $1 10 another year of historically astronomic production costs. $0 0 The trouble is that these astro- 1970 1974 1978 1982 1986 1990 1994 1998 2002 2006 2010 nomic costs are becoming more commonplace. Actual and Predicted Hog Production Costs* and Prices The chart above shows projected costs and returns based on Iowa State University’s $/cwt carcass 5/13/2011 Actual Costs per ISU – Carcass 110 Estimated Costs and Returns Predicted/Forecast Costs – Carcass production parameters for Iowa 100 Cash Hog Price farrow-to-finish operations and 90 Futures – Implied IA-MN Prices CME Group futures prices for 80 corn, soybean meal and Lean 70 Hogs on May 13. 60 Projected average production costs have moderated as 50 soybean meal futures prices 40 2010 Profi ts = $10.25/hd. have fallen since January and 30 Forecast 2011 Profi ts = $4.87/hd. corn futures prices have fallen 20 Next 12 months’ Profi ts = $1.68/hd. since March. Cost estimates for 10 the second half of 2011 and ‘96 ‘97 ‘98 ‘99 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 first half of 2012 were over $90 *Based on relationship between ISU Estimated Costs & Returns data and historic Omaha corn and Decatur soybean meal prices per cwt carcass back in Febru- ary and early March. levels from well over $10 per Though profit prospects are The average for all of 2011 head to just under $5 per head not robust, there are rumblings now stands at $83.99 per cwt as of mid-May. of expansion. Cargill’s purchase carcass, while the average Lower belly prices, an end of Smithfield’s Texas production through April 2012 is $85.78 to the huge spring rally in the units will start the ball rolling for per cwt carcass. cut-out value and some waning 20,000 more sows rather quick- Of course, hog prices have of export trade all contributed ly, with reportedly as many as fallen from over $100 per cwt to the sell-off of Lean Hogs 60,000 more over the next three carcass for summer 2011 con- futures. I think this was all part to four years. Plans are in place tracts in the beginning of April of an inevitable correction for to refill some empty sow barns to the low $90s per cwt car- Lean Hogs futures which had in the Midwest as well, though cass. These revenue declines phenomenal expectations for some of those are clearly contin- more than offset lower feed pork and hog demand for most gent on the development of the costs and took possible profit of the last six months. 2011 corn crop.

800.456.7675 Summer 2011 19 RESEARCH RESULTS

New Oral Fluid Collection Resource Available Fluids from a pig’s mouth can be a valuable tool in the diagnosis of diseases.

new nine-minute DVD, now detectable via oral-fluid A Oral Fluid Collection in sampling include influenza, Pigs, guides swine-health ex- PRRS, porcine circovirus and perts and producers through mycoplasma.” the step-by-step process of The DVD is accompanied collecting, labeling, process- by a wall chart that also ing and shipping oral fluid depicts the steps required to samples to a diagnostic lab. submit an oral fluid sample USDA provided funding to a diagnostic lab. To order, for the DVD, and the Pork call (800) 456-7656. Checkoff collaborated on the project. The Pork Checkoff has funded several research Feed Cost Research Priorities Set projects involving the development and validation of oral ith feed costs continu- gaps in current research. The fluids as an alternative to Wing to hover in record- top five feed-cost reduction collecting serum or blood for high territory, the Feed Cost priorities are: disease diagnosis. Focus Group, a group of 13 “This is the latest tool producer, industry, USDA 1. Use low-energy ingredi- available to show veterinar- and academic nutritionist ents (to reduce dependence ians and producers how to representatives met at the on corn), such as low-carbo- properly collect samples National Pork Board offices hydrate or low-fat ingredients. that can help detect multiple this spring. 2. Increase nutrient extrac- swine pathogens,” said Lisa The group set research tion from ingredients to Becton, Checkoff’s director priorities related to reduc- maintain growth and caloric of swine health. “Pathogens ing feed costs and identified efficiency in nutrient-deficit diets. 3. Validate predictive equa- New Euthanasia Training Module Offered tions for net energy of ingredients under commercial training tool highlighting acceptable conditions. 3 A euthanasia methods for on-farm use is 4. Improve processing meth- On Farm Euthanasia now available from the Pork Checkoff. The ods to increase the nutrient of Swine 3FDPNNFOEBUJPOT for the Producer Checkoff’s new distance-learning training utilization of cereal grains module, On-Farm Euthanasia of Swine, and coproducts. uses images and video to teach producers 5. Understand the impact of and employees how to determine which disease on growth and caloric pigs should be euthanized, how to admin- efficiency. ister euthanasia while promoting human Mark Knauer, Checkoff’s safety, and how each method works to result in the humane director of animal science, death of an animal. said, “The group’s priori- Sherrie Niekamp, Checkoff’s director of animal welfare, said, ties will help guide funding “This tool provides producers the proper techniques to suc- for the next several years, cessfully euthanize pigs in a timely and humane manner.” including a $550,000 Check- To order a copy of the English- and Spanish-language video off investment designated for module, call (800) 456-7675. feed-cost reduction science in 2011.”

20 Finally, someone is looking out for the little guys. Grow heavy, uniform litters with new SoluStart® II milk replacer and UltraCare® First Step™ creep feed. It’s a winning combination. SoluStart® II gives a boost to piglets that lose out on mom’s milk. Like the real thing, it adds pounds, supports immunity and gut integrity, and helps pigs thrive. Start by combining the two products and then feed only UltraCare® First Step™ creep feed for an easy, productive transition to solid feed. You’ll notice once again how the little things make a big difference. See your local Land O’Lakes coop or Purina dealer representative for more info or visit www.purinapigstarters.com or www.ultracarefeed.com.

3HUK6»3HRLZ7\YPUH-LLK33*

What’s Your Farm’s CARBON FOOTPRINT?

