The Pork Checkoff is helping U.S. pork producers as they work to earn the trust of their customers by demonstrating accountability and social responsibility in all they do.

"We know that many producers are struggling right now with a profitability challenge on top of the hit the markets took during the H1N1 outbreak," said Chris Novak, chief executive officer for the National Pork Board.  "The Pork Checkoff is helping producers work together to build a stronger industry.

The Pork Checkoff, together with the National Pork Producers Council, the American Association of Swine Veterinarians, the U.S. Meat Export Federation and state pork associations worked together on the recent H1N1 outbreak.

"This team worked together to monitor and respond to issues that emerged during the outbreak," said Novak.

A few of the coordinated efforts included: consumer media relations; advertising; communications with food-chain partners and international markets; producer communications and on-farm disease surveillance.

"We are continuing to work with a focus on market recovery and biosecurity," said Novak.  "We also continue to plan for the anticipated fall influenza season."

The Checkoff is in year two of The Other White Meat Tour celebrating pork's benefits with consumers through cooking demonstrations, product sampling and one-on-one interactions.  The tour integrates advertising, public relations and retail efforts.

"During the first two quarters of 2009, the Checkoff executed 47 retail promotions across the country," said Novak.  "As a result, an estimated 250 million pounds of pork moved through the retail channel."

The Checkoff is working to demonstrate producers' commitment to meeting consumer and customer expectations through the We Care program.  The Checkoff, together with NPPC, is encouraging producers to follow the ethical principles set forth in We Care.  Through We Care, producers are demonstrating their commitment to:

- Produce safe food
- Safeguard natural resources
- Provide a work environment that is safe and consistent with other ethical principles
- Contribute to a better quality of life in their communities
- Protect and promote animal well-being
- Protect public health

Through the Pork Checkoff, producers are working together to build a stronger industry.

Source: NPB