National Pork Board 2012 Strategic Plan _ Budget by zhangsshaohui123


									           National Pork Board

     2012 Strategic Plan & Budget

January 1, 2012 through December 31, 2012

   Leading a World-Class Food Industry
         Responsible. Sustainable. Professional. Profitable.

                              Page 1
                        Table of Contents


I.     Executive Summary                            3

II.    Organizational Background                    4

III.   Mission and Purpose                          5

IV.    Organizational Structure and Approach        6

V.     2012 Critical Issues and Desired Outcomes    7

VI.    Programming Resource Availability            8

VII.   2012 Strategic Plan & Operating Budget       10
       Course of Action

VIII. Budget by Critical Issue                      11

IX.    Summary                                      55

                                 Page 2
I.     Executive Summary

       A. The National Pork Board – The Business

The National Pork Board is the legal entity responsible for the collection and investment of the Pork
Checkoff, a legislated program established in 1986. According to law, an assessment is paid by
producers on the sale of each live hog, currently at a rate of 40 cents per $100 value. Importers of live
hogs and pork products also make checkoff contributions. These funds are invested on behalf of the
U.S. pork industry into generic promotion, research and consumer information programs, the work of
which is carried out by the staff of the National Pork Board.

Oversight of the Pork Checkoff is the responsibility of its 15-member Board of Directors. A total of 176
Pork Act Delegates also have the annual responsibility of setting the checkoff assessment rate, set the
return-to-state rate and nominate the Board of Directors. The Chief Executive Officer reports to the
Board and is responsible for oversight of the National Pork Board’s program implementation and staff in
four working areas: 1) Administration 2) Communications, Outreach and Producer Education 3)
Domestic Marketing, and 4) Science and Technology.

       B. A Strategic Plan – Purpose and Objective

This document represents the 2012 strategic operating plan for the National Pork Board. The plan was
produced through a process of collaboration of U.S. pork producers, board members, pork industry
partners and staff of the National Pork Board and represents a zero-based budgeting methodology that
aligns on a real-time basis, the resources of the Pork Checkoff with the critical issues facing U.S. pork

The strategic planning process begins with the Board of Directors defining the critical issues the
organization should focus resources against and determining the desired outcomes required to
advance the critical issues. That effort is followed by a Plan of Work Task Force representing
producers of all locales, all sizes and all production types, whose responsibility is to determine the
tactics required to successfully achieve the desired outcomes. Staff and committees then build a
business plan and budget for each of the outcomes, which when compiled, represents the 2012
strategic operating plan.

This is a working plan, meaning that staff will refer to this plan daily to direct its activities. And where
possible, measurable objectives have been defined and included in the plan so that final results can be
quantified. Progress is quantified on a real-time web-based tool called the Pork Checkoff Scorecard.
The organization’s key to success is a focused and team effort.

       C. 2012 Budget

The Directors of the National Pork Board and the U.S. Department of Agricultural Marketing Services
(AMS) have approved a spending level of $69.2m; $52.7m allocated to programs for Domestic
Marketing, Science/Technology, Communication and Producer Outreach, $5.8m to program support,
$7.7m to support, administration and overhead and $3m for The Other White Meat®.

                                                 Page 3
II.    Organizational Background
      A. Pork Board Beginnings

The National Pork Board is the descendent of a long line of pork associations in the United States,
formed by hog producers who faced many challenges to profitability in the swine production sector.
They knew that those challenges could best be met by producers working together and finding sources
of funding through which to address those common issues. The organization began in the mid-1950s
when a group of producers, concerned about the future growth and profitability of the pork industry,
organized the National Swine Growers Council (NSGC). In 1965, NSGC evolved into the National Pork
Producers Council (NPPC).

“Moline 90” - In May 1966, about 90 pork producers from 11-states - Illinois, Indiana, Iowa, Kansas,
Minnesota, Missouri, Nebraska, North Carolina, South Dakota, Tennessee and Wisconsin - showed up
for a meeting in Moline, Ill.. This group, which came to be known as the "Moline 90", gathered to
discuss establishing a voluntary checkoff. The group agreed to hire the first full time Executive
Secretary for the Council and to raise, through contributions, a "Get Ready Fund" of $80,000. A bank
note was passed around and eight pork producers signed it, obligating each of them to pay up to
$10,000 if the "Get Ready Fund" was not raised. The note was never needed.

Early NPPC - The National Pork Producers Council's first office at 3101 Ingersoll in Des Moines had
only a back door entrance. But, optimism and dedication were never higher among pork producers as
the "Nickels for Profit" concept was conceived. With some funds and staff, NPPC began moving toward
development of the meat-type hog consumers were beginning to demand. Realizing that promotion
would create more pork sales, NPPC's leaders sought congressional action that would permit a market
deduction to fund product promotion. They succeeded in getting amendments to the Packers and
Stockyards Act that opened the way for a voluntary checkoff system. This was the first and only
membership and voluntary checkoff program to ever exist.

"Nickels for Profit" - In 1967, after months of organizing at the county and state levels, NPPC started
the voluntary "Nickels for Profit" checkoff in four counties in the Davenport area, two each in Iowa and
Illinois. The first check received was for $4.90. By 1968 producer enthusiasm spread, 16 states were
organized, and the nickel checkoff program started nationwide. By 1970, NPPC membership rose to
40,000 with a $1 million operating budget. In response to increasing member needs for promotion and
research, the checkoff increased over the years from a nickel, to a dime, to 20 cents, then to .30% of

      B. Demise of the Voluntary Checkoff/Pork Act passage

However, the need for additional funds to keep pork competitive with other protein-based commodities, and
failure of the nationwide voluntary checkoff participation rate to rise above 55-60 percent, led to the
decision to move from a voluntary to a legislative checkoff. A “100% Producer Task Force” organized an
effort that led to the successful passage of federal legislation - The Pork Promotion, Research and
Consumer Information Act of 1985 (more commonly referred to as the Pork Act), as part of the 1985 Farm
Bill. The legislative checkoff was set in motion under the supervision of the AMS, effectively moving the
industry from a voluntary program with 55 percent of the hogs checked-off to 100 percent checkoff

                                               Page 4
           C. The Pork Act

Pork Act Purpose - The Pork Act stipulates that checkoff funds must be used for promotion, research
and consumer information programs. These programs are designed to strengthen the position of the
pork industry in the marketplace, and to maintain, develop and expand markets for pork and pork
products. Checkoff funds cannot be used for influencing government or for lobbying.

Pork Act Value – Among the benefits of the 100 percent mandatory Checkoff attributes are:
Sufficient resources: It provides enough funds to respond to several major industry challenges in
product image, product quality, domestic and overseas marketing, product safety, research, among
Everyone pays, everyone benefits: The benefits, which everyone had been receiving from the partially
supported voluntary checkoff, are now several times greater with everyone’s financial support.
Oversight/Focus: The checkoff had the oversight and support of the USDA to make it work effectively.
At the same time, producers, through the producer nominated Pork Board and Pork Act Delegate Body,
as well as the industry committee system, play an indispensable role in program development and
execution. They bring forth ideas, concerns, programs, issues, and more to be developed into
programs to address producer challenges.

III.        The National Pork Checkoff Mission and Vision
       A. Mission and Purpose
The foundation of any organization is its mission, purpose and core values, which at the National Pork
Board establish the guiding principles by which the U.S. Pork Checkoff operates. An organization’s
mission and purpose are determined by answering the basic question, “why do we exist?”

Leading a world-class food industry. Responsible. Sustainable. Professional. Profitable.

The National Pork Board harnesses the resources of all producers to capture opportunity, address
challenges and satisfy customers.

The National Pork Board contributes to the success of all pork producers by managing issues related to
research, education and product promotion and by establishing U.S. Pork as the preferred protein

       B. Core Values and Beliefs

An organization’s core values direct its everyday work. The core values and beliefs at the National
Pork Board are:

The National Pork Board earns the trust and support of its investors and customers by:

       •    Exceeding the expectations of its stakeholders.
       •    Providing the scientific research that allows pork production to be measured objectively and that
            maintains U.S. Pork as a safe, high-quality and high-value product.
       •    Educating the public about modern pork production.
       •    Addressing consumer demands for socially responsible pork production.

                                                    Page 5
      •   Adding measurable value to U.S. Pork.
      •   Promoting teamwork within the pork industry.

IV.       Organizational Structure and Approach
The National Pork Board understands that issues are multi-dimensional and that solutions to issues
require an integrated, cross-functional team approach. While the National Pork Board maintains
departments in order to provide structure, mentoring and budget oversight, this plan, and the
organizational approach is based upon multi-disciplined teams working in a unified manner to
overcome challenges and capture opportunities.

For the purpose of defining the organizational expertise, the following is a description for each of the
National Pork Board programming departments.

          A. Communications, Outreach and Producer Education

The Communications, Producer Outreach and Education departments represent the primary
connection between the organization and its 70,000 producer investors. Producer communication
media include the organization’s web assets, its many print and electronic newsletter properties, the
quarterly magazine Pork Checkoff Report as well as its industry public relations efforts. A variety of
external communication strategies and media are also used to help producers understand where their
investment is focused and the benefits available to them.

Outreach efforts are designed to expand personal contact with producers in order to build relationships,
gain programming input and encourage producers to participate in their organization. Agriculture is a
relationship-oriented industry, and a key to the organization’s success is producer involvement in
strategy development and issues management. An additional key responsibility of the Outreach
department is facilitating state relationships. A variety of national and state synergistic opportunities
exist if relationships are cultivated effectively.

Education is the organization’s intellectual property transfer mechanism. It consists of tools that can
move new information and leading-edge science directly to producers in a way that they can quickly
apply it to their business. Web-based distance-learning programs are a key new strategy that will allow
more producers to learn at a greater convenience and lower cost.

          B. Science and Technology

The National Pork Board’s Science and Technology department is responsible for the much of
industry’s research, issues management and related program development activities. Most research is
carried out through universities and/or other third parties. The department, in collaboration with others,
determines industry research priorities and manages the administration of grants.

One of the more challenging departmental responsibilities is issue management. Early identification of
key issues, weighing the industry’s concerns against public responsibility, and the subsequent science-
based attitude in negotiating solutions to those issues is vitally important. A common resolution has
been the development of industry self-regulation programs, which eventually are transferred to the
education department for implementation. Topical areas in which the department is engaged includes

                                                 Page 6
but is not limited to the environment, pork safety, animal health and well-being, animal science and bio-
security issues.

       C. Domestic Marketing

The key Domestic Marketing (DM) strategy has been to drive pork demand from both the acceptability
and availability point of view. Primary responsibilities are divided into five distinct but integrated
programming areas. The consumer marketing area and Pork Information Bureau (public relations) are
focused on the acceptability challenge. Channel marketing, consisting of both retail and foodservice
efforts, are focused on the availability challenge. Export marketing, which is contracted through U.S.
Meat Export Federation, complements the domestic efforts with aggressive overseas marketing of U.S.

V.     2012 Critical Issues and Desired Outcomes
The strategic planning process begins with the Board of Directors defining the critical issues the
organization should address. All desired outcomes, tactics and budgeting are driven from the defined
critical issues, which become a foundation for the strategic operating plan. In no priority order, the
three critical issues and their respective desired outcomes the National Pork Checkoff organization will
focus resources against in 2012 are as follows:

Critical Issue – Operating Freedom. The National Pork Board will protect the rights and ability
of U.S. farmers to produce pork in a socially responsible and cost-competitive manner.

1. Evaluate consumer perception, provide timely research, and lead discussions throughout the food
   chain that result in the adoption of socially responsible best management practices that reflect pork
   producers' ethical principles.
2. Work with NPPC and state pork organizations to increase awareness and understanding, among
   key target audiences, of the pork industry's stewardship activities and the value of modern
   production practices. A benchmark survey will measure progress annually.
3. Work with NPPC and state pork organizations to provide pork producers with the tools to assist
   them in the development of a favorable business climate within their local communities.
4. Manage issues to minimize current and emerging threats that endanger consumer demand and/or

Critical Issue – Enhanced Demand. The National Pork Board will refresh and reposition pork’s
image to increase domestic and international consumer demand.

1. A 10 percent increase in real per capita domestic consumer expenditures for pork, using a 2009
   baseline, by the end of 2014.
2. Increase consumer awareness of how to cook pork in a way that results in a juicy, tender and
   flavorful eating experience as measured by a 10 percent improvement in a national market survey
   between 2009 and 2014.
3. U.S. annual eatings per capita of fresh pork will be 10 percent higher in 2014 than in 2009 as
   measured by the NPD Group's National Eating Trends data.
4. The U.S. share of global exports of pork (currently 31.5 percent) will increase annually between
   2009 and 2014 to 37 percent.

                                                Page 7
5. Over the next five years, the board will continuously evaluate and prioritize domestic and
   international market opportunities based on their potential for enhancing pork producer profitability
   and mitigating market risk.

Critical Issue – Competitive Global Advantage. The National Pork Board will pursue strategies
to enable U.S. pork producers to remain highly competitive, long term, on a global basis.

1. Facilitate and fund research that can be used to address technical barriers in expanding domestic
   and foreign markets.
2. Provide research and information to improve lifetime sow productivity 10% by 2014.
3. Help develop the current and next generation of swine employees, managers and scientists.

VI.      Programming Resource Availability
Pork Checkoff programming is funded by collections from the sale of live pigs at a rate of 40 cents per
$100 value.     Two variables affect annual checkoff revenue; total weight of the national live hog
marketing, a function of total pigs marketed throughout the year and average live weights, and the
market price. As a result, checkoff revenue isn’t guaranteed. It is variable and a reflection of the
market. Therefore accurate forecasting, taking into account pig numbers, average weights and market
prices, is needed to insure programming costs do not outpace available funds.

      A. Long-Range Planning is Critical

Consistency in checkoff program spending on a year-to-year basis is important. Large fluctuations in
spending make it difficult to build sustainable programs. Therefore long-range forecasting is used to
determine a spending level that can be sustained over a three-year period, utilizing unrestricted
reserves as a “shock absorber” to balance market fluctuations. Reserves build during cycles of high
market prices, and can be used to supplement checkoff program spending in years of lower market

In 2009, the National Pork Board initiated an aggressive strategic plan that spans a five year period.
The strategic plan was developed by a strategic planning task force with various stakeholders from
different segments of the industry. The task force met several times and incorporated producers from
around the country in order to understand what was important and critical, what was the industry going
to look like in the future and what does the industry need to focus on to be responsible, sustainable,
professional and profitable.

The result of the task force was a clearly defined vision statement that describes values that the
industry subscribes to and strives to implement on a day-to-day basis. The task force reduced the
number of critical issues from 5 to 3 consisting of operating freedom, enhanced demand and
competitive global advantage. The desired outcomes decreased from 20 to 12 which provide us a
focused and collaborated effort in advancing our vision.

Based on economist revenue forecasts for the next few years, Pork Checkoff can expect available
national spending resources in a range of $68 to $70 million per year through 2013, while maintaining a
minimum level of unrestricted cash reserves at 2 months of operating expenses or $9.2 million.

                                                Page 8
   B. 2012 Target Revenue

The industry forecast for 2012 suggests that 109 million hogs (compares to 108m in 2011) will be
marketed at a live weight average of 273 pounds. Market prices are expected to range $61 - $63 per
cwt; when added to seedstock and imports checkoff collections would range from $77 million to $80
million dollars in 2012. The NPB revenue is based on the midpoint of our economist revenue forecast.

The National Pork Board sets the annual Pork Checkoff revenue target with a goal of establishing a
consistent, sustainable national spending level. The revenue target consists of the forecast checkoff
revenue, forecast non-checkoff revenue and the use of unrestricted reserves to assist in achieving
consistent annual spending levels.

The budgeted checkoff gross revenue for 2012 as adopted by the board of directors is $78.4 million.
Additional income is realized through investments of the checkoff reserves, with budgeted revenue of
$500,000. The U.S. government puts strict guidelines on how the reserves are invested, so the rate of
return is not substantial. But the dollars are added to the available spending total.

   C. 2012 Total Available Funds Calculation

As explained earlier, checkoff assessments are collected nationally and a percentage of the collections
returned to state pork associations to support local programs. A formula is used to determine the
allocation for each state, ranging from 16.5 percent of the state collections for larger states, and 39
percent of the state collections for smaller states. On average, 20 percent of the national collections
are returned to state pork associations. Therefore the funds available for national programming are:

                      $78.4 m       Gross checkoff collection revenue
                         6.0 m      Reserves
                          .5 m      Investment income
                      $84.9 m       Total funds available
                       (15.7) m     Return to state
                      $69.2 m       Net Funds available
                        69.2 m      Spending limit approved by BOD
                           0m       Surplus

   D. Support Costs

There are basic costs of doing business that any organization must account for before determining
variable dollars that may be used for program spending. These costs include employee compensation,
overhead, depreciation of assets and central services for items such as, accounting, information
technology, and USDA oversight. The following is a summary of those costs.


