Source:  Dani Friedland, MEATINGPLACE.COM, 9/6/10

When more than 50 pork producers gather to discuss the proposed 2011 budget in Des Moines this week, consumers will be key.

The board announced that the budget is focused on consumer perspectives of pork and pork production.
Producers at the meeting will review more than $54 million of program requests, including some aimed to build new excitement for pork among consumers and aid consumer appreciation and understanding of modern agriculture. Research funding and proposals to advance the We Care initiative are also on the table.
The FY 2011 budget is around $46 million.
Earlier this summer, producer-led committees narrowed in on action steps related to the Board’s five-year strategic plan. (See National Pork Board crafts vision statement, evaluates brand position on Meatingplace, March 12, 2010.) These action steps can be grouped into three broad goals:
• Reposition pork’s image in order to increase consumer demand both domestically and internationally
• Protect farmers’ rights and ability to produce pork in a way that is both socially responsible and cost-competitive
• Pursue strategies that allow U.S. producers to remain very competitive on a global scale in the long term
 

At Thursday’s meeting, which is open to the public, there will also be some discussion of recommendations for a new policy handbook and a possible trip to evaluate the effects of regulation in the European Union on American production in the future.

The Pork Board will also present updates on a national Swine Influenza Virus Surveillance program, new consumer research and a plan to come up with an air emissions management model for producers.

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