2011 Review

Working for you.

A YEAR IN REVIEWYour association has continued to work for you in 2011. This review provides a sum-mary of projects in consumer promotion, producer education and legislative efforts. Thank you volunteers, National Pork Board (NPB) and National Pork Producers Council (NPPC).

Pork Be Inspired is LaunchedOn March 4, the National Pork Board (NPB) introduced a new look for pork to producers at Pork Forum. Spurred by new NPB funded research about pork consum-ers, Pork Be Inspired’s goal is to increase pork eatings by 10% in a core group of pork lovers. NPB aggressively advertised in magazines, on national television stations, placed online ads and offered unique social media interaction opportunities to create buzz.KPA Involvement: Strategic support with key events, working with Kansas bloggers, online giveaways, advertising on local Kan-sas radio stations, television advertising and online video pre roll.

Legislative and Regulatory IssuesIn the state legislature, your association was a member of a business coalition which provided input on immigration

legislation. The KPA also worked to ensure the funding for the Feral Swine Eradica-tion Program was renewed. On regulatory issues, the KPA has worked on behalf of producers with the Kansas Department of Revenue, the Kansas Department of Agriculture’s Division of Water Resources, the Kansas Department of Health and Environment, and the Kansas Department of Commerce. On the Federal level, the KPA has worked with NPPC on many issues including food safety, antibiotics, climate change, free trade agreements, trucking, nutrient management, air monitoring, live-stock competition, and taxes.

Direct LineDirect Line is a monthly newsletter that keeps our members informed on industry news, upcoming events and hot topics. KPA Involvement: Produces the newsletter.

National Pork Industry ForumNational and State representatives from Kansas attended the National Pork Industry Forum held in Pheonix, AZ Forum serves as the annual meetings of the National Pork Board and the National Pork Produc-ers Council. The goal of the meeting was defining what it means to be a part of the world-class pork industry.

NPB shared this diagram early 2011 to explain how additional fresh pork eatings can reach the ultimate goal of 10% growth of pork eatings.

A YEAR IN REVIEWKPA Involvement: Delegates and the KPA staff attended.

Ambassador Visits Kansas FarmBrylin Farms, Schwartz Family Farms, indus-try supporters and your association hosted Congressman Huelskamp and the Ambas-sador of Vietnam to the United States, His Excellency Nguyen Quoc Cuong, in Washington, Kansas on August 24. The day began at the Brylin Farm, a swine finishing facility, and concluded at First National Bank in Washington, where the two leaders took part in a working luncheon.KPA Involvement: Coordination and media support.

Pig Tales MagazinePig Tales is a four color, bimonthly maga-zine publication. It’s contents focus on the industry statewide and also incorporate news from the national level. Pig Tales is mailed to over 500 Kansas Pork Produc-ers. Additionally, Pig Tales is disbursed to about 150 allied industry supporters, and nearly 150 complimentary persons includ-ing extension and university personnel.KPA Involvement: Publish the magazine.

KPA on Facebook has over 800 million active us-ers. More than 50% of these users log on to Facebook in a given day and recent research by eMarketer.com finds when people follow a company on Facebook, they are 53% more likely to recommend or purchase it. Your association has used Facebook to increase it’s reach with con-sumers with giveaways, special pork offers and advertisements. Currently over 800 people “like” Kansas Pork on Facebook and the page has over 15,000 post views. Connect with Kansas Pork Association by searching for Kansas Pork on Facebook. KPA Involvement: KPA staff maintains con-tent.

Congressman Tim Huelskamp, The Ambassador, Representative Sharon Schwartz, the Ambassador’s wife and Doug Schwartz take a second to visit. Bottom: Group picture of Sawin Family with visitors.

E-News for Food PurchasersYour association is creating a unique base of Kansas pork lovers using the Kansas Quick Bite E-Newsletter. On May 15, the first monthly e-newsletter hit mailboxes with a mix of seasonal pork recipes, cook-ing tips and special offers. Over 1300 food purchasers have subscribed to the e-news from advertisements placed on radio and blogger websites, and by signing up at various events statewide. KPA Involvement: E-News creation, man-agement and coordinating opportunities for e-newsletter recipient growth.