Compensation includes salaries, bonus, payroll taxes, health and dental benefits that the organization
cost shares with employees, retirement fund contributions, life and long-term disability insurance.

                                               Page 9
Overhead and Depreciation

Overhead and depreciation consists of expenses such as building rent, utilities and insurance; building
equipment and ground maintenance; telecommunications; depreciation of technology including but not
limited to computers, servers and copiers; and the annual payment for Pork, the Other White Meat
trademark that was purchased from the National Pork Producers Council in 2006.

Central Services

Central services are the costs that support the Pork Act Annual Delegate meeting, Board of Director
meetings, committees of the board, state administrative audits, legal, intellectual property and risk
management, economic and market forecasting services, leadership development and anticipatory
issues management, IT and finance/accounting support, meeting and travel coordination and human

   E. 2012 National Programming Availability

After deducting overhead, central services and compensation from available national funds, the
balance represents the $52.7m (increase of 13 percent over 2011) of that is available to implement
2012 Checkoff programming.

                     $ 69.2 m       National fund availability
                       (5.8)        Program support staff
                       (7.7)        Support/Overhead cost
                       (3.0)        Pork the Other White Meat
                     $ 52.7 m       2012 checkoff program funding

VII.   Strategic Plan and Operating Budget Course of Action
The 2012 Strategic Plan and operating budget follow. Critical issues are defined as areas of focus that
checkoff resources should be applied against. The critical issues were determined by the Board of
Directors and the critical issues are not presented in any priority order.

Desired outcomes define what it is we want to have happen with each of the critical issues. The
desired outcomes were established by the Board of Directors and desired outcomes for each critical
issue are not presented in priority order.

Tactics determine how we will successfully implement a strategic intent. The tactics were decided by
programming committees, Plan of Work Task Force and staff, and are presented in no special order. It
is important to note that many tactics are linked and dependent of each other.

                                               Page 10
       VIII. Budget by Critical Issue
Critical Issue #1 - Operating Freedom. The National Pork Board will protect the rights and                          $12,709,800
ability of U.S. farmers to produce pork in a socially responsible and cost-competitive manner.
            Desired Outcome Evaluate consumer perception, provide timely research, and lead                          $3,484,600
                         #1 - discussions throughout the food chain that result in the adoption of
                              socially responsible best management practices that reflect pork
                              producers' ethical principles.
                    1.) Youth PQA Plus                                                                    $70,000
                         Youth Pork Quality Assurance Plus is an extension of the PQA Plus
                         program that is focused on youth ages 8-19 years of age. This program will
                         deliver educational Quality Assurance materials to youth that are involved
                         in the pork industry. States' Quality Assurance programs will meet minimum
                         national standards to certify youth in a Youth PQA Plus program. With over
                         30,000 youth reached by the program annually, the largest expense is in
                         material development and duplication.
                         Specific & Measurable Objectives:
                         Youth PQA Plus will have a 10% increase in the number of youth pork
                         producers certified in 2012 as compared to the previous year.
                    2.) Euthanasia Methods Education                                                      $35,000
                         Humane euthanasia is an important aspect of pork production and was
                         identified as a priority in the vulnerabilities assessment as animal welfare
                         issues beyond gestation stalls. With the results of recent research efforts
                         becoming available in 2011 and the American Veterinary Medical
                         Association releasing its updated euthanasia guidelines, it will be essential
                         to work with the American Association of Swine Veterinarians to review the
                         euthanasia brochure and determine if there is a need to update the
                         industry’s recommendations.
                         Specific & Measurable Objectives:
                         This is year two of a two-year tactic. In 2011, results from the completed
                         research effort were communicated to producers, veterinarians, &
                         extension specialists throughout the U.S. using webinars, conferences, fact
                         sheets & media outlets with the help of checkoff Producer Services staff.
                         This year, in year 2, the euthanasia brochure will be revised, reprinted and
                         redistributed to reflect the changes made by the AASV/NPB Euthanasia
                         Working Group after reviewing the new research data and the AVMA’s new
                         euthanasia guidelines.
                    3.) Animal Welfare Research                                                          $478,000
                         The animal welfare committee developed a strategic five-year plan to guide
                         our research funding efforts with the ultimate goal of furthering our
                         knowledge in the prioritized areas and to promote continuous
                         improvements in our socially responsible best management practices
                         reflecting our Ethical Principles. The welfare committee prioritized areas of
                         swine production that can impact pig well-being. These are: identify &
                         validate novel humane euthanasia methods; optimize gestation sow
                         housing factors that impact sow well-being; understand finish & wean pig
                         needs during transport; identify ways to mitigate piglet pain during painful
                         procedures; & conduct a literature review on lactation sow housing for
                         future research efforts. These research topics address two of the priorities

                                                             Page 11
   identified in the NPB Vulnerabilities Assessment: animal welfare issues
   beyond gestation stalls and transportation and animal handling.
   Specific & Measurable Objectives:
   This is year two of a five-year tactic. In year two, we will begin an industry-
   based study that would determine the proper protocols for bedding and
   boarding trailers when transporting weaned pigs. This study will build off of
   information gained from a similar study using market weight pigs but will
   provide information specific to weaned pigs. We also will put forward a
   competitive research call to fund proposals that validate humane methods
   of euthanasia, optimize housing systems for gestating sows, identify and
   address needs of finishing and weaned pigs during transport. The
   committee will sponsor an exhaustive, systematic literature review focusing
   on pain management in piglets during processing. This review will help to
   focus future research priorities & provide science-based talking points.
4.) Transport Quality Assurance (TQA)                                                $130,000
   The purpose of the Transport Quality Assurance™ (TQA™) program is to
   make a positive impact on the pork industry animal movement practices
   through the education and continued training of animal handlers by
   demonstrating industry-leading techniques that lead to enhanced animal
   well-being and high-quality pork products. This program was last revised in
   2010 and 2011 with enhanced/updated material, and the next scheduled
   reintroduction will be early-2014.
   Specific & Measurable Objectives:
   The TQA™ program will achieve a 10% increase in the number of
   individuals certified in 2012 as compared to the previous year. These
   individuals will include producers, production employees, packers, and
   transportation company representatives. Yearly increase is expected to be
   a result of further adoption of TQA, primarily by producers and production

5.) Targeted Environmental Research Projects                                         $460,000
   Developing factual, science-based information & tools to address
   environmental issues will be critical to maintaining producer operating
   freedom. This tactic funds effort to integrate & augment research on the
   causes of & mitigation options to control manure pit foaming. EPA will soon
   issue emissions estimating methods & possibly propose air emission
   controls for hog farms. There needs to be additional data gathered &
   analysis of emissions & mitigation practices. This tactic funds a “meta-
   analysis” of data from barn & edge of property emissions monitoring from
   already completed research. It funds scientific analysis of emission
   estimating methods issued by EPA to help producers understand those
   factors & how they impact their farms. This tactic funds research to compile
   case studies of nuisance suits against pork producers & effective response
   actions in order to educate producers on effective nuisance suit
   response/defense. Literature review & data analysis in response to issues
   arising during the year will be completed as needed. These research areas
   address industry-wide, high impact areas & build upon current research
   Specific & Measurable Objectives:
   Analysis of emission estimating methods issued by EPA; detailed meta-

                                       Page 12
   analysis of the available data both on emissions & edge of property
   monitoring data for hydrogen sulfide, ammonia, fine particulate matter and
   volatile organic compounds; wrap-up research on cause & control of
   manure pit foaming; research economical & technologically feasible
   practices & technologies for reducing emissions of hydrogen sulfide,
   ammonia, fine particulate matter, volatile organic compounds and
   greenhouse gas; research & compile a case studies handbook of effective
   nuisance suit response and defense; quick response literature review &
   data analysis if and as needed.

6.) Execution of Outreach Plan                                                     $100,000
   "The focus of this tactic is on creating various avenues to communicate
   what the Pork Checkoff is doing for producers and to assess/fill those
   needs. We will provide presentations, templates, planning resources,
   speakers, cost-share monies, marketing materials, pilot projects and in-
   person presence at events. This also will provide for an upstream
   information flow back to National Pork Board program staff as well as
   leadership. This tactic plays a key role in communication to stakeholders in
   all vulnerabilities, specifically focusing on vulnerability number 1, the
   reputation of modern agriculture. It fills in the GAP of continuous
   communication of the We Care Initiative and encouraging producers to "tell
   their story".

   Specific & Measurable Objectives:
   Producer Outreach will be the two-way conduit for information flow between
   Checkoff program areas, with focus on connecting everything we do to the
   We Care initiative and the six Ethical Principles for our key audiences,
   which include producers, contract growers, employees, and allied industry
   partners. The team will work with other staff to create three key messages
   per quarter that will be conveyed to producers in all of our active states
   throughout 2011. Measurement will be annual survey awareness of We
   Care and an annual increase of participation with the PQA PLUS program.

7.) Advertising Duplication and Distribution                                        $50,000
   Package, duplicate, distribute and market all Pork Checkoff education,
   scientific and information resources to U.S. pork producers. Utilize
   inventory management system based on producer and end-user demand
   for education and information resources. This tactic plays a key role in
   communication to stakeholders in several of the identified vulnerabilities as
   research is completed, Pork Checkoff can efficiently package and distribute
   applicable information to educate producers and positively impact their
   operation. This addresses the GAP of providing resources to pork
   producers created with their Pork Checkoff Investment.

   Specific & Measurable Objectives:
   Utilize “just-in-time” inventory management system based on producer and
   end-user demand for selected education and information resources.
   Duplicate and distribute resources through 5,000 producer and educator
   requests by Dec. 31, 2012. Each year we will reevaluate current resources,
   and make continuous improvements to resources available.

                                      Page 13
 8.) We Care                                                                          $1,000,000
    Producer onboarding effort will continue with development and production
    of educational materials, as well as cost-share programs for states and
    systems. web site will be updated, digital farm tour developed, search
    engine optimization utilized to increase site traffic, additional pork answer
    pages developed as needed.

    Intelligence collection and influencer research and monitoring will be
    increased; channel relationships at the corporate office level will be
    enhanced; surveys of retailer, restaurateurs, food media and dieticians
    conducted; account targeting and materials planning executed; as well as
    formation of a channel/influencer coalition.

    Targeted advertising, direct marketing, electronic newsletter sponsorships
    and earned media will be utilized to carry the We Care message to
    strategic, high-value audiences.

    Specific & Measurable Objectives:
    Producer onboarding success will be measured by the annual producer
    survey. Success with channel partners and influencers will be measured by
    avoidance of imposed procurement standards as well as by survey of
    retailers, restaurateurs, food media and dietitians regarding attitudes toward
    production practices.
 9.) PQA Plus                                                                          $910,000
    PQA Plus is a program that emphasizes food safety and animal well-being
    through individual training that results in certification, and on-farm premises
    assessments that result in a site achieving site status. Additionally, PQA
    Plus includes a third-party verification process/survey that gives PQA Plus
    credibility to our packers and customers.
    Specific & Measurable Objectives:
    At least 90% of commercial pigs marketed will come from sites that have
    achieved PQA Plus site status by December 31, 2012.

10.) Buying Station Training                                                            $20,000
    Buying stations are an essential component of the swine industry. They are
    responsible for handling and transporting a unique population of pigs and
    therefore have unique needs for training of animal handlers that are not
    addressed in PQA Plus. The handling and condition of animals at cull
    markets were identified as priorities in the vulnerabilities assessment. This
    tactic will develop a training module specific for buying station animal
    handlers that allows them to become PQA Plus certified.
    Specific & Measurable Objectives:
    A training module will be developed for animal handler employees of buying
    stations. The module will address animal care and animal handling topics
    and will be incorporated into future versions of the PQA Plus program.
11.) Safety When Handling Animals Employee Training Program                             $91,600
    Continuation of project approved in 2011 to assess needs, develop and

                                        Page 14
    deliver solutions to provide a safe workplace and educate employees. 2012
    work will focus on development of employee training programs to reduce
    accidents and injuries incurred by employees in pork production, building
    on the resources found in TQA and PQA+. Based on assessments
    underway, training resources will be developed that can be incorporated
    into initial and ongoing employee training. Tracking and evaluations
    components will be developed for incorporation into individual farm
    production and performance records. Additional work will include revising
    and updating current employee training workbook, instructor guides and
    presentations. A safety advisory group will be established to review and
    critique development efforts.
    Specific & Measurable Objectives:
    Employee training resources to be developed on safety while handling
    animals to include: lesson plans, video, instructor’s guides, presentations,
    training exercises, implementation, tracking results and evaluation guides.
    Components of the current Pork Production Safety Systems will be revised
    to update information, improve usability and subsequent effectiveness.
    Revisions will be made to the current employee workbook, presentations,
    instructors guide, lesson plans, and video. Travel support will be provided
    for a member workplace safety advisory group.
12.) Swine Care Handbook Revision                                                       $40,000
    There is a need for the industry to recognize one code of practices that
    provide socially responsible best management practices that reflect the
    industry’s Ethical Principles. We will revise the Swine Care Handbook to
    serve as the industry’s code of practice for animal care and well-being.
    This will provide overarching scientific support for the industry’s certification
    programs and education materials, on-farm standard operating procedures,
    and for industry positions on animal care and well-being. The Pork Board’s
    vulnerability assessment identified animal welfare issues beyond gestation
    stalls as a priority. Revising the Swine Care Handbook will provide science
    based information for these topics.
    Specific & Measurable Objectives:
    This is year two of a three-year tactic. In 2011, an editorial board was
    named to evaluate the objectives and content of the document, co-authors
    were identified and a general outline was developed. This year, the
    editorial board and co-authors will re-write the Swine Care Handbook. In
    year 3, the document will be offered for public comment, edits will be made
    and the final draft will be published.
13.) Completion of Pork Industry Baseline Water Footprint                               $50,000
    Protecting the environment is a We Care ethical principle. Ensuring
    environmentally sustainable production practices is key to building
    customer, consumer, public & regulator recognition that producers are
    meeting this principle & critical to maintaining producer freedom to operate
    without requirements & restrictions imposed from outside or inside the pork
    chain. Sustainability programs must address carbon, air, water & land
    footprints. This tactic will complete the effort started in 2011 to quantify the
    baseline water footprint of live swine animal production portion of the pork
    chain and identify challenges & opportunities for pork producers. This
    directly addresses vulnerabilities priority #1 - Reputation of Modern
    Agriculture that identifies a water use fact sheet & other materials & building
    a consensus industry definition of "sustainability". It is of high impact &
    industry-wide benefit. No other segment of pork chain will address industry

                                         Page 15
            wide water use impacts.
            Specific & Measurable Objectives:
            Complete work begun in '11 for a full life cycle analysis of the water use for
            the live swine production segment of the pork chain, complete
            development, testing & final release of a Live Swine Water Footprint
            Calculator for use by producers, and develop outreach tools & materials for
            multiple audiences. Producers will have a tool to understand the water use
            footprint for their specific production unit. Through this process a consensus
            will be formed on the industry definition of water use sustainability and
            complete the 2nd of 4 “pillars” of the environmental sustainability program.
      14.) PQA Plus & TQA Advisor/Trainer Grant Program                                       $50,000
            Swine educators devote a large amount of time to support certification
            programs. This grant program would be implemented to provide monetary
            support for PQA Plus program delivery and encourage advisors/trainers to
            help create more PQA Plus learning/certifying opportunities for producers.
            An application process will be developed whereby advisors/trainers can
            submit a request for a grant along with an explanation of what the grant will
            be intended for. A pricing structure based on number of certifications and/or
            site assessments processed in the previous year will be implemented to
            determine the amount of the grant. A final report or summary will be
            required for payment of grant.
            Specific & Measurable Objectives:
            Certifications/site assessments conducted per advisor/trainer will increase
            by an average of 10% by December 31, 2012.

Desired Outcome Work with NPPC and state pork organizations to increase                                 $4,381,500
             #2 - awareness and understanding, among key target audiences, of the
                  pork industry's stewardship activities and the value of modern
                  production practices. A benchmark survey will measure progress
      1.) Modern Pork Production Image and Understanding                                      $50,000
            Understanding what is being said about today's pork production--and by
            whom-- is critical to becoming a credible voice in the discussion. This will
            include research about the perceptions of pork production by influencers,
            creation of an influencer reference tool and an overall communications plan
            to work with key influencers. It will also take the 2011 Terminology Research
            to the next level by implementing the results of that research. And through
            this tactic we will also develop a response plan to accusations made by
            high-profile opponents.

            This tactic assists in all 10 of the Vulnerabilities and their related gap
            analysis, but most specifically it addresses VA 1 directly. At the root of this
            tactic we are trying to define what is being said and what we can do to not
            only defend our industry, but more effectively reach out to those who are
            influencing others about our industry.

