“You’re too good not to be better. You have a responsibility to help others.”
When keynote speaker Aaron Putze shared those words at the Agricultural Media Summit, they resonated deeply with the audience and the challenges surrounding agriculture today. But how does the industry turn that sentiment into action?
For National Pork Board (NPB) CEO David Newman, the answer lies in giving producers a direct, influential seat at the table.
Transitioning away from the task-force model of the last several years, NPB is returning to a redesigned, producer-led advisory committee structure. Newman says the goal is simple: to expand the Checkoff’s “tentacles,” allowing a wider variety of producers—from show-pig enthusiasts and independent contractors to leaders in integrated systems—to shape the future of the industry.
As Putze points out, “Thinking is the hardest part.” That’s one reason why engaging more producers could make such a valuable impact.
Why Move Back to Committees Now?
In 2019, NPB moved to a structured task force model. While it served its purpose over the years, Newman believes the industry needs a more permanent, strategic bridge between its 60,000 pork producers and the 15-member board.
These committees do not replace the Board of Directors, nor do they carry budgetary allotments. Instead, they act as “boots-on-the-ground” advisers, helping the board make highly strategic decisions with human and financial capital.
“It creates a large group of people who have a better understanding, who can be spokespeople out in the countryside,” Newman says. “But it’s not just about being a spokesperson and advocating for the checkoff. It’s getting a voice that will be listened to and contemplated alongside an advisory committee to help guide and shape the process of the investment of the checkoff moving forward into the future.”
What Do the Committees Look Like?
The new structure features six distinct producer-led advisory committees with no pre-determined limit on size, each aligned with the NPB’s strategic goals:
Swine Health:
Focuses on national swine health strategies, addressing both endemic, foreign animal and emerging diseases.
Domestic Marketing:
Focuses on consumer-facing efforts (like the “Taste What Pork Can Do” campaign) and channel activation (retail and food service).
International Marketing:
Works with partners like the U.S. Meat Export Federation (USMEF) to build global demand and market development.
We Care:
Protects the industry’s “freedom to operate” by guiding grassroots sustainability, animal welfare and environmental trust principles.
Human Nutrition:
Focuses on promoting pork as an affordable, nutrient-dense protein to modern consumers and value-chain stakeholders.
Innovation and Pork Quality:
Addresses the product side of the business (packaging, merchandising for Gen Z/Millennials) and consumer eating experiences.
To keep the committee purposeful without being exhausting, committees will meet at least twice virtually and twice in person, Newman says. Once a year, all the committees will meet to share insights and identify overlapping priorities and opportunities for greater collaboration.
Casting a Wide Net
Newman points out that committee work is the perfect “soft launch” into industry leadership. In 2008, his first foray into NPB was participation on the domestic marketing committee. It’s an ideal step for young producers, Pork Leadership Institute (PLI) graduates, or state board members looking to test the waters of national-level advocacy.
NPB is seeking a broad demographic. You do not need to be an “expert” to apply. Whether you manage a massive system or a small independent farm, your everyday experience is the exact perspective the board needs, he says.
“This structure gives more producers a meaningful way to participate in national industry conversations and helps develop the next generation of pork leaders,” he says. “The advisory committees will help us connect producer priorities, industry expertise and pork checkoff investments more effectively. We want more producer insight in the room more consistently as important strategic decisions are being considered. So, in other words, be a part of the conversation and be a part of the solution.”
Serving on a committee is also an eye-opening way to see the breadth of work being done on their behalf. Many pork producers are unaware of the sheer scope of the Checkoff.
“You don’t know what you don’t know,” he says. “The Checkoff was created by producers for producers. This is a great opportunity to learn, lean in and get engaged if you want to contribute back to the industry.”
Be a Part of the Solution
The application process is entirely online and open through Aug. 15. Producers can learn more and sign up here.
