The task force will review research and market data as well, as the opinions of pig industry leaders, to set a “strategic vision” to carry forward the pork industry sustainably from 2015 to 2020. The task force will start its work in December 2013 and is expected to meet its brief in 12 months.
Its primary goal is to assess the role of the Pork Checkoff (the US pork levy body) and set priorities that can help pork producers better meet customer needs, said the NPB.
Cross-sector cooperation
This will also be the first time a planning process will bring together members from across the pig industry, such as pork producers, animal health experts, packers and food distributors. “By involving key leaders from both pork production and its allied industries, the National Pork Board expects diverse opinions to inform its deliberations,” said the NPB.
Meanwhile, three issues that could have an effect on the future of the pig industry have been defined by the Pork Checkoff, which include: protecting producers’ freedom to operate; increasing consumer demand for pork; and making pork producers in the US more competitive internationally.
Vision for the future
Pork Checkoff CEO Chris Novak said that the industry needed to ask itself the question ‘what if?’. “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. The last time we asked that question, we articulated an industry vision to become more responsible, sustainable, professional and profitable. We’ve made great progress these past four years, but we know we can achieve more through a focused planning effort that unites producers, processors and customers.”
He explained that the agricultural industry has already faced many challenges that will define it over the next half decade. He said this was especially true for the pork industry. “So it is very fitting that we begin our journey now to chart our vision through 2020 - collecting new thoughts, while improving upon what we have accomplished in the last five years.”
The process will also allow more than 60,000 US pork producers the opportunity to give their opinions on the current state and the future of the US pig industry.
Sharing information
Novak added: “Only through sharing information with each other and truly looking at our industry through the eyes of its key partners can we fully assess the challenges and opportunities that are ahead. For me, strategic planning comes down to analysing three fundamental questions - Where are we today? Where do we want to be? How do we get there together?”
The National Pork Board’s strategic planning task force members include:
• 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