Source: Michael Fielding, MEATINGPLACE, 11/29/13

The National Pork Board has named a new task force that will examine consumer needs, animal care, sustainable pork production and other current challenges facing the industry to define a future vision of the entire pork industry, according to a news release from the Pork Checkoff.

Beginning in December, the yearlong planning process will review research, market data and opinions of industry leaders to set a strategic vision that will carry the organization from 2015 through 2020 – primarily to assess the organization’s role in the industry and set priorities to help producers better meet customer needs.

The current five-year strategic plan was unveiled in 2009 and will be complete in 2014. Through that process, the Pork Checkoff defined three critical issues: protecting a producer's freedom to operate; enhancing U.S. and international consumer demand for pork; and making U.S. pork producers more competitive in the global marketplace.  

"In the hands of pork producers who have a vision for how we can better serve consumers, 'what if?' is an incredibly powerful tool to explore what we can attain as an industry," said Pork Checkoff Chief Executive Officer Chris Novak in the news release. "The last time we asked that question, we articulated an industry vision to become more responsible, sustainable, professional and profitable.”

For the first time, the planning process will bring together pork producers, animal health experts, packers, processors and distributors, as well as foodservice and retail experts.

"[W]e need to further our commitment to transparency and make all consumers aware of the ethical principles that guide our actions and business,” Novak added. “We are committed to responsible and ethical animal agriculture that extends from animal care to environmental stewardship to food and worker safety programs, but what if – and how can – we improve?”

The process will use a variety of tools to engage stakeholders in the planning process, including providing an opportunity for each of the more than 60,000 U.S. pork producers to participate by answering surveys and submitting opinions. The task force will collect information from farmers, customers and supply chain partners. To facilitate a dialogue on the future of the pork industry, pork producers may send comments via email to WhatIf?@pork.org.

Participants in the National Pork Board's strategic planning task force are:
•      Board president Karen Richter and board vice president Dale Norton
•      Board members Jan Archer and Glen Walters
•      Roy Lee Lindsey, executive director, Oklahoma Pork Council
•      Randy Spronk, president, National Pork Producers Council
•      Dr. Jay Akridge, dean of agriculture, Purdue University
•      Pork producers Robert Dykhuis, James Heimerl, and Dr. Craig Rowles, DVM
•      Rich Gallant, vice president, Cargill Meat Solutions
•      Joe Jordon, vice president, Domino's Pizza
•      Joe Swedberg, vice president, Hormel Foods
•      Leann Saunders, president, Where Food Comes From, Inc.
•      Rick Parker, director, JBS USA
•      Michael Skahill, vice president, Smithfield Foods

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