New easy-to-use software tool now available. By Mike King

hen it comes to calcu- Years of Research Pay Off Wlating your pigs’ aver- The introduction of the age daily gain, feed efﬁ cien- Live Swine Carbon Foot- cy or days to market, it’s print Calculator marks the a fair bet you have those culmination of three years imbedded in your mind of Checkoff-funded re- like a microchip. The search. The ﬁ rst step was same goes for knowing an industry-wide litera- your sow data such as ture review and life cycle number born alive and assessment (LCA) of the weaned. But know- U.S. pork industry’s caring how to calculate bon footprint conducted your farm’s carbon footprint? pork’s overall environmental by the University of Arkansas. Probably not – until now. sustainability efforts? That landmark study found The Pork Checkoff has just Allan Stokes, director of that the regional and produc- completed the Live Swine environmental programs for tion-weighted national aver- Carbon Footprint Calculator, the Pork Checkoff, said that age carbon dioxide equivalent

an on-farm software tool that the new calculator tool is a (CO2e) of greenhouse gases

allows producers to input way to benchmark a barn’s (GHG) is 2.87 lbs. of CO2e their on-farm data from the carbon footprint. per pound of live weight at sow or grow-ﬁ nish side of “Producers probably have the farm gate (equivalent to production to compute the no idea what their farm’s car- 3.83 lbs. per pound of dressed

carbon footprint of an entire bon footprint is, but this tool carcass or 5.9 lbs. of CO2e per barn of pigs from breeding to will give them the means to pound of boneless meat). market. So, what does this ﬁ nd out,” he said. “More im- This puts the farrowing-to- mean? How does this ﬁ t with portantly, it will demonstrate market GHG emissions esti- why they should care about mate within the same range To order your their carbon footprint since as similar studies performed free copy of it’s a barometer of how on European swine produc- the Live Swine Carbon Foot- inputs, such as feed and tion systems, which range print Calculator energy use, and outputs, from 3 to 5 lbs. of CO2e per from the Pork such as pigs weaned pound of dressed carcass. Checkoff, go and manure generated, Randy Spronk, a producer to pork.org/ sustainability are connected to energy from Edgerton, Minn., and or you can call usage and affect the member of the Checkoff (800) 456-7675. environment and their Environmental Committee, bottom line.” said environmental sustain-

22 CARBON FOOTPRINT SPECIAL REPORT

Swine production represents 0.35% of U.S. GREENHOUSE GAS EMISSIONS

ability is in the DNA of pork producers. Relative Contribution to Footprint “It’s who we are as farm- 100 ers,” Spronk said. “We’ve Fuel been stewards of the land 90 Consumption for generations, so to create 80 Retail Manure a tool such as the carbon 70 Processing footprint calculator is just 60 Packaging the next logical step in using 50 technology to show the prog- 40 ress we’ve made, as well as Live Animal Feed identifying ways to improve.” to GHG Emissions 30 Production

Stokes said producers now Contribution Percentage 20 Electricity have a way to defi nitively see 10 Piglets where greenhouse gas emis- 0 sions come from related to Life Cycle Total Farm Gate Total their own farm. “This tool becomes more The graph on the left shows the breakdown of the relative contribu- valuable each time it’s used tions from the various stages of the pork production chain from fi eld to fork. The graph on the right shows the breakdown of the relative as changes are made in a contributions from various sources for the live swine production barn or different scenarios stage from fi eld to farm gate. While feed and manure management are entered into the calcula- are generally the largest carbon footprint contributors, inputs such as tor,” he said. “It can help fuel, electricity and piglet productivity can present opportunities for improved effi ciency, resulting in a reduced footprint and input costs. them visually see where opportunities exist to lower their footprint, helping to GHG Emissions Per Year by Source improve their production effi - Water ciency and lower input costs, Dead Animal Disposal Total GHG Emissions = 509,785 kg CO e/year such as energy use, manure On-Farm Fuels 2 handling or feed.” Barn Heating Electricity to Lights Calculate the “What Ifs” Electricity to Fans Producers don’t have to Manure N2O Manure CH4 make physical changes Feed Delivery in their operation if Feed they want to use the calculator to “model” 0 40000 80000 120000 160000 a hypothetical sce- kg CO2e/year nario. Rick Ulrich, the University of Shown here is a GHG emission profi le created by the calculator using a sample sow barn. Once the footprint of an operation is determined, Arkansas chemical it can be used as a point of reference to compare the impact/effect of engineer who is the any future changes. Also, old data can be entered into the calculator to see how previous changes to production and management practices have affected the farm’s carbon footprint over time. continued on page 24

Summer 2011 23 SPECIAL REPORT CARBON FOOTPRINT It Starts with Environmental Sustainability

Known as the “four pillars” of pork’s environmental sustainability initiative, the environmental footprints of carbon, water, air and land are represented. The overall objective is to create tools and management techniques that help ensure that these resources are not depleted or permanently damaged, which would compromise the continued from page 23 ability of future generations to meet their own needs. Allan Stokes, the Pork Checkoff’s director of environ- calculator’s main architect, mental programs, says producers have a vested interest said whether producers want in pursuing all tactics that help use the resources in- to calculate an “old” carbon volved in pork production as effi ciently as possible with footprint by inputting farm little or no waste. “It’s a common-sense management data from years ago, or they approach that can result in a win-win scenario for reduc- want to see what improve- ing input costs and improving overall sustainability.” ments could mean to a “future” footprint, this tool will do that. (See Q&A on page 26.) calculate fi nancial implica- feedstuffs and phases, total The fi rst version of the tions of having differing wattage of lights in the barn, Checkoff’s Live Swine Car- carbon footprint values. size and number of barn fans, bon Footprint Calculator is a However, future versions will average annual gasoline and basic software tool that will likely include such informa- diesel usage related to pigs be improved and enhanced tion, according to Stokes. in that barn and average an- in future updates to include nual water usage for pigs. scenarios such as pasture Calculator Input Needs “The calculator’s results production. Using the calculator is an are only as good as the qual- “This tool is a fi rst-of-its easy, fi ll-in-the-blank task that ity of the data it receives,” kind for the pork industry, should take about 10 minutes Stokes said. “However, and we already see things per barn type, including hoop producers can always use we want to add or improve,” structures, if you have all the their best estimates if they Stokes said. “But we think it’s needed farm data at hand. In don’t have the exact data a great start to keep produc- fact, one of the fi rst screens available.” ers moving forward in this reminds users what’s needed Once you’ve entered all important area. Input and “before you begin.” of the required information, suggestions we receive from Some numbers needed for the program crunches the producers will help us con- input include size of barn, data and depending upon tinually improve the tool.” insulation values of walls and the number of pigs in the The current version doesn’t ceilings, feeding program barn, takes 90 seconds to 3 minutes to compute the carbon footprint of the barn. The number is expressed in kilograms and pounds of carbon dioxide equivalent per

kilogram (CO2e) or pounds of liveweight of pig produced for market.

This is an example of an output screen from the Checkoff’s Live Swine Carbon Footprint Calcula- tor. The data show the greenhouse gas emissions produced in each of the main areas of a 1,000-head grow-ﬁ nish barn.

