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					                    Fence Lines
            17TH ANNUAL CONFERENCE



                          to
 Corporate Board Rooms



      “Packing the Product…
      Packaging the Message”




December 10 & 11, 2008
Saskatoon Inn
Saskatoon, Saskatchewan
On behalf of the Government of Saskatchewan I am pleased to welcome you to the Farm Animal
Council of Saskatchewan (FACS)‘s 17th Annual General Meeting
and Conference.

Saskatchewan continues to prosper with the help of our livestock and poultry sectors. The
importance of producer awareness for responsible animal welfare is a priority for FACS; as such
they have themed this event: “Packing the Product… Packaging the Message.”

As the longest, industry facilitated animal welfare conference in Canada, it provides the
participants with the opportunity to examine the emerging issues and developments related to
livestock and poultry processing and packing. FACS offers informative and educational
presentations, renown keynote speakers, and a wealth of networking opportunities. Enjoy
everything the meeting, conference and city of Saskatoon has to offer.

Again, welcome to producers, government representatives, industry and academia. Best wishes for
an enjoyable convention.




Brad Wall
Premier
On behalf of the Government of Saskatchewan, it is my pleasure to welcome guests to the Farm
Animal Council of Saskatchewan’s 17th Annual Conference.

The Ministry of Agriculture works closely with several organizations to help ensure animal safety
and well-being. This is an important part of our industry and the government appreciates the hard
work and dedication of the FACS.

As we work to grow our agricultural industry, annual events such as this conference provide an
excellent opportunity to network and share ideas.

I wish you all the best for a successful conference.

Sincerely,




Bob Bjornerud
Saskatchewan Minister of Agriculture
On behalf of the City of Saskatoon, I am pleased to extend a warm welcome to delegates attending
the 17th Annual Conference of the Farm Animal Council of Saskatchewan.

This year’s conference, “Fence Lines to Corporate Board Rooms” is certain to provide an open,
receptive forum for discussion and insight with respect to the issues facing the meat industry. I am
sure that this will provide timely and valuable information for all in attendance.

Schedules permitting, I hope you will find some time to enjoy our city. Saskatoon is a great place –
explore our wonderful attractions, restaurants, and shopping amenities and discover first-hand the
qualities that make Saskatoon Shine.

Best wishes for a productive and successful conference.




Donald J. Atchison
Mayor
                                   Message from the Chair

The livestock industry continues to evolve at a pace we have never seen before. On a daily basis, we
are reminded of the impact on meat proteins from emerging economies, looming global recession
along with its effects on commodity prices, Country of Origin Labeling, a bouncing Canadian dollar,
food safety, and the list goes on. Another major driver of the future of the livestock industry that rarely
hit the radar screen ten years ago is animal welfare. In a short matter of years, this fringe topic is now
planted main stage and hardly a day goes by that we don’t read or hear something related to food
production and animal welfare.

Trends related to consumer perception of animal welfare tend to start in larger countries like the
UK or the US where animal rights activists tend to be more common and food supply is bountiful
and often taken for granted. At one time, we may have believed that Canada, and particularly the
prairies, were immune to these trends and criticism. We now have many examples close to home
that prove otherwise. The very recent vote in California championed by the Humane Society of the
US and the California Veterinary Medical Association will result in California being the first state to
outlaw confining cages for laying hens and will also ban restrictive pens for veal calves and
pregnant sows. If past trends are an indication of the future, it is only a matter of time until we
answer these same questions and face the same scrutiny from the public here at home.

And so here we are today, supporting the role of the Farm Animal Council of Saskatchewan (FACS).
FACS has two major mandates. The first is to educate livestock producers to ensure that we are
doing all we can to deliver a high standard of welfare to the animals in our care. As proud
producers, we need to continue to provide livestock with the care and attention they deserve up to
and including the point in which they enter our safe and healthy food chain. Beyond that comes
our second mandate. FACS will continue to promote the livestock story to the consuming public.
While consumers unfortunately often form their opinion from misinformation, FACS will continue
to be an advocate and do all we can to share with the public the other side of the story and the fact
that “On our farms, we care.”

FACS is a unique organization in that it speaks for the entire livestock/poultry industry with one
collaborative strong voice. We thank each of you for participating in our Conference and for
participating in FACS either as an individual or through the livestock and poultry sectors that you
represent. FACS is proud to serve on your behalf and we look forward to your continued support
as we take on an ever increasing challenge.

Regards,



Shannon Meyers
FACS Chair
                       Message from the Executive Director

When the Farm Animal Council of Saskatchewan was established 17 years ago, little did we realize
just how far-reaching our Mission ‘to represent the livestock industry in advancing responsible
animal care and handling practices in agriculture’ would become. In many ways, we were ahead of
our time. This foresight, realized through our animal welfare advocacy, has contributed
significantly to advancements and awareness in livestock and poultry production in Saskatchewan.

FACS pursues its Mission with numerous educational activities for producers and promotional
campaigns directed at consumers. We have sought consensus among the producers we represent
and our many public and private sector supporters when developing the projects and programs
that have become our hallmark. And, we tell the world what we are doing via news releases, public
meetings, billboard campaigns, DVD productions, email updates, our popular website
www.facs.sk.ca, our newsletter FACStracs and this annual ‘Fence Lines to Corporate Board Rooms’
event.

Collaboration is the basis upon which we formulate our activities. In so doing, we can respond
effectively to the practical needs of producers on the farm. The composition of our Board of
Directors ensures input and direction from producers and industry. Moreover, FACS benefits from
the support of an extensive and diversified list of sponsors.

By working with individual producers and producer groups, industry, government, the teaching
fraternity and research community, FACS has been able to facilitate activities that genuinely
advance animal care and handling practices every year since 1991.

This past year was no exception. Whether it was planning our annual Low Stress Handling
Workshops and Stock Person’s School, organizing public meetings to addressing the sudden
outbreak of the Equine Herpes Virus or creating our puppet theatre production ‘Tales from the
FACS Farm’ for children; among many other endeavors, FACS sought to promote animal welfare.

We look to the year ahead with great anticipation. In reading through these Proceedings and
partaking in the Annual General Meeting and ‘Fence Lines to Corporate Board Rooms Conference’
be sure to share your ideas and comments. Your input is integral to making our 18th year a success.

As the collective voice for Saskatchewan livestock and poultry producers, FACS is ideally
positioned to serve the industry with distinction, respond to emerging issues with clarity and
expand our activities in keeping with the needs of those we represent.

Enjoy the Conference and thank you for being here.




Adele Buettner
FACS Executive Director
An Eventful
and Productive Year
Fulfilling our Mission
Advancing responsible animal care and handling practices in agriculture takes many forms.
The activities undertaken by FACS in 2008 are testament to this. Indeed, effective strategies
and innovative programs are essential, particularly in this age of ‘information overload’.
As the only membership-based, industry-driven non-profit educational organization
representing the livestock and poultry sectors in Saskatchewan, FACS has an enormous
responsibility. We serve and we collaborate.
Our strategies and programs are, therefore, developed with two basic premises in mind: firstly,
to raise producer awareness of the economic and ethical benefits of animal welfare; and
secondly, to help consumers achieve a greater understanding of animal care issues. Moreover,
we are guided by the expertise and dedication of our Board of Director who are our direct
links to the scores of livestock and poultry producers and industry professionals we represent.