            Specific & Measurable Objectives:
            Through this tactic we will conduct research, continue development of an

                                                  Page 16
   influencer database, and begin to develop a response to religious and
   theological questions being raised about pork production.
2.) Partnering Key Influential Bloggers with Pork Producers                             $50,000
   As the Checkoff continues to work on its sustainability efforts, bloggers
   continue to be a key partner to communicating with consumers. This effort
   would extend beyond mommy bloggers to include other influential bloggers
   who are actively engaged in the topic of sustainability. The goal is to host 5
   influential bloggers on a farm to view first-hand the sustainable efforts pork
   producers carry out each day on their farms. This tactic addresses
   vulnerability number 1, the reputation of modern agriculture. It addresses the
   gap analysis by creating credible and recognizable spokespeople in social
   media for the pork industry.
   Specific & Measurable Objectives:
   To create a positive buzz in the blogosphere on the pork industry
   sustainability effort as measured by a 20% increase in the positive modern
   pork production social media benchmark.
3.) Creating Partnerships within Ag Community to Reach Social Media                     $25,000
   By working with groups such as American Farm Bureau, Center for Food
   Integrity and others, the Checkoff can increase the reach of positive
   agricultural messages to key social media influencers. The goal is to allow
   pork producers to participate in training and in agricultural focused events for
   influential social media players. This tactic addresses vulnerability number 1,
   the reputation of modern agriculture. It fills in the gap of resources to reach
   more people and also allows for the strengthening relations with allied
   Specific & Measurable Objectives:
   To create positive discussion in the blogosphere on the pork industry
   sustainability effort as measured by a 20% increase in the positive modern
   pork production social media benchmark.
4.) Research Review Newsletter                                                           $7,000
   This newsletter is produced six times per year with the purpose of making
   Checkoff-funded research even more accessible. This is accomplished by
   emailing the newsletter to all producers that we have addresses for (about
   14,000) and summarizing the research into small, usable paragraphs with
   direct links to the full reports on This ability eliminates the need for
   users to actively search for information. They simply click and go to it. The
   format is smart phone-friendly and editions are archived on This
   method also helps to drive traffic to's research area and to
   overall. The newsletter also features a different Checkoff researcher each
   issue who explains why they think Checkoff research is important to seek
   out new solutions for producers.

   This tactic addresses all top 10 vulnerabilities due to the comprehensive
   scope of Checkoff research. It addresses the gaps by providing the latest
   scientific findings about these areas directly to producers.
   Specific & Measurable Objectives:
   To disseminate Checkoff-funded research to all producers that we have
   email addresses for in a user-friendly way that offers a direct link for them to
   learn more at The measurable is increasing the number of click-

                                         Page 17
   throughs to Checkoff research on by 61 percent during 2012 to 500
   per issue from 2011's to-date benchmark level.
5.) Youth Activity Sponsorship                                                       $90,000
   The Pork Checkoff will reach out to a very targeted producer audience,
   (those with under 1,000 hogs marketed yearly, Show pig specialty producers
   and seed stock producers). The Pork Checkoff will support youth activities
   as a means to communicate defined key messages with non-traditional
   audiences. This also would include supporting the National Junior Swine
   Association and Team Purebred events, such as specific leadership
   opportunities and national shows. The Pork Checkoff will invest in high
   school and college-age student development through several leadership and
   career development programs, creating a stronger relationship between the
   pork industry and those students. One of those programs will be a
   cooperative effort with the National FFA Association Ambassador program.
   This tactic specifically addresses vulnerability number 1, the reputation of
   modern agriculture. It fills in the gap of continuous communication of the We
   Care Initiative more importantly focusing on a smaller but very visible section
   of our industry.

   Specific & Measurable Objectives:
   Though its support, the Checkoff will have the opportunity to build
   awareness of the positives in the entire pork industry. Success will be based
   on an annual support survey, looking at the segmented group of our
   smallest producers. We will benchmark our awareness by PQA PLUS
   participation with Youth exhibitors. We will also create cooperation with our
   state partners on the events that take place in their individual states.
   Through sponsorship in these organizations, the Pork Checkoff will increase
   the awareness levels for the non-traditional producer, parents and students
   looking to enter the workforce in the next two to three years.
   Three years, follow up with past members through National Junior Swine
   Association and Team Purebred will be provided.
6.) State Tradeshow/ Partnership Events                                              $50,000
   The Pork Checkoff will be represented at all state and national events by
   having a booth and getting our key messages and materials into the hands
   of the producers that can use them. We are able to make producer
   connections at the trade shows by going to where producers will be. We also
   are able to support and collaborate with our state partners through this
   tactic. Most state trade shows are held in conjunction with annual meetings,
   so by sponsoring a meal during this time we multiply our exposure. This
   tactic provides continuous communication to pork producers regarding the
   importance of, and resources available on the identified vulnerabilities. This
   addresses the gap of providing resources and information to pork producers
   created with their Pork Checkoff Investment. This tactic contains no staff

   Specific & Measurable Objectives:
   We will have a booth/representation at all state pork events, as well as three
   or four of our key partner events. The annual meeting meal sponsorship,
   which will include Pork Checkoff Staff time to deliver one to two key
   messages, will be available to all states in 2012.

                                        Page 18
 7.) Program Delivery and Outreach - Producer Services Staff Travel                    $325,000
    This tactic funds the Producer Services Department staff travel costs and
    enables the department to communicate the programs, projects and key
    messages of the activities provided by the Pork Checkoff to producers, state
    associations and allied industry. Staff travel and outreach is essential to
    ensure adoption and utilization of key Pork Board programs and initiatives
    and to ensure prompt and effective communication between the Pork Board
    and state pork associations.
    Specific & Measurable Objectives:
    State pork association board leadership and staff will be kept informed on a
    timely basis of Pork Board programs and activities. Pork Board outreach
    staff will attend state annual meetings and at least two board meetings/year
    in key pork states to ensure effective two-way communication on Pork Board
    programs and initiatives and also will be available to assist states in support
    of Checkoff-related programs and functions.

    Awareness and adoption of key Pork Board producer education, certification
    and image programs (We Care, PQA Plus®, TQA™, HR/worker safety
    programs, OMS, etc.) by pork producers will be increased.
 8.) State Pork Association Intern Cost-Share                                           $30,000
    Through a cost-sharing program with State Pork Associations, internships
    will continue to be offered at the state level. $2,000 will be made available to
    each state on a first-come first-served basis to be used for summer intern
    positions that focus on education programs for producers. In addition to this
    cost-sharing, a training session for these state interns will be facilitated
    during the World Pork Expo. These interns will be expected to conduct 250
    hours of training and/or programs for producers. Additionally, the World Pork
    Expo training will be made available to state pork ambassadors and queens.

    Specific & Measurable Objectives:
    At least 6 state pork associations will utilize the cost-sharing program in
    2012. These individuals will each complete at least 250 hours developing
    and delivering educational materials and programs. The hours will be
    completed by December 31, 2012.
 9.) We Care Trailer                                                                   $250,000
    The We Care trailer will be utilized to support the Pork Checkoff's key
    messages and involve pork producers in the promotion of the pork industry.
    The trailer is outfitted to focus on how we raise the product and on Doing
    What is Right through the We Care message. Goals of the program will
    focus on state association and producer involvement to provide the
    producer-to-consumer interactions as we work to increase positive images
    of the pork industry. The trailer also will be used in our marketing efforts to
    bring the awareness of Checkoff programs and messages to producers.
    Specific & Measurable Objectives:
    The success of the trailer will be measured by involving state and producers
    in telling our story. Outreach staff will work with states to create/execute PR
    plans to further the message reach and demonstrate our ethical principle of
    giving back to the community.
10.) Ag and Mainstream Media Relations                                                 $100,000

                                         Page 19
    Through direct contact and programs designed to enhance contact with the
    Ag and mainstream media, a better understanding of modern pork
    production will help create more informed coverage of pork issues.
    Relationship building with media covering pork issues will allow us to deliver
    factual information, key spokespeople and critical messages. This tactic
    includes work with NAFB stations, ag print media and primary mainstream

    The media--both ag and general--can be considered influencers of others
    through the information they deliver to their audiences. Through the gap
    analysis related to all 10 Vulnerabilities, more work is needed with
    influencers to assure the appropriate message is being herd.

    Specific & Measurable Objectives:
    We will work through involvement in the organizations and meetings that
    represent the farm broadcasters and the ag print media. We will create radio
    programs and podcasts to be shared regularly with producers as carried by and farm radio. We will host a media event at WPX and will also
    host a specialized media tour and desk side visits. We will create b-roll of
    today's pork production in High Def for use by the states to provide to their
    local tv stations. We will also deliver the HD media b-roll to national
    networks. The goal is to diminish negative coverage of the pork industry in
    commercial media.
11.) Leadership and Spokesperson Training                                              $10,000
    Producer leadership and key staff serve as industry spokespeople on a
    number of subjects. Training for these people helps them to carry and
    deliver Checkoff messages more appropriately. Many of those trained will
    hold leadership positions in the industry. Their training will help them to
    communicate--in meetings, as a seminar speaker, or with the media. Being
    proactive on behalf of our industry requires being able to better
    communicate our story.

    In the gap analysis each of the 10 Vulnerabilities, a need for more and better
    spokespeople was identified. This tactic helps us to tell our story, while not
    letting others define the U.S. pork industry.
    Specific & Measurable Objectives:
    Trainings will be held for producer leadership prior to Pork Forum, WPX and
    other industry events. We also will hold trainings for new program staff and
    others as needed. These trainings will prepare the leaders and staff to better
    communicate the Checkoff message and represent pork producers.
12.) Utilizing Social Media to Reach Influencers                                      $135,300
    Social media are a cost effective way to reach individuals of all ages.
    Information is posted online and shared through social media outlets even
    before the major news outlets can break a story. Information on modern
    pork production will be delivered by presenting science-based answers while
    appealing to consumers' emotions. This tactic will provide a social media
    tone and volume benchmark on modern pork production. It also will help
    communicate the work being done with the We Care initiative and will work
    toward improving the image of the industry through the video library and the
    Checkoff's YouTube channel. This tactic addresses vulnerability number 1,
    the reputation of modern agriculture. It fills in the gap of research on social
    media to determine how consumers are talking about modern pork

                                         Page 20
    production practices. It also helps fill the gap on additional resources to
    reach more people and can even be used as educational materials in the
    school systems.
    Specific & Measurable Objectives:
    To maintain our video library and to create 8 to 10 new short videos
    showcasing producers on their farms explaining everything from animal care
    to the pork industry's carbon footprint. Videos will be distributed via the
    Internet - YouTube,, and other alternative platforms - that showcase
    modern pork production and how these producers are living the ethical
    principles. To create online training materials to provide pork producers with
    the basic social media skills needed to take part in the conversations in
    social media. To host one advanced training session and provide ongoing
    support for those producers through porkconnection. To continue to actively
    participate in conversation on Twitter by increasing our followers by 15
    percent, to keep producers up-to-date on the Checkoff Facebook page by
    increasing “likes” by 10 percent, a 15 percent increase in YouTube channel
    views and responding to blog posts. To create a benchmark measurement
    on social media tone and volume on modern pork production.
13.) Environmental Stewards Technical Support                                            $10,000
    Highlighting environmental stewardship practices on pork operations helps
    demonstrate producer commitment to the We Care ethical principle of
    protecting natural resources and builds a positive impression with external
    parties about producer efforts at good stewardship which will be critical to
    preserving producer freedom to operate. This tactic enables financial &
    technical support for state-based steward recognition programs. This will
    yield greater public visibility within those states & serve as a source of
    nominees for the national program. This directly addresses the 2011-2012
    vulnerabilities priority #1- Reputation of Modern Agriculture that identifies the
    Environmental Stewards program as addressing an area of vulnerability. It
    is of high impact & industry-wide benefit. No other segment of the pork
    chain is addressing industry- wide stewardship efforts.
    Specific & Measurable Objectives:
    This tactic enables $2,000 grants for up to 5 state pork associations to
    support state-based environmental stewardship recognition programs with a
    goal of transitioning the program for nominations to pass through state pork
    associations resulting in a minimum of 13 nominations for the National
    Award. Four producers from around the country selected to be recipients of
    the national award. There will be a review of the application process with
    the goal of ensuring an adequate number of applications.
14.) Define ”Sustainability” and Benchmark & Document Environmental                     $100,000
     Progress of Pork Producers
    Modern pork production practices are under assault from critics claiming
    they are environmentally harmful and not sustainable. It is critical that we
    articulate a clear definition of sustainability for the pork industry in general
    and for pork producers specifically, and that we benchmark the current state
    of pork sustainability & document producer progress toward achieving
    sustainability. Working with representatives of the entire pork chain in a
    collaborative effort, a clear definition of "sustainable pork production" will be
    developed, the current state of sustainable pork production will be
    benchmarked and progress in reducing environmental impacts from pork
    production will be documented. This addresses vulnerabilities priority #1. It
    is of high impact & industry-wide benefit. No other segment of pork chain will

                                          Page 21
    address industry-wide benchmarks & progress.
    Specific & Measurable Objectives:
    A series of focus groups involving all segments of the pork chain will provide
    input to a subsequent industry-wide meeting that will develop a consensus
    definition of “sustainable pork production”. Benchmarks will be developed &
    progress of the pork industry in improving environmental performance
    consistent with the industry’s definition of sustainable pork production will be
15.) Producer & State Services Committee Meetings                                        $40,000
    This tactic funds the travel and meeting costs for the Producer and State
    Services Committee members.
    Specific & Measurable Objectives:
    This committee provides direction to the National Pork Board's Producer
    Services and Communications departments on the focus of services and
    programs provided for state pork associations, producers, youth and
    producer customers
16.) National Ag Trust & Image Campaign                                                $3,000,000
    The Pork Board will work with an alliance of other farm organizations to
    launch a well-funded public relations campaign to enhance consumer trust in
    the U.S. food production system. Consumers should realize and understand
    that U.S. farmers and ranchers share their values and are committed to
    producing safe and nutritious food in a way that protects and preserves the
    environment, gives proper care to animals and contributes to the community.

    Specific & Measurable Objectives:
    Success will be measured by the annual increase in trust and confidence
    targeted influencers have in modern food production practices — as
    measured by regular tracking studies compared against a benchmark
    survey. We will reduce the number of negative references to farming
    practices within the media
17.) Pork Industry Environmental Stewards Awards                                        $109,200
    The Environmental Stewards Program, begun in 1994, enables the industry
    to showcase producers' commitment to socially responsible farming and
    environmental practices. Recipients and their farms are featured in a high-
    quality video distributed to states and media and is permanently housed on and National Hog Farmer's website. This is featured at the Pork
    Industry Forum. Feature stories on stewards appear in Pork Checkoff Report
    and in National Hog Farmer magazine. Other venues are Pork Leader,
    Checkoff news release, NAFB radio, podcasts,, etc. Media pitches
    to national and local media also are made. This all helps to create
    awareness of how the pork industry demonstrates the We Care ethical
    principles everyday. This tactic also addresses the vulnerability ranked as
    number 1, Reputation of Modern Agriculture, by showing how today's
    producers raise their animals using modern production techniques in an
    environmentally responsible and sustainable way. Some of the gaps are
    addressed by having the producers talk about the We Care ethical principles
    and how they demonstrate them on their farms.
    Specific & Measurable Objectives:
    Key metrics that can be used to help quantify the success of this program

                                         Page 22
            include: Percent increase in applications year-over-year and/or above trend.
            (Trend is about 11 per year.)So, a goal of a 20 percent increase y-o-y would
            be roughly 13 applications for 2012. Improved outreach tactics to potential
            producer applicants is planned using Checkoff staff and resources using
            existing budgets. This includes making additional outreach efforts to state
            associations to encourage state environmental steward programs, which
            help produce good national applicants. Media pick-up of news in print, radio,
            tv or online is another metric. Coverage continues to be good, but more
            robust analysis should be done for 2012. Another 2012 goal should be
            increased leverage of the stewards program's good PR story to channel
            partners and key influencer groups (Food Advisory Council, ADA, etc. This
            was begun in a more earnest way in 2010 with the 2009 class and should be
            continued and broadened as appropriate to demonstrate producers'
            demonstration of high environmental standards and other We Care ethical

Desired Outcome Work with NPPC and state pork organizations to provide pork                             $2,360,200
             #3 - producers with the tools to assist them in the development of a
                  favorable business climate within their local communities.
       1.) Reach producers through paid media                                                $300,000
            Paid media, such as print and broadcast advertising and direct mail, help us
            deliver vitally important information to producers. This tactic allows us to
            reach producers who either are not in our database or who do not take
            advantage of our other information delivery tools. Paid advertising also is a
            way for us to partner with media that help us deliver Checkoff information in
            their pages and on their airwaves. Together, we extend the reach of our

            Specific & Measurable Objectives:
            Measuring the impact of advertising is difficult when the advertising is
            conducted on a small scale, such as our advertising to reach pork
            producers. But we can measure the reach of our ads through the circulation
            and readership numbers of the publications we use and in the ratings of the
            radio stations we use. We will do and can make that a baseline. One other
            measurement, although less precise, is in the overall success of the product
            or programming being advertised. If our advertising is encouraging
            producers to become PQA Plus® certified, for example, measurement goals
            set for producer awareness and participation in PQA Plus also would apply
            to the advertising. We will apply that measurement when our advertising
            supports a specific program.
       2.) Delivering Checkoff Program Information to Producers                              $154,200
            Producers need to know how Pork Checkoff resources are being used and
            about Pork Checkoff programs they can use. Because not all producers
            receive information the same way, this requires the use of a variety of
            information tools. This includes, but is not limited to, Pork Leader, Insider,
            PorkPod,, StateNet, radio reports, news releases, ebooks,
            brochures and other materials, annual report, photography/videography,
            telephone, freelance support, graphic design, professional development of
            staff, Forum and Expo plus other trade shows, Quick Facts, sponsorships of
            professional conferences and miscellaneous other expenses related to

                                                 Page 23
   information delivery. The 2012 request includes a one-time expense for a
   search-engine optimization plan. The goal is to increase traffic to
   Specific & Measurable Objectives:
   Producers' knowledge of Checkoff programs and activities is the goal of this
   tactic. The benchmark survey of producers each fall measures producers'
   understanding and support of the Pork Checkoff and its programs, based on
   their satisfaction with those programs and activities. At minimum, that
   support should be two-thirds of all producers surveyed.
3.) Collaborative State staff meetings                                               $170,000
   Collaborative state staff meetings will allow for both idea sharing and
   program information updates. One all-staff meeting in October and four to
   five specialized group (State Executive, Communicators/Educators, and
   State Contacts) meetings will be held throughout 2012. The Pork Checkoff
   will host a collaborative meeting of state communicators and company-level
   communications directors to network and share information in 2012.
   Communication is key to stakeholders when discussing several of the
   identified vulnerabilities, from foreign animal disease preparedness to feed
   availability. Pork Checkoff must continue to educate state staff about
   resources available as well as gain input from the producers in their states.
   This addresses the gap of providing information to state pork associations
   and pork producers.