24 CARBON FOOTPRINT SPECIAL REPORT Environmental Ethics

The Checkoff’s new Live Swine Carbon Footprint Calculator helps producers fulﬁ ll the industry’s We Care ethical principle on the environment: Safeguard natural resources in all of our practices. To learn more, go to www.porkcares.com.

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America’s pork producers are among the most environmentally and socially conscious food producers in the world today. From their continual emphasis on the well-being of the animals under their care to their stewardship of the soil, water and land they call home, pork producers are leaders on many environmental fronts. Producers continue to ensure that they produce food in a responsible and caring way for animals, consumers and the environment.

Output and Expectations at the farm gate. The range is links to energy usage and When the calculator has 2.32 to 3.85 lbs., depending on ultimately, cost of production. completed its task, users the type of manure manage- Stokes said, “This new tool receive output such as the ment system used. helps create a win-win scenar- one shown on the bottom of In the end, it’s about learn- io for the environment and page 24. The graph breaks ing how effi ciently your farm overall sustainability, which out GHGs into production produces pork in terms of car- includes identifying ways to segments, such as manure, bon emissions, which clearly reduce input costs.” feed, electricity, etc. “This information can be very useful to producers,” Stokes said. “It unmistakably shows you where emissions of GHGs come from in the Carbon Footprint: A technical assessment that determines the amount barn’s production of pigs of emissions of certain gases resulting from a process, an activity, which in and where opportunities for this case is pork production. This is typically expressed in terms of carbon progress may exist.” dioxide equivalent. While getting the fi rst Greenhouse Gases (GHGs): Gases that accumulate infrared radiation in benchmark for the sow, the atmosphere resulting in climate change. Some result from natural pro- grow-fi nish or both phases cesses, while others are generated by human activities. In pork production, is a critical fi rst step, produc- the main GHGs are carbon dioxide (CO , nitrous oxide (N O) and methane ers will want to know where 2 2 (CH ). These are also referred to as carbon emissions. they stand today in terms of 4 their carbon footprint. This Carbon Dioxide Equivalent (CO2e): This is the common unit used to is where Stokes insists that express total emissions of various GHGs based on their global warming “there is no good or bad car- potential in the equivalent carbon dioxide value. bon footprint number – only different ones.” However, he realizes producers want to have some After the Calculation… yardstick of comparison to Once you’ve used the Live Swine Carbon Footprint put their farm into context. Calculator, take a few minutes to visit www.pork. This is where industry averages can help. As stated ear- org/sustainability. This web address will take you lier, the production-weighted directly to a specifi c part of pork.org where both national average is 2.87 lbs. of Pork Checkoff and third-party research related to

CO2e per pound of live weight environmental practices will be accessible.

800.456.7675 Summer 2011 25 SPECIAL REPORT ASK THE EXPERT

Calculator’s Architect Offers Insider’s View

ecently Pork Checkoff Report asked Rick Ulrich, engineering Rprofessor at the University of Arkansas, and the main technical developer of the live swine carbon footprint calculator, to share his insights into this new Checkoff-funded, on-farm tool.

What will the Checkoff’s new carbon footprint calculator provide pork producers? “…no other Q: livestock group has a calculator It shows producers where the “hot spots” are in their as capable as this one,” says A: swine farm – those areas that release the most green- Rick Ulrich, house gases (GHGs) and also may be where on-farm engineering efﬁciency can be improved. This is important because professor at when most folks look at reducing emissions, they tend the University of Arkansas. only to think in terms of reducing energy usage. That’s because we are so accustomed to thinking about transportation systems and heating and cooling our homes. But a pork operation isn’t that simple. It uses energy, but there is much more going on, such as manure management, feed consumption and carcass disposal. The calculator enables producers to identify parts of their operation where GHG emissions are large or inconse- quential.

Q: What makes this carbon footprint calculator unique?

A pork operation is actually a pretty complicated place, and we decided early on that this would not A: use simple averages, but instead, a model that employs the best information about animal needs and behavior that we could find in agricultural literature. That’s how the calculator predicts many aspects of the farm, rather than requiring the user to enter that information. At the heart of the software code is a simulation of many real-life aspects of sow-barn and grow-barn operations. Things such as how pigs eat various feeds, how much manure they produce, their heating and cooling requirements and a detailed model of emissions of various gases from manure. Another unique aspect is the ability of the calculator to take into account the specific climate where the farm is located. In manure management, the amount of emissions is very sensitive to temperature, so we built in the average temperature every hour of every day in every county in the 50 states. That, coupled with a detailed chemical model of pig manure decomposition, enables the model to predict the difference in emissions between a manure management system in North Carolina vs. Iowa. Since the model has several possible manure management systems to choose from, the user can try different ones out in his specific location to see which configurations emit the least. Those same hourly temperatures, as well as hourly relative humidities, also are used in the model’s thermal simulation to predict the amount of energy consumed in heating and cooling the barn. Again, it does not ask the user to input the electricity usage, it predicts it for him. In this way, it provides the maximum flexibility to evaluate various options in barn design and modification.

26 ASK THE EXPERT SPECIAL REPORT

What other agricultural groups has the University of Does the calculator follow international standards? Q: Q: Arkansas worked with on similar projects?

In 2009, the Pork Checkoff commissioned a life cycle as- We’ve recently completed a very comprehensive A: sessment (LCA) with the University of Arkansas to take a A: LCA for the dairy industry and we’re working on look at pork’s carbon footprint. The calculator project fol- one for cheese this summer. We’re also involved in lowed this study. Professor Greg Thoma was in charge of work with the U.S. Department of Agriculture on the the LCA, and I supervised development of the calculator. environmental impact of pork as well. As an agri- Working together, we used the LCA as a source of meth- cultural state, the University of Arkansas has a long odology for our calculator and as a basis of comparison heritage of creating solutions for agriculture. We for the model’s results. The LCA was based on standard- have a strong animal science department, a growing ized methods recognized throughout the international research center on sustainability and have recently environmental community, and that philosophy and brought agricultural economists into the team. scientifi c rigor was applied to the calculator. To order a free copy of Why should producers have confi dence in the output the calculator of the calculator? software, go Q: to pork.org or call (800) 456- Producers should feel confi dent in the calculator’s 7675. A: output because it goes into detail about a farm’s production methods, facilities and location. I can tell you that no other livestock group has a GHG calculator as capable as this one.