Putting Voices to Faces
The 2006 Census of Agriculture revealed that only nine percent of Canadian farmers are under
35 years, while the average age of farmers has risen from 49 to 52. Rather than being
deterred by these worrying trends, FACS has taken a positive approach.
We presented the faces of promising young producers in our 2008 ‘We Care’ Billboard
Campaign and captured their sentiments through a series of companion radio interviews. Our
billboard initiative dates back to 1996 and has always been a popular and effective way to
share our ‘We Care’ message. Every year it gets bigger and better. This year was no exception.
The colorful and expressive on-farm images featured the young faces of producers involved in
the egg, chicken, pork, beef, equine, bison and dairy sectors. This was made possible through
sponsorship by the Saskatchewan Ministry of Agriculture, Saskatchewan Egg Producers,
Saskatchewan Chicken Industry Development Fund, North American Equine Ranching
Information Council, Saskatchewan Bison Association and the Dairy Farmers of Saskatchewan.
We received financial support from ACAAF for the radio interviews with four of the young
people showcased on the billboards. The interviews provided a ‘reality check’ for the huge
listening audience, as the young producers described life on the farm and spoke of the
misrepresentation of farming by the mass media. In the words of Kaylin Fehr at the family
farm near Hague that produces some 60,000 eggs daily:
   “We have a lot of kids’ movies such as ‘Chicken Run’ showing the evil farmers and how the
   animals don’t want to be there, and that is not how it is. We try to do our very best to make
   sure our animals are very well taken care of and that they are as comfortable as possible.”
Additionally, the popular 2008 billboard images are now the banner for the home page of the
newly designed FACS website, www.facs.sk.ca.
As we look ahead to make the 2009 Billboard Campaign even bigger and better, FACS is
endeavoring to increase the number of sponsors. Our ‘billboard wish list’ includes an
expanded radio component and possible placement of the images on public buses and in
airports. There is also scope to link the ‘We Care’ message to World Food Day and
Saskatchewan Agriculture Month in October.
Telling Tales
Tales from the FACS Farm is indeed telling. This
theatrical production tells it like it is on
Saskatchewan farms. Sharing the FACS message
about responsible animal care with young
people took FACS down a brand new path in
2008 with ‘Tales from the FACS Farm’.
During the past 17 years, we have ventured
down a variety of creative Extension Education
paths. From chatter boxes to trading cards; from
a mechanical robot named Faith to the puzzles
and mazes in the ‘Really Remarkable Animal Farm’ activity book; from a virtual game about
animal by-products to a mobile Barn, FACS has never been short of creative ways to reach
children and young adults.
‘Tales from the FACS Farm’ features Faith, who is transformed from robot to puppet, on a
mission to the FACS Farm in Friendly, Saskatchewan. Faith must prepare a FACS Farm Tales
Test. At the farm, she meets Happy the Horse, Hilda the Beefy Heifer, Moona the Milk Cow,
Cuddles the Chicken and Precious the Pig. These engaging puppet characters enlighten Faith
about their life on the farm.
This interactive puppet theatre has captured the imaginations of children and the
appreciation of teachers across the province. The show debuted at the Saskatoon Fringe
Theatre Festival and premiered at the Saskatoon Ex ‘Share the Fair Day’ in August; then
toured schools and public libraries at Saskatoon, Regina, Moose Jaw, Archerwill and Rose
Valley in October and November. With 15 performances in total, more than 1,000 children
learned about farm operations, nutritional needs, pastures and feed mixtures, barns and
biosecurity and the daily dedication of a farm family.
                                              FACS collaborated with Wide Open, a popular
                                              Saskatoon puppet company, in producing this
                                              theatrical experience for children, with funding
                                              from the Saskatchewan Ministry of Agriculture
                                              and the Cattle Marketing Deductions Fund.
                                             Our ‘Tales wish list’ for 2009 is a long one that is
                                             already starting to materialize, as our
                                             application for financial support from ACAAFS
                                             was successful. The charming FACS Farm
                                             characters will assist teachers with lesson plans
                                             through activity books, finger puppets, a video
                                             and other interactive exercises. We plan to
develop a special section on the FACS website, www.facs.sk.ca, that will feature a variety of
learning exercises involving the FACS Farm puppet characters. This special section may even
evolve into a separate children’s site.

Truckers Off Road
Convincing a busy driver to abandon his truck
cab for a day to sit in a classroom setting takes
some doing. However, making it company policy
helps. Whether official or simply recommended,
more Saskatchewan trucking companies are
making the effort to have drivers take Certified
Livestock Transport (CLT) training.
The one-day course is the result of a
collaborative undertaking by the FACS sister
organization, Alberta Farm Animal Care, and an
industry advisory group. The course addresses regulations and rules governing the
transportation of cattle, horses, pigs and sheep; and 2008 saw a significant number of
Saskatchewan truckers in attendance. FACS has supported the course since it was established
in 2007, with two qualified CLT trainers in Saskatchewan, Harvey Wagner and Ken McDonald.
FACS facilitated CLT trainer Ken McDonald in promoting the course with media releases,
support letters and laminated information sheets for attendees. As a result, sessions were
conducted in Saskatoon, Moose Jaw, Weyburn and Regina, at which more than 50 drivers
from 12 companies and one Hutterite colony attended. Additional courses are planned for
Moosomin, Swift Current, Tisdale, Moose Jaw and Weyburn. What is more, the Saskatchewan
sessions are touching other provinces. In the words of David O’Rourke from Bayfield, Ontario:
   “Having worked in the livestock transportation industry as both a driver and company
   owner for the last 33 years, I’m well aware of how important it is to properly train drivers
   in the ways of the road - and in the proper handling of livestock from the farm to their
   final destinations. I’ve recently completed the CLT course presented by Ken McDonald and
   think that this program will benefit all drivers across Canada. Ken presents it in a practical,
   common sense approach towards livestock transportation with information that will
   definitely help to improve animal welfare conditions in transport.”
In November, Ken travelled to Alberta, where he introduced the CLT course to staff and
students at the Northern Alberta Institute of Technology (NAIT) Fairview campus.
Information about the course was also featured in the Manitoba Farm Animal Council
publication ‘Chore Time’ and arrangements are being made for Ken to teach sessions in that
province next spring.
Our ‘CLT wish list’ is to have all persons involved in the loading, transporting and unloading of
livestock take the course so everyone is familiar with biosecurity regulations, accident
prevention, loading calculations and the many other measures that ensure the safety and
comfort of livestock in transport.

