why i believe new consumer movement the us farmers & ranchers alliance basic framework...
TRANSCRIPT
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Why I Believe
A National Pork Board Update
Chris Novak Chief Executive Officer
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Overview
• Driving Demand Against a Strong Headwind
• A New Consumer Movement
• Defining A New Standard of Professionalism
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Food Price Inflation: A Strong Headwind?
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Monthly U.S. Pork Retail Values
3
2.70
2.80
2.90
3.00
3.10
3.20
3.30
3.40
January
Febru
ary
Marc
hA
pril
May
June
July
August
Septe
mber
Octo
ber
Novem
ber
Decem
ber
2007
2008
2009
2010
2011
Source: USDA/ERS; dollars per pound with thanks to Erin Borror, USMEF
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願你 生活在 有趣的時代 Yuàn nǐ shēnghuó zài yǒuqù de shídài
4
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Business Goals for 2014
6 6 6
+10% Real PCE
+10% Points
Juicy, Tender,
Flavorful
+10% Fresh Pork
Eatings
Behavior Attitudes
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New Pork Target
8
Enjoy all fresh cuts cuts Enjoy
all fresh
cuts
Positive about
pork, cooking, life
Confident preparing
>2 cuts
Mostly Medium/Heavy Fresh Pork Eaters
28% of U.S.
Households
68% of all Fresh Pork
Consumed At Home
50% of all
Fresh Pork
Consumed Away
From Home
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Pork’s Personality
9
Unapologetic, assertive,
optimistic, energetic,
approachable,
outgoing, a leader
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Launch National Television
• 2,040 spots over the five-week period • Early-Morning News Shows: ABC Good Morning
America, CBS Early Show, NBC Today Show • Cable networks: A&E, ABC Family, Bravo, CMT, Cooking
Channel, Food Network, GAC, GSN, Hallmark, HGTV, History, Lifetime, TLC, TNT, Travel, TruTV, TV Land, USA
Media Mix: Early a.m. news, Cable TRP’s: 421 Reach: 59% Frequency: 6.4 Impressions: 452 million
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One-Page People Magazine
Three-Page Ads
Total Insertions: 9 Total Print
Impressions: 17.7 million
Launch Print Plan
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Launch Digital Plan Impressions: 26 million Ad Clicks: 34,074 Overall CTR: 0.13% Site Recipe Print Total: 991 Rich Media Recipe Print Total: 87 Rich Media Recipe Share Total: 447
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But, the Good News Doesn’t Stop There!
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USDA Temperature Announcement Results
As of May 30, 2011
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National Pork Board Overview
Communication Plan Included:
• Consumer Public Relations
• Advertising
• Retail Marketing
• Web Site and Collateral
• State Association Outreach
• Agriculture Media
• Hispanic Media
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1,326 traditional and
6,572 social media placements,
103 million impressions
Consumer Public Relations as of June 3 at 5:00 p.m.
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@TylerFlorence RT About time - Pink #Pork Fine: #USDA Lowers Safe Cooking #Temperature 287,769 Impressions
“Finally, the USDA has changed their recommendations for cooked pork. “
@Rick_Bayless: RT @tom_colicchio: USDA confirms what chefs have been saying for years Pink Pork is Safe. Temperature 145 down from 160 144,528 Impressions; Retweeted 61 times
“The U.S. Department of Agriculture has finally recognized what a lot of cooks and food scientists have been arguing for some time.”
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Display Ads
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Advertising Results as of May 26 a.m.
• Display
• Industry average click through rate for display is 0.08 to 0.09%
• All Recipes – click through rate (CTR) was 0.20% (“takeover”)
• Yahoo and Scripps Network – CTR was 0.13% (takeover)
• Interclick and Burst – CTR was 0.07% (no takeovers)
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Advertising Results as of May 26 a.m.
• Paid Search on Google
• Industry average for paid search is 1 to 2%
• Pork temperature search terms – CTR was 9.79%!
• Industry average for content targeting is 0.08 to 0.09%
• Our content targeting – CTR was 0.09%
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And Beyond the Home Front . . .