Pork Producer Sees Improved Feed Digestibility Todd Elliott points to TLC and maintaining feed efficiency returned to 50 grams per ton which as critical components for marketing hogs cost effectively each has worked great.” year. By keeping his pigs on a fast track from the nursery to the Elliott feels that this live yeast finishing house, the Sumner, Iowa producer makes sure he sees strain in Levucell SB (S.boulardii) results on his bottom line. helps reduce pathogenic micro- “Pigs arrive from a large sow farm from Illinois, in groups of organism concentration and helps 1,150 head averaging 11 pounds each. For their first 21 to 23 maintain optimal immune system days in the nursery they receive a formulated corn and soy grind function. He says he now has and mix ration,” he says. “At this stage they need good micro much less reliance on vaccines or flora in the intestine to improve absorption of nutrients and fight medication. off harmful bacteria.” “I’m happy with the product In an initial feeding last November, Elliott added 100 grams because I see better feed digestibility of Levucell® SB20, a concentrated live yeast in each ton of feed. in the nursery plus improved gut and intestinal health as pigs Then, from the second diet in the nursery until market weights move through the production cycle. There’s significantly less averaging 270 pounds, he reduces the rate to only 50 grams per mortality and less clinical signs,” he notes. “The pigs are getting each ton of feed. more nutrients out of the feed to boost overall performance, “After six months with this concentrated formulation for premix which is saving us money.” Visit us at the feed, the health level of the pigs is better. I’m seeing more 2011 World Pork Expo consistency in the stool along with improved feed digestibility,” he Booth #335 adds. “I’ve had problems with Ileitis in later finishing stages but that’s not the case with Levucell SB20. However, on one group of pigs I decided to try cutting the rate to only 25 grams per ton of feed. There was some irritation and cases of Ileitis showed up R from 160 pounds to finish weight, so on subsequent groups I’ve www.profitablepigs.com

800.456.7675 Summer 2011 27 BEHIND THE SCENES

Memo to Moms: It’s OK to Lower the Temp By Dr. Paul Sundberg

he pork chain – from the Banner ads Tfarm through restaurants and on popular websites are retailers – provides consumers letting con- a variety of great products. But sumers know what’s the one thing during about the new preparation that can make pork temperature recommenda- (like any other meat) a less tions. Dr. Paul than great eating experience? Sundberg is Overcooking. vice president of science and We learned from our moth- technology ers, who learned from theirs PorkBeInspired.com for the Pork that when you cook pork, it on the best eating experience. As a result, a spin-off project Checkoff. should be “grey” all the way One of the “etc.” items was with Texas A&M University through. Mom may not have temperature. At the time, the studied the temperature curve known just why, but that was USDA Food Safety and Inspec- for meat during and after the way that it was supposed to tion Service (FSIS) guidelines cooking. When taken off the be. Because of this, that sweet said that consumers should heat at 160 degrees, meat spot where the pork is done, but cook pork to an internal temperature continues to rise not overly so and dry, might be temperature of 160 degrees to 170 to 175 degrees, one pretty hard to hit. Technology Fahrenheit to ensure food safe- factor contributing to over- has given us help with enhance- ty (bordering on overcooked). cooking. The Pork Checkoff ments and other techniques, As part of the consumer pref- commissioned a risk assess- but there still is that issue of erence research project, Ohio ment to evaluate the actual cooking pork until it is “done” State proposed to test how food safety implications of and what that could do to the various temperatures affected cooking temperatures within a average eating experience. consumer preference in relation range of 145 to 160 degrees. In 2007, the Pork Checkoff to other characteristics. How- funded a multi-year consumer ever, if the research was going Research Verifies Lower Temp preference research project at to be done at lower than 160 The risk assessment found Ohio State University. Consum- degrees, what would happen that cooking pork to an internal er panels were asked to taste if consumers preferred a lower temperature of 145 degrees pork at various combinations of temperature but FSIS insisted and holding or “resting” it for pH, fat content, marbling, ten- that nothing below 160 degrees three minutes after taking it derness, etc. and give feedback would be safe? off the heat is equivalent to an instant internal temperature of 160 degrees. With the combination of Texas A&M’s finding that meat temperature continues to rise after being removed from the heat and the real- ity that resting time between cooking and eating is at least that long, the technical people at FSIS agreed that the cooking temperature for pork could be lowered. The technical issues, while

28 RESEARCH Be 145oF.

big, were only the first hurdle. Pork Just Got 15 Degrees “Cooler” Next came consumer research into how best to communicate It’s offi cial. New cooking guidelines from the nation’s food-safety a new cooking temperature and agency give the OK to consumers to enjoy pork cooked medium-rare. the three-minute resting time. The U.S. Department of Agriculture’s Food Safety Inspection Service FSIS, consumer representative (FSIS) recently confi rmed that pork can be consumed safely when groups and the Pork Checkoff cooked to an internal temperature of 145 degrees Fahrenheit, fol- all tested messages and com- lowed by a three-minute rest time. munications. Combining all The new recommended temperature, a signifi cant 15 degrees less those results and reaching than previously recommended, typically will yield a fi nished product consensus on the messaging that is pinker in color than most home cooks are accustomed to. jumped the next hurdle. “Our consumer research has consistently shown that Americans Finally, the National Pork have a tendency to overcook common cuts of pork, resulting in a less- Producers Council in its role of than-optimal eating experience,” said Dianne Bettin, a producer from producer advocacy in Washing- Truman, Minn., and chair of the Domestic Marketing Committee. “The ton, D.C., helped to bring the new guidelines will help consumers enjoy pork at its most fl avorful, Checkoff research to policymak- juicy – and safe – temperature.” ers in FSIS and to explain the The revised recommendation applies to pork whole-muscle cuts, safety, quality and benefits of a such as loin, chops and roasts. Ground pork, like all ground meat, temperature change. With the should be cooked to 160 degrees. Regardless of cut or cooking technical and policy folks on the method, both the USDA and National Pork Board recommend using a same page, the wheels started digital cooking thermometer to ensure an accurate fi nal temperature. to turn, and after four years “It’s great news that home cooks can now feel confi dent to enjoy of research, meetings, more medium-rare pork, like they do with other meats,” said Guy Fieri, a research and more meetings, chef, restaurateur and host of several food-focused television pro- the cooking guideline for whole grams. “Pork cooked to this temperature will be juicy and tender. The cuts of pork was lowered. foodservice industry has been following this pork cooking standard The new guideline calls for for nearly 10 years.” whole cuts of pork to be cooked to a minimum internal temperature of 145 degrees before being removed from the heat source and for safety and quality, allowing the meat to rest for at least three minutes before carving or consuming. Consumers – even Mom and Grandma – now have more options to cook pork to the temperature that they and their families enjoy, enhancing consumer satisfaction and pork’s marketability. Help spread the word... try 145 degrees with a three-minute rest and let everyone know that there’s a new way to enjoy pork.

