In a video address to U.S. pork producers, Bill Even, National Pork Board CEO, shared the National Pork Board’s priorities for 2022. The organization’s five goals are based on strengthening collaboration with partners across the industry, Even says.
The 2022 goals include:
1. Support a Coordinated National Strategy for FAD Prevention and Preparedness
The Pork Checkoff will focus on providing the necessary research and resources to support coordination of foreign animal disease (FAD) prevention and preparedness. Even says the key will be the adoption of AgView, a free, pig contact-tracing platform developed for producers using Pork Checkoff funds.
2. Expand on Real Pork Trust and Image Brand
In 2021, the pork industry had success showing ground pork as a great alternative to other items in the meat case. The National Pork Board also had great success reaching consumers across the country through its Rural Dictionary Mythbusting campaign. This year, they plan to expand on that success into e-commerce and drive home their mythbusting efforts.
3. Establish U.S. Pork as a Global Leader in Sustainable Ag
Later this month, the National Pork Board will release a national pork industry sustainability report introducing 12 goals and metrics by which the goals will be measured, all grounded in the six We Care® ethical principles. All pork producers are encouraged to get involved in on-farm sustainability reports to enable the National Pork Board to help tell your story.
4. Continue Grassroots Engagement with the States
State associations are key to the pork industry’s success, Even says. Last year, National Pork Board worked with states on grants, environmental questions, foreign animal disease prevention and preparedness and consumer outreach efforts. The board of directors was so pleased, he adds, that they have allocated $1.5 million in 2022 to take that even further.
5. Diversify International Portfolio
In 2022, the National Pork Board will focus on U.S. Pork and how it shows up in six foreign markets compared to alternatives. They plan to leverage strong partnerships with USMEF, National Pork Producers Council, the USDA and others.
“We’re excited about our value proposition, and we’re hopeful our producer leaders will be able to travel and tell that story personally,” Even says.
Read more from Farm Journal’s PORK:
Why the U.S. Pork Industry Needs to Capture More Value From the Carcass
What Do International Pork Customers Really Want?
Veterinarians Shed Light on New Feature for Pork Industry in AgView
