National Pork Board reveals 2020 strategy
It will be implemented in January 2015, and aims to anticipate and manage the changing world that faces US pork producers and to guide them through the next five years.
Ultimately the board wants to elevate US pork to the "global protein of choice", while doing what’s right for people, pigs and the planet, it said.
It said that unlike other plans, this one was more customer-centric. It features 17 "specific and measurable objectives", including: Building Consumer Trust; Drive Sustainable Production; and Grow Consumer Demand.
Dale Norton, president of the Pork Checkoff, said: "It’s a plan sharply focused on a vision for the future of America’s pork producers. It defines in clear, customer-centered language a set of objectives focused on results.
"Our task force, which included pork producers and representatives from allied industries, defined a commitment to leverage industry and supply chain collaboration to achieve the vision."
Norton said the process involved a thorough analysis of the domestic and global marketplace, including issues such as animal welfare and disease, food safety and economics.
"In the planning process, we connected with customers and consumers. We heard their desire to better understand and have dialogue about US pig farming. The resulting commitment to greater transparency and collaboration takes on a whole new focus and priority in this plan."
John Johnson, chief operating officer at the National Pork Board, said: "Food retailers’ growing interest in production practices and our pig farmers’ social license to operate have an increasing impact on the farm. While, as an industry, we perform well – anchored by our ethical principles – we are continuously striving to improve."
Twenty-eight percent of US pork production is marketed internationally, according to the Board.
"With rising incomes in the developing world and pork’s current position as the No. 1 source of animal protein worldwide, international trade requires a higher profile within our programs," added Johnson.