800.456.7675 Summer 2011 29 NEW BRAND

New Campaign Reaches Target By Teresa Roof

ork’s top consumers have Consider this feedback one on the right, prominently Pdeveloped a taste for culi- from a self-described “pork- feature pork in innovative nary inspiration, and they are aholic” who shared her sup- entrees and offer new twists eating up the new Pork® Be port of Pork Be inspired: on classic recipes. inspiredSM brand, which has “In our family, I support Three one-page ads, ap- created buzz from the farm pork as a ﬁ rst choice. I am pearing on consecutive right- gate to the dinner plate. of the opinion that pork is hand pages, ran in the May “Producers were excited tastier, sweeter, more tender, issues of Better Homes and to see how Pork Be inspired juicy and succulent than the Gardens, Country Living, Ev- is going to change the way other meats and offers an eryday with Rachael Ray and pork-loving consumers think excellent value. In my efforts Midwest Living magazines. about pork,” said Dianne Bet- to share how wonderful it is, You can see the ads in the tin, a producer from Truman, anytime we do a potluck, fam- June issues of Food Network, Minn. and chair of the Domes- ily event, or meals for those Kraft Food and Family, Red- tic Marketing Committee. in need, I prepare a pork dish book and Southern Living. The new campaign, which so everyone else can know A one-page ad appeared targets the more than 82 mil- how great it is. Life is too in People magazine’s Most lion Americans who already short not to enjoy pork!” Beautiful edition on April cook, eat and love pork, 11. To serve up more pork debuted in April. While the Ads Entice Consumers inspiration, the print advertis- Print, TV and new target represents pork’s To keep the momentum ing schedule will continue online ads are biggest fans, these ﬂ avor- going, the Checkoff launched throughout the year in 15 focusing on inspiring new seeking home cooks have the an aggressive advertising magazine titles and will ways to create potential and desire to enjoy campaign in April that in- include full-page ads with ac- delicious pork pork more often – and to cludes print, online and televi- companying recipe ads. meals. inspire others to do the same. sion. Print ads, such as the As part of the coordinated marketing campaign, Pork Be inspired advertisements also debuted online this spring on more than 20 websites, including Facebook.com, Weight-

Chili-Rubbed Pork Chops Pork Chimichurri Salad with Grilled Pineapple Salsa Watchers.com and MSN.com. Chili-Rubbed Pork Chops and Pork Chimichurri Salad were featured in April and May. “In the ﬁ rst month, the online ads reached 26 million consumers, with over 34,000

When you get into the kitchen with pork, you’ll find yourself thinking about With pork, there’s so much you can do. From skillet to second helpings, the possibilities. Pork inspires you to have more fun with flavor. Find your next Tender, juicy and oh-so satisfying, pork gets creative juices going. From tasty pork lets you put your own spin on delicious. Find your next inspiring recipe delicious meal at PorkBeInspired.com pork tacos to simple salads, find your next great idea at PorkBeInspired.com at PorkBeInspired.com people clicking on them for PorkBeInspired.com PorkBeInspired.com PorkBeInspired.com a pork recipe,” said Laurie

30 NEW BRAND

Mediterranean Back Ribs with Pomegranate Sauce

Fire up the grill and get ready for a taste sensation. These pork back ribs are sweet, saucy and — yes — amazing. Discover your next great grilling idea at PorkBeInspired.com

Grill Pork Bever, director of consumer aired more than 2,000 times Tonight! advertising for the Checkoff. on 15 cable stations, including A&E, Bravo, Cooking

Pork Ads Return to TV Channel, Food Network, Life- Recipe for Black Pepper Chops and more at To round out the advertis- time and TLC. The message PorkBeInspired.com

©2011 National Pork Board, Des Moines, IA USA. ing schedule, a Pork Be in- quickly caught consumers’ This message funded by America’s Pork Checkoff Program. spired television commercial attention. debuted April 11 and aired “I rarely send a comment through the week of May 9. about anything, but I saw the encouraging shoppers to Checkoff retail “We are excited to show- new commercials this morn- pick up pork. For example, partners are case pork on television ing and have to say how much Kroger’s “Grill Pork Tonight” helping to increase fresh again,” said Bever, who noted I loved them,” said one con- ad feature ran May 2 through pork sales. that the fi rst television com- sumer who provided feedback May 27 to help increase fresh mercials aired during the on PorkBeInspired.com. pork sales. The promotion Today Show on NBC, Good “The new [advertising] slogan was supported by in-store Morning America on ABC is great, too!” point-of-sale materials, $1-off and the Early Show on CBS. The Pork Checkoff’s retail fresh pork coupons and in- During April and May, partners also have helped store radio advertisements pork’s television commer- keep the Pork Be inspired broadcast every two hours. cials, which can be viewed at message in front of consum- “The timing was right PorkBeInspired.com, also ers through promotions for this promotion,” said Ryan Mills, retail marketing manager for the Checkoff. “Kroger was coming off great Pork Recipe Contest Cooks Up Latin Flair pork sales from Easter, but there’s a lull before Memorial he Pork Checkoff recently held its fi rst- Day, when fresh pork sales Tever recipe contest targeted at Hispanic typically pick back up with consumers, who already celebrate pork as grilling season. This spring a favorite ingredient in a variety of meals. offered a prime opportunity ¡Más de Checkoff-funded public relations events and to tell consumers about the $ retail pork promotions, refl ecting the new new Pork Be inspired cam- 2000en premios! Pork. El Sabor De Mil Platillos (Pork. The paign at the meatcase.” Participa en www.PorkElSaborDeMilPlatillos.com Taste of a Thousand Dishes) branding posi- Ttdd rdo tion, helped build excitement for the contest. Cafe Serves Up Pork “Our research shows that, within the Latino community, passion for pork is To celebrate pork’s new unbeatable,” said Traci Rodemeyer, director of pork information for the Pork brand identity, the Checkoff Checkoff. “Consumers were eager to share tips and ideas of how to spice up teamed with Bravo network’s favorite pork recipes or add a unique twist on a traditional pork dish.” Top Chef All-Stars winner The three-week contest, which kicked off April 18, was supported by H-E-B Richard Blais April 14 to open supermarkets in San Antonio and Food-4-Less in Los Angeles. Three fi nalists a one-day-only Pork Inspira- were selected in both San Antonio and Los Angeles, with a grand fi nale cook- tion Cafe in New York City. off in the parking lots of the respective supermarkets. Winners at each location Chef Blais drew a crowd as received $1,000 in cash and a $500 gift card to the participating retailer. he served consumers pork, The Checkoff also recently debuted its revamped, Spanish-language website in between taking photos and at PorkElSaborDeMilPlatillos.com. The site provides information about pork’s signing autographs. nutritional value and helps dispel myths that Hispanic consumers may associate More than 600 consum- with pork’s safety. ers were served during the four meal services, with each

