Why NPPC’s New Logo is More Than a Symbol, It's a Commitment

"This symbol is a commitment," Bryan Humphreys said at the 2022 World Pork Expo.
"This symbol is a commitment," Bryan Humphreys said at the 2022 World Pork Expo.
(Jennifer Shike)

Just like the World Pork Expo has changed since Minnesota pig farmer Terry Wolters started attending the show in the late 1980s, so is the U.S. pork industry, he said during a press event at the 2022 World Pork Expo. 

Wolters, now president of the National Pork Producers Council (NPPC), said, “Our industry is not the same. It’s modernized. We've changed. There's been large advancements in the industry in the line of genetics, nutrition, environmental technology, animal health, just to name a few.”

Despite the pride he, along with many others, feel about the accomplishments of the industry to date, Wolters said it’s time for NPPC to modernize as well. 

A Modern Approach

“Today we face complex challenges in trade, regulation, labor, foreign animal disease, environmental stewardship and production mandates. We're faced with unprecedented pressure that's been brought forward by a wide range of individuals that are unfamiliar with progress in modern agriculture and the requirements that it takes to support a food system to support the world,” he said. “These complex challenges require deliberate, strategic solutions.”

NPPC delegates approved a strategic plan last year at the 2021 National Pork Industry Forum that outlines the priorities and the challenges for the industry. The producer-led task force recognized that additional resources would be required to meet those challenges. 

“That is why in March 2022 at the Pork Industry Forum, NPPC delegates approved a rate change for our Strategic Investment Program, which will dedicate the additional resources to NPPC’s advocacy efforts, tackling modern issues with modern strategies as part of the pathway to change,” Wolters said. “A new voluntary funding will allow us to commit programming priorities more deeply, such as keeping markets open, having investors represented in key events, defending science and technology, and more effectively communicating with internal and external audiences.”

But bold moves take effective leaders to recognize both the importance and the difficulty of implementing change like this, he said. That’s why he’s excited about the newly elected board and talented NPPC staff that’s digging in and getting to work. 

“We are positioning the organization to adapt to new dynamics. We are excited about the opportunities that lie ahead and know that the successes also rely on the participation of our fellow stakeholders to share the vision and to support an industry bigger than themselves,” he said.

NPPC staff, along with industry investors and stakeholders, are committed to working to protect the interests of our pork producers raising high quality, affordable products for consumers here and around the world, he said.

The Groundbreaking Successes of Tomorrow

NPPC’s history is not only one of dates, explained NPPC CEO Bryan Humphreys. It’s a history of people and their actions. 

To continue upon that groundwork and to build upon NPPC’s long-range strategic plan and decisions made by National Pork Industry Forum delegates, Humphreys unveiled NPPC’s new logo and shared how the organization plans to reposition itself in an effort to transform the future of the organization to better serve pork producers.

“Our new logo is symbolic of where we are heading as an organization as we take important steps today to achieve groundbreaking successes tomorrow. This symbol is a commitment. This transformation and energized focus will help propel the industry forward in an aligned, energized and strategically driven manner under new leadership, guided by a long-range strategic plan, and fueled by new funding support,” Humphreys said. 

A Deeper Look at the Logo

The new logo is not part of another campaign – it’s a new brand, Humphreys emphasized. It’s a new image for the U.S. pork industry. Within the logo, each component represents purpose and intentionality. 

“The speech bubble, and the red, white and blue colors, reinforce NPPC’s mission to be the global voice for the U.S. pork industry,” Humphreys said. “The words ‘pork producers’ are strategically stacked in the middle to highlight who NPPC represents. As our members constantly strive for improvement within their operations, the use of this brand also demonstrates that we, as staff, will continually challenge ourselves to develop new outreach strategies and of all the tools that we use to advocate for the hardworking producers we represent.”

At the end of the day, NPPC is looking to show up differently, he said.

“This has never been more important because the challenges that our producers face continue to be more and more complex and dynamic. As we work to identify solutions that are constantly evolving, this means we have to be more collaborative, across the pork industry, the agricultural sector, and the entire food chain,” Humphreys said.

He believes collaboration is imperative to influence change on critical issues. State associations, the National Pork Board and other ag trade associations each have their own networks, expertise and skills that when combined together, will lead to even greater results, he said.

“We must remember that there is more that connects us in agriculture than separates us. And ultimately, we are stronger together,” Humphreys said. “We are building strong coalitions to address legislative, regulatory, judicial trade and business issues. We are advancing on environmental and social sustainability of producers through a coordinated national effort. We have secured funding to solve modern issues with modern solutions.”

Still, collaboration and proactive thinking cannot identify all of the challenges or opportunities, Humphreys said. 

“It is important to build and maintain an organizational culture that can adapt over time to the challenges that may arise,” Humphreys said. “This new logo reinforces NPPC’s mission as the unified voice for the U.S. pork industry. We believe it encapsulates the momentum we are building and the direction we are heading to accomplish more groundbreaking work.”

More from Farm Journal's PORK:

NPPC Leaders Speak Out on Policy Priorities at World Pork Expo

NPPC Announces New Organizational Pathway for Change

 

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