Consumer perspectives of pork and pork production are the central focus of the National Pork Board's proposed $46 million budget for 2011. More than 50 pork producers will gather in Des Moines, Iowa, next week to help guide the investment of Pork Checkoff dollars into consumer information, research, and producer education programs. In addition, two task forces will present recommendations to the Board on enhancing producer input into the Board's programming decisions and strengthening state pork producer organizations.
Among the budget requests are major proposals to create new excitement for pork in the consumer marketplace and to help consumers better understand and appreciate modern agriculture. Additional proposals advance the work of the pork industry's We Care initiative and fund research that can address significant social, economic, and production concerns facing the pork industry.
The objectives of the budget proposal falls under one of three major goals: refresh and reposition pork's image to increase domestic and international consumer demand; protect the rights and ability of U.S. farmers to produce pork in a socially-responsible and cost-competitive manner; and pursue strategies to enable U.S. pork producers to remain highly competitive, long term, on a global basis.