   Specific & Measurable Objectives:
   Consistent communication with stakeholders such as state associations is
   key to successful producer messaging. Ideas will be shared and program
   information disseminated during Oktoberfest, which will serve as our joint all-
   staff meeting in the fall of 2012. Each specialized group (State Executives;
   State Contacts, Education/Communication Directors) will meet one to two
   additional times separately in 2012 to further increase idea and information
   exchange. As part of the state communicator meeting, the Pork Checkoff will
   invite at least 10 company-level communications directors to attend in 2012.
   These events will be evaluated by collaborating with state staff to allow them
   to guide the agendas as well as a follow up survey at each meeting.

4.) Pork Leadership Institute                                                        $120,000
   Working in conjunction with the National Pork Producers Council, a class of
   the Pork Leadership Institute will explore the pork industry through
   experiential learning while gaining valuable leadership characteristics that
   will serve participants both as future industry leaders and leaders in their
   organizations/communities. The group will meet four times (September,
   November, April, and June), including an international trip to gain a broader
   understanding of export markets and involvement in World Pork Expo.
   Specific & Measurable Objectives:
   Through involvement in the Pork Leadership Institute, 15 to 20 producers
   will improve their leadership skills by an average of 1 point in each of the
   core leadership areas. The improvement measurement will be based on
   both self and staff evaluation (1-5 point scale) using a set criteria of
   established core leadership skill sets.
5.) Pork Academy                                                                      $30,000
   Pork Academy is held in conjunction with World Pork Expo. It provides

                                        Page 24
   attendees with the most current information, resources and tools that they
   can take back and apply immediately in their operations.
   Specific & Measurable Objectives:
   Pork Academy is a series of in-depth seminars on current and hot topic
   issues facing our industry. Demographics from all attendees will be captured
   and an electronic survey will be conducted 3 months later to see if any of the
   information delivered during the event changed their behavior/culture or if
   they applied any information into their operations.
6.) Pork Management Conference                                                         $45,000
   This event is suited for anyone in the Pork Industry, whether production or
   financial. The agenda contains current and hot topics issues within the swine
   industry. This conference generates over $80,000 in revenue through
   sponsorships and registrations. Average attendance is 130-150 with new
   faces attending each year. This conference also has a planning committee
   that meets once per year to review, evaluate and develop the conference
   agenda according to the National Pork Board's Strategic Plan.
   Specific & Measurable Objectives:
   The agenda focus is around topics of production and financial relevance and
   includes tenets of We Care and Operating Freedom. What they learn will
   help them protect their rights and abilities of their operations to produce pork
   in a socially responsible and cost competitive manner. Each attendee will
   complete and on-site evaluation and a follow-up 3 month electronic survey
   will be sent. They will be asked: what they learned; if expectations were met;
   what they implemented when they returned to their operations; and what
   changes if any have they made and what other information they need.
7.) State Education Cost Share                                                         $46,000
   This tactic is to support 23 state pork associations with $2,000 for each state
   to help them deliver educational information to producers within their states.
   This delivery can be used in any avenue where producers are present,
   including conferences, seminars, annual meetings, tradeshows, certification
   training, pork congress, etc.
   Specific & Measurable Objectives:
   Each state must submit an annual request form, detailing their means of
   deliver and audience. The event must be educational and producers must
   be present. They must also state their goal and objective of the event. Each
   request must be approved by National Pork Board. After completion of their
   event an evaluation and program of the event must accompany their invoice,
   before payment is processed. Their evaluation/summary must include their
   goal and its outcome of success and it must tie back to We Care.
8.) Swine Extension/Educators In-service & Executive Committee                        $120,000
   One in-service meeting will be held in the fall of 2012 that will focus on up-
   to-date information and resources currently available for producers. This
   event focus is on the delivery of information, tools and resources. This event
   includes an educational learning tour. Members of the Producer and State
   Services Committee are encouraged to attend. This group contains an 8-
   member executive committee that meets in person twice each year.
   Specific & Measurable Objectives:
   The in-service will provide the tools and resources available that
   extension/educators can take back and deliver to the producers they serve

                                        Page 25
    or in their classrooms. The event will be evaluated through an on-site
    evaluations and will be evaluated through an on-site evaluation form and
    impact statements received by members of the executive committee to help
    us determine if what they learned has affected behaviors/culture of their
    producers and students.
 9.) Operation Main Street                                                          $750,000
    Operation Main Street (OMS) will continue to empower producers to tell
    pork's positive stories. We will have more OMS 2.0 speakers out talking to
    higher-end audiences in larger populations. We will continue to add OMS
    1.0 speakers for the local level and to encourage recruitment for 2.0.
    Included in this tactic is $10,000 for a state cost-share program to provide
    mileage reimbursement for 1.0 speakers. Also we will have an additional 10k
    for 2.0 speakers to travel to speak at vetschools, dietitian meetings, and
    provide some meals. New pilot projects include focusing on womens clubs
    (moms clubs, PTA, etc.) and a unique speech for really urban communities
    totaling another 30K. Again, we will try an OMS training at WPX, which
    saved money.

    Specific & Measurable Objectives:
    We will train four new OMS 1.0 classes with 850 presentations and three
    new 2.0 classes, resulting in 130 presentations and 150 media stories with a
    reach of 10 million impressions.
10.) World Pork Expo                                                                 $80,000
    WPX is still the gathering place of the pork industry. We will again showcase
    Pork Checkoff programs at work through our participation in seminars,
    booths, trade show exhibits, hospitality tent and swine barn activities
    Specific & Measurable Objectives:
    We can count people that participate in our events and activities; however
    the best measurable is the one-on-one visits we encounter with all the
11.) Annual Producer Benchmark Survey                                                $65,000
    The annual benchmark survey provides both a measurement of producer
    attitudes about Checkoff programs and insight into what producers want and
    expect from the Checkoff investment. Increasingly, the survey is being used
    to measure effectiveness of specific program goals.

    Specific & Measurable Objectives:
    The survey is the measurement
12.) Pork Checkoff Report                                                           $355,000
    Produce and mail four issues of the magazine. As the Pork Board's flagship
    publication and the only communications tool sent to all producers, it has
    high impact. Inform producers about Checkoff programs and initiatives (We
    Care, PQA Plus, etc.) that can help enhance their operations and the
    business climate they operate in. Update producers about how the Checkoff
    responds to issues (H1N1, FMD, etc.) on their behalf. Deliver the annual
    report to producers. Offer states the chance to deliver state-specific
    information through 4-page inserts. Generate over $50,000 of revenue
    annually through advertising sales. Generate photos/art work used for the
    magazine and other project

                                        Page 26
            Specific & Measurable Objectives:
            The magazine will be produced on schedule, with the inclusion of the Pork
            Checkoff's key program areas in each issue. As part of the annual producer
            survey, producers will be polled about the usefulness of the magazine. We
            will continue to work with states to include state inserts and will continue to
            generate revenue through advertising sales. The magazine will serve as an
            umbrella communications tool to relay Checkoff program news and
            initiatives to producers.
     13.) Pork Checkoff Report special edition newsletter                                     $125,000
            A four-page newsletter will be produced and mailed to producers, focusing
            on Checkoff research results and program "news you can use" in order to
            provide the tools producers need to enhance their operations and to help
            provide a favorable business climate in their communities. Six issues of the
            newsletters will be mailed to producers who are active in the Checkoff's PQA
            Plus® program, with topics ranging from what to do if an activist shows up at
            your farm to managing feed quality issues. Checkoff programs and efforts
            that relate to each newsletter's single-topic issue will be featured,
            communicating to producers how the Checkoff is helping with their day-to-
            day business concerns. The newsletter is mailed in months producers do
            not receive Pork Checkoff Report magazine.
            Specific & Measurable Objectives:
            The newsletter will be produced on schedule, with six issues sent to
            producers, providing Checkoff research results and program "news you can
            use." The newsletter has high impact because it provides practical
            information to help enhance producers’ operations. There is no overlap
            because no other newsletter focuses on Checkoff programs and efforts. By
            providing research results and “news they can use,” the newsletter provides
            industrywide benefits.

Desired Outcome Manage issues to minimize current and emerging threats that                              $2,483,500
             #4 - endanger consumer demand and/or producer/productivity.
      1.) Social Issues Talking Points Development and Delivery Targeting Non-                 $35,000
          Industry Audiences
            In keeping with the concept of “We Care” build on, and/or revise existing
            National Pork Board efforts to educate non-industry individuals and
            organizations on the positive and proactive activities of the pork industry on
            broad range of social issues. This would include updating, printing and
            marketing the socially responsible production packet of information that was
            developed in 2006. That packet should include the environment, animal
            welfare, jobs, and human food safety. These educational materials will be
            targeting influencers and the media. This tactic addresses vulnerability
            number 1, the reputation of modern agriculture. This will fill in the GAP of
            more defined messages for audiences and create/revise resources to reach
            more people.
            Specific & Measurable Objectives:
            • Develop a Library of brief social issues talking points that succinctly
            present the pertinent information.
            • Develop the necessary linkages to provide audiences guidance to
            additional information as they desire it.

                                                  Page 27
   • Package the developed talking points in appropriate printed and electronic
   formats for the audiences.
   • Develop a marketing plan to distribute the materials to the appropriate

2.) Public Health Information and Risk Assessment                                       $75,000
   The pork industry is continually challenged by the publication of articles in
   the popular media and in the scientific literature that associate modern pork
   production practices to adverse human health effects. Often the
   message/conclusions have been harmful to the industry. It is important for
   pork producers to be equipped with scientifically sound information to
   address these issues in the public arena. Likewise, it is important that Pork
   Checkoff communicate with the public through educational materials and
   industry best practices in accordance with pork producers’ ethical principles.
   This tactic will provide materials to address the top priority in the
   Vulnerabilities Assessment: Priority #1: Reputation of modern agriculture, as
   well as Priority #5: Animal health products – (a) Antibiotic use: human and
   animal health implications and Priority #7: Human health issues - (a) MRSA,
   (b) Influenza, (c) Zoonotic diseases.
   Specific & Measurable Objectives:
   Fact sheets on popular public health issues (antibiotic use and resistance,
   influenza, modern production practices) will be updated and/or developed.
   Revision and expansion of antibiotic use good production practices in PQA
   Plus will be initiated in 2012. An MRSA risk assessment will be conducted
   that focuses on the real health risks (e.g. infection versus colonization) of at-
   risk human populations.
3.) Swine Health Program Management                                                    $150,000
   Being able to identify, address and communicate scientific issues provides
   strong support when defending the reputation of modern agriculture, which
   has been identified as the top priority in the 2011 Checkoff vulnerability
   assessment. This tactic will allow swine health issues affecting profitability,
   production, commerce, trade and the reputation of the industry to be
   strategically addressed through producer committee meetings, attendance
   of producers at key industry meetings and subgroups/focus group meetings
   that have industry impact. The tactic also will provide support for three staff
   members for travel to represent producers at critical industry and veterinary
   meetings, as well as at targeted meetings and on committees as issues
   arise. The focus will be to continuously identify opportunities to anticipate,
   monitor and respond to specific issues of swine health interest with the goal
   of protecting the rights and ability of producers to produce pork in a socially
   responsible and cost-competitive manner.
   Specific & Measurable Objectives:
   Provide support for three staff members travel to attend stakeholder and
   other industry related meetings. Participate in support meetings for issues
   management (i.e. Swine Surveillance; Animal ID; antibiotic issues etc.) Hold
   at least two face-to-face Swine Health Committee meetings per year to
   discuss critical issues and review and select research projects. Routine
   conference and WebEx conference calls will be scheduled as needed to
   address critical issues. Provide opportunities for industry representation
   (Swine Health Committee members or other appropriate attendees) at
   additional swine meetings.

                                         Page 28
4.) Producer Preparedness for Threats that Disrupt Trade and Commerce                 $200,000
   Open export markets provide significant value but put the industry at
   financial risk when disrupted by real or perceived threats. The recent FMD
   outbreaks in Asia, dioxins in German pork products and the 2009 novel
   H1N1 influenza pandemic highlighted the impact that real or perceived
   threats can have on trade and commerce in affected countries. The
   potential for these threats to arise exists and the pork industry must continue
   to develop and refine plans that address these threats. Previous tactics have
   allowed National Pork Board to develop and refine FAD response plans and
   in 2011 start developing response plans for high impact zoonotic diseases.
   Checkoff’s vulnerability assessment prioritized foreign animal / highly
   contagious diseases and market disruptions as the number 2 & 3 strategic
   issues that would interrupt commerce and exports of pork, pork products
   and variety meats. This tactic will address these vulnerabilities by continuing
   Pork Board’s efforts to increase industry-wide preparedness for foreign
   animal diseases and will expand the scope to include threats that disrupt
   trade and commerce due to public health threats from zoonotic diseases and
   food adulterations.
   Specific & Measurable Objectives:
   Deliver FAD prevention, awareness and preparedness education to the pork
   chain by providing opportunities to conduct tabletop exercises at the state
   and national level. Conduct two tabletop exercises with stakeholders to test,
   evaluate and refine response plans for high impact zoonotic diseases.
   Gather stakeholder input, develop, refine and deliver educational materials
   that increase producer awareness and preparedness regarding high impact
   zoonotic diseases. Gather stakeholder input, develop, refine and deliver
   educational materials that increase producer awareness regarding food
5.) Nutrition Materials/Manuscripts and Food Safety Outreach Initiative               $135,000
   The pork industry has challenges with emerging food safety threats such as
   pathogens, residues and contaminated feed ingredients. It also faces
   challenges from fat quality and human nutrition issues. This tactic provides
   for manuscripts and materials to communicate pork quality, pork safety and
   nutrition research and to protect pork’s role in a healthful diet. Priorities
   include publication of a diabetes brochure, health professional materials,
   school curriculum materials to communicate pork's positive role in a healthy
   diet and materials related to food safety and pork quality. It also allows for
   Specific & Measurable Objectives:
   Publication of at least one paper in 2012 from Checkoff-funded nutrition
   research. Request for proposal response will drive actual project
   measurement. Positive measurement from media tracking on food safety,
   pork quality and pork nutrition issues. Staff will monitor and respond to
   issues in the pork industry relative to pork safety, quality and human nutrition
   in a science-based manner and in accordance with pork producers’ ethical
   principles. The membership to the Partnership for Food Safety Education
   will be renewed. Staff will coordinate with other meat commodities to fund a
   literature review on the scientific information about the value of meat in a
   healthy diet.
6.) Animal Welfare Program Management                                                  $75,000
   Domestic & international issues will be identified & strategically managed

                                        Page 29
   through producer committee meetings, working group meetings, & dialogue
   with external parties to stay current on happenings both inside & outside of
   the pork industry as they relate to animal welfare. Allow for attendance of
   staff, producers & experts to represent the interests of the pork industry at
   external forums that may impact our freedom to operate.
   Specific & Measurable Objectives:
   The animal welfare committee will meet at least twice to provide direction to
   staff and discuss topics such as research funding, plan of work, PQA Plus,
   and other emerging animal welfare issues in the swine industry.
7.) Animal Welfare Information and Stakeholder Coordination                             $30,000
   In order to protect the operating freedom of producers and manage long-
   term consequences of domestic and international animal welfare issues, it is
   important to identify these issues early to monitor and rapidly respond to
   them by partnering with producers, allied industry, and other experts.
   Audience appropriate messages must be developed and delivered to inform
   how producers follow the Ethical Principles as it relates the care and well-
   being of their pigs, especially for the welfare specific priorities identified in
   the vulnerabilities assessment. It is important to balance ethics, economics,
   and animal welfare considerations when making production decisions.
   However, the We Care ethical principles don’t address economics of
   production. Quantifying and evaluating the expected costs associated with
   implementing different production practices will provide economic
   consideration to the We Care animal well-being principles.
   Specific & Measurable Objectives:
   Checkoff will work with other animal welfare organizations to identify and
   address emerging animal welfare related issues. Science-based information
   about the pork industry will be disseminated to answer producer, allied
   industry, regulator, & the general public’s questions as needed & covers
   costs associated with 20/20. Commission a white paper to be authored by
   animal ethicists and economists to relate the We Care well-being principles
   with economics and producer decisions.
8.) Risk Communications/Crisis Preparedness & Management                               $175,000
   This tactic will help us to identify issues and prepare appropriate response
   plans for the situation. It also will support response coordination across the
   industry through producers, state associations and related organizations.
   Participation in the pork, beef, dairy and sheep cross-species team,
   completion of the annual Vulnerabilities Assessment, drilling of response
   and plans as well as assisting state associations and producers will form a
   strong foundation to pork issue/crisis response.

