PPT - The National Institute for Animal Agriculture by fdshsdhs

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									Outreach and Education
  A Cooperative Effort
 by Federal, State, and
       Industry
          By: Leanne Ketterhagen
Manager of Communications and Marketing
Wisconsin Livestock Identification Consortium




                         Our greatest asset is the cooperation of many
          Track For Today’s
            Presentation
•   Goal of Implementing NAIS
•   Lessons Learned in Communication
•   Measurement Tools
•   Overcoming Challenges
•   Complicating Issues




                        Our greatest asset is the cooperation of many
     Implementing the NAIS
• Goal is to have the National Animal
  Identification System (NAIS) in place to
  protect animal agriculture
• Common goal among groups
  – USDA, states, industry, and species groups
• Communication is key for participation in a
  system of this magnitude


                          Our greatest asset is the cooperation of many
           Lessons Learned
•   Overview of how partnerships work
•   Capitalize on established networks
•   Communication tools
•   Common understanding of need
•   Pilot project demonstrations

       .. A few examples to share…


                           Our greatest asset is the cooperation of many
Partnerships
            Partnerships



• Met to define roles and resources
• Created a communications plan
• Provided tools to both parties



                        Our greatest asset is the cooperation of many
                               Networks
ABS Global                    FoodOrigins                          WI Beef Council
Accelerated Genetics          Foremost Farms USA                   WI Bison Producers Assn.
Allflex USA, Inc.             Global Animal Management             WI Cattleman’s Association
                              Grande Cheese Company                WI Commercial Deer & Elk Farmers
Alta Genetics
                              Holstein Association                 Assn.
Alto Dairy Cooperative
                              I.D.ology                            WI Dairy Goat Assn.
American Milking Shorthorn    Land O'Lakes
      Society                                                      WI Farm Bureau Federation
                              Leon Valley Veterinary Service,      WI Farmers Union
Animart                            LLC                             WI Federation of Cooperatives
Badgerland Farm Credit        M&I Marshall & Ilsley Bank           WI Holstein Association
      Services                Manitowoc Milk Producers             WI Horse Council
Brown Swiss Cattle Breeders        Cooperative                     WI Independent Livestock Dealers
California DHIA               MB Genetics                          WI International Poultry Club
CRI/AgSource                  Milwaukee Cooperative Milk           WI Milk Marketing Board
Dairy Business Association         Producers                       WI National Farmers Organization
Dairy Farmers of America      National Dairy Herd Improvement      WI PDCA
Dairylea Cooperative               Assn.                           WI Polled Hereford Assn.
                              Packerland Packing Co.               WI Pork Association
Digital Angel, Inc.
                              Peck Meat Packing                    WI Sheep Breeders Cooperative
East Central / Select Sires
                              Prof. Dairy Producers of Wisconsin   WI State Fair Park
Equity Livestock-WI Beef
                              ReQuest, Ltd.                        WI Veal Growers Association
      Co-op
                              Research Management Systems          WI Emu Association
Family Dairies USA            Semex USA                            Y-Tex/Agri-Sales
FCS Financial Services        Veal Quality Assurance Program


                                                   Our greatest asset is the cooperation of many
     Communication Tools
• A Communication Plan
  – Vision and mission
• Many Useful Tactics
  – A vast communication tool box



  …. Review a few successful tools…



                          Our greatest asset is the cooperation of many
Literature
                                               Direct mail pieces
                                                 from partners




Also, veterinarian mailings, feed store info
packet, bill stuffers with members, poster
distribution, and market set ups were done.
                Media
• Keep media informed
  – Press releases
  – Media blitzes to targeted
    counties
• High interest in numbers




                           Our greatest asset is the cooperation of many
  On-site premises
     registration
 during trade shows
and speaking events
Purple Triangle Spot Disease
 A youth activity about the NAIS
  Multiple ways to Register:
1. On-line registration
2. Call WLIC at 1-888-808-1910 to request
   a form
3. Forms and computers are available in all
   WI FSA Offices
4. WLIC Agents
5. MORE!



                           Our greatest asset is the cooperation of many
              Pilot Projects
• Important for producers to try and
  learn
• Producer groups are getting
  involved and taking leadership
  roles in project
• What does this mean to the
  farmer?




                            Our greatest asset is the cooperation of many
Important to
see the tools
and how they
  function
               Pilot Projects
• Testing Animal ID and Tracking
  – Testing tools, tags and systems
  – Building state data collection infra-structure
  – How does this work for the farmer?




                                 Our greatest asset is the cooperation of many
       Measurement Tools
• Map and track media
• Measure registrations
  – Volume and locations
• Predicted total number of premises
  – USDA’s numbers
  – WI Ag Statistics Service
  – No magic number (WI = 60-70,000)
  – Currently WI has 17,500 Premises Registered

                           Our greatest asset is the cooperation of many
              Number of Premises Registered by Month

       2000
       1800
       1600
       1400
       1200
       1000              Year 2004 & Voluntary
        800
        600
        400
        200
          0
           <1/04     03/04     06/04   09/04      12/04     03/05    06/05
                                          Month

October 2003 system           April 2004 Governor         State Law Effective
available for registrations   signed the Bill             November 1, 2005
      Overcome Challenges
• Consistent Key Messages
• Shift Attitudes and Perceptions
• Funding




                        Our greatest asset is the cooperation of many
          Consistent Messages
•       Important for all partners to have input to
        and use Key Messages
    –     Created a collaborative Power Point
•       Your key messages should be able to
        address objections and some issues
    –     Example: Premises registration is the
          foundation for a national animal ID trace
          back system.
•       Keep a strong animal health message

                                Our greatest asset is the cooperation of many
Animal Movement IN to WI in 2001
Animal Movement OUT of WI in 2001
       Attitude and Perception
• Consistent messages will shift attitudes
  from:
  – What is in it for me?
  – I’m not sure it is a good thing
  – What do I have to do?
• To attitudes of:
  – It’ll work
  – I will participate
  – We need to work together

                             Our greatest asset is the cooperation of many
                      Funding
              Year           Budgeted
                              Amount
          2003-2004          $80,000
          2004-2005           $125,050               **Amounts do not
                                                     capture travel costs



                 Once system is developed
the majority of money needs to go towards communications.

             It is one thing to have a system,
            it is another to have participation.

                                  Our greatest asset is the cooperation of many
       Complicating Issues
• Fluid dynamic of the national effort is hard
  to communicate
• Cost for producers and government
• Confidentiality of data
• ID Devices vs. Technology Neutral




                         Our greatest asset is the cooperation of many
         Complicating Issues
•   Mandatory vs. Voluntary
•   Value Added Opportunities
•   Timelines
•   National Message vs. State Message
    – State specific message vs. general national
      message
    – What does it mean for me in my state?


                             Our greatest asset is the cooperation of many
       Conclusion: Strongest
         Lessons Learned
• It doesn’t happen by itself, it takes
  cooperative efforts at the local level
• Received better response to
  communications under a mandatory
  program
• Cooperation is key!

                                           Thank you!
                         Our greatest asset is the cooperation of many

								
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