TV Ads Air in Topeka To support the new brand launch, your association purchased 160 (qty) 30 second commercials that ran from May 23 and through October 30, on KSN (NBC) Wichita. New Pork Be Inspired spots produced by the National Pork Board were utilized.KPA Involvement: Coordinating use of na-tional ad, coordinating seasonal commer-cial production and cost share with NPB to purchase the TV ad buy.

United Association ConferenceApproximately 125 Kansas Family and Consumer Science Teachers and Extension

Specialists gather for their spring confer-ence in Wichita. Your organization’s in-volvement provided the financial means and incentives for attendees to use pork in the classroom for cooking demonstrations. KPA Involvement: KPA staff attended the event, hosted a booth with various teach-ing tools and sponsored five $50 pork Visa cards to use in classrooms to buy pork.

2011 Wendell Moyer Student Enrichment GrantAlexandra Rath, an undergraduate in Animal Sciences and Industry with a Bio-technology option at Kansas State Univer-sity received a $1,000 enrichment grant. The grant was in remembrance of Wendell Moyer, a founding member of the Kansas Pork Association in 1956.KPA Involvement: Funded the scholarship.

@KansasPork on Twitter is a real-time information network site that gives you the latest information about what you find interesting. There are over 175 million registered users on Twitter and now KPA is a part of it too. Find us at @KansasPork for great recipes, giveaways and pork news. KPA Involvement: KPA staff created the Twitter profile and maintains content.

The Kansas Quick Bite offers interactive content and mouth-watering recipes for food purchasers to recreate at home.

Football PromotionPork Checkoff’s “We Care” trailer grilled pork samples outside of Bill Snyder Family Stadium during the KSU-Missouri game on October 8. Kansas State University students and volunteers cut and prepared over 300 pounds of pork for tailgaters. Volunteers and sponsors included Kansas producers, KSU students, the National Pork Board staff and Seaboard Foods. KPA Involvement: Volunteer ticket purchas-es, event management and coordination.

KNC and KDA Conference Each year close to 300 dietitians, Family and Consumer Science teachers and WIC Professionals gather for the Kansas Nutrition Council (KNC) and Kansas Dietetic Asso-ciation (KDA) conferences. This year Pete Sherlock, DVM of Washington Vet Clinic represented your association at the KNC’s conference. The panel’s goals were to discuss how farmers and ranchers produce safe, affordable and nutritious food. During the KDA conference, 63 attendees joined your association and Cargill, Inc. for the first Pork and Cork Dinner Event. The event was at Botanica, the Wichita Gardens and featured delicious food and Kansas wine paired by 2009’s Celebrity Chef Cook-off Winner Chef Jason Febres of Taste and See. The evening was also a learning op-portunity and provided 1.5 units of continu-ing education. Attendees learned culinary skills and techniques, food styling and presentation skills, menu planning ideas, sensory perception and evaluation of food ingredients and agricultural and techno-logical influences on food systems. KPA Involvement: Coordinating speakers, dinner event and financial support of the dinner event.

Kansas 4-H SponsorshipYour organization provides recognition for individual effort and achievement at the county and state level for Kansas 4-H’ers. KPA Involvement: Kansas 4-H Patron Spon-

KPA Chairman, Kent Condray and volunteers Lex Dealand and Megan Potter,DVM prepare juicy pork samples for passersby.

sor program with an annual financial con-tribution.

Temp AnnouncementEarlier this year the USDA changed it’s rec-ommendations for cooking pork. Accord-ing to the new U.S. Department of Agricul-ture (USDA) guidelines, pork chops, roasts and tenderloins can be safely cooked to medium rare at a final internal cooked temperature of 145 degrees Fahrenheit as measured by a food thermometer, fol-lowed by a three-minute rest time.KPA Involvement: Created and utilized new cooking information and material for food purchasers. Also focused on tempera-ture news at educational events such as Taste of Home.

BaconFest KCBaconFest KC was held Saturday, August 27. Your organization and the Missouri Pork Association were “Bacon Lovers” sponsors. The sponsorship included multiple mentions on day of the event, signage around the event, “I did the pig” aprons for all con-testants in the bacon eating and recipe contest. BaconFest KC is currently in it’s 3rd year and attracts over 1,500 bacon enthu-siasts every year to enjoy local restaurants serving up samples of creative bacon fare, cold beer, unique bacon drinks and live music. The highlight of this great time is that the event is not only fun, but it is helping one of Kansas City’s non-profit organiza-tions- The Rehabilitation Institute. KPA Involvement: Coordinated and fund-ed sponsorship.