Educational Reach
It began as a mystery in late March. Two
horses from a Saskatoon area stable were
taken to the Western College of Veterinary
Medicine (WCVM) Large Animal Clinic at the
University of Saskatchewan for treatment of
an unknown ailment. When tests revealed
the horses were suffering from the
neurologic form of Equine Herpes Virus
(EHV-1), the WCVM suspended its equine clinical services.
Horse owners and others in the industry were anxious, as EHV-1 is spread through direct
contact and air. FACS responded immediately with its outreach expertise. Working closely with
the WCVM and the Saskatchewan Veterinary Medical Association, FACS distributed vital
information about bio-security measures, clinical signs and other pertinent advice.
Through its wide network of contacts and distribution channels, FACS also alerted horse
enthusiasts across the province about our public meetings in Saskatoon and Regina, at which
WCVM infectious disease specialist Dr. Hugh Townsend provided an update. He explained
how the virus was being contained and answered many questions. The suspension of non-
emergency equine admissions at the WCVM lasted 29 days, ending on April 11. Once again,
FACS collaborated with industry professionals and experts in advancing animal care, as we did
                                                 with BSE in 2003, Avian Influenza in 2004 and
                                                 Anthrax in 2006/07.
                                                  Our ‘horse enthusiast wish list’ includes a
                                                  2009 Back Yard HorseSeminar featuring
                                                  current information on nutrition and herd
                                                  health, with a special focus on stomach
                                                  ulcers. This would include the latest
                                                  equipment at the WCVM and techniques that
                                                  help detect and treat this relatively common
                                                  ailment.
The annual Low Stress Handling Technique
Workshops are an important educational
reach for FACS in our inexhaustible efforts to
promote responsible animal care and
handling. Ranchers, riders, students and
others involved in the livestock sector look
forward to these workshops every year.
The 2008 workshops were sponsored by
Advancing Canadian Agriculture and Agri-
Food (ACAAF), Heartland Livestock Services,
the Western Producer, Saskatchewan
Ministry of Agriculture, Saskatchewan Pastures Program and the Saskatchewan Cattle Feeders
Association; and were held in North Battleford and Yorkton. Participants from the three
Prairie Provinces benefited from the expertise of Tina Williams, daughter of Bud Williams, and
her husband Richard McConnell. The day long sessions focused on ways to move and sort
cattle and keep them calm in the process. Developing and maintaining a positive attitude,
thereby establishing trust, is critical for a low stress operation.
While every year the workshops attract newcomers, participants also include those who have
attended in previous years. The workshop serves as a refresher for many. Mindful of this, and
as a means of making the information available to more producers, FACS decided a DVD was
the answer. With support from Intervet Schering Plough and ACAAF and input from Tina and
Richard, the 30-minute DVD was produced in August. The DVD is accessible on the FACS
website, www.facs.sk.ca, and copies are available from FACS for a shipping fee of $10.
Our ‘low stress wish list’ is looking at expanding the sessions to incorporate other aspects of
animal comfort such as ensuring tack fits properly, as well as having Canadian facilitators
conduct the workshops.
The annual Stock Person’s School has been offered by FACS and the WCVM at the University
of Saskatchewan since 2000. Every year, PFRA riders, students and others involved with
livestock interface with veterinarians and professors, as well as other experts. This year the
Saskatchewan Ministry of Agriculture, Intervet Schering Plough, the Western Producer and
Westway Feed Products sponsored the School. With six subject areas and plenty of time for
questions, participants listened to detailed presentations from Dr. Bart Lardner, Western Beef
Development Centre; Chad Haaland, Bell Rock Angus; Dr. Eugene Janzen, University of Calgary
Veterinary Medicine and Drs. Colin Palmer, John Campbell and Chris Clark from the WCVM.
Our ‘Stock Person’s School wish list’ is looking at ways to combine
subject matter on both bovine and equine health; and perhaps
schedule the School in conjunction with our Back Yard Horse
Seminar for horse owners.

Communicating with the Communicators
Recognizing that skilled industry spokespersons are fundamental
to effective communications, FACS offered a new service to
members in the form of Media Training.The one-day informative
and interactive session in October took place in Davidson, with
attendees from Regina and Saskatoon. Facilitated by Kevin Hursh
                                         of Hursh Consulting and
                                         Communications Inc. and
                                         FACS Executive Director Adele Buettner, the one-day
                                         session included mock interviews designed to help
                                         spokespersons avoid the pitfalls of being unprepared.
                                         Participants received advice, guidance and practical
                                         tips on the best ways to communicate with the
                                         media.
                                         Our ‘media training wish list’ is focusing on the
                                         preparation of a comprehensive media kit and
                                         making the training an annual event.
Speaking Out
Since the Farm Animal Welfare Speakers Bureau (FAWSB) was established in 2006, this service
has strengthened our efforts to place farm animal welfare on the agenda of a growing
number of groups and organizations. Developed by FACS, Alberta Farm Animal Care,
Manitoba Farm Animal Council, Ontario Farm Animal Council and the National Farm Animal
Care Council, the program is funded by ACAAF.
In 2008, support through FACS to the FAWSB was extensive, enabling several industry experts
to speak out and share knowledge to a wide range of listeners.
   • The Saskatchewan Cattle Feeders Association (SCFA) received support to bring Jennifer
     Woods of J. Woods Livestock Services to its 2008 Annual General Meeting in January.
     Support has been confirmed for the SCFA 2009 AGM to facilitate a presentation by
     Leslie Ballentine of the Ballentine Communication Group based in Toronto.
   • The three-member WCVM Animal Welfare Club team traveled to Michigan State
     University in March to participate in the annual Animal Welfare Judging and
     Assessment Contest, thanks to support from FACS through the FAWSB. The experience
     not only provided an opportunity for the team members to hone their public speaking
     skills and attend several informative seminars, they placed second in the Overall Team
     Category; second, fourth and fifth in the Individual Category, as well as receiving the
     highest marks for questions answered on the spot.
   • The Saskatchewan Stock Growers Association (SSGA) received FAWSB support to
     facilitate an address at its Convention in June by Norm Luba, Executive Director of the
     North American Equine Ranching Information Council. SSGA members were apprised of
     lessons to be learned from the US horse slaughter debate, including ways to respond to
     animal activist campaigns and misinformation.
   • The Prairieland Youth Leadership Program, which is part of Prairieland Park’s annual
     Junior Ag Showcase in July, received support under the FAWSB. More than 350
     Saskatchewan 4-H members listened to and watched Peter Gonnet and his Border Collie
     Jill perform a ‘Safe Handling Stock Dog Demonstration’. Peter ranches at Outlook and is
     an internationally recognized breeder and judge of Border Collies.
   • With assistance from FAWSB, members of the WCVM Animal Welfare and Club were
     able to bring Dylan Biggs of Alberta to Saskatoon to share his knowledge about
     managing beef cattle in a low stress environment. In addition to an informative lecture,
     Dylan demonstrated his strategy of ‘have patience and it will save time in the long run’
     with a ‘hands on’ session at Goodale Farm.
   • In September FACS offered a new service to members and friends in the form of media
     training. Support through the FAWSB made the day long session at Davidson with Kevin
     Hursh of Hursh Consulting and Communication Inc. and FACS Executive Director Adele
     Buettner a most rewarding experience for participants. Mock camera interviews, facts
     sheets and group evaluations gave participants genuine insight into what to do and
     what not to do, what works well and what can be improved.
   • The Canadian Bison Association was a recipient of the FAWSB, which facilitated an
     address by Dr. Terry Whiting, Manager of Animal Health and Welfare, Manitoba
     Agriculture and Food, Veterinary Services Branch. Dr. Whiting addressed the Canadian
     Bison Association national convention, which coincided with the Western Canadian
     Agribition in Regina in November.
On Site with Insight
It may be shaped like the traditional red ‘hip
roof’ barn, but what children and other
visitors find at the Farm Animal Council of
Saskatchewan booth is far from traditional.
The mobile barn features virtual tours and
an animal by-products quiz. In 2008, it was
on site providing insight for visitors at the
Western Canadian Livestock Expo for the
School Tour Program and the Prairieland
Park AG EXperience at The Ex in Saskatoon,
and the Canadian Western Agribition in
Regina.
FACS is always on site with its user-friendly
website www.facs@sk.ca that presents insight into the many services and activities of the
Council, including multiple information sheets. FACS has a near daily electronic update on
current and emerging issues that reaches a growing number of recipients. Frequent Media
Releases are issued by FACS, prompting both media inquiries and interviews, as another means
of sharing the FACS message.
FACS also assists member groups with preparation of correspondence and other
documentation in promoting responsible animal care and handling.