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World Pork Consumption
80,000
85,000
90,000
95,000
100,000
105,000
110,000
115,000
120,000
125,000
130,000
2000 2002 2004 2006 2008 2010 2012 2014 2016 2018
Source: OECD/FAO Agricultural Outlook June 2010, beef & pork in carcass wt equivalent, poultry in rtc
Th
ou
sa
nd
Me
tric
To
ns
2010-2019: +18.4 MMT and
excluding China +6.7 MMT
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0
500
1,000
1,500
2,000
2,500
2003 2005 2007 2009 2011 2013 2015
PVM
Pork
U.S. Pork Exports Historic & Forecast Volume
Source: USDA and USMEF
PVM= Pork Variety Meats; thousand metric tons
2011-2015: +4% annually
2008: 2.05 MMT +57%
2009: 1.866 MMT -9%
2010: 1.918 MMT +3%
2011: ~2.04 MMT +6-10%
and value $5.3 billion—
definitely a record!
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A New Consumer Movement
The US Farmers & Ranchers Alliance
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Basic Framework
• Campaign to address consumer attitudes toward
agriculture
• Coalition of willing partners from across the
food chain
• Commitment to specific, measureable, goals &
objectives centered around changing consumer
perceptions
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USFRA Vision Statement
Food production partners will work together to enhance US consumer trust in today’s modern food production to ensure the abundance of affordable, safe food.
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Strategic Objectives
• Increase share of voice in key media (national &
state; traditional & social).
• Increase the number of policy makers and
government officials (at all levels) who accept
the value of today’s agricultural production.
• Engage key customer decision makers in the
dialogue about the value of today’s food
production methods.
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Strategic Objectives
• Work with leading national influencer
organizations (medical, cultural, dietary,
environmental, etc.) to create partnerships in
support of today’s agriculture.
• Increase the role of farmers and ranchers as the
voice of animal and crop agriculture on local,
state and national food issues.
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U.S. Farmers and Ranchers Alliance
Affiliates (32) as of April 1, 2011 (*Board Participants)
• American Egg Board
• American Farm Bureau Federation*
• American National CattleWomen
• American Sheep Industry
• American Soybean Association
• American Sugar Alliance
• AAPE
• CBB/Beef Checkoff*
• Federation of State Beef Councils*
• Illinois Farm Bureau
• Illinois Soybean Association*
• Iowa Soybean Association*
• Minnesota Soybean R & P Council*
• National Association of Wheat Growers
• National Cattlemen’s Beef Association*
• National Corn Growers Association*
• National Cotton Council
• National Milk Producers Federation*
• Nebraska Soybean Board*
• National Pork Board*
• National Pork Producers Council*
• Pennsylvania Farm Bureau
• Southern Peanut Farmers Federation
• United Egg Producers*
• United Fresh Produce Association
• USA Rice Federation
• United Sorghum Checkoff Board
• United Soybean Board*
• U.S. Poultry & Egg Association*
• U.S. Grains Council
• U.S. Soybean Federation
• Western Growers
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Defining Professionalism
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Components of Professionalism
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Knowledge Standards Principals
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Professional Status:
Formally certified by a professional body by virtue of having passed assessments to verify the individual possesses a level of knowledge, skills or abilities necessary for competent performance of a specific role, measured against an established set of standards.
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Situation • Need for education
• Limited options for employees to learn the “why” about “what” is involved in pork production
• Limited options for students to consider swine production as a career option
• “Farm kid pool” has dried up
• Industry Structure continues to change – Number of people
– Distribution of people
• Image issues- Nationally recognized standards of production knowledge and successful work experience in swine production do not exist
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Objectives
• Overcome distance and time challenges through distance education
• Develop and deliver education programs meeting swine industry needs
• Establish standards of production knowledge and successful work experience in swine production
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Actions
• Create a Professional in Swine Management Training & Certification Program
• With USPCE—develop & support Swine Science On-Line—a multi-state college curriculum for the swine industry
• Disseminate HR Tool Kit to Owners & Managers bringing new employees on-board
• Create an action plan to begin addressing swine worker safety in a more concerted manner
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So Why Do I Believe?
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Why I Believe:
• Solid Foundation for Growing Domestic Markets
– New Target, New Message, New Investment
– New Temperature
• Leadership & Strength in International Demand
• Commitment to Meeting Consumer Expectations
• Continuing Improvements in Productivity
• Pragmatic Optimists
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This message funded by America’s Pork Checkoff Program.
Questions?
Chris Novak Chief Executive Officer National Pork Board [email protected] Ph: 515-223-2627