Radio Ads AirRadio offers your organization a large listening audience and the ability to tar-get audiences at a competitive rate. Four radio ad campaigns aired on radio stations statewide this year. Other radio spots aired in conjunction with consumer events and pork month. KPA Involvement: Coordinated spots for

For juicy, tender and flavorful pork, it might be time to toss out Grandma’s advice.

use, buys and cost share with NPB to pur-chase the buys.

Taste of Home Cooking SchoolsTaste of Home Cooking Schools are four-hour learning opportunities for attendees. Most events include a two-hour trade show and a two-hour demonstration with culi-nary specialists. One of the best ways your association has found to reach approxi-mately 4,500 primary home meal cooks in Kansas is by being a part of the trade show segment. Also this year, NPB sponsored the show nationally and showcased two recipes on stage.KPA Involvement: KPA staff attended schools in Salina, Lawrence and Wichita. KPA purchased booth space and served pork samples.

Pork Chop OpenAnnual Pork Chop Open Tournament held on September 9 in Washington. Over 60 participants played in and competed for a chance to win the $10,000 hole-in-one on Hole 7. The tournament is a fund-raiser for your association.KPA Involvement: Coordinated event.

KPA on Blogger4 out of 10 Americans read blogs. To con-nect with those readers, KPA launched “Pigging Out and About” in late 2010. The blog serves as a consumer restaurant guide, a place to provide cooking tips and a means to encourage pork consumption. The blog is authored by two Kansas City Barbecue Society judges, Chris Petty and Mike Epler. The site has hosted over 6,000 visitors during its inception. Most traffic was driven by other social media outlets such as Facebook and Twitter. Visit http://piggingout-n-about.blogspot.com/ to see the blog. KPA Involvement: KPA staff created the blog and maintains content.

KPA on YouTubeYouTube is the most popular online video community worldwide that allows millions of people to discover, watch and share originally-created videos. Specific channels on YouTube allow people to share mul-tiple videos, make friends and subscribe to video feeds. The KPA now has a YouTube channel and posted videos. To visit the channel and view videos, search YouTube for KansasPork.

BaconFest KC combined the excitement about pork your organization is seeking in consumers and is a testament to their devotion to our products.

KPA Involvement: KPA staff created the You-Tube page and maintains content.

Ag in the ClassroomKansas Foundation for Agriculture in the Class-room helps teachers learn about the state’s agricultural industry. Each year they host graduate courses for Kansas teachers during the second week of June. The course brings together teachers from around the state and provided hands-on learning opportunities. KPA members, Craig and Amy Good own one of the farms that the group visited. While at Good Farms, Inc. teachers learned about the impor-tance of teaching youth about agriculture, answered questions about how pigs are raised and how the environment is cared for on a the farm. KPA Involvement: The Good Family is a mem-ber of your association, KPA staff presented pork teaching tools and offered free pork teaching tools to attendees.

Operation Main StreetOMS offers you the opportunity to have con-versations about pork production, health and nutrition information, and current technologies in agriculture with food purchasers statewide.

Kansas has seven OMS speakers. KPA now has a total of 19 OMS speakers in Kansas. Those speakers have reached approximately 2,325 audience members. KPA Involvement: Working with NPB to organize training, providing Kansas specific educational material and KPA staff participating in OMS.

Kansas FFA SponsorshipYour organization provides support for the Swine Production-Entrepreneurship and Swine Production Proficiency Awards for excellence in the supervised agricultural experience (SAE) programs.KPA Involvement: Award sponsor with a an-nual financial contribution.

KAMP SupportKansas Association of Meat Processors and your organization worked together to provide a $500 award for the Innovative Pork Sweep-stakes Product. This year’s winner was the Ja-lapeno Burger from Alan Waggoner of Yoder Meats.KPA Involvement: Financial support for award.

Intern Makes A DifferenceTo enhance communications to food purchas-

Craig Good of Good Farms, Inc. answering questions from teachers visiting his farm.

ers your organization invested in Sara Schwert-ner, a graduate of Texas Tech University. Her work is now being used in multiple presenta-tions, in your magazine and online.KPA Involvement: Coordinated funding, over-saw Sara’s projects and funded additional cost of internship.