Forming an Alliance
The Horse Welfare Alliance of Canada (HWAC) was established in July with a stated purpose
to communicate correct information related to the Canadian horse industry to horse owners
and the general public.
FACS played an instrumental role in helping to develop HWAC objectives and protocols, which
seek to promote the humane handling of horses throughout all of their life stages. The
formation of HWAC is a first for Canada, as the Alliance represents a wide cross-section of
provincial and national horse-related organizations and groupings. FACS and her sister groups
in Canada are partners in HWAC.
 Agenda
 Packing the Product…Packaging the Message”
 Thursday, December 11, 2008
 Program Chair: Mr. Shannon Meyers



               8:00 a.m.
Hon. Bob              Registration
Bjornerud
               9:00 a.m.
                      Welcome
                      FACS Chair Mr. Shannon Meyers

               9:10 a.m.
                      Provincial Government’s Commitment to Sustainable Livestock
                      and Animal Care
Dr. Temple
Grandin
                      Hon. Bob Bjornerud, Minister of Agriculture

               9:30 a.m.
                      Assessing Animal Welfare on the Farm and in the
                      Slaughter Plant
                      Dr. Temple Grandin, Colorado State University,
                      Denver, CO

Dr. Anne       10:30 a.m. Networking Break
Allen

               11:00 a.m.
                      CFIA Animal Welfare Strategy
                      Dr. Anne Allen, CFIA, Saskatoon, SK

               12:00 Lunch

Mr. David R.   1:00 p.m.
Parsley               Supply Chain Management in Our Ever-Changing World
                      Mr. David Parsley, DineEquity, Inc., Lenexa, KS

               1:45 p.m.
                      Delivering Your Message: Talking to Consumers and the
                      Media about Animal Care
                      Mr. Daren Williams, National Cattlemen’s Beef Association,
                      Denver, CO
Mr. Daren
Williams
               3:15 p.m.
                      Closing Comments
                      Hon. Bob Bjornerud
                      Minister of Agriculture
                      Saskatchewan Ministry of Agriculture
                      Rm. 334 Legislative Building
                      2405 Legislative Drive
                      Regina, SK S4S 0B3
                      Telephone: 306-787-0338
                      Fax: 306-787-1988
                      minister.ag@gov.sk.ca
                      www.agriculture.gov.sk.ca

Bob Bjornerud was born in Kelvington and was raised in Saltcoats. He spent much of his youth working
with his father on the farm before beginning a career in mining with International Minerals and
Chemicals in Esterhazy.
In 1974, Mr. Bjornerud returned to the farm in Saltcoats, operating a mixed operation. He became an
active participant in the small town of 540 people and his passion for sports led him to get involved in
the local hockey and baseball teams, as well as curling. At the organization level, Mr. Bjornerud helped
to build the ice rink and curling rink in Saltcoats, and served as the president of the local curling club.
His love for life in rural Saskatchewan eventually led him to involvement in local politics and governance.
Mr. Bjornerud served as a councilor in the Rural Municipality of Saltcoats for seven years and then as
Reeve of the R.M. for another seven years.
In 1995, he was elected to the Legislature to represent the Saltcoats constituency (now the Melville-
Saltcoats constituency). His farm roots have fostered a keen interest in working with Saskatchewan’s
agriculture sector to capture new opportunities for growth.
                     Dr. Temple Grandin
                     Professor
                     Colorado State University
                     Department of Animal Sciences
                     Fort Collins, CO 80523-1171
                     Telephone: 970-229-0703
                     Fax: 970-491-5326
                     www.grandin.com

Dr. Temple Grandin was born in Boston, Massachusetts. She obtained her BA at Franklin Pierce College in
1970 and in 1975 she earned her MS in Animal Science at Arizona State University for her work on the
behavior of cattle in different squeeze chutes. Dr. Grandin was awarded her PhD in Animal Science from
the University of Illinois in 1989 and is currently a Professor at Colorado State University.
She has done extensive work on the design of handling facilities. Half the cattle in the U.S. and Canada are
handled in equipment she has designed for meat plants. Other professional activities include developing
animal welfare guidelines for the meat industry and consulting with McDonalds, Wendy’s International,
Burger King, and other companies on animal welfare.
Her presentation will address how to do numerical scoring to assess animal welfare both in the slaughter
plant and on the farm. It will also cover how numerical scoring was successfully implemented in the
slaughter plants. Other topics that will be covered will be how to choose the measure used for on-farm
assessment.
       Animal Handling
        Welfare Audit
         Temple Grandin,
          Colorado State
            University




Calm animals are easier   * 20 to 30 minutes is
 to handle than excited     required for an
     fearful animals       excited animal to
                              calm down




  A calm
animal will
look at the
distraction
                 Tie up loose chain
                  ends that scare
                      animals




                    A change in
                    flooring or a
                      drain may
                        retard
                     movement


   Allow the
leader time to
  investigate




   Reflections scare animals
Cattle can see people through
        the open sides




To find distractions: Get in the chute to see it
          from the animal’s point of view




                           Shadows may
                              impede
                            movement




 Sunny days
are the worst




  Cattle may refuse to enter a dark building
  Skylights installed in the walls will improve
 cattle movement into an existing dark building




                               Solid fences
                               keep animals
                                  calmer


  Solid fences
are especially
 important for
animals with a
   large flight
      zone




                          Curved systems
                          work better
                          than straight
                          ones because



animals will turn
back in the same
 direction they
   came from
 The Flight Zone Is The Animal’s Safety Zone


     Calm
animals will
    have a
small flight
  zone and
     tame
animals will
   have no
 flight zone




   A flag can be used to turn an animal by
   blocking the animal’s vision on one side




The crowd pen should be
      filled half full
   with cattle or pigs
  Animals also “watch” with their
     ears for potential danger

                                       The horse has
                                       an ear pointed
                                          at both a
                                       photographer
                                        and a zebra




Behavioral Principles of Restraint

 Non slip flooring – Prevents fear of falling

 No sudden jerky motion

 Optimal pressure – not too tight, not too
 loose

 Block vision (grazing animals)




  Cattle that become agitated in the
squeeze chute have lower weight gains




 Cattle that run fast out of the squeeze
       chute may perform poorly
                     Voisinet et al 1997, Fell et al 1999
Cattle perceive a man on a horse and
a man on foot as two different things




 They need to be habituated to both




 You Manage What You Measure

Maintaining high standards requires
continuous measurement

Handling quality can be maintained by
regular audits of your handling practices with
an objective numerical scoring system

PREVENTS BAD FROM BECOMING NORMAL
       A Good Auditing System
         Must Not be Vague
Ban the words “properly”, “adequate” and
                properly” adequate”
 sufficient”           proper”
“sufficient”. What is “proper” to one auditor
might be considered “terrible” by another.
                       terrible”

A guideline must have clearly written
standards which are not subject to
different interpretations by different people.




