Tracking success on pork marketing and outreach initiatives will be the central focus of the National Pork Board's meeting next week in Orlando, Fla. With record high feed prices causing significant financial losses within the pork industry, the Board of Directors will discuss how the Pork Checkoff's Pork Be Inspired Marketing campaign can be strengthened to build new pork demand at a critical time for pork producers. The Board meeting is a part of the annual Pork Industry Forum that will be held in March 8-9. The board will meet Wednesday and Thursday, prior to the delegate sessions.
Since launching Pork Be Inspired at the 2011 Pork Industry Forum, the Pork Checkoff has regularly measured progress of the campaign's success in reaching consumers. Board members will review the latest tracking study that shows reported increases in pork consumption within the campaign's target audience. In addition to marketing progress, Delegates at last year's Pork Forum had asked the Board to take specific steps to help producers with decisions about animal care and housing for pregnant sows. Sherrie Niekamp, the board's director of animal welfare, and Jarrod Sutton, assistant vice president of food channel outreach, will brief board members on the steps being taken to address the Delegates' request.
Board members also will get reports on:
- Revisions to the Pork Quality Assurance® Plus program. The revised program will be launched during World Pork Expo in Des Moines in June;
- New animal welfare research and education initiatives;
- International efforts to adopt animal welfare standards; and
Proposed strategic objectives for 2014