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National Pork Board Update - 2011
The document discusses the National Pork Board's efforts to drive demand for pork against rising food prices. It outlines advertising campaigns targeting consumers, a new standard of professionalism for the industry, and expanding exports. The Pork Board is working to change perceptions and meet changing consumer expectations through public relations, education programs for producers, and establishing standards for swine production knowledge.
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National Pork Board Update - 2011
- 1. Why I Believe ANational Pork Board Update Chris Novak Chief Executive Officer
- 2. Overview • Driving DemandAgainst a Strong Headwind • A New Consumer Movement • Defining A New Standard of Professionalism 1
- 3. Food Price Inflation:A Strong Headwind? 2
- 4. Monthly U.S. PorkRetail Values 3 2.70 2.80 2.90 3.00 3.10 3.20 3.30 3.40 JanuaryFebruaryMarch April May June July August SeptemberOctoberNovemberDecember 2007 2008 2009 2010 2011 Source: USDA/ERS; dollars per pound with thanks to Erin Borror, USMEF
- 5. 願你 生活在 有趣的時代 Yuànnǐ shēnghuó zài yǒuqù de shídài 4
- 7. Business Goals for2014 666 +10% Real PCE +10% Points Juicy, Tender, Flavorful +10% Fresh Pork Eatings Behavior Attitudes
- 9. New Pork Target 8 Enjoyall fresh cutscuts Enjoy all fresh cuts Positive about pork, cooking, life Confident preparing >2 cuts Mostly Medium/Heavy Fresh Pork Eaters 28% of U.S. Households 68% of all Fresh Pork Consumed At Home 50% of all Fresh Pork Consumed Away From Home
- 10. Pork’s Personality 9 Unapologetic, assertive, optimistic,energetic, approachable, outgoing, a leader
- 11. Launch National Television •2,040 spots over the five-week period • Early-Morning News Shows: ABC Good Morning America, CBS Early Show, NBC Today Show • Cable networks: A&E, ABC Family, Bravo, CMT, Cooking Channel, Food Network, GAC, GSN, Hallmark, HGTV, History, Lifetime, TLC, TNT, Travel, TruTV, TV Land, USA Media Mix: Early a.m. news, Cable TRP’s: 421 Reach: 59% Frequency: 6.4 Impressions: 452 million
- 13. One-Page People Magazine Three-Page Ads TotalInsertions: 9 Total Print Impressions: 17.7 million Launch Print Plan
- 14. Launch Digital Plan Impressions:26 million Ad Clicks: 34,074 Overall CTR: 0.13% Site Recipe Print Total: 991 Rich Media Recipe Print Total: 87 Rich Media Recipe Share Total: 447
- 15. But, the Good NewsDoesn’t Stop There! 14
- 16. USDA Temperature AnnouncementResults As of May 30, 2011
- 17. National Pork BoardOverview Communication Plan Included: • Consumer Public Relations • Advertising • Retail Marketing • Web Site and Collateral • State Association Outreach • Agriculture Media • Hispanic Media
- 18. 1,326 traditional and 6,572social media placements, 103 million impressions Consumer Public Relations as of June 3 at 5:00 p.m.
- 19. @TylerFlorence RT Abouttime - Pink #Pork Fine: #USDA Lowers Safe Cooking #Temperature 287,769 Impressions “Finally, the USDA has changed their recommendations for cooked pork. “ @Rick_Bayless: RT @tom_colicchio: USDA confirms what chefs have been saying for years Pink Pork is Safe. Temperature 145 down from 160 144,528 Impressions; Retweeted 61 times “The U.S. Department of Agriculture has finally recognized what a lot of cooks and food scientists have been arguing for some time.”