32 NEW BRAND

featuring different pork cuts “We started bright and and recipes from Chef Blais. early by standing outside the The day also included an Today Show to promote the invitation-only event where cafe,” said Rachelle Bailey, a 21 media professionals from pork producer from Turlock, Good Housekeeping, Food & Calif. “At the cafe later in the Wine, maneatfood.com blog, day, people would come up US Weekly and others enjoyed to me and say they saw our a pork cooking demonstration signs on the Today Show and from Chef Blais. decided to come check it out.” “My hope is that everyone In addition to the pork who came through the Pork samples, guests received Inspiration Cafe left inspired pork recipes and t-shirts that to recreate the pork dishes at read “Pork Be,” with a blank home and even put their own line for them to fill in. spin on the recipes,” said Blais, “They came up with some who also took part in a satel- great words to fill in the lite media tour on behalf of the blanks on the t-shirts, such Over 600 Top Chef All- Checkoff and was interviewed as Be Cool, Be Spicy and Be Feeding America. For every consumers stars winner by television stations and Roasted,” said Alicia Keller, person who clicked the “Like” stopped by Richard other media. a pork producer from Corfu, button on Facebook.com/ the one-day Blais, who Throughout the day, five N.Y., who noted that consum- PorkBeInspired or visited cafe in NYC. encourages consumers to pork producers from across ers were excited to sample PorkBeInspired.com, the be creative the country – each wearing the pork and receive recipes. Checkoff donated one serv- with pork, an “Ask me about my farm” In addition to Bailey ing of pork. proved to be a button – were present to and Keller, the other pork “The number of ‘Likes’ on popular draw at the Pork greet consumers and answer producers were Minnesota’s Facebook has increased by Inspiration questions about modern pork Bettin; James Lamb, Clinton, nearly 15,000 as of May 20,” Cafe. production. N.C.; and James Coates, said Pamela Johnson, direc- Franklin, Ky. tor of consumer communica- “Consumers thanked me for tions for the Pork Checkoff. doing what I do,” Lamb said. “The website also has seen increased traffic and use.” Partnering to Help Hungry While the Pork Inspiration Making a Difference Cafe was a one-day extrava- Producers can be proud ganza, it has had a far-reach- of the success stories associ- ing impact. The event offered ated with Pork Be inspired, a unique opportunity for the Bettin said. Pork Checkoff to partner with “While the numbers are Feeding America, the nation’s still coming in regarding all leading domestic hunger-relief the activity completed up to charity. For every meal served, this point, the preliminary one serving of pork was do- results look great. Pork Be nated to a local food bank. inspired is enticing consum- The effort has continued ers to eat more pork and that through online efforts, with will help move the needle on the goal of donating 125,000 pork sales, both in retail and servings of fresh pork to foodservice.”

800.456.7675 Summer 2011 33 NEW BRAND

Checkoff’s New Brand Debuts in FOODSERVICE

he Checkoff’s foodservice informational content, the now,” said Stephen Gerike, Tmarketing team is building easy-to-navigate site features director of foodservice mar- on the consumer Pork® Be a “Why Pork” sales presenta- keting for the Pork Checkoff. inspiredSM campaign with a Be tion, business success stories, “We are conveying that atti- inspired campaign of its own. new product news, upcom- tude with our website while Targeted at the foodservice ing events, Pork Checkoff still delivering the argument community, the integrated chef programs, a Pork and for more pork on menus.” campaign is an opportunity to Beverage Pairing Guide from With its smoky, saucy drive home new messaging. acclaimed wine expert Rebec- and downright delicious The first issue The Checkoff recently ca Chapa and a guide to pork taste, barbecue is a hot of The 400 debuted a new foodservice quality and popular American trend for 2011, so a barbe- e-newsletter website, a new monthly hog breeds. cue theme was a natural fit featured Pork Celebrated themed e-newsletter, and for The real meat of the site for the first edition of The Chef and the ﬁrst time in six years, is The 400, an e-newsletter 400. The newsletter shared World Champi- trade advertising. Also on named for the Institutional the success story of Burger on Pit Master deck are events target- Meat Purchase Specification King’s Fire Grilled Ribs, Chris Lilly, who dished about ing chefs, public relations number that foodservice pro- an innovative product that his love of outreach and foodservice fessionals use when ordering outperformed everyone’s barbecue and organization sponsorships to the whole pig carcass. The expectations in 2010 and passion for support the campaign. 400 is emailed to the foodser- redefined opportunities for pork. The new website at www. vice trade media, marketers, fresh pork in the quick-serve PorkFoodservice.org (below), chefs and partners, with time- restaurant trade. carries the Pork Be inspired ly pork menuing information, brand to chefs and other lead- chef features, new recipes Trade Ads Inspire Chefs ing foodservice professionals. and updates on food trends. Two new Pork Be inspired With an edgier look and more “Pork is the hot protein trade ads are running in foodservice publications, such as Food Arts, Restaurant Hos- pitality, Restaurant Business, Plate, Flavor & the Menu and Chef Magazine. Correspond- ing campaign banner ads are appearing on foodservice websites, helping share the Pork Be inspired message. “From pork’s ability to inspire customer loyalty to its potential for helping res- taurateurs set their brands apart, pork is on trend and in demand,” Gerike said. For more information about how the Pork Checkoff is providing the inspiration that today’s foodservice professionals crave, visit www.porkfoodservice.org .