   The Vulnerabilities Assessment was completed to identify the greatest risks
   to the U.S. pork industry so we could better protect our producers from
   crisis. This tactic is the basis to our overall crisis planning and preparedness.
   It serves as the framework in how we respond in the event of any crisis that
   threatens producers.

   Specific & Measurable Objectives:
   We will create a position statement for each of the top vulnerabilities as
   identified in 2011. The Issues Management Team will assure that each top
   vulnerability is addressed. We will hold an in-person crisis drill including
   staff, industry partners, and gov't officials. We will complete a 2-week crisis

                                         Page 30
    plan to be used in the event of a massive industry crisis. and we will
    participate in the Cross-species FMD team through research, drills, and
    annual work.
 9.) High feed cost mitigation research                                                  $750,000
    Conduct research to reduce feed costs per pound of pork produced. A
    national team of producer and industry nutritionists developed a gap
    assessment in 2011. They identified the following priorities:
    1.Utilization of low energy ingredients (to reduce dependence on corn), such
    as low carbohydrate, low fat or higher than typical non-digestible fiber
    ingredients other than dried distillers grains and solubles
    2.Increase nutrient extraction from ingredients so that growth and caloric
    efficiency can be maintained on nutrient deficit diets
    3.Develop reliable predictive equations for net energy of ingredients
    4.Processing methods for improving utilization of cereal grains and co-
    5.Understand the impact of disease on growth and caloric efficiency
    6.Rapid methods to predict starch and amino acid accessibility in ingredients
    7.Integration of ingredient analysis (i.e. near infra-red) with available energy
    and amino acid prediction methods to properly value sources and to reduce
    feed conversion variation
    8.Improve weaned pig transition to facilitate long-term growth, caloric
    efficiency and viability
    9.Functional ingredient strategies to alleviate disease effects on growth and
    caloric efficiency
    10.Nutritional strategies to manipulate prenatal development for improved
    lean growth
    11.Improve caloric efficiency by decreasing maintenance cost. Strategies
    might include the improvement of mitochondrial coupling efficiency,
    reduction of sodium, nitrogen cell transport costs or reduced muscle protein
    Research should be immediately applicable to producers' operations.
    Therefore, research results will be disseminated through Checkoff electronic
    and print media, as well as trade publications. Funding for this tactic will be
    complemented by investments from the Feed Cost Consortium.

    Specific & Measurable Objectives:
    Studies will improve caloric efficiency (calories per pound of gain) by 1
    percent in five years. This improvement will be worth an estimated $60
    million annually to the pig industry.
10.) Media Monitoring                                                                     $75,000
    Closely monitoring and evaluating the coverage of the pork industry and
    issues related to the industry provides the guidance to respond to the issues
    before they reach the crisis stage. This monitoring will focus on traditional
    media as well as the rapidly changing social media. This monitoring also will
    serve as a tool to daily issues response and crisis response.

    Although this most closely relates to Vulnerability Assessment 1 about
    Reputation of Modern Agriculture--it will assist in all 10 of the vulnerabilities.
    Specific in VA 1, the gap analysis calls for a better understanding of what is
    being said and the trends around pork production. This tactic specifically
    addresses that on a daily basis.
    Specific & Measurable Objectives:

                                           Page 31
    Topics of interest will be measured as to their coverage in the media--both
    traditional and social media. This measurement will be used to guide issues
    management and crisis management. Understanding the trends on an issue
    help guide us toward the appropriate response.
11.) Nutrition Issues                                                                  $125,000
    Protect pork’s reputation as it relates key nutrition issues: obesity, saturated
    fat, sodium, cancer, cardiovascular disease, nitrite/nitrates, diabetes,
    Meatless Monday's and any other nutrition issues that could potentially
    damage pork's character. Nutrition issues ranked high among the
    Vulnerability Assessment.
    Specific & Measurable Objectives:
    Evaluation based on media analysis for both the quality and quantity of
    positive vs. negative coverage of lean meat’s role in a healthful diet. Goal
    will be to minimize negative meat coverage and encourage media to use
    messages about lean pork as a nutrient-rich, high-quality protein that is
    important to good health.

12.) Research for genetic resistance/tolerance to disease                              $100,000
    Numerous markers for genes have been located in pigs by university and
    USDA research groups. The next step is to apply genomic technology to
    farms in a useable form. This will be done through validation and
    implementation of existing genetic markers. Funding will be used in
    conjunction with finances of the U.S. Swine Genome Coordinator to
    maximize return on investment.
    Specific & Measurable Objectives:
    Apply known genes to the commercial pig population to increase the rate of
    genetic improvement by $0.10 per pig in five years; this technology will be
    worth $10 million to the industry. Produce pigs that have better genetics for
    economically important traits, such as disease resistance and feed
    conversion to increase producer profitability.
13.) Animal Science Program Management                                                  $90,000
    Issues will be strategically managed through producer committee meetings,
    research for emerging issues, subgroup and expert meetings, focus groups,
    staff travel, producer and expert attendance at external forums that may
    impact the pork industry, dialogue with external parties, staying current with
    related information and other means as opportunities are identified to
    anticipate, monitor and respond to issues through information dissemination,
    research or other means.
    Specific & Measurable Objectives:
    Attend and/or host a minimum of three producer, industry or continuing
    educational events and meetings. Monitor and respond to issues developing
    or newly emerging in the pork industry relative to pork science and
    production, research, human resource development, pork quality,
    biotechnological and related issues to protect the competitiveness and
    profitability of the pork industry.
14.) Environment Program Management & Committee Support                                 $95,000
    Support for the Environment Committee and working group meetings/web
    conferences & staff travel to identify, track & respond to emerging issues.
    Direct environmental programs to avoid/mitigate environmental issues that

                                          Page 32
    may endanger producer freedom to operate due to additional
    restrictions/requirements imposed from outside & inside the pork chain.
    Develop factual, science-based information from research projects
    completed & materials developed by the environmental sustainability
    initiative (carbon, water, air & land footprints) to educate audiences internal
    & external to the pork chain on environmental issues & pork producers’
    proactive environmental stewardship efforts adhering to the We Care ethical
    principle for protecting the natural resources.
    Specific & Measurable Objectives:
    Up to 4 face-to-face committee meetings plus WebEx conference calls if and
    as needed plus staff travel.
15.) Comprehensive and Integrated Swine Surveillance                                  $93,500
    The proposed Comprehensive Integrated Swine Surveillance plan provides
    a needed mechanism to monitor for diseases that present a risk to swine
    and public health. Swine disease surveillance has been identified in the
    2011 Vulnerabilities Assessment as a gap for maintaining swine health and
    profitability in the U.S. Diseases with potential public health impacts, such
    as swine influenza and trichinae, can have a negative impact on the industry
    in terms of consumer perception and access to international markets. For
    swine health, Swine Health Committee has provided guidance to develop
    and maintain a Comprehensive Integrated Swine Surveillance plan to
    include pathogens of concern listed in the NPB Vulnerability Assessment:
    FMDV, ASF, CSF, SIV. The focus is on the continued collaboration with
    industry stakeholders. Together, we will to develop the infrastructure
    needed to coordinate the data collection, perform data analysis and report
    and disseminate results to key stakeholders, including public health
    partners. The incorporation of Sentinel Veterinary Clinics provides a
    mechanism to perform targeted surveillance and provide on-farm, real-time
    swine health information that can be utilized as an early alert system for
    emerging disease threats. This tactic will provide the industry with a
    mechanism to monitor the status of swine and public health diseases of
    concern and to mitigate issues that can endanger consumer demand and/or
    -Communicate with producers about the benefits of comprehensive swine
    -Continue to collaborate with key stakeholders for the communication and
    management of diseases of concern for public and swine health.
    -Provide the industry an on-farm, real-time mechanism to be able to monitor
    the status of the national swine heard and provide an early-warning for
    potentially emerging diseases of interest.
    -Provide the industry a mechanism to be able to monitor the status of both
    animal and public health and to avoid issues that can limit trade or
    -Provide input to National Surveillance Unit to maximize the usefulness of
    the upcoming NAHMS survey for pork producers and to assist in data
    analysis of surveillance results and reporting.
    -Support and augment USDA's 2015 initiative through active swine health
    Specific & Measurable Objectives:
    Sentinel Clinic participation by on-farm veterinarians and NAHLN diagnostic
    laboratory personnel provides a critical on-farm, real-time surveillance
    component as an “early warning system” for disease challenges. An
    incentive-based system will encourage participation in the quarterly

                                         Page 33
    conference calls. A model will be developed to combine farm information
    with current USDA surveillance data that can be used to create a broad
    national picture of swine health. Provide informational support for state
    organizations for updates on emerging and endemic disease issues.
    Activate and host at least one yearly meeting with the Swine Surveillance
    Working Group to provide USDA/NSU the industry priorities for CISS;
    provide input to CEAH-NSU and VS staff on the development of the
    database collection needs for swine health surveillance; and work with NSU
    on the 2012 NAHMS survey implementation. Utilize the working group to
    develop a framework to collect samples, submit samples and respond in the
    event of positive identification of a disease.
    Activate a Zoonotic Disease Expert Group in a yearly meeting with the
    objective of providing expertise to evaluate diseases of public health
    concern. This will be funded by Public Health.
16.) Swine Health PRRS Information Management                                            $60,000
    Swine health information provided by research and program activities can be
    utilized to develop and promote herd health strategies, which were identified
    as a need in the Vulnerabilities Assessment. At the 2011 Pork Forum, an
    advisement for the support of PRRS elimination was passed by the
    delegates. In support of this advisement, a portion of this tactic is devoted to:
    1. Provide information and infrastructure for the support of the facilitation
    and coordination of PRRS regional elimination projects through the upkeep
    of the website (; 2. Convene a Biosecurity Working Group to
    develop and present producer biosecurity guidelines to the PQA Revision
    Working Group. 3. Support of the North American PRRS Symposium, a
    yearly research meeting focused specifically on PRRS
    ( Proceedings and support materials of targeted
    swine health meetings and symposiums will be made available online to
    producers. The second component of this tactic is the support of the
    transfer of swine health research results to stakeholder audiences at
    meetings including the Leman Swine Conference, AASV annual meeting,
    ISU Swine Disease Conference and World Pork Expo. Working in
    cooperation with communications, information gained from research will be
    made available to producers in multiple formats including written
    publications, online reports and quarterly e-newsletters.
    Specific & Measurable Objectives:
    Create a written publication of the summary of research results from the
    general research call (excluding PRRS) to be delivered to producers,
    veterinarians and research personnel as a hard copy and provided via the and the websites. Support of ongoing research
    summaries through the research e-newsletter will be continued. Host a
    North American PRRS researcher and stakeholder meeting to provide
    updates on regional PRRS elimination projects, to provide current research
    results, review current needs and gaps for swine health research including
    PRRS elimination, and to gather input from a wide range of researchers and
    stakeholders for future needs for PRRS control/elimination within North
    America (USDA, AASV, NPB, NPPC, and NC-229). Convene the Biosecurity
    Working Group for PQA biosecurity revisions.

17.) Public health program management                                                   $100,000
    Support of the established advisory group of pork producers, academics and
    other key individuals with responsibility for oversight and direction of public
    health and workplace safety who provide expertise, guidance and support

                                          Page 34
    on issues that impact the pork industry. Issues will be managed through
    advisory group meetings, evaluating research on emerging issues, and
    producer and expert attendance at external forums that may impact the
    industry. The advisory group will anticipate, monitor and define potential
    solutions to public health and workplace safety.
    Specific & Measurable Objectives:
    Representatives of the advisory group will host and/or attend a minimum of
    three producer, industry or continuing educational events and meetings
    utilizing a combination of face-to-face and web-based meeting methods. The
    advisory group will identify industry priorities, review research proposals and
    monitor and respond to issues in the pork industry relative to public health
    and workplace safety in a science-based manner and in accordance with
    pork producers’ ethical principles. This tactic will support the activities of the
    advisory group and charter memberships in key occupational health and
    safety coalitions.
18.) Pork Industry "One Health" Strategy and Management                                   $20,000
    Strategic interaction with key animal health and public health partners is
    necessary to position the industry as a key player in proactively addressing
    public health concerns that affect pork production. Professionals in
    academia are influential with the general public and their institutions are
    involved in a “One Health” initiative to address issues at the interface of
    animal health and public health. This tactic will seek opportunities to
    collaborate with academia in the area of “One Health”. Likewise, this tactic
    will support existing collaborations and seek new collaborations to ensure
    that pork producers are in the forefront in addressing emerging public health
    issues that affect the industry.
    Specific & Measurable Objectives:
    Pork production information will be developed into a “One Health” strategy to
    support producer priorities and build alliances with credible and influential
    subject matter experts. Programming with strategic partners will be
    developed to support producer priorities.
19.) Pork Safety, Quality and Human Nutrition Program Management                         $100,000
    The pork industry can have challenges with emerging food safety threats
    such as pathogens, residues, contaminated feed ingredients, fat quality
    issues and human nutritional issues. Technical information is needed to
    support consumer confidence in the safety and nutrition of pork and to
    protect our producers and workers that may be exposed to zoonotic disease.
    The Pork Safety, Quality and Human Nutrition Committee and technical
    advisory groups will meet to determine strategic monitoring and
    programming and responses to pork safety, quality and human nutrition
    concerns. Issues will be managed through advisory group meetings,
    evaluating research on emerging issues, producer and expert attendance at
    external forums that may impact the pork industry.
    Specific & Measurable Objectives:
    At least two Pork Safety, Quality and Human Nutrition Committee meetings
    will be held in 2012. Producers will be encouraged to attend various
    scientific meetings such as United States Animal Health Association
    (USAHA), Reciprocal Meats Conference (RMC), American Dietetic
    Association (ADA), Institute of Food Technology (IFT) etc. Staff will travel
    as needed, coordinate with partners to disseminate information and create a
    positive image of pork and represent the U.S. Pork Industry. Staff will

                                          Page 35
                        actively foster communication channels with research agencies. Staff will
                        monitor and respond to issues in the pork industry relative to pork safety,
                        quality and human nutrition in a science-based manner and in accordance
                        with pork producers’ ethical principles.

