Porcine Epidemic Diarrhea - PED Not zoonotic Not a food safety concern Exists in many parts of the world Not a listed disease of the OIE Not on the National Animal Health Reporting System (NAHRS) Reportable Disease List Not considered a Foreign Animal Disease in the United States No interstate trade restrictions pertaining to PE Associated with outbreaks of diarrhea and vomiting in swine – Extremely infectious Sow farms in presence of effective TGE biosecurity Explosive – 100% mortality in pigs < 7-14 days of age; 90% mortality in 21+ days of age – Grow-finisher 100% morbidity, less mortality in U.S. swine. 3
Porcine Epidemic Diarrhea - PED Contain and Eliminate – Dependent on case distribution and transmission – Highly coordinated control effort – Cooperation in absence of authority – Research program – May need additional Checkoff support Manage – Containment is not possible – Epidemiological risk assessments – Research program 6
Porcine Epidemic Diarrhea - PED 2013 Supplemental Funding PED research $450,000 2013 Checkoff funds – 21 proposals submitted – $1.7M requested Speed and effectiveness Transparent and objective Targeted projects with short timeframes Flexibility with oversight of Swine Health Committee leadership 7
Targeting the Right People Database with more than 1,000 contacts Tracking interactions with key targets in – C-suite – Sustainability – Communications/PR – Supply Chain – QA/Food Safety – Marketing
Door-Opening Content New content developed to assist our channel partners Customized Presentations Resource Guide Topic Backgrounders Messaging Research Economic Analysis Sustainability Analysis 3 rd Party Experts
Goals of Pork Nomenclature Change Begin to address the major consumer confusion that exists at the meat case Add value to loin by differentiating pork chops Align foodservice and retail cuts names so consumer can buy at retail what he or she enjoys when eating out
New Pork Chop Names Old Name New Name Rib Chop Center, Bone-in Ribeye Pork Chop, Bone-in Rib Chop, Boneless Ribeye Pork Chop, Boneless
New Pork Chop Names Old Name New Name New York Pork Chop Top Loin Chop, Boneless Loin Chop, Bone-in Porterhouse Pork Chop
New Meat Labels Common name on line 1 Characteristics on line 2 Cooking method on line 3 IDEAL: Use multiple scale lines to simplify cut information
Consumer Research Topline Findings Most common method to check doneness is to cut into meat Educating on correct pork doneness will take a long-term effort Only 7% of consumers believe medium-rare is the correct minimum level of doneness for pork 38% do not know any recommended temperature doneness 33% answer correctly: 145 to 160 degrees F.
Messages Going Forward PORK CHOP temperature messages: The National Pork Board recommends cooking pork chops like you would a steak. Cook (or grill) pork chops to an internal temperature between 145 degrees F. (medium-rare) and 160 degrees F. (medium), followed by a 3-minute rest.
Supplemental Campaign Three communication objectives: 1.Communicating pork chops’ relative value compared to beef steaks 2.Educating consumers on the pork chop cut name changes 3.Reinforcing USDA temperature change and range of doneness
National Radio Schedule to include 6-7 weeks of network radio, mix of day parts and drive times Variety of formats to maximize reach and frequency Creative “Chop Swap” radio creative aims to disrupt and create awareness of pork’s great value and cuts compared to beef Network Radio Advertising
New Tools Farm Level Crisis Plan – Preparedness / Minimize Business Disruption Sow Farm Conversion Calculator – State Requirements / Renovations Workplace Safety Database 27
Professionalism Professional Swine Manager Curriculum – Distance Learning Courses through Community College Certified Swine Manager Program – Development Opportunity for employees PorkSquare Youth Career Website – Attract New Talent to the Industry – Internship Clearinghouse – Industry Mentors 28