John Johnson, Chief Operating OfficerNational Pork Board

Strategic Planning Update

Our Agenda Today• Where We Have Been (2009-2014)• The 2020 Process & Task Force• Our Vision• Our Mission• Our Goals – How We Get There• Next Steps

• Producer focused: – “…built by pork producers, for pork producers.”– Demonstrate producer value and “return on investment…”

• Vision: Leading a world-class food industry• Mission: Harness the resources of all producers to capture

opportunity, address challenges and satisfy customers• Today, we live in different times requiring increased:– Customer focus through collaboration– Transparency through accountability, honesty and action – Commitment to continuous improvement

Where We’ve Been (2009-14)

Responsible. Sustainable. Professional. Profitable.

Strategic Planning Task ForceBoard MembersKaren Richter, MinnesotaDale Norton, Michigan Jan Archer, North CarolinaGlen Walters, Georgia

State ExecutiveRoy Lee Lindsey, Oklahoma

NPPCRandy Spronk, MinnesotaJim Heimerl, Ohio

At-Large ProducersBob Dykhuis, MichiganCraig Rowles, Iowa

PackersMike Skahill, SmithfieldRich Gallant, CargillJoe Swedberg, HormelRick Parker, JBS

International TradeLeann Saunders, USMEF

Retail AdvisoryMajor U.S. Retailer

Foodservice AdvisoryJoe Jordan, Domino’s

Land Grant/ResearchJay Akridge, Purdue

Vision Statement

The National Pork Board will elevate U.S. porkas

the global protein of choiceby continuously and

collaborativelyworking to do what’s rightfor

people, pigs, and the planet.

V I S I O N

Mission Statement

The National Pork Board is the catalyst that

unites pork producers with key stakeholders

focused on building a bright future for

the pork industry through

research, promotion and education.

M I S S I O N

1. Build Consumer Trust2. Drive Sustainable Production3. Grow Consumer Demand

Three Overarching Goals for 2020

Goal 1 – Build Consumer Trust

Working collaboratively with food chain partners, the National Pork Board will enhance consumer trust in modern pork production by promoting producer adoption of on-farm management practices that reflect our ethical principles and by sharing our commitment to continuous improvement with consumers and key stakeholders.

How We Will Measure Improvement Adoption of on-farm management practices reflecting our principles. Sharing our commitment to continuous improvement.

With food partners, address public concerns related to animal careand improve engaged consumer perceptions by 10 percent.

Reduce public health risk by 5 to 10 percent from

2015 levels, depending on specific foodborne

pathogens.

Improve overall animal

well-being scores by 2 percent.

Implement an Enterprise Risk

Management System to prevent/mitigate

threats.

Reduce national average carbon footprint by 5 percent.

Reduce national average water use by 5 percent.

Producers accounting for 50 percent of U.S. pig production will annually report sustainability performance metrics.

Goal 2 – Drive Sustainable Production

The National Pork Board will invest in research and producer education programs that enhance the productivity and sustainability of pork production and deliver benefits to producers, consumers and the community.

Invest in research & ed programs focused productivity and sustainability. Share benefits with producers, consumers and the community.

How We Will Measure Improvement

Develop diagnostic tools, surveillance and mitigation strategies to eliminate

top U.S. swine diseases.

Decrease the annual economic impact of PRRS by 20 percent.

Improve ability to detect, prepare for and respond to

emerging disease.

Expand worker safety metrics to 50 percent of industry and reduce

employee injury by 15 percent.

Improve industry professionalism by attaining 25 percent adoption of education,

training and development programs.

Improve U.S. swine herd productivity through research, tools and information. Targets: • 10 percent decrease in pre-weaning and nursery mortality• 10 percent improvement in feed efficiency and sow

lifetime productivity (from 38 to 42 P/S).

Goal 3: Grow Consumer Demand

Working in concert with food chain partners, the National Pork Board will grow domestic and international consumer demand by focusing on pork’s improved nutrition, quality and sustainability.

Connect and collaborate with food chain through focus on nutrition, quality and sustainability.

How We Will Measure Improvement

Increase U.S. market share by 1 percentage point (based on

real/capita expenditures).

Increase average annual sales volume and value of pork exports to new and

existing markets by 9 percent annually.

Reduce the percentage of pork loin chops scoring below color score “3” by 10 percentage points.

Increase positive perceptions of U.S. pork among registered

dietitians by 20 percent.

New Plan Approved by Board

The Board approved the 2015-2020 plan in September 2014, and will finalize budget implications in November.

• Introduce to our customers in Q4• Create 1:1 opportunities for dialogue to gain input

and assess reaction• Build trust through collaboration and access• Leverage We Care, PQA Plus and other programs

as Social Responsibility markers• Introduce to consumer audiences early in 2015• Incorporate plan into future programs and tactics

Next Steps

This message funded by America’s Pork Producers and the Pork Checkoff

Questions?