             Example of a
       Clearly Worded Guideline

   All pigs must
   have enough
    space to lie
   down without
  being on top of
    each other




         American Meat Institute
        Basic Critical Control Points
              (Core Criteria)
1. Percentage of animals stunned correctly on
   the first attempt
2. Percentage of animals rendered insensible
3. Percentage of animals prodded with an
   electric prod
4. Percentage of animals that vocalize
5. Percentage of animals that slip or fall

    All scores are on a per animal basis
    Objective Scoring Reduces Subjectivity and
     Improves Agreement Between Different
        Auditors from Different Customers
                      % of Plants That Passed the Stunning Audit.
                Twenty or more plants were scored by each auditing system

                100
                 95
                 90
                 85               89                88                86




      Percent
                 80
                 75
                 70
                 65
                 60
                 55
                 50



                          Auditing              Auditing        Auditing
                          System 1              System 2        System 3




   Percentage of Beef Plants That Stunned
    95% or More Cattle with the First Shot
                 100
                  90                                                        94
                                         90          90         91
                  80
                  70
                  60
                  50
                  40
                  30
                            30
                  20
                  10
                      0
                           1996         1999        2000       2001        2002
         USDA       McDonald’s                            Continued auditing
      survey prior    Audits                              by major customers
       to industry    started                        Continuous auditing maintains
      wide auditing                                        good performance




         Comparison of Beef Plants:
     Audited for 4 Years vs. First Audit for
      New Plants (Did not know what to expect)

   % of Plants That Passed the Stunning Audit
  3 out of 4                100
                                                                            50 out of 51
 new plants                  90                               98
                             80                                                plants
failed to stun               70                                               passed
 95% of the                  60

cattle with a                50                                                 1 plant
 single shot                 40                                                failed on
                             30
                                                                             insensibility
  2 out of 4                 20
                                           25
                             10
    failed                    0
 insensibility                         New Plants     Previously Audited
                                                            Plants
Easily Attainable Scores for the AMI
  Critical Control Points for Beef
     (Based on Customer Audit Data)
   Percentage of cattle stunned with one shot     97–
                                                  97–98%
   Percentage insensible (100 animal audit)        100%
   Percentage of cattle vocalizing                  3%
   Percentage of cattle falling down               < 1%
   Percentage of cattle electric prodded           15%


The AMI minimum acceptable scores are stunning 95%
     and electric prod use 25%
Breaking of tails or other abusive methods must never
      be used as a substitute for electric prod




Easily Attainable Scores for the AMI
  Critical Control Points for Swine
      (Based on Customer Audit Data)

Percentage insensible (100 animal audit)           100%
Percentage of pigs correct wand placement         99-100%
                                                  99-
Percentage of pigs “hot wanded”                    < 1%
Percentage of pigs electric prodded                 15%
Percentage of pigs falling down                    < 1%
Percentage of pigs squealing in restrainer          2%

The AMI minimum acceptable scores for electric prod
 use is 25%, wand placement 99%, hot wands 1%




        American Meat Institute
       Objective Scoring System
 It measures a small number of critical
 control points that will objectively locate
 many different problems affecting welfare.
 Scoring is based on performance.
 When CCPs are being chosen, a good
 CCP will be a point that monitors
 a variety of problems.
 HACCP Principles same as food
 safety

 Directly observable things that are
 outcomes of bad practices or bad
 facilities

 Not a paperwork audit




 1996 USDA Survey Data on Vocalization
    Prior to Implementation of Regular
   Auditing by Both Plant Management
           and Major Customers

                                Rough                  Quiet
                                 Beef                 Handling
                                Plants               Beef Plants
       Average %
        Of Cattle                    22%                 4.5%
       Vocalizing
                     Excessive electric prod Well-trained
                  use; over crowding of cattle handlers




 Use Scoring to Show How Changes
      Made in Your Operation
        Improved Handling
Effect of Air Blowing into the Faces of Cattle at the
    Restrainer Entrance on Vocalization Score
                  10
    % Cattle
   Vocalizing      8
     Due to
                   6
   Balking &                   4.5
   Increased       4
  Electric Prod
                   2
      Use
                                                    0
                   0
                         Air Blowing Out   No Air Movement
                       Through Restrainer Towards the Cattle
                        Entrance Towards
                       Approaching Cattle
  Electric Prod Use on Pigs Was Reduced By
  Adding Lighting at the Restrainer Entrance

                                 50                                                  All handlers
       % Pigs Electric Prodded




                                                                                      were well
                                 40                      38                       trained and only
                                                                                  pigs that balked
                                 30
                                                                                    or backed up
                                                                                    were prodded.
                                 20


                                 10
                                                                                        4
                                     0
                                           Dark Entrance                     Well Lit Entrance




                     Reduction in Cattle Vocalizations
                      After Equipment Modifications
                                                Before Modification       After Modification

                          25
                                                                                            23
   % Cattle Vocalizing




                          20



                          15



                          10                                          9
                                            8

                                 5

                                                     0                       0                   0
                                 0

                                       Install Light on  Install False Floor to Reduce Pressure of
                                     Restrainer Entrance    Reduce Balking        Neck Restraint




  Animals Are Afraid of Dark Places




Adding a light at the restrainer entrance or making
other lighting changes that eliminate shiny reflections
will improve animal movement
   Comparison of Electric Prod Use and
                    Easy- to-
 Squealing Between Easy-to-Drive Pigs and
            Hard- to-
            Hard-to-Drive Pigs


               100                             Easy-to-Drive Pigs
                                               Hard-to-Drive Pigs             85
                    80




  Percent
                    60

                    40
                                                        20            20
                    20
                                           4
                         0
                                      % Electric Prodded        % Time Pigs Squealed




 Comparison of Electric Prod Use Between
Normal Fed Cattle and Hard to Handle Steers


                                 50
     % Steers Electric Prodded




                                 40
                                                                            32
          into Restrainer




                                 30


                                 20


                                 10                 8

                                  0
                                      Normal Feedlot Steers Hard to Drive/Agitated
                                                               Feedlot Steers




Comparison of USDA Survey Cattle
      Vocalization Scores

                                                    Before             After 4 Yrs of
                                                  Customer               Customer
                                                   Auditing               Auditing
                                                  (8 plants)            (52 plants)

   Avg Score                                             8%                  2%

  Worst Plant                                           35%                  6%
    Score
           Use Scoring as a
         Trouble Shooting Tool
        “Do I have a facility problem
          or a people problem?”
                       problem?”

