The National Pork Board has identified the critical issues it will tackle during 2007. Meeting in Des Moines June 6-7 as part of World Pork Expo, the board named five specific issues and several operating principles it will use as it continues planning for how it will allocate Pork Checkoff funds for the year beginning Jan. 1, 2007.
The five issues identified by the board are:
- The way the industry can positively impact the customer's and the consumer's purchase of pork.
- The trust and image of the industry and its products.
- The development of human capital.
- The profitability and competitive advantage of U.S. pork.
- The safeguard and expansion of international markets.
Additionally, the 15 members of the board recognized that the evolution of the National Pork Board's way of operating now includes a number of operating principles that also will be applied to the development of the 2006 strategic plan. Those are:
A focus on partnerships and alliances.
- The effective transfer of knowledge and technology.
- The early identification and management of issues.
The next step in the 2007 planning process takes place June 28-29 in Des Moines, when approximately 50 producers from across the country begin to develop strategies and tactics to tackle the critical issues and to address the operating principles. A second session of the producer planning group is scheduled for September. The board will approve the final plan and budget for submission to the U.S. Department of Agriculture at its November meeting, also in Des Moines.
The board also took action on a number of other items at its June meeting. Board members agreed to have the National Pork Board become a member of Grow America, a group of U.S. agricultural companies and organizations dedicated to improving the image of American agriculture. They also deferred action on a request that the board endorse 25 X 25, an organization dedicated to having 25% of the United States' energy needs come from renewable energy sources by 2025. And they declined to endow a chair in livestock marketing research and education at the University of Missouri in honor of long-time economist Glenn Grimes, saying it could set a precedent for requests from other universities.
Finally, the board approved the work of a board subcommittee that wrote new proposals for the National Pork Board's Mission, Purpose and Core Values statements. The new statements read:
- Mission - The National Pork Board harnesses the resources of all producers to capture opportunity, address challenges and satisfy customers.
- Purpose - The National Pork Board contributes to the success of all pork producers by managing issues related to research, education and product promotion and by establishing U.S. Pork as the preferred protein worldwide.
- Core Values and Beliefs - The National Pork Board earns the trust and support of its investors and customers by: Exceeding the expectations of its stakeholders; providing the scientific research that allows pork production to be measured objectively and that maintains U.S. Pork as a safe, high-quality and high-value product; educating the public about modern pork production; addressing consumer demands for socially responsible pork production; adding measurable value to U.S. Pork; promoting teamwork within the pork industry.
The board next meets July 19-22 in Philadelphia. Among the items on the agenda is an opportunity to review the efforts of the new Don't be blah marketing program in Philadelphia, which is one of six target markets in the program. Board members also will elect new officers.