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National Pork Board approves $3 million for summer marketing push
Story Date: 3/12/2013
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Source: Rita Jane Gabbett, MEATINGPLACE, 3/11/13
The National Pork Board last week approved adding $3 million in Pork Checkoff funds to bolster the 2013 domestic marketing budget during the crucial summer sales months.
Recent pronouncements from key international trading partners undermining U.S. pork's international market access threatens to slow pork exports from the record pace set in 2012.
"With farmers still reeling from the high feed prices associated with the 2012 drought, we felt it was critically important that we are doing everything we can to keep pork moving through the marketplace," said National Pork Board President Conley Nelson, an Algona, Iowa, farmer and pork production executive. "With 75 percent of our customers living in the United States, we believe there is a great opportunity to increase domestic demand for quality U.S. pork."
Ceci Snyder, the Checkoff's vice president of domestic marketing, told board members that the additional funds will make it possible to emphasize the value of pork in the meat case at a time when many consumers are feeling a financial pinch.
Nelson noted that the board took similar action in 2011 to grow demand at a critical juncture. "As pork producers, we know firsthand how high feed prices are leading to losses throughout our industry. We are excited about the opportunity to invest Checkoff dollars in a summer campaign that we believe can grow consumer demand and create a return on investment for our producers."
The budget addition must be approved by the U.S. Department of Agriculture, which oversees the National Pork Board budget.
The National Pork Board has responsibility for Checkoff-funded research, promotion and consumer information projects and for communicating with pork producers and the public. Through a legislative national Pork Checkoff, pork producers invest 40 cents for each $100 value of hogs sold.
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