Use balk scoring to
determine if you
have a facility
problem




                Balking Scores
     Low Balking Plant              High Balking Plant
    (well-trained handlers)            (facility problem)

   % Cattle                         % Cattle
  Backing Up                        Backing
    in the      %                   Up in the    %
    Chute    Vocalizing              Chute    Vocalizing
       0%             1%              38%        8%
       3%             2%               25%            8%

Vocalization Score increase due to increased electric prod use




  Critical Control Points for Handling
 Percentage of animals prodded with an electric prod
 Percentage of animals that fall down
 Percentage of animals that run into fences or attempt to
 jump over a fence

 Percentage of animals that exit from a squeeze chute
 faster than a trot (cattle only) – speeders or nonspeeders

 Percentage of animals that vocalize (moo, bellow, squeal)


                                 animal”
        All scores are on a “per animal” basis
         Each animal either passes or fails
Two Types of Variables When
  Auditing Animal Welfare
Yes/No things not allowed
Continuous variables where perfection
is impossible




 Examples of Yes/No Variables in a
        Welfare Standard

 No sow gestation stalls
 No tail docking
 Specific stocking densities
 Untreated sick animals (organic)
 Specific housing requirements
 No hoisting of live animals
 No tendon cutting or blinding (developing
 countries)




   Major continuous variables are
outcomes that are directly observable
       caused by either bad
    management or poor facilities
  Major Continuous Variables Where Poor
    Performance on any ONE of These
    Variables Should be a Failed Audit

 Body Condition Score
 Lameness
 Dirty Animals
 Injuries, Sores, Swellings, Cancer Eye
 Coat Condition (Organic)
 Ammonia Levels (Indoor facilities)
 Abnormal Behaviors




 Lameness Is a Good Example
of a Major Critical Control Point
 Many Different Problems Can Contribute
 to Lameness
   Poor leg conformation
   Rough concrete
   Improper hoof trimming
   Nutritional mistakes
   Rough handling
   Growing heifers too rapidly
   Poorly designed stalls




    How to Set the Initial Levels
        for a Failed Audit
 Collect baseline data
 Initially set the limit so 25% of the farms in
 a country will pass
 Provide time for farms to get up to
 standard
 Decisions to make limits more strict must
 be based on audit data from many farms
www.grandin.com
                     Dr. Anne Allen
                     Acting Senior Staff Veterinarian
                     Animal Welfare at Slaughter
                     Canadian Food Inspection Agency
                     Box 28
                     247 - 111 Research Drive
                     Saskatoon, SK S7N 3R2
                     Telephone: 306-975-6027
                     Fax: 306-975-6613
                     allenaf@inspection.gc.ca
                     www.inspection.gc.ca

Dr. Allen started veterinary life in mixed practice and emergency medicine. Her first posting with the
Agency was as a Veterinary Inspector at the field level in a hog plant where she saw, first hand, the
power of partnership between industry and regulators. That first positive experience working with great
leadership, and industry committed to making a difference, had a huge impact. Hundreds of hours on
the floor of many plants have convinced Anne that management commitment and industry-driven
quality assurance programs are the key to making positive change in animal welfare.
In her current position she spends her days working with the invaluable input of those who do the job
on the front line, to develop policy and training to improve the welfare of food animals in federal
establishments.
Her presentation will address what is happening on the welfare front in the CFIA. There are updated
procedures and program requirements on deck that will impact all those who share responsibility for farm
animal care; at the farm, in transit and at slaughter. This is your opportunity to get an advanced look at
what is in the works, and how to prepare for the changes.
                     Mr. David R. Parsley, CPM
                     Sr. Vice President, Supply Chain Management
                     DineEquity, Inc. (parent company of Applebee’s & IHOP)
                     11201 Renner Boulevard
                     Lenexa, KS 66219
                     Telephone: 913-890-0111
                     Fax: 913-890-9111
                     david.parsley@dineequity.com

David Parsley is Senior Vice President of Supply Chain Management for DineEquity, Inc., based in
Glendale, California. DineEquity, Inc. franchises and operates restaurants under the Applebee’s
Neighborhood Grill & Bar and IHOP brands. With more than 3,300 restaurants combined, DineEquity is
the largest full-service restaurant company in the world.
Mr. Parsley was appointed to his current position with the acquisition of Applebee’s International, Inc. by
DineEquity in November 2007. He joined Applebee’s in April of 2000. Mr. Parsley is responsible for the
procurement of food, paper and disposable products, as well as procurement for equipment products and
services that support all company and franchise restaurants for both the Applebee’s and IHOP brands.
As a global leader in casual dining establishments, exemplary standards and leadership are paramount to
continued success. Mr. Parsley’s presentation will address Applebee’s changes in supply chain purchasing
decisions, standards and protocols in efforts to ensure consumer confidence tomorrow.
    FACS Annual Conference
“Fence Lines to Corporate Board Rooms”
                                             December 11, 2008



            Supply Chain Management
           in our Ever Changing World

                                         David Parsley
  Senior Vice President, Supply Chain Management
                    Dine Equity




        View Across the Supply Chain
                                              Visibility / Information

   Tier 2   Tier 1                                                            Cold Storage / Distribution Restaurants
                                                     R&D
  Supplier Supplier                                              IT
                                                                              Redistribution  Network
                                       Franchisees
                              Operations
                               Services                               Marketing

                                        Products and Services Flow                                                         GUEST
                             Finance                        Data & Procurement
 Commodities                           Logistics QA/Risk
                                                           Analysis
 Raw Materials
 Packaging     Processors

                                       Food Safety & Quality Assurance
                            Customer Relationship / Service Management
                                             Inventory Management
                                    Supplier / Distributor Management
                                                Cost Management
                        Product Development, Sourcing & Implementation
                                               Crisis Management
                                                      Programs




 Source: Adapted and modified from Douglas M. Lambert, Martha C. Cooper and Janus D. Pagh, "Supply Chain Management:
 Implementation Issues and Research Opportunities,” The International Journal of Logistics Management, Vol. 9, No. 2 (1998), p. 2.   2




                The World As We Know It




                                                                                                                                     3
   DineEquity Acquired Applebee’s
Opportunity to Integrate the Supply Chains




  $2B annual spend
  3,300 restaurants
  77% of suppliers shared across brands
  $Millions in savings opportunities
                                                               4




 What is a Purchasing Cooperative?
  An independent corporation Owned by
  our restaurant operator members
  (primarily franchisees)
  Governed by Boards Elected by
  restaurant operator members
  Led by a President/CEO Selected by the
  Boards
  Responsible for Managing the Supply
  Chain
                                                               5




                  Co-
              Our Co-op Structure

       Franchisees                                    Franchisees




             Co-
  Applebee’s Co-op Board                      Co-
                                         IHOP Co-op Board




                           Co-
                     Joint Co-op Board



                      President / CEO
                                                               6
   IHOP – Applebee’s SCM Integration
             co-
Ultimately a co-op provides the best platform for
     maximizing leverage & sophistication

   DineEquity is transforming Applebee’s to a
   highly franchised model
   Co-ops are proven models in food service
   Co-
    - Typical performance – 4 to 8 times return on
      investment




                                                     7




     Supply Chain Management for
              DineEquity




    Purchasing                   Quality Assurance
    Distribution                 Product
    Technology /                 Development
    Process                      Marketing
                                 Operations
                                                     8




   IHOP – Applebee’s SCM Integration
 Opportunities will be realized focusing on the
             following key areas

   Freight
   Purchasing consolidation
    - Leveraging common suppliers
    - SKU rationalization
    - Buying within the system
   Distribution rationalization
                                                     9
  Prioritizing Opportunities Is Key

Working on the right things is key to
ensuring opportunities are maximized
  real-
A real-world example for an Applebee’s
restaurant
 - $0.01 distribution fee reduction --- $185 annual
   savings
 - $0.01 freight savings per pound --- $4,810
   annual savings

                                                  10




Supply Chain Must Attract a New
     Type of Professional

“Supply-chain managers used to have one
“Supply-
  main job: purchasing stuff cheaply. They
     need a whole new skill set now.”

