The Pork Checkoff will soon unveil a new marketing campaign. National Pork Board CEO Chris Novak says the promotional push will help producers during a time of tight margins:
“We’ve got a new message coming forward to be able reach today’s consumers with new messages about pork. The demand that that’s going to be able to create is going to be absolutely critical to being able to sustain any type of profitability and growth within this industry. Yet, we know that feed prices, particularly, in this season have the potential to go higher, and we’re going to work with producers to try to find opportunities to keep them in business in the year ahead.”
A task force has been evaluating the relationship between state pork councils and the national pork checkoff. Novak says this effort is designed to strengthen the work being done at the state level:
“It comes down to dollars available, to the extent that we’ve seen the number of hogs move out of some states, as the industry has changed, and those states are certainly struggling to make do with fewer dollars. And yet, we know that we’re all in this together we know that we’re all working to serve the same producers and having a strong state organization where producers at a state level have a voice and communicate with consumers and with leaders in those states. And at a national level where we can do product marketing that can’t be done at a state level. We know that it’s a partnership and we’re going to be presenting some ideas to our delegates at our meeting in March, but more importantly we’re going to be continuing our conversation with our state organizations to find out the best ways, what they need at a state level and the best ways that we can help them from a national perspective.”
The National Pork Industry Forum will be held March 3rd through the 5th in Phoenix.