34 REACHING CONSUMERS

Pork’s Popular Burger ALTERNATIVE In a sea of beef, cheese and sesame buns, pulled pork sandwiches stand out. By Stephen Gerike

here are few more occasion. And the Pork Check- Chicago, Saigon Sisters is put- Tcompelling cases for pork off is working with them to ting pulled pork on a traditional than that of the pulled pork help make that happen. Vietnamese Bahn Mi sandwich. sandwich. The explosion of For example, Boston’s The Pulled pork is popping up in pulled pork items on restaurant Gourmet Pizza Restaurant and other dishes, as well. On the menus across the country is Sports Bar just added a bar- appetizer menu, it can be found a ringing endorsement of the becue pulled pork sandwich in everything from nachos meat’s rich, bold flavor. tossed in Sweet Baby Ray’s and tater skins to sliders. The Stephen Gerike is director of Pulled pork has been spot- sauce, topped with melted protein is also topping pizzas, foodservice ted on every part of the menu, cheddar and mozzarella. Bak- filling taco shells and has even marketing from breakfast to dinner, and er’s Square has pulled pork, figured into salads and omelets. for the Pork at quick-service to fine-dining cheddar and fresh coleslaw Customers are responding Checkoff. establishments. Its ability to go layered in a grilled pita. to the options. NPD reports anywhere and pair with every- Many operations, such as that during the last year, pork thing has led to comparisons with Chili’s and Bar Louie, are treat- was the only protein to show the burger. Yet, in a sea of beef, ing pulled pork sandwiches as growth in foodservice, rising cheese and sesame buns, pulled another kind of burger, adding 4 percent in servings, while pork sandwiches stand out. fried onions and bacon and chicken remained static and The flavor profile leading the slapping it all on a traditional beef and seafood dropped. pulled pork trend is barbecue. burger bun. FOX Sports Grill Pork sandwiches and wraps According to Technomic Inc.’s added chipotle sauce for a were the No. 1 menu addition 2009 Flavor Report, barbecue delicious alternative to the to limited-service restaurants is the No. 3 flavor on all entrees chipotle cheeseburger. Even in 2010, growing 44 percent menued across a variety of white tablecloth restaurants, from 2008, according to Tech- categories and restaurants and such as Bryant Park Grill in nomic’s 2011 Center of the the No. 1 flavor with pork. The New York and McCormick & Plate Trend Report. combination of slow-cooked Schmick’s, have added barbe- Pulled pork’s popularity pork, delicious barbecue and all cue pulled pork sandwiches. presents a great opportunity for the trimmings is proving irresist- But the explosion of pulled pork cutout values, increasing ible, with over 50 percent of pork doesn’t stop with barbe- the demand for the shoulder. U.S. households likely to order cue. Across the country, you’ll With shoulder as the raw mate- pulled pork sandwiches at both find it on Qdoba’s menu as rial for both pulled and ground lunch and dinner, according to a carnitas street tacos. In Phila- pork, pulled pork is fast becom- 2010 NPD Group/Crest report. delphia, Paesano’s best seller ing pork’s burger. The bottom Restaurants are hearing is the Arista sandwich, a pulled line is that it’s a win-win for the call for more pulled pork pork sandwich with classic both consumers, restaurants options and are rising to the Italian roast pork flavors. In and producers.

800.456.7675 Summer 2011 35 REACHING CONSUMERS

BJ’s Puts Producers on Center Stage

ork producers are stand- down to the club managers. when I talked about indoor Ping up and telling their The employees were divided pork production,”Brandt stories, and the Checkoff’s into 69 groups, with vendors said. “But as soon as I put it Adopt-A-Retailer program is allotted nine minutes to talk in context regarding South providing the stage to do so. to each one. Dakota’s cold winters and The program helps producers The Checkoff teamed with hot summers, their expres- forge relationships with meat Seaboard Foods to create sions changed almost like a directors, supermarket man- a booth and presentation lightbulb went off.” agers and supervisors, while that addressed animal well- Greenway, a National providing an honest represen- being, the environment and Pork Board member, joined tation of pork production. other key issues. Based on Brandt, talking about the en- Producers Paul Brandt, his Operation Main Street vironment, antibiotic use and Clear Lake, S.D., and Brad presentations, Brandt dis- community involvement. He Greenway, Mitchell, S.D., cussed how pork production also provided a live webcam South Dakota recently shared their stories has changed over the years to feed from a sow barn. producers Brad with BJ’s Wholesale Club, meet consumer demand for a “The webcam provided the Greenway which operates more than leaner product. He also talked BJ’s employees a look at how (left) and Paul Brandt used 190 stores in 15 states. They about how he provides a safe, comfortable the sows were in their Op- took part in BJ’s recent team comfortable environment in a stalls,” Greenway said. “They eration Main conference. climate-controlled building. had little or no idea that is how Street training BJ’s invited 69 vendors to “I could see employees’ pigs are raised.” to help dispel myths about provide information about concerned expressions as pork produc- products sold in its stores they viewed the modern Talks Well-Received by BJ’s tion. to everyone from the CEO pork production facilities Brandt and Greenway both believe that they made a positive impact at the conference. “Very few people understand what goes on at the farm level,” Brandt said. “Whether its consumers or retailers, we need to get off the farm and tell our story.” Michael Billings assistant vice president of meat and seafood procurement for BJ’s, said “Knowing that this was the ﬁrst time we had tackled a project with such sensitivity for 400 people, everyone did a great job in presenting the facts. The results were very well received from the general managers, senior management to the CEO. I think we all learned a lot from this educational booth.”

