At the National Pork Industry Forum - a new strategic plan was unveiled. National Pork Board CEO Chris Novak says this plan establishes an aggressive goal for pork consumption one of the first things that in this strategic plan is more specificity in respects to growing per capita expenditures and per capita consumption of US pork, with a target of a 10% increase by 2014. If you look historically at pork consumption, it’s been relatively flat, although it has increased internationally.
Novak explains the 10-percent increase per capita pork consumption target. The 10% increase that we’re looking at is a 10% increase in per capita expenditures for pork, so it’s not only a question of selling more pounds of pork, but it’s a how can we improve the value of pork at the grocery store looking at it from the producer prospective, while still ensuring that we’re providing something that’s of value and affordable for consumers. We’re talking about both price and quantity as we talk about increases in real expenditures.
When it comes to cooking pork - Novak says too many consumers are following grandma’s advice and cooking pork to well done. As a result - too many consumers have had a negative experience. The reason that grandma recommended cooking pork well done was because of health issues that the pork industry resolved long ago, through management and the health of our animals. To help consumers understand that pork cooked to a light pink color, at a lower temperature is not only safe, it’s healthy, and it’s a better eating experience for them and their families.
The Pork Industry Forum wraped up Saturday in Kansas City.