cindy cunningham - crisis preparedness and management
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NIAA Animal Health Emergency Management Council
NIAA Animal Health Emergency Management Council
Cindy CunninghamAssistant Vice President, CommunicationsNational Pork Board515-223-2600 ccunningham@pork.org
Source: USDA/FAS, PSD Data
Share of Global Pork Exports
Top US Pork Export Markets: January 2014
Mexico 131.9 M lbs, ↑9%Japan 86.1, ↑4%China/HK 76.6, 0%Canada 36.8, ↓12%Korea 25.1, ↓14%C/S Am 24.9, ↑74%Oceania 16.4, ↑16%ASEAN 11.7, ↑7%
Japan $163.4 M, ↓6%Mexico $113.2, ↑10%China/HK $82.7, ↑15%Canada $62.5, ↓6%Korea $33.3, ↓11%C/S Am $29.1, ↑79%Oceania $24.6, ↑25%ASEAN $12, ↑11%
Volume (Million Pounds) Value (Million $)
Source: USDA statistics compiled by USMEF, compared to 2013
Colombia ↑258%Colombia ↑258%
Singapore ↑627%Singapore ↑627%
New Zealand ↑63%New Zealand ↑63%
1/3 of U.S. exports1/3 of U.S. exports
Exported Product Value to Producers • For every $1 million dollars of muscle meats exported,
live value increases by $0.05/CWT• For every $1 million dollars of variety meats exported,
live value increases by $0.20/CWT
Variety Meat Product
Domestic Price/lb.
Exported Price/lb.
Bungs $0.10 $1.50
Ears $1.20 $2.60
Front Feet $0.40 $1.00
Hind Feet $0.20 $0.70
Stomach $0.80 $1.50
Tongues $0.60 $1.65
How Do We Work To Keep Export Markets Open In A Crisis?
How Do We Work To Keep Export Markets Open In A Crisis?
U.S. Pork Industry Crisis PlanStrategy Strategy
Pork Industry Organizational Responsibilities
National Pork Board
• Activate the communications efforts--overall coordination of team
• Provide scientific and communications resources
• Develop post-crisis communications and trade access maintenance plan
• domestic trade media
• producers
National Pork Producers Council
• Function as the liaison with government officials• FAS
• FSIS
• APHIS
• USTR
• State Department
• In-country consultants
• DC-based embassies and ag staff
• OIE/Codex
U.S. Meat Export Federation• Coordinate pipeline and in-transit product movement from and if needed back to the U.S.
• Function as a liaison• Country directors
• Members
• Importers
• Distributors
• Retailers
• In-country FAS offices
• ATO offices
• Media inquiries related to trade
Within the First Hour• At first notification of a crisis/outbreak, notify international trade crisis team• Attend initial NPB, NPPC, USMEF crisis team meetings • Send e-mail to international crisis team with call-in information for initial meeting of NPB, USMEF and NPPC.• Assemble international trade team for initial meeting/call• Distribute pork industry talking points, if available• Review current industry responses from all three organizations• Review international trade crisis plan, calling tree, responsibilities, assignments and country assumption lists• Determine lead spokesperson/contact for international trade audiences)• NPB, USMEF and NPPC staff will relay any pertinent information back to full their organizations’ full staff• Define lead of international talking point revisions, to be in-sync with USDA/FAS talking points
– Version 1: For international trade partners
– Version 2: For domestic industry contacts
Detailed Crisis Plan •Within the first three hours•Within the first 24 hours •Within the first 48 hours •In the week that follows
FMD CROSS-SPECIES COMMUNICATIONS TEAM
FMD Cross-Species Team
FMD Cross-Species Team
• Through coordination, these industries work together• Operations and Communications• Overall U.S. livestock crisis plan– Species-specific, yet in the interest of all
Research Overview
Research Objectives• Before an outbreak, we want to understand
current awareness and knowledge levels regarding:
• Awareness of vaccinations of livestock, • Awareness and knowledge of FMD, and• Top-of-mind concerns, if there was an FMD
outbreak
Research Objectives• Also want to explore consumers’ understanding
and acceptance of various FMD message categories (last assessed in 2007)
1) Food Safety2) Disease Impact and Management3) FMD Containment4) FMD Control5) Vaccinations
Research Process
All participants ate meat or dairy products at least two times each month. Mix of ages, sex, employment, education, ethnicity, income and geographic location.
• People THINK they’ve heard of the disease . . . . . . but most often have it confused with
HFMD
• People are interested . . . . . . and want more detail than
anticipated
• People want reassurance . . . which means understanding there is collaboration and a plan
Lessons Learned
Most Reassuring MessagesReassurance: The majority feels reassured by the different categories of messages. The FMD containment messages are the most reassuring.
Vaccination
Key Takeaways: Vaccination• Collaboration is crucial• People are more interested than anticipated• Understanding the international landscape instills
confidence
Vaccination Awareness• Both qualitative and quantitative results suggest consumers
do not have top-of-mind awareness of livestock vaccinations, yet the majority (55%) know animals are vaccinated when they think about it.
“I don’t know if animals are currently being vaccinated. It would be fine with me if they do this, as long as they test the vaccine and make sure
that it would not be harmful for humans.”
Vaccination Acceptance
• Consumers believe vaccines are necessary and routine for protecting humans, pets and livestock
• Some expressed concern about the potential for it to be passed to humans through consumption
“I would not mind eating meat or milk from vaccinated animals as long as I know it is safe.”
A plurality (38%) of consumers who are aware of routine vaccinations feel this procedure makes meat or milk more safe to consume. One-fifth feels it makes products less safe.
“Do you think these vaccines make the meat or milk more safe to eat, less safe to eat or have no effect on safety?” (n=587)
Vaccination Acceptance in the Context of an Outbreak
• Consumers are reassured by the messages that were tested– Some consumers would likely avoid consuming milk
and meat until they knew it was under control– Consumers support vaccinations in the event of an
FMD outbreak
Credible Sources
85%
Vast majority of consumers consider government agencies credible sources of information. Fewer than half find livestock organizations credible.
28
The Bottom Line
• In the event of an FMD outbreak, communications should:– Assure consumers of food safety and what is being done to
contain the outbreak– Reference trusted and credible organizations and sources– Provide resources for additional information– Integrate a human element
Questions Questions
Cindy CunninghamAssistant Vice President, CommunicationsNational Pork Board515-223-2600 ccunningham@pork.org
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