   - The Wall Street Journal, March 10, 2008




                                                  11




The New Supply Chain Professional
         The “Renaissance Man”

 Commodity markets
 Futures & hedging
 Analysis & strategic thinking
 Supplier relationship management
 Negotiation & contract law


                                                  12
The New Supply Chain Professional
         The “Renaissance Man”

Presentation skills
Teaming
Working across all levels of the
organization
Project management
Willingness to speak up
                                             13




Supply Chain Professionals Must…

Attract top talent
Continually enhance skill sets
         C-
Educate C-Level executives on strategic
value of supply chain
Think globally to solve problems
Invest in processes, tools & technology


                                             14




Supply Chain Professionals Must…

Employ balanced approach to supplier
relationships
 - Collaboration vs. hard-line
                     hard-
                    cross-
Effectively work in cross-functional teams
Look across the entire supply chain for
opportunities
Anticipate Issues

                                             15
   Supply Chain Professionals Must be
   be Organized to Meet Key Strategies
                                                 Full cost disclosure
                                                  Full cost disclosure
Procurement       Commodities management
                   Commodities management         Cost management
                                                   Cost management
   Team            Food/Beverage/Non-food
                    Food/Beverage/Non-food     Leverage system scale
                                                Leverage system scale
                        procurement
                         procurement              Risk management
                                                   Risk management


                   Distribution management
                    Distribution management   Regionally opportunistic
                                               Regionally opportunistic
 Logistics
                     Freight management
                      Freight management         Chain specialists
                                                  Chain specialists
  Team
                    Inventory management
                     Inventory management       Continuity of supply
                                                 Continuity of supply


                                               Supply chain visibility
                                                Supply chain visibility
 Strategic          Systems management
                     Systems management        Timely access to data
                                                Timely access to data
  Supply             Contract compliance
                      Contract compliance       Optimized systems
                                                 Optimized systems
Mgmt Team             Campaign support
                       Campaign support            & processes
                                                    & processes




                       Restaurant QA                 Food safety
                                                      Food safety
 Quality                Restaurant QA         Specification compliance
                        Product QA
                         Product QA            Specification compliance
Assurance                                        Alternate sourcing
                     Technical services
                      Technical services          Alternate sourcing
                                                Product optimization
                                                 Product optimization

                                                                          16




              The QA Role is Critical

  In the past:
   -   QA’s role was to “monitor” product
  Now:
   -   QA has a broader mandate: “Protect the Brand”
  QA has to recognize consumer attitude
  trends:
   -   Global Supply
   -   Government regulators/regulations are ineffective
   -   Growing public concern over food safety


                                                                          17




              The QA Role is Critical




                                                                          18
        Our Approach to an Ever
            Changing World
              co-
  Implement a co-op with franchisees from
  both brands
  Continue developing “Renaissance Man”
  professionals
  Align technology, process & tools
  Prioritize opportunities and EXECUTE
  Communicate to all participants and
  stakeholders
                                            19




    Key Stakeholders / Participants

  IHOP franchisees
  Applebee’s franchisees
  DineEquity corporate
  IHOP corporate
  Applebee’s corporate
  SCM team


                                            20




               Questions?


              David Parsley
Senior Vice President, Supply Chain Management
                 DineEquity, Inc.




                                            21
                     Mr. Daren Williams
                     Executive Director, Communications
                     National Cattlemen’s Beef Association
                     9110 E. Nichols Avenue
                     Centennial, CO 80112
                     Telephone: 303-694-0305
                     Fax: 303-770-6921
                     dwilliams@beef.org
                     www.beef.org

As Executive Director of Communications for the National Cattlemen’s Beef Association (NCBA), Daren
Williams helps develop and tell the story of modern beef production to U.S. consumers and
policymakers. Before joining NCBA, Daren was a senior vice president at Fleishman-Hillard International
Communications in Kansas City.
A native of the State of Kansas, Daren began his career on Bob Dole’s 1988 presidential campaign and
spent the first ten years of his career in Washington, D.C. representing food and agribusiness clients on
Capitol Hill and in the halls of the U.S. Department of Agriculture, Food and Drug Administration and
Environmental Protection Agency.
Daren’s presentation will address practical tips for answering tough questions about food and farm
animal care in media interviews or one-on-one conversations with consumers.
Consumer Information




                         Delivering Your Message:
                       Talking to Consumers and Media
                              About Animal Care
                       Farm Animal Council of Saskatchewan
                               December 11, 2008

                                      Daren Williams
                        Executive Director, NCBA Communications




                             Anti-Animal Activists
Consumer Information




                            The Humane Society?
Consumer Information




                       “We’re first focusing on factory farming,
                          the greatest of all animal abuses.”
                          –Wayne Pacelle, CEO of the Humane Society
                                  of the United States (HSUS)


                           “Our goal is the abolition of all
                                 animal agriculture.”
                              – HSUS coordinator John Goodwin
                                                             Activist Cash
                       Given/Earned ($millions)                                                      2006          2005    Change




Consumer Information
                       Humane Society of the United States (HSUS)**                                  130.2         119.9   9%
                       Massachusetts SPCA                                                            46.9          49.6    -5%
                       People for the Ethical Treatment of Animals (PETA)                            30.2          25.8    17%
                       EarthJustice                                                                  19.5          20.7    -5%
                       International Fund for Animal Welfare (IFAW)                                  18.4          17.3    6%
                       Physicians Cmte. for Responsible Medicine (PCRM)                              7.0           7.0     0%
                       PCRM Foundation                                                               6.1           6.1     0%
                       Friends of Animals (FoA)                                                      5.6           5.0     12%
                       Foundation to Support Animal Protection (FSAP)                                5.1           4.3     18%
                       Farm Sanctuary                                                                4.5           4.5     0%
                       Animal Legal Defense Fund                                                     3.8           4.0*    -5%
                       In Defense of Animals                                                         3.7           3.7     0%
                       Animal Protection Institute                                                   3.3           3.3     0%
                       Compassion in World Farming                                                   3.0           1.4     114%
                       Animal Welfare Institute                                                      2.9           9.0     -67%
                       Humane Farming Association                                                    2.1           2.1     0%
                       Food Animal Concerns Trust (FACT)                                             0.6           0.6*    0%
                       Humane Farm Animal Care                                                       0.6           0.6     0%
                       Animal People                                                                 0.5           0.6     -11%
                       Farm Animal Reform Movement (FARM)                                            0.5           0.5     0%
                       *Not available from the Watchdog Report. Number appears as reported on Charity Navigator,
                       a third party charity evaluation site.
                       **Includes Humane Society of the United States, Fund for Animals, Doris Day Animal League
                       and Doris Day Animal Foundation.