Critical Issue #2 - Enhanced Demand. The National Pork Board will refresh and reposition                             $34,845,600
pork's image to increase domestic and international consumer demand.
            Desired Outcome A 10 percent increase in real per capita domestic consumer                               $22,251,600
                         #1 - expenditures for pork, using a 2009 baseline, by the end of 2014.
                   1.) National Advertising Production and Management                                   $2,900,000
                        A national advertising/brand agency will develop and implement the 2012
                        consumer advertising campaign. This tactic includes all agency production
                        and strategic planning, including development of all advertising creative and
                        media planning and buying services.
                        Specific & Measurable Objectives:
                        The advertising/brand agency will provide weekly status reports on its work
                        and quarterly reports outlining fees earned, summary of staff hours,
                        expenses incurred, services performed and accomplishments. An annual
                        review will take place to discuss quality, cost and delivery of all services.
                   2.) Food Service Marketing: Integrate                                                 $925,000
                        Continue generating brand awareness and increasing DPE through
                        advertising, website, and high value content creation.
                        1) Foodservice Channel Market Advertising-2 new print ads; 2 new flash
                        banner ads; Print and online media buy including advertorial; Capture new
                        high impact food photography for advertising, public relations and editorial
                        2) - maintain website content; create weekly updates to
                        news ticker; enhance business case section of site by developing 4 new
                        business case studies; add trend data section to site including operator
                        useful content from NPD and Technomics; menuing lexicon; profitability
                        matrix; “how-to” section for operators; community/social media section of the
                        3) The 400 Newsletter - monthly trend report, success story, chef interview,
                        recipes, etc.
                        4) Video and Photography of key foodservice events for use on the website,
                        newsletter and channel public relations (Pork Summit, Pork Crawls, Texas
                        Outlaws and SF Chefs)
                        5) Food service promotional item inventory
                        6) Agency coordination
                        Specific & Measurable Objectives:
                        1) Advertising - 10% increase in pork messaging among operators,
                        measured by the Datassential/Technomics survey, vs. 2011
                        2) - 10% increase in visitors vs. 2011
                        3) 400 - 10% increase in subscribers vs. 2011
                   3.) Food Service Marketing: Advocate                                                  $595,000
                        Promote brand to foodservice influencers through channel PR, chef
                        programs, events and association sponsorships.
                        1)PR – Culinary Institute of America events including Flavor Summit, Flavor

                                                             Page 36
   Quality and American Menus, Latin Flavors and Worlds of Flavors; SF
   Chefs; The Food and Wine Classic at Aspen;
   2)Foodservice Media Outreach – develop and maintain relationships and
   communication with foodservice media editors with the goal of a minimum of
   two (2) pork features and placements in key foodservice media publications
   where we are advertising; Pork Crawl 2012; International Foodservice
   Editorial Council (IFEC)
   3)Pork Summit for state and regional Taste of Elegance winners; content
   creation for the website – identifying teams of chefs (where they’re from) and
   the recipes developed
   4)Continue Celebrated Chefs program with two new, high profile and
   foodservice industry respected Chefs; Pork Crawl to enhance relationships,
   profile and coverage with foodservice media editors
   5)Founding sponsor of International Corporate Chefs Association (ICCA)
   6)Silver sponsor of Research Chefs Association
   7)School Nutrition Association
   8)Society for Foodservice Management
   9)Women’s Foodservice Forum
   10)Agency coordination
   Specific & Measurable Objectives:
   1)PR – 10% increase in earned media vs. 2011
   2)Foodservice Media Outreach – 2 pork features and placements in key
   foodservice media publications where we are advertising
4.) Food Service Marketing: Activate                                                $1,625,000
   Plan and execute channel strategies and tactics with key foodservice
   accounts, packers, processors, broad line distributors and convenience
   stores. Keeping internal consumer, retail team and producers informed.
   1) Development and ideation by foodservice team with top 100 chain
   account target list with the goal of more pork on more menus. National
   manager’s marketing budgets and travel for 2012.
   2)Foodservice Advisory Committee – identify key operators with request for
   commitment for at least 2 meetings in 2012, January and June; create bi-
   annual packer/processor newsletter to keep partners up-to-date on strategic
   planning and execution of foodservice projects
   3)Foodservice Agency Coordination Activate
   Specific & Measurable Objectives:
   1) Increased pork availability in food service - more pork on more menus -
   tied to department goal of 2.5% increase RPCE in 2012 (10% growth RPCE
   e/o 2014). Goal of $.04 checkoff investment per incremental lb. sold through
   food service promotions.
   2) FAC - 2 meetings in 2012, Jan and June, with 75% approval rating via
5.) Food Service Marketing: Educate                                                  $155,000
   Provide our foodservice targets and culinary educators with current
   information through specialized programming and events:
   -Culinary Education Initiatives-develop a pork focused culinary curriculum
   with the CIA and Johnson & Wales culinary schools graduating approx.
   2,100 annually; influence curriculum at CAFÉ and FENI; North American
   Meat Processors (NAMP) Center of the Plate Training
   -Smart Phone Application to educate culinary targets about pork quality,
   cuts and nomenclature
   -Demand Doubter Workshop for 8 to 10 key chain accounts that includes

                                       Page 37
   both foodservice targets – the Demand Doubter and the Culinary Creative –
   from each account with the purpose of influencing the opinions of the
   Demand Doubters and getting more pork on more menus
   -Create professional Fabrication Demonstration Videos that would allow
   chefs to learn how to properly break down a pig and identify foodservice cuts
   -Foodservice Agency Coordination Educate
   Specific & Measurable Objectives:
   >75% approval from industry via survey to ensure information is relevant
   and being used to influence and educate culinary students
6.) Retail Marketing: Strategic Retail Partnerships                                  $1,950,000
   Strategy #1, year #2 of the retail marketing team's four-year plan to
   fundamentally change the way retailers think about pork. Primary focus will
   be on the top ten retailers as defined by ACV: Walmart/Sam's, Kroger,
   Costco, Safeway, Supervalu, Publix, Delhaize, Ahold, HEB, Meijer. Each
   retail account has a multi-year plan in place focused on assisting the pork
   industry in attaining the 5-year goal of 10% increase in real per capita
   expenditures. Custom marketing programs, in conjunction with integrated
   quarterly strategies with key retailers Publix, Kroger, Supervalu, Costco, will
   be executed to drive sustainable increases in retail pork sales. The
   secondary focus will be on regional market leaders with plans developed to
   outline specific retail partners and level of focus and Checkoff investment
   based on volume potential.
   Specific & Measurable Objectives:
   Sales goals (volume and/or dollar sales) will be developed for each program
   prior to implementation, with review of goals at the conclusion of each. Goal
   of $.06 Checkoff investment for each incremental lb. of pork sold.
7.) Retail Marketing: Information-Driven Business Solutions                          $1,312,500
   Strategy #2, year #2 of the retail marketing team's four-year plan to
   fundamentally change the way retailers think about pork. NPB will provide
   data intelligence and progressive leadership necessary to make measurable
   improvements in fresh pork sales through the retail channel. The strategy
   includes continuation of retail advisory committee (RAC), challenging
   members to commit resources to achieve the NPB's goals, including
   education/understanding of the pork industry's top ten vulnerabilities (as
   determined by NPB staff) with assistance in combating where/when
   appropriate; focus on as the go-to source for all things
   pork within the retail industry; continue to build effective meat category
   management solutions through the Building the Case for Meat program
   providing customized solutions for retailers while analyzing pricing and
   promotion for program participants.
   Specific & Measurable Objectives:
   RAC - >85% approval rating as measured by survey of members 2x in 2012. - 10% increasing in unique visitors, page views and
   downloads, as compared to 2011.

   Building the Case for Meat - Sales goals (volume and/or dollar sales) will be
   developed for each program prior to implementation, with review of goals at
   the conclusion of each. Goal of $.06 Checkoff investment for each
   incremental lb. of pork sold.

                                        Page 38
 8.) Retail Marketing: Effective Communications                                         $433,100
    Strategy #3, year #2 of the retail marketing team's four-year plan to
    fundamentally change the way retailers think about pork. Effective
    communication: retail trade-focused communications, advertising and public
    relations will continue to re-establish National Pork Board as the premier
    retail pork expert and speed up adoption of recommendations to the retail
    community. Trade advertising in print and online industry publications will
    support brand marketing efforts and carry key messages throughout the
    year. Trade PR (planned and opportunistic) will announce major platforms
    and key promotional efforts. Packer/processors will be targeted to gain buy-
    in of the 2012 retail strategies/tactics in order to develop joint programming
    to better maximize budgets.
    Specific & Measurable Objectives:
    Retail Trade Advertising - 10% increase in frequency vs. 2011

    Retail Trade PR - earned media placements will be achieved in >80% of
 9.) Q3: Domestic Marketing: Pulled Pork Integrated Program                            $5,223,000
    Quarter three marketing plans include an integrated focus on pulled pork.
    Activities will highlight pork shoulder and sirloin roasts, showing the
    versatility of pulled pork beyond the sandwich. National advertising plans
    include a 3-4 week national TV flight, full and 1/3 page recipe print, insert
    booklet in one magazine with overruns for state and national use, online
    display ads and sponsorships, and customized ads for states. Public
    relations plans will engage media and consumers through a national contest
    with pulled pork recipes. Potential partners include Crockpot and Reynolds.
    A large retail partner (SuperValu) would support the program through
    possible on-pack recipes and in-store radio.
    Specific & Measurable Objectives:
    National advertising impressions are 421 million and 108,000 online ad
    clicks. The goal for total integrated and non-integrated 2012 public relations
    efforts is to achieve a CPM (cost per thousand consumer impressions) of
    $6-$7. The industry average is $8-$10.
10.) Q2: Domestic Marketing: Chop Fest Integrated Program                              $4,653,000
    Quarter two marketing plans will feature an integrated program focused on
    the versatility and enjoyment of all chop cuts. Marketing activities will
    celebrate the flavor and versatility of all chops, providing information on chop
    cuts, flavor profiles, cooking methods and reinforcing pork's endpoint
    cooking temperature of 145 degrees + 3 minutes. High-profile media will be
    targeted to inspire and engage consumers with a recipe insert, custom
    newsletters, online videos and Facebook promotions. Public relations
    includes outreach to key culinary media and influencers with deskside visits
    and engagement with bloggers and consumers. A large retailer (Kroger) will
    partner to promote chops through a custom national advertising and public
    relations program.
    Specific & Measurable Objectives:
    National advertising impressions are 443 million and estimated online ad
    clicks are 112,000. The goal for total integrated and non-integrated 2012
    public relations efforts is to achieve a CPM (cost per thousand consumer
    impressions) of $6-$7. The industry average is $8-$10.

                                         Page 39
11.) Consumer Trends Research Data for Marketing Support                               $460,000
    Secure timely data from credible consumer-focused trend sources to guide
    relevant consumer and retail marketing activities, including in-home protein
    consumption. The data will assist marketing efforts with retailers, processors
    and other channel partners to better position pork in the marketplace.
    Specific & Measurable Objectives:
    Consumption data will provide insights when developing marketing
    programs with food retailers, leading to improved results from these efforts.
    In-home trend data will be used to assist in the efforts of our consumer
    public relations programs with specific retail trend and consumption data.
12.) Foodservice Trends & Research to Support Foodservice Marketing                    $270,000
    Obtain syndicated data from credible foodservice-focused sources to guide
    and support marketing activities, including restaurant traffic and specific pork
    usage at foodservice. The data will assist marketing efforts with foodservice
    operators, processors and other channel partners to better position pork on
    Specific & Measurable Objectives:
    Foodservice trend data will provide insights when developing marketing
    programs with foodservice operators, leading to improved positioning of pork
    at foodservice.

    The Annual Foodservice Benchmark Study will measure the perception of
    pork with foodservice operators, culinary and marketing personnel.
13.) American Imported and Exported Meat Products Group                                $200,000
    Implement co-marketing efforts using Checkoff funds for fresh and
    processed pork products produced by this group of 15 tariff-paying pork
    product importers to increase domestic pork expenditures through the retail
    and foodservice channels.
    Specific & Measurable Objectives:
    3mm real incremental lbs. of unique imported pork products at a Checkoff
    cost of $.06/lb.
14.) Program Management: Marketing Committee, Meetings and Travel                      $150,000
    Marketing Committee meetings for oversight of the domestic marketing
    budget, one state promotion director meeting, quarterly marketing staff
    meetings and VP travel.
    Specific & Measurable Objectives:
    The objectives of the Marketing Committee meetings are to update our
    producer investors and gain their feedback and input. The state promotion
    director meeting provides an opportunity to share marketing plans and
    discuss collaboration. The marketing department meetings provide staff with
    strategic direction and review of team progress. The committee and state
    meetings are evaluated based on surveys of participants. The staff meetings
    are evaluated based on department goals.
15.) State Matching Funds and Inventory Program                                        $650,000
    This tactic includes three programs – State Matching Funds, State Inventory
    Program and State Turnkey Program. The Matching Funds Program will
    extend brand advertising materials to state pork associations, assist them in
    the purchase of media and make the process as convenient possible. We

                                         Page 40
            will be offering a tiered program that will allow states with less checkoff
            funding to have a higher match from NPB. The Inventory Program will
            provide states with marketing materials, and the State Turnkey Program will
            allow us to educate and provide incentives to extend PR, retail and
            foodservice at the state level. In short, the State Matching Funds Campaign,
            State Inventory Fund and the State Turnkey Program will provide
            consistency and focus for marketing communications, resulting in a powerful
            industry message.
            Specific & Measurable Objectives:
            To involve at least 20 states in cooperative programs. Participation leads to
            more consistent consumer communications across industry pork
            associations, a key component in changing consumer attitudes. The state
            inventory credit is evaluated by state and national staff as a method to
            support state program work using national creative and production budgets.
            The program provides a means for state staff to extend their Checkoff
     16.) Hispanic Marketing                                                                 $750,000
            The new brand position for pork will also resonate with Hispanic consumers,
            allowing for further impact and marketing integration. The long-term strategy
            for Hispanic marketing is to extend the campaign into additional markets,
            including Los Angeles.
            2012 plans include adding a Hispanic overlay to 3 large general market retail
            programs (Walmart, Kroger and HEB). In addition, an integrated campaign
            (retail, PR, radio advertising) will be launched in San Antonio and Los
            Angeles to align with the Q3 pulled pork promotions for general market.
            Needs for consumer research will also be assessed.
            Specific & Measurable Objectives:
            Sales goals (based on volume and/or dollar sales) will be determined with
            each retail partner.
            A Public Relations goal of 50 million consumer impressions is set.

Desired Outcome Increase consumer awareness of how to cook pork in a way that                           $1,165,000
             #2 - results in a juicy, tender and flavorful eating experience as
                  measured by a 10 percent improvement in a national market survey
                  between 2009 and 2014.
      1.) Pork Information Bureau consumer and media outreach                                $675,000
            In addition to integrated marketing efforts focused on targeted consumer
            segments, Pork Information Bureau public relations will leverage key food
            seasons and trends to highlight pork's versatility and impact its fit into
            consumers' lives. Food/nutrition/pork champion influencers will be engaged
            to secure positive coverage in broadcast, print, online and in social media,
            keep pork a part of consumer culinary conversations and provide mealtime
            solutions. Presence at influencer events will reflect, educate and
            demonstrate the brand and strategic partners will be enlisted to gain insight,
            reach and advocacy and maximize emerging trends and opportunities.

            Specific & Measurable Objectives:

                                                 Page 41
            The goal for total integrated and non-integrated 2012 public relations efforts
            is to achieve a CPM (cost per thousand consumer impressions) of $6-$7.
            The industry average is $8-$10. Within this targeted outreach, additional
            goals include an 80-85% key message penetration plus a 3% increase in
            pork's share of protein in the print media environment. Programs will be
            tracked and measured for increases in our pork tracking study, trends data,
            media surveys, as well as online and social media analytics. An increase in
            the juicy/tender/flavorful scores from the National Pork Board tracking study
            will also be targeted for 2012.
      2.) Connecting, Engaging and Educating Consumers Online                                $410,000
            To engage our target market online, we will strategically place pork through
            effective online channels and build on our established social communities to
            activate pork champions in recognized key social media channels. We will
            continue to maintain as the destination for all things
            pork by providing relevant, topical content and through our monthly e-
            marketing distribution. We will build on the success of our online
            communities to foster conversations, educate, and keep pork top of mind
            with online consumers. Integrated program support will provide ongoing,
            consistent pork messaging and education. We will increase our relationships
            with bloggers as they are looked at as a credible resource and continue to
            work with blog to create more engaging pork
            content. We will continue to look at new technologies and advances in our
            current mediums for ways to grow pork’s presence online.
            Specific & Measurable Objectives:
            To measure effectiveness of our online efforts in communicating pork’s
            messages to our target market, we will be utilizing Omniture site analytics to
            measure a 30 percent increase in total unique visitors from 2011, page
            views and time spent on A goal of increased and
            credible presence in the blogosphere will be measured by a 25 percent
            increase in positive blog posts and an increase in visits to our
   blog by 25 percent. Within social media, our
            goal will be an increase of interactions shown through a 50 percent increase
            of followers on Twitter, and a 20 percent change in views on our YouTube
            channel. With a stronger emphasis on the Facebook community, we will
            look to double the number of “likes” on our Facebook fan page.
      3.) Annual Tracking Study                                                               $80,000
            Conduct an annual tracking study to measure consumer awareness levels
            and attitudinal shifts resulting from Pork Board Domestic Marketing
            activities. The research is the only department-wide measure of marketing
            Specific & Measurable Objectives:
            The study will measure the awareness levels of the consumer marketing
            campaign, with the goal of specific improvement in consumer behavior and
            attitudes. Two waves of the study will be conducted, in June and November
            with final results available in February 2013.

Desired Outcome U.S. annual eatings per capita of fresh pork will be 10 percent                         $4,309,000
             #3 - higher in 2014 than in 2009 as measured by the NPD Group's
                  National Eating Trends data.

                                                 Page 42
       1.) Q4: Domestic Marketing: Pork Makes the Party Integrated Program                     $2,874,000
            The fourth quarter in Domestic Marketing will cover gatherings that can
            feature pork loin, in cooperation with retail partner Costco. From tailgating to
            family and friend get-togethers, pork offers impressive yet simple meals.
            This tactic will reinforce the new temperature guidelines. Specifics include
            national TV, print and online advertising, public relations outreach, word-of-
            mouth marketing as well as personal engagement and recipes from bloggers
            tied to our retail partner.

