Building A Better Tomorrow Bill Winkelman Iowa Pork Congress January 2012
Jun 18, 2015
Building A Better Tomorrow
Bill WinkelmanIowa Pork Congress
January 2012
Our Belief & Our Messages
Our Belief:
We can produce measurable results that provide pork producers a return on their
checkoff investment that will make a meaningful difference in their lives.
is Hot!
Our Message
Our Message
COMMITTED TOCONTINUOUSIPROVEMENT
Our Message
The Top Ten Pork List of 2011 1. 145 is Right On! 2. An Inspiring New Pork Campaign 3. A New Dialogue with Interested Consumers 4. Back on Track with Another Record 5. Pulled Pork & Big Promos 6. Quality Assurance Plus Multiplied 7. The Best Defense 8. A Very Tiny Carbon Footprint 9. Stronger State Pork Organizations10. 82 on 25
is Hot!
New Brand Received Well!
October Pork Month Promotion with• Fully integrated campaign including advertising,
social media, and in-store promotions with America’s 3rd largest retailer• Weekly online ads• Editorial content on Costco.com• Blogger partnerships and recipe contests
• Each week, Costco offered deals on pork cuts: • Oct. 3 – $2.50 off Boneless Chops and Roasts• Oct. 10 – $2 off Boneless Sirloin Tip Roast• Oct. 17 – $2 off Pork Tenderloin• Oct. 23 – $2.50 off Rack of Pork
Costco Results
“We saw great results from this promotion. All of these activitiescombined grew our total pork salesby over 25 percent for the monthof October.”
– Scott Alleger, pork/sausage buyer for Costco
2011 =+ 3.8%
to-date vs. 2010
2011 =+ 3.8%
to-date vs. 2010
Goal Status: Real Per Capita Pork Expenditures
2011: A NewU.S. Pork Export Record!
Pork Exports Continue Record Pace
• 4.02 billion pounds and $4.93 billion in value exported through October
• On track to exceed $5 billion in export value for first time in history!
• Export value equal to $54.68 per head
Source: USDA statistics compiled by USMEF for Jan-Oct 2011
Committed to
Continuous Improvement of the U.S. Pork Industry
PQA Plus® Certifications
PQA Plus® Certified Producers = 53,674
17,441 sites assessed= 80% of US Swine Inventory
Site Assessments Completed
PQA Plus Site Assessment Data% of assessment marked acceptable for 17,441 sites
PQA Revision v 2.0• PQA Plus core will include the Ethical Principles as
outlined in the We Care Initiative.
• Expanding in the following emerging issues related to pork production:– Animal Welfare– Food Safety– Environment– Worker Safety
• Rollout date will be World Pork Expo, 2013.
Gaining Consumer Trust
U.S. Farmers and Ranchers Alliance
04/13/23
23
Don’t Say that
“Using pesticides on crops”
“Using fertilizers on crops”
“Using genetically modified (GMOs) or biotech seeds”
“Supplementing naturally
occurring animal hormones”
“Administering antibiotics to
animals”
Say thisComfortable (8-10)
Total Food Com
“Preventing bugs and other pests from eating crops”
5.21 4.36
“Nurturing crops with the nutrients they need to grow”
6.41 5.99
“Using seeds developed to grow stronger, more resilient crops”
6.00 5.54
“Helping animals maintain lean muscle growth”
4.98 4.18
“Keeping animals from getting sick” 5.40 5.11
Comfortable (8-10)
Total Food Com
3.49 3.90
5.21 4.64
4.28 3.86
3.56 2.82
3.94 3.38
Language Matters
2012 High Level Timeline
25
04/13/23
Q1 Q2 Q3 Q4
Bring More Voices to the Table
• We’ve done the RESEARCH• We’ve built the “MAINFRAME”• We’ve set the CONVERSTION• We’ve garnered ATTENTION• Now we need to EXPAND ENGAGEMENT WITH MORE VOICES
A RESPONSIBILITY TO ACT• Attain individual certification in Pork Quality Assurance Plus (PQA Plus )
• Schedule a site assessment as part of PQA Plus
• Complete Transport Quality Assurance (TQA ) training and certification
• Implement planning and education tools (e.g., Workplace Safety Assessment, Biosecurity Planning, Emergency Action Plan, Nutrient Management Planning)
• Verify that all employees and affiliated workers fully understand proper practices and receive education and certification in PQA Plus and TQA
• Demonstrate community citizenship by volunteering time, donating to worthy causes and listening to members of the community
And finally ….
• “If I were buying anything I’d be buying agricultural commodities. Going forward we’re going to have huge shortages of everything – including farmers – I think ag will be a great place for the next 10-20 years.”
-- Billionaire investor Jim RogersDecember 2011
Thank you.
This message funded by America’s Pork Checkoff Program.
Questions?