the language of pork production

Transcription

1 June the language of pork production National Pork Board.

2 2 communication that works your truth their truth who we are.

3 3 [ ] It s not what you say, it s what they hear what we believe.

4 three-hour Qualitative Instant Response Sessions Unique Instant Response Dial technology provides insight into consumers gut reactions to messages Research conducted with food-engaged Opinion Elites and Millennials + Online Quantitative National Surveys Range of issues and topics facing pork industry Designed to uncover best messages for NPB and channel partners what we ve done.

5 5 + Food-Engaged Opinion Elites Moveable middle Top 20% of society in education + income Watch/read news on politics and food issues regularly Most likely to influence others in community + Millennials Actively engaged in social media Seek out information on food issues Emerging decision-makers the audiences.

6 6 more productive dialogue throughout the food chain the goal.

7 the big picture + the issues

8 8 Awareness of pork vulnerabilities Response to conflicting Information Biggest concerns Engagement Strategy opinion elites Low Emotional, disgust My long-term health, my family s long-term health Acknowledging concerns millennials Low Skeptical, curiosity My long-term health, animal welfare Providing more information audience profiles.

9 9 + The starting point: awareness is low + The good news: consistent language and action can bring results + The less-good news: there are deeply held beliefs that the way food is being made today is not in consumers best interest + The bad news: consumers are easy prey for misinformation about food because of low trust and distance from food production key findings.

10 10 We might think we re all for animal welfare, but at the end of the day it s the price at the grocery store that really matters. Opinion Elite, Chicago Wait have they found horsemeat in pigs, too? Millennial, Boston If I eat bacon-wrapped anything, I know it s not going to be good for me. But it s going to taste fantastic. Millennial, San Diego Inhumane pork that s pigs that are hurting people? Millennial, San Diego I knew they castrated chickens, but not pigs. Opinion elite, Washington, DC perceptions of pork.

11 11 advocates at work.

12 12 images are upsetting the reality.

13 13 + Consumers interests begin and end with themselves + They re not interested in sustainability arguments or even animal welfare as positive proof points + They just want to know that THEY are going to be safe It s bigger than you and me. It s all about ME. Stephen Colbert what they care about.

14 14 what doesn t work.

15 15 they re asking questions.

16 16 + Acknowledge concerns + Take responsibility + Engage your audience + Provide Transparency a communication framework.

17 17 making connections.

18 the big picture the issues +

19 19 + Millennials and social media + Sow housing + Pain management + Beta-agonists + Antibiotics section contents.

20 millennials and social media 20 advocates have created buzz why social media matters.

21 21 I would retweet, but just for the sheer shock value. Not because I believe in the message. Millennial, Boston OK, we get the undercover video. Now let s see the other side. Millennial, Austin activists?.

22 22 Conversation openers: would you the following tweet? RT Click Un- Follow 53% 62% 7% 18% 39% 23% invite a conversation.

23 23 Do Recognize that they are engaged and interested Invite them to a conversation that includes back-and-forth on social media Use a realistic tone that takes their skepticism and cynicism into account Provide them with information that allows them to draw their own conclusions Don t Assume that they are more likely to side with activists Use social media simply to broadcast a message to them Give them a reason to question your true motives or poke holes in your story Attempt to discredit other sources of information as less trustworthy or credible what engagement looks like.

24 sow housing 24 [ ] There are many different opinions on the best way to house sows during pregnancy. But veterinarians, animal care experts, and farmers all agree none of the housing methods available for housing sows today is perfect. sow housing: the bottom line.

25 25 When we offer you and your families wholesome food, we also have an opportunity to help you connect with how that food was produced. That means keeping you in touch with what happens on the farm. We want our consumers to know, decisions about animal welfare are not taken lightly, and they are never made by one voice alone. This is especially true when we talk about an issue like sow housing. There are many different opinions on the best way to house sows during pregnancy. But veterinarians, animal care experts, and farmers all agree none of the housing methods available for housing sows today is perfect. It s not enough to focus solely on one method over another. We need to make sure that animal well-being is the top priority. That that means working with veterinarians on the farm whose job it is to work with farmers to raise healthy animals. And we need to talk to everyone: farmers of all sizes, animal behaviorists, veterinarians, even from animal welfare groups, to understand what the options are today, and what s being done to improve how farmers care for their animals. language of sow housing.

26 pain management 26 [ ] Farmers take care of their pigs in a number of different ways. But they know that certain procedures on the farm have the potential to cause real concerns for consumers. That s why they re making themselves available to you to answer questions you may have. pain management: bottom line.

27 27 It s not enough to produce food that s safe and affordable. We must also provide you with food that you want to eat. And that means making all the information available to those who want it. Pain management on the farm is no different. Farmers take care of their pigs in a number of different ways. But they know that certain procedures on the farm have the potential to cause real concerns for consumers. That s why they re making themselves available to you to answer questions you may have. First, there is no excuse for mistreating animals. We hold all of our farmers to strict standards of animal care. But we also encourage our farmers to do more. Pig farmers are always looking for better ways to do things on the farm. We encourage them to look into even better ways of caring for their animals through comprehensive training programs and supporting research to better understand how to care for all their animals. This is true of all pain management practices on the farm, and if you want to know more, we encourage you to connect with some of our suppliers to learn about their farms. language of pain management.

28 beta-agonists 28 [ ] One of the improvements farmers have made in raising healthy pigs is a feed ingredient, given as part of a healthy and balanced diet, that allows pigs to convert the calories in their feed into lean muscle, instead of fat. beta-agonists: the bottom line.

29 29 Recently, the beta-agonist ractopamine has been popping up in headlines. But no one is really talking about what beta-agonists actually do. Or why they are a safe, important part of raising pigs on American farms. It s time we opened up the table for questions, and offered you some real answers. So just what is ractopamine? Ractopamine is just one of the improvements farmers have made in raising healthy pigs. It s is a feed ingredient, given as part of a healthy and balanced diets, that allows pigs to convert the calories in their feed into lean muscle, instead of fat. And beta-agonists like ractopamine are eliminated quickly by livestock, within hours, so they are not stored in the body. And they are widely used by farmers and ranchers in the U.S., Canada, Australia and many other countries across the developed world. Our suppliers are continuously working with researchers to understand how these additives can best interact with the animals digestive systems, and exactly how much should be given to each animal. the language of beta-agonists.

30 antibiotics 30 [ ] It s important to answer questions about why antibiotics are used on the farm, and to talk about what else farmers are doing to raise healthy animals. antibiotics: the bottom line.

31 31 antibiotics: the bottom line.

32 32 We know consumers today want more information about where their food comes from. It s especially important to answer questions about why antibiotics are used on the farm, and to talk about what else farmers are doing to raise healthy animals. Antibiotic use on the farm is a complex issue. There are many different types of antibiotics, and they re used in different ways to treat, control and prevent illness. Bacteria that cause illnesses and infections need to be kept under control in order to preserve human and animal health. So farmers use antibiotics to help lessen the risk. They work to remove or inhibit the growth of bacteria that could potentially harm the animal and pose a food safety risk. They also promote good bacteria, the kind that helps the animals digest their food more efficiently. There are many other things that are equally important, and sometimes even more important than using antibiotics, like maintaining high standards when it comes to nutrition, so that animals get the right diet to keep their immune systems strong. language of antibiotics.

33 It's not what you say, it's what they hear. Clint Sievers Senior Director O M csievers@maslansky.com Washington, DC 2000 L Street NW, Suite 300 Washington, DC New York 200 Varick Street, Suite 601 New York, NY