Three goals will drive NPB performance. The goals are supported by 17 specific and measurable objectives which include:
• Build Consumer Trust - Working collaboratively with food chain partners, the National Pork Board will enhance consumer trust in modern pork production by promoting producer adoption of on-farm management practices that reflect the industry's ethical principles and by sharing its commitment to continuous improvement with consumers and key stakeholders.
• Drive Sustainable Production - The National Pork Board will invest in research and producer education programs that enhance pork productivity and sustainability of pork production and deliver benefits to producers, their communities and consumers.
• Grow Consumer Demand - Working in concert with food chain partners, the National Pork Board will grow domestic and international consumer demand by focusing on pork's improved nutrition, quality and sustainability.
The strategic long-range plan came out of more than a year of planning. The group tasked with developing the plan met several times to analyze and discuss economic forecasts and research collected from pork producers, processors, foodservice operators, retailers and consumers. NPB said the 2020 plan is more customer-centric with a focus on transparency and continuous improvement.
"It's a plan sharply focused on a vision for the future of America's pork producers. It defines in clear, customer-centered language a set of objectives focused on results," said Dale Norton, Pork Checkoff president and a pork producer from Bronson, Mich. "Our task force, which included pork producers and representatives from allied industries, defined a commitment to leverage industry and supply chain collaboration to achieve the vision."
Two additional priorities emerged during the strategic planning process – addressing global demand for pork and shaping the Pork Checkoff's social responsibility commitment. To address those priorities, Becca Hendricks was named vice president of international marketing, and Jarrod Sutton was named vice president of social responsibility.
"The concerns of our partners in both the international marketplace and the US retail and foodservice arena need to be addressed," said John Johnson, COO of the National Pork Board. "Food retailers' growing interest in production practices and our pig farmers' social license to operate have an increasing impact on the farm. While, as an industry, we perform well - anchored by our ethical principles – we are continuously striving to improve."
Initiatives to support transparency in the pork production process including sharing more information with consumers and senior management of retail and foodservice companies, including global supply chain leaders and corporate sustainability officers.
"In the end, it's all about helping ensure the long-term success of America's hog farmers and their families," Norton said. "This plan taps into the emotional connections consumers have with their food and fuels a fresh dialogue about modern pork production and continuous improvement for the benefit of people, pigs and the planet, while continuing pork's role as the global animal protein of choice."