Strategic Planning Update
John Johnson, Chief Operating Officer
National Pork Board
Our Agenda Today
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Where We Have Been (2009-2014)
The 2020 Process & Task Force
Our Vision
Our Mission
Our Goals – How We Get There
Next Steps
Where We’ve Been (2009-14)
• Producer focused:
– “…built by pork producers, for pork producers.”
– Demonstrate producer value and “return on investment…”
Responsible. Sustainable. Professional. Profitable.
• Vision: Leading a world-class food industry
• Mission: Harness the resources of all producers to capture
opportunity, address challenges and satisfy customers
• Today, we live in different times requiring increased:
– Customer focus through collaboration
– Transparency through accountability, honesty and action
– Commitment to continuous improvement
Strategic Planning Task Force
Board Members
Packers
Karen Richter, Minnesota
Dale Norton, Michigan
Jan Archer, North Carolina
Glen Walters, Georgia
Mike Skahill, Smithfield
Rich Gallant, Cargill
Joe Swedberg, Hormel
Rick Parker, JBS
State Executive
Roy Lee Lindsey, Oklahoma
NPPC
Randy Spronk, Minnesota
Jim Heimerl, Ohio
International Trade
Leann Saunders, USMEF
Retail Advisory
Major U.S. Retailer
Foodservice Advisory
Joe Jordan, Domino’s
At-Large Producers
Bob Dykhuis, Michigan
Craig Rowles, Iowa
Land Grant/Research
Jay Akridge, Purdue
Vision Statement
The National Pork Board will elevate U.S.
pork as the global protein of choice by
continuously and collaboratively working to do
what’s right for people, pigs, and the planet.
Mission Statement
The National Pork Board is the catalyst that
unites pork producers with key stakeholders
focused on building a bright future for
the pork industry through
research, promotion and education.
Three Overarching Goals for 2020
1. Build Consumer Trust
2. Drive Sustainable Production
3. Grow Consumer Demand
Goal 1 – Build Consumer Trust
Working collaboratively with food chain
partners, the National Pork Board will enhance
consumer trust in modern pork production by
promoting producer adoption of on-farm
management practices that reflect our ethical
principles and by sharing our commitment to
continuous improvement with consumers and
key stakeholders.
How We Will Measure Improvement
 Adoption of on-farm management practices reflecting our principles.
 Sharing our commitment to continuous improvement.
With food partners, address public concerns related to animal care
and improve engaged consumer perceptions by 10 percent.
Reduce public health risk
by 5 to 10 percent from
2015 levels, depending on
specific foodborne
pathogens.
Improve
overall animal
well-being
scores by 2
percent.
Reduce national average carbon
footprint by 5 percent.
Implement an
Enterprise Risk
Management System
to prevent/mitigate
threats.
Reduce national average water use
by 5 percent.
Producers accounting for 50 percent of U.S. pig production
will annually report sustainability performance metrics.
Goal 2 – Drive Sustainable Production
The National Pork Board will
invest in research and producer
education programs that enhance
the productivity and sustainability
of pork production and deliver
benefits to producers, consumers
and the community.
How We Will Measure Improvement
 Invest in research & ed programs focused productivity and sustainability.
 Share benefits with producers, consumers and the community.
Improve U.S. swine herd productivity through
research, tools and information. Targets:
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10 percent decrease in pre-weaning and nursery mortality
10 percent improvement in feed efficiency and sow
lifetime productivity (from 38 to 42 P/S).
Expand worker safety metrics to
50 percent of industry and reduce
employee injury by 15 percent.
Develop diagnostic tools, surveillance
and mitigation strategies to eliminate
top U.S. swine diseases.
Improve industry professionalism by
attaining 25 percent adoption of education,
training and development programs.
Decrease the annual
economic impact of
PRRS by 20 percent.
Improve ability to detect,
prepare for and respond to
emerging disease.
Goal 3: Grow Consumer Demand
Working in concert with food
chain partners, the National
Pork Board will grow domestic
and international consumer
demand by focusing on pork’s
improved nutrition, quality and
sustainability.
How We Will Measure Improvement
 Connect and collaborate with food chain through focus on nutrition,
quality and sustainability.
Increase positive perceptions
of U.S. pork among registered
dietitians by 20 percent.
Reduce the percentage of pork loin chops scoring
below color score “3” by 10 percentage points.
Increase U.S. market share by
1 percentage point (based on
real/capita expenditures).
Increase average annual sales volume
and value of pork exports to new and
existing markets by 9 percent annually.
New Plan Approved by Board
The Board approved
the 2015-2020 plan in
September 2014, and
will finalize budget
implications in
November.
Next Steps
• Introduce to our customers in Q4
• Create 1:1 opportunities for dialogue to gain input
and assess reaction
• Build trust through collaboration and access
• Leverage We Care, PQA Plus and other programs
as Social Responsibility markers
• Introduce to consumer audiences early in 2015
• Incorporate plan into future programs and tactics
Questions?
This message funded by America’s Pork Producers and the Pork Checkoff