Community OutreachThe Community Outreach Programs is de-signed to assist individual pork producers in becoming more involved and visible in their local communities. This year your organization supported various events with the cost-share program. KPA Involvement: Matched financial contribu-tions to events with a $500 cap.

Kansas FACS Teachers SupportEach year, the Kansas Association for Career and Technical Teachers gathers in Overland Park for their annual conference. This year, KPA hosted a afternoon event during the conference for Family and Consumer Science Teachers at the Culinary Center of Kansas City showcasing three mouth-watering simple dishes for teachers to prepare in the classroom and gave out 40 $50 gift certificates to the teachers. KPA Involvement: Purchased the 40 $50 gift cards and KPA staff presented at the lun-cheon.

Just For Her ExpoFrom June 3-4, your organization was the Food Sponsor for the Just For Her Expo. The event is Kansas City’s premier women’s expo and hosts approximately 7,500 women at the Overland Park Convention Center. The Food Sponsor-ship included a premier booth among the jam packed convention center by food vendors, mentions on local radio stations, and the Pork Be Inspired logo on all printed and online ma-terial. Sponsorship also included a 30 minute cooking demonstration, or Pork Inspiration Cafe, on the main stage by local celebrity, Chef Renee Kelly. Chef Renee is owner and operator of Caenen’s Castle in Shawnee. KPA Involvement: Coordinated and funded sponsorship, booth and All Day Pork Cafe.

Top: Christy Springer and Amy Clubine stop for a quick picture during the Just for Her Expo. Bottom: Chef Renee Kelly dishes up pork center stage.

KSU SupportIt is important for your association to work closely with Kansas State University and the Swine Team. Specific events supported by your association over the last year include: Recipro-cal Meats Conference, Junior Swine Programs, Graduate Student Trip, Bob Hines Swine Clas-sic, Swine Day, and the PQA Plus Advisor Train-ing Program. KPA Involvement: Financial support.

SNA-KS Annual ConferenceThe School Nutrition Association of Kansas is a nonprofit professional organization represent-ing more than 500 members whose mission is to promote quality school nutrition programs. Your organization played a large part in the Annual Conference. KPA Involvement: Conference and luncheon sponsor.

Working with Local MagazinesYour association has been working with Kansas magazines this year to further your checkoff dollars. Full page ads with new Pork Be Inspired images and full recipes were placed in 6 dif-ferent magazines focused on women’s lifestyle and cooking.

KPA Involvement: Coordinated ads from NPB and financed the ads.

Blogger RelationshipsPartnerships with local bloggers are grow-ing each year. This year your association has made contact with 11 Kansas bloggers and has worked with 4 of these to generate buzz about pork. One specific example is a recipe by MamaDweeb which has generated over 48,000 views on her website, in under 3 months. KPA Involvement: Coordinate blogger out-reach and blogger projects.

Retail PromotionYour association has participated in multiple retail programs initiated by NPB. Some of those projects include, providing over 60 retail kits to grocers across the state during the brand launch, special coupon offers, and point of sale material to support the new temperature release. Specific retailers include Ray’s Apple Market, HyVee, and Kroger. KPA Involvement: Coordination of special of-fers.

Youth at the Annual Bob Hines Swine Classic show livestock and learn about your industry.

Kansas Pork AssociationPresident-CEO

Tim Stroda

Director Of Industry RelationsJodi Termine

2011 KPA Board of DirectorsChairman:

Kent Condray – Clifton

Board Members: Jim Crane-- Liberal

Kevin Deniston, Scott CityThomas Frederick – Hugoton

Daniel Gerety-- SenecaAlan Haverkamp – BernJerry Morris-- Sedgwick

Michael Springer – SycamoreRon Suther – Blaine

Jim Nelssen – Kansas State University

Questions, comments or concerns? Contact us at

Kansas Pork Association2601 Farm Bureau Road

Manhattan, KS 66502785.776.0442

www.kspork.org

Kansas Pork Producers Council

2011 KPPC Board of DirectorsChairman:

Michael Springer- Sycamore

Board MembersKent Condray – CliftonAlan Haverkamp – Bern

Pete Sherlock- Washington

Working for you.