36 REACHING CONSUMERS

BJ’s Puts Producers on Center Stage

36 WE CARE

Relief Efforts Continue

ollowing the massive earthquake and tsunami that Fstruck Japan March 11, thousands of displaced Japa- nese citizens have been served meals of U.S. Pork through the U.S. Meat Export Federation (USMEF) Japan Relief and Recovery Effort. The disaster left an estimated half million Japanese residents without adequate food and shelter, with food shortages still continuing. To provide pork products and to help get it distributed to those in need, the National Pork Board allocated $100,000 from the Pork Checkoff to USMEF’s relief effort. The Indiana, Iowa, Kentucky and Minnesota pork associations also have contributed, further putting the industry’s We Care initiative into action. “Our hearts go out to the Japanese people,” said Conley Nelson, a pork producer from Iowa and a member of the National Pork Board. “In the spirit of friendship, U.S. pork producers are pleased that we can become a small part of the effort to help alleviate the suffering of those who have been affected.” Working with Japanese retail and food service industry partners, USMEF continues to provide welcome meals to those left homeless, with pork products ranging from diced U.S. Pork served over rice to pork sausage that requires refrigeration for those who can enjoy fresh-cooked meals at their shelters. For example, USMEF partnered with Japanese food industry giant Ito Ham to provide 20,000 servings of food to displaced residents in the heavily damaged prefectures of Iwate, Miyagi and Fukushima in May. And in one of many other efforts, Japanese restaurant chain Skylark is serving 1,200 food servings per day in the city of Kesen-numa in Miyagi, which was virtually destroyed. “Sadly, the need will not end soon,” said Susumu (Sam) Harada, USMEF- Japan senior director of trade projects and technical services. “But the support of U.S. producers is making it possible for us to give some welcome relief. The ‘thank-yous’ that we are hearing from people who have not had a meal with ,ULYN`MVYPU[LZ[PUHS]PSSP! pork or beef in more than two months are heartfelt and sincere.” :6+0<4)<;@9(;, USMEF also has been able to continue U.S. Pork promotions to Japan, which (WWLHSPUN!UH[\YHSS`WHSH[HISL is the No. 1 export value market for U.S. Pork. USMEF forecasts 2011 U.S. Pork 9LK\JLZZJV\YPUN exports, up 31.7 percent in volume and 33.5 percent in value in March, to con- 0UJYLHZLZHIZVYW[PVUZ\YMHJL tinue their strong pace to Japan. ,UOHUJLZPU[LZ[PUHSOLHS[O! IHJ[LYPJPKLLMMLJ[ )VVZ[Z[OLHJ[PVUVMLUKVNLUV\ZLUa`TLZ 0TWYV]LZ-*9HUK(+. :[PT\SH[LZLHYS`MLLKPU[HRL

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800.456.7675 Summer 2011 37 RESOURCES

BUSTED Public Health PORK Myth: Producers use antibiotics and hormones to make their pigs grow faster, helping their farms MYTHS simply make more money. Fact: The U.S. Food and Drug Administration has only approved hormone products for use in breeding pigs for reproductive uses, not for growth promotion. There are no hormone-containing products for U.S. pork producers to use in nursery, grower or ﬁ nisher pigs. When pork producers use antibiotics, they do it to treat illness, prevent disease and to allow pigs to grow better on less feed, which results in less manure. Veterinarians provide professional input to guide producers on antibiotic use. The Pork Quality Assurance® Plus program provides good production practices for producers to follow on use and recordkeeping. In the end, producers use FDA-approved antibiotics when necessary to protect and maintain the health and welfare of their animals, which helps ensure food safety and human health – a responsibility they take very seriously as part of their ethical principles.

For more info: Go to pork.org and search for antibiotics and hormones.

Ethical Principle: Ensure practices to ensure public health.

GOT YOUR HANDS FULL OF PROBLEMS WITH DDGS?

Give us a call to ﬁnd out how we have helped producers with CRUSTING, FLIES, and LOST STORAGE CAPACITY.

888.231.1002 www.PitCharger.com

38 RESOURCES What’s New Online…

Pork® Be inspired SM on Facebook Visit www.facebook.com/PorkBeInspired to watch a pork cooking demonstration video featuring Bravo TV’s Top Chef All-Stars winner Richard Blais. The video inspires pork fans and celebrates the launch of the Checkoff’s new brand campaign.

Check Out the New TV Commercials If you haven’t had the opportunity to view the Pork Checkoff’s 15- and 30-second Pork® Be inspired SM TV commercials, visit www.porkbeinspired.com.

Hispanic Consumers Reached Through New Website Pork. El sabor de mil platillos (Pork. The taste of a thousand dishes) is the Checkoff’s new Hispanic tagline. To remind Hispanic cooks about the endless possibilities pork offers while reiterating pork’s great taste and ﬂ avor, a new website has been designed. Hispanic consumers can ﬁ nd recipes, health information and more online at http://www.porkelsabordemilplatillos.com.

Foodservice Website Relaunched The Pork Checkoff’s foodservice team has relaunched www.porkfoodservice.org as the go-to source for all things pork related for foodservice professionals. It showcases new product news, chef programs, the industry’s We Care initiative and other Checkoff programs and information.

Research REVIEW E-newsletter Shares News You Can Use

You are receiving this e-newsletter from the Pork Checkoff because you subscribe to other The Pork Checkoff’s new Research REVIEW Pork Checkoff information vehicles. You will continue to receive this e-newsletter about every 60 days unless you wish to Opt-Out here. e-newsletter is a smart-phone friendly UNSUBSCRIBE UPDATE PROFILE

Welcome publication that covers all areas of Pork Checkoff Welcome to the ﬁrst issue of Research REVIEW brought to you by Pork Checkoff. The purpose of this e-newsletter is to give you a new, user-friendly way to learn more about research funded by the Pork Checkoff, what it means to the industry, and where to go if you want research, including animal science, pork safety, more information. We hope you ﬁnd this publication useful. ANIMAL SCIENCE the environment and more in short, easy-to-read Includes pork quality, reproduction, nutrition and genetics ANIMAL WELL-BEING Includes animal assessment, handling and transportation, sow housing, euthanasia and animal paragraphs. If you want more details on any space requirements ENVIRONMENT Includes manure management, air quality, water quality, water use/conservation and carbon study, you simply click on the link provided to go footprint HUMAN NUTRITION to pork.org’s main research database where you Includes dietary nutrition, food preparation technology and ingredient health implications PORK SAFETY can read the entire report. The e-newsletter can Includes pre- and post-harvest safety issues, pathogens and intervention technologies PUBLIC HEALTH Includes antibiotic use and resistance, disease transmission, risk assessment and worker health be found at http://www.pork.org/News/1177/ and safety SWINE HEALTH Includes domestic and foreign swine diseases, swine ID, biosecurity, disease surveillance and ResearchREVIEW.aspx. emergency preparedness.

ONLINE TOOL FOR FINDING CHECKOFF-FUNDED RESEARCH

800.456.7675 Summer 2011 39 Kill respiratory bacteria before they overtake the pen.

Respiratory disease spreads fast. So treat For use by or on the order of a licensed it immediately with Baytril® 100 (enrofloxacin) veterinarian. Extra-label use in food- Injectable Solution, the first fluoroquinolone producing animals is prohibited. A 5-day approved for use in swine. Bactericidal slaughter withdrawal is required in swine. Baytril 100 kills SRD-causing bacteria by penetrating the cell and disrupting its DNA. Clearly, dead bacteria can’t spread.