            Specific & Measurable Objectives:
            National advertising impressions are 68 million and online ad clicks totaling
            107,000. The goal for total integrated and non-integrated 2012 public
            relations efforts is to achieve a CPM (cost per thousand consumer
            impressions) of $6-$7. The industry average is $8-$10.
       2.) Q1: Domestic Marketing: Good and Good for You Integrated Program                    $1,435,000
            Quarter One in Domestic Marketing is a celebration of flavor in a surprising
            way with lean cuts of pork. Domestic marketing will promote pork's great
            flavor and leanness with the American Heart Association heart-check mark
            endorsement and inspire consumers who desire a healthy lifestyle to choose
            pork. Approach is to maximize news of American Heart Association heart-
            check mark while spotlighting the pork tenderloin as a healthy halo and
            prepare 29 days of healthy recipes in Feb. through various event-driven
            days. Includes national print and online advertising and a retail partnership
            with Publix during January-March. This quarter also includes a plan to
            conduct a Pork Summit for health influencers, food media and bloggers that
            combines product education and positive pork production messages,
            including a farm visit.
            Specific & Measurable Objectives:
            46 million national advertising impressions and 99,000 online ad clicks. The
            goal for total integrated and non-integrated 2012 public relations efforts is to
            achieve a CPM (cost per thousand consumer impressions) of $6-$7. The
            industry average is $8-$10.

Desired Outcome The U.S. share of global exports of pork (currently 31.5 percent) will                      $7,020,000
             #4 - increase annually between 2009 and 2014 to 37 percent.
       1.) Pre-harvest traceability system for animal health, commerce and trade                $125,000
            Numerous trading partners are considering using traceability as a
            mechanism for market access and/or to distinguish their products in
            competitive export markets. Checkoff’s vulnerability assessment recognized
            the importance of having a valid pre-harvest traceability system for response
            to foreign animal/highly contagious diseases and for maintenance and
            expansion of market access. To address this vulnerability this multiple-year
            tactic provides for continued implementation of the Swine ID Plan and for
            improving and modernizing the current pre-harvest traceability system
            developed in the late 1980s. Improvement is crucial to meet increased
            customer expectations for U.S. pork producers to demonstrate valid pre-
            harvest traceability in modern management practices.
            Specific & Measurable Objectives:

                                                 Page 43
   Continue to support implementation of the Swine ID Plan by supporting the
   Swine ID Implementation Taskforce and interacting with stakeholders at the
   state and federal levels on pre-harvest traceability issues. Continue to
   educate and influence pork producers to 1) adopt using Premises
   Identification Number (PIN) tags in cull sows and boars and 2) adopt the use
   of validated PIN barcodes on documents accompanying market swine
   moving into harvest channels. 3) Gather information and/or perform pilot
   projects to demonstrate integration of PIN’s into the comprehensive and
   integrated swine disease surveillance program and the ability to update
   active premises through marketing databases. 4) Work with industry
   stakeholders to develop education for trading partners regarding the Swine
   ID Plan. Compliance will continue to be measured against the previous year
   to gauge progress. 5) Begin developing education for the record keeping
   components of the Swine ID Plan.
2.) Trade Committee Management and Support for Export Market                        $95,000
   The Trade Committee oversees Checkoff investment in facilitating
   international trade of U.S. pork products. Meeting during the semiannual
   USMEF Board of Directors meetings and a third time, if needed, for strategic
   planning will enable the committee to discuss and plan for international
   market access and marketing opportunities. Travel support is necessary to
   enable U.S. pork industry representation during international trade standard
   setting meetings (Codex, OIE, FAO), marketing opportunities and strategic
   planning meetings (International Meat Secretariat).
   Specific & Measurable Objectives:
   The Trade Committee will meet at least twice during 2012 (the spring and
   fall meetings of the USMEF Board of Directors) and a third time for strategic
   planning. Producers and staff will travel as needed to represent U.S. pork
   producers at international standard setting meetings and marketing
   discussions and opportunities.
3.) Continuity of business and emergency planning for foreign animal               $100,000
   In 2011 USDA contractors began working with industry to develop a national
   secure pork supply program (SPS). The SPS program will provide the steps
   producers can take prior to an FAD outbreak to allow movement of swine
   between sites and to processing plants from premises enrolled in the
   program that demonstrate negligible or no risk of FMD, CSF and ASF during
   an outbreak. Development of these programs has occurred for eggs, milk
   and turkeys. The secure egg supply program resulted in memorandums of
   understanding between 4 states to prevent the disruptions in interstate
   commerce for farms enrolled in the program during high-path avian influenza
   outbreaks. Similarly the SPS program will provide the foundation to prevent
   disruptions in interstate commerce for swine during an FAD event, which
   addresses priorities 2 and 3 in the vulnerabilities assessment. This tactic
   would address research and information gaps outside the scope of USDA
   funding that could impede or speed up progress of program development
   and implementation. This tactic will also allow Pork Board to continue to
   hold stakeholder meetings supporting the development of operating
   guidelines to prevent, respond, and recover from a FAD event.
   Specific & Measurable Objectives:
   Address gaps identified in the development of the secure pork supply plan.
   Develop, evaluate and refine standard operating guidelines for biosecurity,

                                       Page 44
   surveillance and interstate commerce and harvest of swine during Foreign
   Animal Disease events.
4.) Pre-harvest Foreign Animal Disease Research                                       $500,000
   The USDA is currently reevaluating response policies to foreign animal
   diseases (FAD’s). Having the appropriate vaccine and diagnostic tools for
   FAD’s will give the industry the flexibility to implement the appropriate
   response based on USDA policies. Vaccine can play a central role in
   response but there are research gaps that need to be addressed. Currently
   there is no vaccine for ASF. A marker vaccine inducing early immunity is
   needed for CSF, and more work is needed to develop FMD vaccines that
   prevent clinical signs and viremia in swine. The industry also does not have
   all the diagnostic tools needed to support early detection, response and
   continuity of business in the event of an FAD. This includes validated tests
   for oral fluids and meat juice. Checkoff’s vulnerability assessment prioritized
   foreign animal/highly contagious diseases and market disruptions as the
   number 2 & 3 strategic issues that would interrupt commerce. To help
   address this vulnerability this tactic will provide funding for research that
   builds on previous work needed to address research gaps for vaccines and
   diagnostic tests and fund new research that can aid in prevention, detection,
   response, continuity of operations and recovery to a FAD of swine.
   Specific & Measurable Objectives:
   1)Identify priorities for foreign animal disease research and communicate
   those priorities to stakeholders 2) provide opportunities to fund research to
   develop effective marker vaccines for FMD, CSF and ASF 3) Provide
   opportunities for foreign animal disease research that result in information
   and tools that limit the scope and adverse effects of an FAD event to the
   pork industry.
5.) APEX - Trade Negotiations and Bilateral Pork Trade Issues                        $1,000,000
   The purpose of the project is to safeguard and expand international markets.
   Specific & Measurable Objectives:
   APEX will gather information and conduct analyses that will positively impact
   the bottom line of U.S. pork producers. The project will generate valuable
   information concerning foreign market barriers and unfair trade practices,
   both in the United States and abroad, that are undermining U.S. pork export
6.) USMEF International Marketing Initiatives and Implementation                     $5,200,000
   The purpose of this tactic is to provide the oversight and management
   strategy to increase the value and profitability of the U.S. pork industry by
   leveraging U.S. pork's competitive advantage and enhancing demand in
   targeted export markets though market development, buyer education and
   issue management.
   Specific & Measurable Objectives:
   USMEF evaluates the impact of its programs at the strategic and tactical
   levels in each market. The following proposal includes descriptions of the
   strategies that USMEF employs to address its strategic priorities in each
   The performance measures gauge the effectiveness of USMEF’s strategies
   at delivering these messages and educating the target audience. For the
   market development priority, the target audience includes the importers,
   distributors, processors, hotels, restaurants and retail chains with which

                                        Page 45
                        USMEF works closely to achieve its strategic objectives. For the market
                        access priority, the target audience varies by market but includes, among
                        others, opinion leaders, industry and government decision-makers, and U.S.
                        industry leaders. To manage the cost of measuring the impact of its
                        strategies, USMEF collects and analyzes information from selected
                        representative members of the target audience. At the tactical level,
                        USMEF collects and analyzes information, such as sales data, survey
                        results, and estimates of the reach and value of public relations activities, to
                        enhance the effectiveness of selected activities

            Desired Outcome Over the next five years, the board will continuously evaluate and                         $100,000
                         #5 - prioritize domestic and international market opportunities based on
                              their potential for enhancing pork producer profitability and
                              mitigating market risk.
                    1.) International Evaluation                                                           $100,000
                        Work directly with USMEF to ensure proper funding of checkoff dollars are
                        allocated to the appropriate countries. Ensure that our investments have the
                        highest impact and that there is a solid return on investment. Work with
                        APEX to make sure market access is maintained and initiated in countries
                        with opportunity.
                        Specific & Measurable Objectives:
                        Determine success and failures on programs implemented and managed by
                        USMEF and APEX

Critical Issue #3 - Competitive Global Advantage. The National Pork Board will pursue                                 $5,152,300
strategies to enable U.S. pork producers to remain highly competitive, long term, on a global
        Desired Outcome #1 - Facilitate and fund research that can be used to address technical                       $3,643,000
                             barriers in expanding domestic and foreign markets.
           1.) Public health research                                                                      $250,000
                Public health is an important consideration for the pork industry. Perceived and real
                risks to public health associated with swine production practices can have a
                considerable impact on the industry. Scientifically sound information is needed to
                address public health concerns such as the development of human antibiotic
                resistance from the use of antibiotics in food animals. Other emerging public health
                issues related to modern farming practices include environmental health and
                community/worker health, such as asthma and other respiratory diseases. Technical
                information is needed to protect our producers and workers, and support consumer
                confidence in the safety of pork production. This tactic will support funding public
                health research in topical areas such as antibiotic use and resistance, swine worker
                health and safety, and environment and community health related to modern farming
                Specific & Measurable Objectives:
                Technical information will be developed through funding key research studies that
                will be disseminated by subject matter experts at scientific meetings and producer
                meetings and developed into written materials. Topic specific technical working

                                                             Page 46
   groups will meet to provide expert input into program and research development.
   The strategic plan for public health research is to address the vulnerabilities from the
   pork industry’s 2011 Vulnerability Assessment (Priority #1: Reputation of modern
   agriculture and Priority #5: Animal health products – (a) Antibiotic use: human and
   animal health implications) and support consumer confidence in the safety of pork
2.) Post-Harvest Foreign Animal Disease Research                                              $500,000
   Checkoff’s vulnerability assessment prioritized foreign animal diseases (FAD) and
   market disruptions as the number 2 & 3 strategic issues that would interrupt
   commerce and exports of pork, pork products and variety meats. Current research
   on the survivability of FAD in fresh and finished pork products and variety meats will
   not support interstate movement and commerce of pork products in a FAD event. In
   2011 a FAD Research Working Group was convened by Checkoff and developed
   priorities for postharvest research focusing on Foot Mouth Disease. Research
   priorities include studying the survivability of FMD in swine muscle tissue as pH
   decreases over time. Similar research has provided scientific support for commerce
   of fresh deboned beef as FMD is inactivated in bovine muscle tissue as pH
   decreases over time. To date this work has never been repeated in swine. Other
   research priorities include studies on surface decontamination and agent survival in
   the packing plant. This tactic will provide funding for research that is needed to build
   scientific evidence to help prevent interruptions in interstate movement of pork
   products, which will also provide benefits for the reopening of export markets during
   an FAD event.
   Specific & Measurable Objectives:
   Checkoff research funds will be allocated to USDA, ARS, North Atlantic Area to
   complete projects on the survivability of foreign animal diseases in fresh and finished
   pork products and variety meats. In kind contributions will be solicited from the pork
   chain to leverage Checkoff’s investment and provide the necessary equipment to
   ARS to complete the research.
3.) Pork Quality Research                                                                     $300,000
   Previous Checkoff-funded pork quality research reported in 2010 has indicated a
   potential difference in chilling methods impacting various pork quality attributes. In
   order to decrease the variation of quality of pork, the industry needs to follow up the
   impacts of chilling methods on pork quality attributes. This new science will allow the
   packing industry to optimize chilling temperatures in relation to pH, tenderness and
   food safety measures. A fat-quality summit was held and an outcome from that
   meeting was a need to develop a consistent fat-quality measurement and definition.
   This research will help compare fat quality as diets change over time. In addition to
   addressing technical barriers to market acceptance, the quality aspects affecting a
   satisfaction eating experience will help to grow future consumer demand for pork
   Specific & Measurable Objectives:
   The results of the Pork Quality research will help increase consumer demand and
   assist producers in supplying a high quality product for consumers. Appropriate
   proposals will be funded that will address tenderness and fat-quality issues and will
   increase consumer acceptance of those attributes. Checkoff funding will be
   leveraged with funding from our packer/processor partners if possible.
4.) Human Nutrition Research to Evaluate Pork’s Role in a Healthful Diet                      $220,000
   Nutrition research priorities include objective research that can be communicated to
   media and health professionals, such as Dietary Approaches to Stop Hypertension
   (DASH Diet) and the resulting human health benefits of inclusion of pork in such a

                                                 Page 47
   diet. Additional priorities include showcasing the value of pork during weight loss and
   proving a weak or null association between pork consumption and cancer. Nutrition
   Issues ranked among the top ten priorities during the vulnerabilities assessment.
   Specific & Measurable Objectives:
   Request for proposal response will drive actual project measurement. Goal is at least
   one manuscript submitted from previous year research related to nutrition issues
   found in Gap Vulnerabilities Analysis. Previous research has allowed Domestic
   Marketing to showcase the product in a positive nutritional profile with consumers
   and health professionals, thereby assisting in the goal of increasing pork eatings and
   real per capita expenditures.
5.) International Trade Research                                                              $200,000
   International trade is supported from Science and Technology with input from
   USMEF and APEX to confirm or disprove international standards and open up and
   reinforce existing export markets. Science and Technology will cooperatively work
   with USMEF and APEX to research disease and pork safety issues. Priorities will
   include topics that will open new markets or keep markets already open to U.S. pork
   Specific & Measurable Objectives:
   Science and Technology will meet with USMEF and APEX. Research priorities to
   address trade restrictions will be developed and project results shared with trading
   partners. The strategic plan for international trade research includes maintaining
   markets that are already open to U.S. pork, identifying countries where U.S. pork has
   the potential to expand exports and determining what scientific barriers exist. The
   plan will help accomplish the 2014 goal of 37% of global exports from U.S. pork.
6.) Enhancement and Risk Mitigation of Export Markets                                          $30,000
   International standard-setting meetings will be attended so a voice for U.S. pork is
   heard. The Trichinae Certification materials will be updated for the enhancement of
   U.S. pork exports as needed. Codex activities to define international standards for
   feed manufacturing will be followed and managed.
   Specific & Measurable Objectives:
   Staff and/or producers will interact with international standard-setting bodies, such as
   the WHO, CODEX and OIE, to provide a voice for U.S. pork producers. Staff will
   assist with trichinae technical support as needed to identify and open new export
   markets and to enhance the certification documents. U.S. interests in international
   feed manufacturing standards will be represented with Codex.
7.) Emerging and Endemic Disease Research                                                     $453,000
   Research will help prepare for emerging or re-emerging disease challenges.
   Research priorities will be developed by the Swine Health Committee, in coordination
   with other industry stakeholders, to avoid research overlap. The research focus is on
   domestic pathogens identified in the NPB Vulnerability Assessment as most likely to
   occur in the US and have negative impact on producers. Re-emerging pathogens of
   concern include swine dysentery and mycoplasma hyorhinis. Other endemic
   pathogens that continue to cause challenges for producers include clostridium
   perfringens type A, hemophilus parasuis and PCV2 in previously vaccinated herds.
   The goal is to continue year two of a three-year process to identify, develop, and
   provide validation of needed diagnostic tools; validation of oral fluid tests for SIV,
   PCV, mycoplasma, including researching its potential for the use to diagnose
   diseases caused by bacteria; and the ongoing development of potential vaccine
   strategies for targeted enteric and respiratory pathogens. As part of the response
   component for emerging and re-emerging diseases, funds will be targeted toward

                                                Page 48
   support of a rapid response team for disease outbreak investigation(s).
   Specific & Measurable Objectives:
   Host a joint producer/USDA research conference call/WebEx in June or July of 2012
   in order to review current projects and priorities. Gather feedback on future
   knowledge gaps and research needs to help to refine and focus research on long-
   term goals.
   Have a yearly emerging research call for proposals to focus on the pathogens that
   have been identified by the Vulnerabilities Assessment as most likely to occur and to
   impact producers: Support of diagnostics, immunology/vaccinology and pathology of
   disease and ongoing development of diagnostic tests that have greater sensitivity
   and specificity. Provide support for rapid identification and response to emerging
   disease issues.