Consumer Information                                         Activist Cash
                        • According to the 2007 Animal People
                          Watchdog Report on 150 Animal
                          Charities, charitable donations to animal
                          rights groups increased 5 percent in 2006
                          (the most recent available data).
                        • The top 20 animal rights groups had
                          revenue of $294.5 million in 2006
                        • Donations to PETA increased 17 percent




                                                The Activist Mindset
Consumer Information




                        • Purpose
                                – Not satisfied with the status quo
                                – Willing to work for change
                        • Passion
                                – Dedicated to a cause
                                – Willing to “bare it all”
Consumer Information




                        Becoming an Animal Ag Activist
Consumer Information




                       • Purpose
                         – Not satisfied with allowing others to tell our
                           story for us
                         – Willing to stand up for our industry
                       • Passion
                         – Dedicated to preserving a way of life
                         – Willing to speak out and be heard
                           (fully clothed, of course)




                                     Word of Mouth
Consumer Information




                       • “90% of Americans cite word of mouth as
                         one of the best sources of ideas and
                         information”
                            - RoperASW

                       • The most credible spokesperson for
                         consumers is a “person like me”
                            – Annual Edelman Trust Barometer

                       • Consumers want to hear from the people
                         who produce their food…people like YOU
                                   Word of Mouth




Consumer Information
                       • Shared opinions, shared
                         experiences are reaffirming
                       • And sometimes dangerous




Consumer Information               Word of Mouth

                       • Dangerous if …
                         – Opinions aren’t informed
                         – Opinions are politically motivated
                         – We sit silent when our opinion
                           differs




                            Maintain Consumer Trust
Consumer Information




                       • Consumers who feel like they are familiar
                         with animal agriculture have more
                         favorable opinions of us.
                       • Consumer familiarity leads to trust.
                       • Industries that seem to care about the
                         consumer’s wellbeing and concerns are
                         more reputable.
                                 Extend the Good Will
                       Consumers support          Beef producers graded
Consumer Information




                       raising cattle for food    well for providing
                       if they’re treated         good care for their
                       humanely.                  animals.

                                No (3%)                      F
                                                        D (5%) (1%)
                                                    C (22%)     A (30%)
                                Yes                       B (42%)
                                (97%)




                            Opportunities to Tell the Animal
                                  Agriculture Story
Consumer Information




                       •   Presentations/panels
                       •   One-on-one
                       •   Media interviews
                       •   Online
Consumer Information




                                  Media Training 101

                              Delivering your message in a
                                     media interview
                           Ask Yourself Two Questions




Consumer Information
                       • What do I want to say?
                       • What are they likely to ask me?




Consumer Information          What do I Want to Say?
                       • What is the story you want to tell?
                         – Keep it simple
                         – Two or three key points
                       • What does your audience want to hear?
                         – Relevant
                         – Resonate
                       • Think “headlines” and “soundbites”




                        What Are They Going to Ask Me?
Consumer Information




                       • Do a “brain dump” and write down every
                         question you might get
                       • Develop answers for each question
                       • Pair each answer with a message point
                              Blocking and Bridging
Consumer Information



                       • Answer the question and bridge to a
                         message point
                       • Block a question you can’t/won’t answer
                         and bridge to a message point



                                  A=Q+MP




                        Blocking and Bridging Phrases
Consumer Information




                       • I’m probably not the best person to
                         answer that question, but what I can tell
                         you is…
                       • That’s an interesting question, but I think
                         the real issue here is…
                       • I don’t know the answer to that question,
                         but what I do know is…




                        “It is always a risk to speak to the
Consumer Information




                          press: they are likely to report
                                   what you say.”

                                    — Hubert H. Humphrey
Consumer Information
                         Surfing, Chatting and Blogging

                           Delivering Your Message in the
                                 Online Environment




Consumer Information              Online Advocacy
                       • Monitor activist and news sites
                       • Choose your battles wisely
                         – Does this issue affect my business/livelihood?
                         – Which am I most concerned about?
                         – Am I the best person to respond?
                       • Decide how to respond (sned a letter,
                         post a comment, etc.)
                       • Save a copy of your response
Consumer Information
Consumer Information   Consumer Information   Consumer Information
                            Responding to Negative News
                                and Misinformation




Consumer Information
                       • Don’t repeat the negatives
                       • Don’t play the statistics game
                       • Get personal and share your story
                          – As a beef producer in Washington State…
                          – As a regular consumer of beef…
                          – As a mom/dad who serves beef to my
                            family…




Consumer Information       Masters of Beef Advocacy (MBA)

                       • Self-directed, online
                         educational program
                         (old school print
                         version available)
                       • Equip beef advocates
                          – Speeches to local civic
                            and consumer groups
                          – Media interviews
                          – Online environment




                           Masters of Beef Advocacy (MBA)
Consumer Information




                       • MBA candidates                MBA Courses
                                                      1.  Beef Safety
                         complete six courses
                                                      2.  Animal Welfare
                          – Six weeks                 3.  Beef Nutrition
                          – One hour per week         4.  Environmental
                          – Homework                     Stewardship
                                                      5. Modern Beef
                       • Participate in full day         Production
                         training session             6. The Beef Che
                                                                       ckoff
                          – Public speaking
                          – Mock media interviews
                          – Online advocacy
                          Masters of Beef Advocacy (MBA)
Consumer Information



                       • Graduates earn “continuing
                         education credits”
                          – Speeches
                          – Media interviews,
                            LTEs, OpEds
                          – Online comments,
                            blogs, videos
                       • Log activity online
                       • Earn rewards and
                         recognition
Consumer Information
Thank you to our
Sponsors
Agricultural Producers of Saskatchewan
Agriculture and Agri-Food Canada
Canadian Bison Association
Canadian Western Agribition
Chicken Farmers of Saskatchewan
Consulate General of Canada, Denver
Dairy Farmers of Saskatchewan
Elanco Animal Health
Farm Credit Canada
Federated Cooperatives Ltd.
Greater Saskatoon Chamber of Commerce
Heartland Livestock Services
Hypor Inc.
Intervet/Schering Plough Animal Health
New-Life Feeds, Division of Parrish & Heimbecker
North American Equine Ranching Information Council
O & T Farms
Sask Pork
Saskatchewan Association of Agricultural Societies and Exhibitions
Saskatchewan Cattle Feeders Association
Saskatchewan Egg Producers
Saskatchewan Equine Ranching Association
Saskatchewan Ministry of Agriculture
Saskatchewan Stock Growers Association
Saskatoon Prairieland Park Corporation
Saskatoon Processing Co.
SaskEnergy
SGI
SPI Marketing Group
Star Egg Co.
The Western Producer
Warman Veterinary Service
Western Beef Development Centre
Westway Feed Products
Coming in 2009…
 Low Stress Handling Workshops

 Stock Person’s School

 Back Yard Horse Seminar

 Media Training

 Puppet Shows

 New Website for Children

 New Activity Book for Children

 FACStrac Newsletter

       and much more!
 Any questions or to register for an event,
       contact the FACS office at:
 Farm Animal Council of Saskatchewan Inc.
            502 - 45th Street West
Saskatoon, Saskatchewan, Canada S7L 6H2
  Tel: (306) 249-3227 | Fax: (306) 244-4497
            Email: facs@sasktel.net
                www.facs.sk.ca

				
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