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- 21. Advertising Results asof May 26 a.m. • Display • Industry average click through rate for display is 0.08 to 0.09% • All Recipes – click through rate (CTR) was 0.20% (“takeover”) • Yahoo and Scripps Network – CTR was 0.13% (takeover) • Interclick and Burst – CTR was 0.07% (no takeovers)
- 22. Advertising Results asof May 26 a.m. • Paid Search on Google • Industry average for paid search is 1 to 2% • Pork temperature search terms – CTR was 9.79%! • Industry average for content targeting is 0.08 to 0.09% • Our content targeting – CTR was 0.09%
- 23. And Beyond theHome Front . . . 22
- 24. World Pork Consumption 80,000 85,000 90,000 95,000 100,000 105,000 110,000 115,000 120,000 125,000 130,000 20002002 2004 2006 2008 2010 2012 2014 2016 2018 Source: OECD/FAO Agricultural Outlook June 2010, beef & pork in carcass wt equivalent, poultry in rtc ThousandMetricTons 2010-2019: +18.4 MMT and excluding China +6.7 MMT
- 25. 0 500 1,000 1,500 2,000 2,500 2003 2005 20072009 2011 2013 2015 PVM Pork U.S. Pork Exports Historic & Forecast Volume Source: USDA and USMEF PVM= Pork Variety Meats; thousand metric tons 2011-2015: +4% annually 2008: 2.05 MMT +57% 2009: 1.866 MMT -9% 2010: 1.918 MMT +3% 2011: ~2.04 MMT +6-10% and value $5.3 billion— definitely a record!
- 26. A New ConsumerMovement The US Farmers & Ranchers Alliance
- 27. Basic Framework • Campaignto address consumer attitudes toward agriculture • Coalition of willing partners from across the food chain • Commitment to specific, measureable, goals & objectives centered around changing consumer perceptions
- 28. USFRA Vision Statement Foodproduction partners will work together to enhance US consumer trust in today’s modern food production to ensure the abundance of affordable, safe food.
- 29. Strategic Objectives • Increaseshare of voice in key media (national & state; traditional & social). • Increase the number of policy makers and government officials (at all levels) who accept the value of today’s agricultural production. • Engage key customer decision makers in the dialogue about the value of today’s food production methods.
- 30. Strategic Objectives • Workwith leading national influencer organizations (medical, cultural, dietary, environmental, etc.) to create partnerships in support of today’s agriculture. • Increase the role of farmers and ranchers as the voice of animal and crop agriculture on local, state and national food issues.
- 31. U.S. Farmers andRanchers Alliance Affiliates (32) as of April 1, 2011 (*Board Participants) • American Egg Board • American Farm Bureau Federation* • American National CattleWomen • American Sheep Industry • American Soybean Association • American Sugar Alliance • AAPE • CBB/Beef Checkoff* • Federation of State Beef Councils* • Illinois Farm Bureau • Illinois Soybean Association* • Iowa Soybean Association* • Minnesota Soybean R & P Council* • National Association of Wheat Growers • National Cattlemen’s Beef Association* • National Corn Growers Association* • National Cotton Council • National Milk Producers Federation* • Nebraska Soybean Board* • National Pork Board* • National Pork Producers Council* • Pennsylvania Farm Bureau • Southern Peanut Farmers Federation • United Egg Producers* • United Fresh Produce Association • USA Rice Federation • United Sorghum Checkoff Board • United Soybean Board* • U.S. Poultry & Egg Association* • U.S. Grains Council • U.S. Soybean Federation • Western Growers
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- 36. Professional Status: Formally certifiedby a professional body by virtue of having passed assessments to verify the individual possesses a level of knowledge, skills or abilities necessary for competent performance of a specific role, measured against an established set of standards. 35
- 37. Situation • Need foreducation • Limited options for employees to learn the “why” about “what” is involved in pork production • Limited options for students to consider swine production as a career option • “Farm kid pool” has dried up • Industry Structure continues to change – Number of people – Distribution of people • Image issues- Nationally recognized standards of production knowledge and successful work experience in swine production do not exist 36
- 38. Objectives • Overcome distanceand time challenges through distance education • Develop and deliver education programs meeting swine industry needs • Establish standards of production knowledge and successful work experience in swine production 37
- 39. Actions • Create aProfessional in Swine Management Training & Certification Program • With USPCE—develop & support Swine Science On-Line—a multi-state college curriculum for the swine industry • Disseminate HR Tool Kit to Owners & Managers bringing new employees on-board • Create an action plan to begin addressing swine worker safety in a more concerted manner 38
- 40. So Why DoI Believe?
- 41. Why I Believe: •Solid Foundation for Growing Domestic Markets – New Target, New Message, New Investment – New Temperature • Leadership & Strength in International Demand • Commitment to Meeting Consumer Expectations • Continuing Improvements in Productivity • Pragmatic Optimists 40
- 42. This message fundedby America’s Pork Checkoff Program. Questions? Chris Novak Chief Executive Officer National Pork Board CNovak@Pork.org Ph: 515-223-2627