8.) PRRS Virus Control Issues                                                                 $1,025,000
   PRRS is a highly contagious disease worldwide and, as mentioned in the 2011
   Vulnerabilities Assessment, can have a significant negative impact on producer
   profitability. The 2011 PRRS Economic Impact Study estimated the total annual cost
   of PRRS in the U.S. national breeding and growing pig herd at $664 million, which
   equates to a total loss of revenue of $114/sow from lost productivity
   ($52.19/breeding herd and $62.52/grow finish herd). Productivity losses affect all
   producers regardless of size or type of production. A research-based approach will
   provide producers information for support of elimination of the PRRS virus on-farm
   and through regional elimination strategies. Research funds will be leveraged with
   PRRS CAP and PRRS Host Genetics Consortium funds to study the PRRS virus
   with the goal of providing tools and management strategies that can reduce the
   financial losses from damaged sow and grow-finish productivity. The basic science
   research focus will include ongoing study of immunology and vaccinology of the
   PRRS virus. Applied research in support for regional elimination will include: the time
   interval to produce negative pigs from positive sow herds; the impact of vaccine
   strategies etc.
   Specific & Measurable Objectives:
   Research priorities will focus on field-based applications of disease control and
   diagnosis through the development and support of regional PRRS elimination efforts.
   Focus areas include immunology and vaccinology and applied on-farm research for
   management of PRRS to include reduction of virus in a region, time to production of
   negative pigs from positive sows and other farm-based research questions.
   The Porcine Host Genetic Consortium will be co-funded by the Swine Health
   Committee and Animal Science Committee. The focus is to finalize the genetic
   testing and evaluation of the large-scale PRRS exposure studies to evaluate different
   phenotypic and genetic characteristics of pigs. The outcome is to identify different
   pig genetic lines that may be able to be selected for their ability to fight off PRRS or
   be able to sustain high production in the face of PRRS infection.
   Provide to producers the biosecurity assessment tool that can be directly applied to a
   farm for use in PRRS regional elimination strategies (support of the AASV PRRS
   Risk Assessment program).

9.) Pork Safety Research                                                                       $300,000
   Research on Pork Safety issues throughout the chain will be identified based on the
   Pork Safety, Quality and Human Nutrition Committee’s priorities to provide science-
   based industry solutions. Committee priorities will include the epidemiology of
   Salmonella throughout the chain, potential emerging food safety pathogens,
   development of diagnostic tests, and other food safety issues. The results of the

                                                Page 49
    pork safety research will support consumer demand and assist producers in meeting
    the food safety ethical principle.
    Specific & Measurable Objectives:
    Funding pork safety proposals will enable science to address the safety of U.S. pork
    from farm to retail. One goal will be to fund research that will inform producers of
    science-based on-farm pathogen interventions. Another is to address the
    vulnerabilities related to pork safety and antibiotic resistance from the pork industry’s
    vulnerability assessment.
10.) Managing emerging zoonotic diseases and public health challenges through                    $115,000
     technical support
    The pork industry is continually challenged with emerging zoonotic diseases, such as
    MRSA, and concerns about the development of human antibiotic resistance from the
    use of antibiotics in food animals. These diseases and/or the misconceptions about
    these issues can negatively impact the industry. Increased interest in banning the
    use of antibiotics for nutritional efficiency and disease prevention requires significant
    efforts in disseminating scientific material through credible experts that support
    industry best practices. Scientifically sound technical information is needed to
    support consumer confidence in the safety of pork production and to protect our
    producers and workers that may be exposed to zoonotic disease. This tactic will
    support gathering that information through working groups, third-party experts and
    other means.
    Specific & Measurable Objectives:
    Topic specific technical working groups will meet to provide expert input into program
    and research development. Technical information will be developed and
    communicated through the dissemination of information by subject matter experts at
    scientific meetings, producer meetings, meeting with strategic partners and the
    development of written materials. Technical information (scientific literature, industry
    publications, popular media) in topical areas (e.g. antibiotic resistance, MRSA,
    worker/community health and safety) will be regularly reviewed and summarized.
    The technical working groups’ objectives are to identify research priorities, to
    manage issues and claims from activists and, through credible experts, to
    disseminate scientific material to and support consumer confidence in the safety of
    pork production.
11.) Zoonotic disease research                                                                   $250,000
    Emerging zoonotic diseases, such as MRSA, influenza, Clostridium difficile,
    Toxoplasmosis, and Hepatitis E, present an ongoing challenge to the pork industry.
    Zoonotic diseases present potential risks to the health of the public, producers and
    swine workers. Likewise, the possible movement of diseases from humans to swine,
    such as influenza, presents a risk to the health of the swine herd. Scientifically sound
    information is needed to better understand the epidemiology of these diseases in
    swine and humans, the potential for movement between swine and humans (and
    vice versa) and the possible risks, if any, associated with transmission from swine to
    humans. Technical information is needed to support consumer confidence in the
    safety of pork production and to protect our producers and workers that may be
    exposed to zoonotic diseases. This tactic will support funding zoonotic research.
    Specific & Measurable Objectives:
    Technical information will be developed through funding key research studies that
    will be disseminated by subject matter experts at scientific meetings and producer
    meetings and developed into written materials. The strategic plan for zoonotic
    research is to address the priorities identified in the pork industry’s 2011 Vulnerability
    Assessment (Priority #7: Human health issues - (a) MRSA, (b) Influenza, (c)

                                                   Page 50
      Zoonotic diseases) and support consumer confidence in the safety of pork

Desired Outcome #2 - Provide research and information to improve lifetime sow                                    $1,050,000
                     productivity 10% by 2014
           1.) Sow Lifetime Productivity                                                            $1,000,000
                The Sow Lifetime Productivity project is a cooperative program, as
                recommended by the 2010 Checkoff Research Task Force that examined
                the Checkoff role in industry research. The task force included the Animal
                Science, Swine Health, Animal Welfare, Pork Safety Quality and Nutrition
                and Environment sections of Science and Technology. Sow productivity is a
                major component of the cost and efficiency of pig production and in
                profitability of the industry. The cost for the sow includes animal value,
                genetic premium, gilt development cost, facility cost, feed, animal health,
                and other factors. Sow lifetime productivity can be defined as the total pigs
                weaned per sow over the lifetime in the herd, from the time she becomes
                breeding eligible until culling. Sow lifetime productivity may also take into
                account the cost of gilt development prior to breeding herd entry if part of the
                research program. The goal of the research and educational program will
                be to optimize the cost of producing a weaned pig over the sow’s lifetime by
                improving sow productivity in a socially acceptable manner.
                Specific & Measurable Objectives:
                A Sow Lifetime Productivity Task Force will be formed under the
                responsibility of the Science and Technology Animal Science, Swine Health,
                Animal Welfare and Environment committees, as outlined by the 2010 NPB
                Research Task Force that reviewed the appropriate roles for Checkoff in
                research. It will also include members with expertise in nutrition, physiology,
                endocrinology, epidemiology and others as needed. The task force will
                develop the research and educational strategy to meet the goals of the
                project. The task force will solicit and facilitate the cooperation of U.S.
                production systems in order to provide the research capacity needed for the

                The research and educational goal is to return to the industry an estimated
                $250 million through a 30% improvement in sow lifetime productivity over 7
                years, resulting in average herd longevity of 4.6 parities and an increase of
                10-15 pigs weaned per sow lifetime.
           2.) Industry Productivity Analysis                                                         $50,000
                Large volumes of pig production data exists that is not utilized. This tactic
                will analyze existing data from one or more data management companies.
                Analysis will provide information indicating where producers can improve the
                profitability potential of their operations. Results will be disseminated through
                Checkoff electronic and print media, as well as trade publications. Results
                will help guide national research priorities for academics, industry, and
                Specific & Measurable Objectives:
                Identify how to reduce costs, improve profit potential and optimize
                production levels, and then educate academia, industry, and government.
                Analysis will identify ways to improve profitability by $0.05 per pig in five

                                                      Page 51
                years. This will be worth $5 million annually to the pig industry.

Desired Outcome #3 - Help develop the current and next generation of swine employees,                     $459,300
                     managers and scientists.
          1.) Community College Swine Manager Distance Learning Curriculum                      $90,000
                This tactic will complete work started in 2011 to develop a community-
                college level distance learning curriculum in swine management.
                Participants will improve their understanding and application of fundamental
                science supporting generally accepted practices in pork production. Tactic
                will: reduce voids in availability of standardized swine production
                management education courses across the United States; prepare current
                employees and community college students to excel as farm managers;
                prepare people to become certified as professionals in swine management.
                Primary target audience is current employees with potential to become farm
                managers. Secondary target audience is students seeking careers in pork
                production. Curriculum is developed for multiple delivery methods including
                home, farm, or classroom. Curriculum components will be customizable to
                accommodate instructor preferences. Curriculum will address management-
                level responsibilities in sow-farm management; wean-to-finish management,
                human resource management, facility operation and maintenance,
                production records, and work experience/internships
                Specific & Measurable Objectives:
                Development phases will be completed. Final versions of customizable
                curriculum components will include: instructor’s guide, lesson plans,
                teaching aids, presentations, classroom and on-farm learning exercises.
                Curriculum will be utilized for six course offerings in fall 2012 and spring
                2013. Curriculum will be provided to community colleges in the 8 major
                swine-producing states along with invitations to participate in the program.
                Tracking system will be created to house records of participants. Marketing
                program will be developed and implemented, targeting senior level
                managers and owners with human resource management responsibilities,
                community college administrators and instructors.
          2.) Administration of on line university and community college swine                  $58,100
              management curriculums
                Tactic provides administrative support for coordination and delivery of
                current and newly developed online swine-specific education courses at
                university and community college levels. Improved access to education
                programs at the university and community college will be provided to all
                people in pork production by blending distance education with real time work
                experiences. Marketing program will be developed and implemented
                targeting senior level managers and owners with human resource
                management responsibilities; community college administrators and
                instructors. Tactic includes support of curriculum steering committee,
                certification advisory board and certification exam working group.

                Specific & Measurable Objectives:
                Deliver bachelor-level Swine Science Online courses to 200 students
                participating at 7 Land Grant universities. Ninety employees will participate
                in the community college courses. 100 employees and students will seek

                                                      Page 52
   status as certified professionals in pork production. Support will be provided
   for: a university curriculum steering committee; a community college
   steering committee; and instructor team.
3.) Strategic Review US Pork Center of Excellence                                    $50,000
   Outside third party will review progress of the U.S. Pork Center of
   Excellence (USPCE) in meeting original mission. After assessing the
   position in swine education USPCE has established, results will help decide
   where to take the program next. How effectively has USPCE matched
   services to customers' needs; which products and services are succeeding;
   and which aren't performing as planned?
   Specific & Measurable Objectives:
   A third party will conduct quantitative and qualitative reviews and
   assessments of USPCE program efforts to include: core activities; business
   efficiency; financial position; competition; user analysis; and goals.
   Quantitative surveys will identify number and type of users; frequency of
   use; and resources used. Qualitative assessment will identify how resources
   have been used; if they are meeting customer needs and improvements that
   will enhance services offered. Strengths and areas that could be improved
   will be identified. Actions needed to take to implement the improvements
   will be identified. Revised strategic plan will be developed.
4.) U.S. Pork Center of Excellence                                                  $132,000
   The mission of the U.S. Pork Center of Excellence (USPCE) is to add value
   to the pork industry by facilitating research and learning for U.S. pork
   producers through national collaboration. Program efforts focus on
   coordination and delivery of: swine specific curriculums at bachelors and
   associate level; a comprehensive core body of production knowledge
   delivered in fact sheet format that is utilized in swine education programs at
   bachelors and associate level programs; and development of resource
   guides on key subject areas such as swine nutrition and sow productivity.
   The National Pork Board supports USPCE outreach efforts through an
   annual partner fee and support to delivery production information via the
   “Pork Information Gateway” (PIG). National Pork Board owns PIG and
   leases content development and delivery to USPCE.
   Specific & Measurable Objectives:
   Primary users of the Pork Information Gateway (PIG) are U.S. pork
   producers, Extension educators and veterinarians. Objectives are: a 10
   percent increase in 2012 in the number of registered users, a 10 percent
   increase in fact sheets available on the PIG and a 10 percent increase in
   FAQs .
5.) Employee Management Online Workshops                                             $19,200
   Human Resource Management (HRM) workshops will target key decision
   makers with responsibilities for HRM management in pork production
   including owners, human resource managers, and those that conduct and
   influence training. Participants will: understand effective HRM principles and
   practices; identify specific HRM resources contained in National Pork Board
   (NPB) Employee Care Toolkit to incorporate into their operations; identify
   steps to implement selected HRM resources. Workshops will be delivered
   via web based methods.
   Specific & Measurable Objectives:
   Educational workshops will be conducted to help individuals who have

                                        Page 53
   employee management responsibilities in pork production improve their
   abilities to manage their staff and improve farm performance. Two series of
   workshops will be delivered. One will address Human Resource
   Management (HRM) legal, regulatory, wages, salaries and benefits topics.
   Second will address HRM in production units addressing: Workplace
   Communication; Conflict Resolution; Recruitment and Selection; Training
   and Development; Performance Management; Discipline and Termination;
   Compensation; Managing and Appreciating Different Cultures; Legal Basics;
   and in a Family-owned Business. Each series will be offered twice, for a total
   of 32 separate workshops. Target participation for each workshop session is
   30 participants totaling 960 session participants. NPB Employee Care tool
   kit will be provided to participants.
6.) Industry Leadership and Human Capital Development                               $60,000
   Continued long-term sponsorship of industry-based leadership development
   and academic programs for youth, stakeholders and producers, including
   Pork 100, Pork 101, intercollegiate meat judging events and others in
   cooperation with the AMSA, ASAS National and Midwest section meetings
   and various other related events and programs. The intercollegiate meat
   judging contest trains individuals to solve problems in the meat industry.
   Pork 100 and 101 are avenues through which we educate groceries,
   packers and retailers about how pigs are raised. These programs are unique
   in the industry and provide producers an opportunity to train future industry
   Specific & Measurable Objectives:
   Continue to sponsor key animal science-related events and programs, such
   as the American Meat Science association programs and intercollegiate
   meat judging contests, ASAS meetings and programs, etc., to promote and
   encourage new leaders in the industry. Quantify the percentage of
   participants from the intercollegiate meat judging contest that are continuing
   in meat science or entering a career related to the swine industry.
7.) Pork Industry Leadership Scholarships                                           $50,000
   There is widespread concern as to who will lead the pork industry in the
   coming years. A shortage of quality pig veterinarians and scientists is
   expected. Therefore, this tactic sponsors a minimum of 20 academic
   scholarships to promote careers in the pork industry and increase
   awareness of the critical need for human resource development. These
   scholarships will recruit students to post-secondary education in scientific,
   veterinary and public health disciplines for the pork industry and develop
   qualified professional management and labor personnel. Producers will
   benefit by having a strong base of future personnel to solve industry
   problems. Outside funding from industry stakeholders will be sought to
   complement Checkoff contributions.
   Specific & Measurable Objectives:
   Recruit, evaluate and select a minimum of 20 $2,500 scholarship recipients
   in post-secondary education in scientific, veterinary and public health during
   2011. Direct an allied industry sponsorship/solicitation program to provide
   additional scholarship funds with a goal of $20,000 in matching funds.
   Quantify the percentage of past recipients that are on a career path towards
   the swine industry.

                                        Page 54

   A. Team Effort

A Team effort (Board of Directors, Producers and Staff) was employed throughout the process and was
essential in reaching the ultimate goal. The quality of the plan is a testimony that producers
representing a broad range of interests can achieve focused results when they work together. This
plan represents a four-month effort by hundreds of producers and staff. A genuine industry thank you
is due all.

   B. 2011-2012 National Pork Board Leadership

The Board of Directors and management team at the National Pork Board are as follows:

                                         Board of Directors

                     Everett Forkner        President           Missouri
                     Conley Nelson          Vice President      Iowa
                     Karen Richter          Treasurer           Minnesota
                     Roy Henry                                  Kansas
                     Brad Greenway                              South Dakota
                     Lisa Colby                                 Massachusetts
                     Randy Brown                                Ohio
                     Dale Norton                                Michigan
                     Wathina Luthi                              Oklahoma
                     Henry Moore                                North Carolina
                     Glen Walters                               Georgia
                     Julie Maschhoff                            Illinois
                     Derrick Sleezer                            Iowa
                     Steve Wuergler                             Oregon
                     Jan Miller                                 Nebraska

                                         Senior Staff Leaders

                     Chris Novak                   Chief Executive Officer
                     Jim Meimann                   Executive Vice President
                     Dr. Paul Sundberg             VP of Science & Technology
                     Ceci Snyder                   VP of Domestic Marketing
                     Mike Wegner                   VP of Communications
                     Bill Winkelman                VP of Producer Services
                     John Johnson                  VP of Strategic Planning
                     Jill Criss                    VP of Operations and Human Resources
                     Calvin VandeKrol              Controller

                                               Page 55

To top