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The Pork Checkoff: Not Just About Advertising
by Katrina Waters
One potato, two potato, three potato, pork.
I scream, you scream, we all scream for pork loin.
In the last few years, pork advertisements have come a long way. No longer just known as the other white meat, pork advertisements are everywhere. Whether driving through rural Iowa or downtown Chicago, you are likely to pass a yellow billboard with a phrase such as, “Life is just a bowl of pork chops.”
The checkoff supports more than advertising, though. The checkoff funds research and consumer education as well.
Pork Research
Steve Schmeichel, National Pork Producers Council board member and chairman of the National Pork Board’s demand enhancement committee, says extensive research has been conducted on everything from PRRS to meat quality. He says this research would not be possible without funding from the pork checkoff.
Schmeichel says checkoff-funded research recently proved consumers spend approximately four minutes making their meat purchases. He says it is important for retailers to provide consumers with an attractive display. In addition, case-ready products are valuable to today’s consumer.
“Consumers want something they can pick up, take home and prepare in 15-20 minutes,” Schmeichel says.
He says loin size can also be an issue for consumers. At a recent demand enhancement committee meeting, a meat retailer voiced his concern over exceptionally large loins. The retailer told the committee that, in his store, the smaller loins — about 6.5" — would be sold by 4 p.m. The medium-sized loins would be sold by 6 p.m., and at 10:30 p.m., the largest loins would still be in the case.
The Pork Board’s research is not limited to English-speaking Americans. Since Hispanics are the fastest growing segment of the United States’ population, the Pork Board decided to research their habits and misconceptions when it comes to pork.
Hispanics surveyed were most concerned with food safety, Schmeichel says. Many of them also seemed unaffected by the slogan, “Pork: The Other White Meat.” Upon completing the research, the Pork Board chose a more suitable slogan that appealed to the Hispanic community — “el Cerdo es Bueno,” or “Pork is Good.”
Hispanics are not the only consumers with misconceptions about pork. Many consumers are still under the impression that pork is fat, Schmeichel says. He remembers a demand enhancement meeting eight years ago when the members were discussing how to make hogs leaner.
“We sure got them lean,” he says.
Schmeichel says it is important to remember the purpose of market hogs.
“It doesn’t matter if it’s a show hog or not,” he says. “It’s going to end up on someone’s plate.”
The Pork Quality Assurance program has been another asset to the pork industry. According to the Pork Board’s web site, this program teaches good management practices and encourages producers to review their approach to their herd’s health programs. Recent additions to this program include biosecurity and animal welfare information.
Danita Rodibaugh, a member of the Pork Board’s board of directors and environmental committee, says the Pork Quality Assurance came at a time when food safety issues were at an all-time high. Since biosecurity issues have become increasingly important, the checkoff has funded educational materials on the subject which is available through the Pork Quality Assurance, on the Internet and in a video.
Pork Promotions
The checkoff also funds a major promotional tool — auto racing. Pork has been designated as the official meat of the ARCA RE/MAX series and has become one of the most popular sponsors in the series. Not only does the pork car make appearances at car shows and retailers around the country, but it is currently driven by the tour’s top driver, Frank Kimmel. Named champion in 1998, 2000 and 2001, Kimmel is leading the standings in 2002.
In addition to auto racing, the Pork Board promotes pork to restaurants. Through Pork Times, an online reference for foodservice personnel, the Pork Board rewards chefs and restaurants who feature pork in their establishments. The web site offers recipes, tips, articles and a pork cuts chart made especially for restaurants.
The Pork Board’s Web site also offers links to other promotional tools.
Children can log on to www.pork4kids.com to play pork-related games, win prizes or find a recipe to prepare with their parents.
Adults can log on to www.theotherwhitemeat.com to find recipes, preparation tips and video demonstrations. Schmeichel says many pork items are coming with a recipe on the label, now, as well.
“Many years ago, no one really knew how to prepare pork,” he says. “Now, we can help consumers cook pork a variety of ways.”
Rodibaugh agrees. She says although pork consumption has risen 21 percent since 1987, people still do not know how to cook it.
However, thanks to the Pork Information Bureau, consumers now have access to recipes in tips through various forms of media.
“If you pick up a newspaper or magazine and see a pork recipe inside, it’s a direct result of the Pork Information Bureau,” Rodibaugh says.
Rodibaugh says the Pork Information Bureau stays in contact with editors of foodservice and women’s magazines and plants stories and recipes in their publications. She says during the last Pork Board meeting, the members of the Pork Board met with several food editors, all of which were complementary toward the Pork Information Bureau’s work.
“The editors said our recipes and photos were very appealing, and they appreciated that we enclose all nutritional information,” Rodibaugh says.
She says pork usage in the food service industry has risen 17 percent due to Pork Board promotions. In addition, checkoff-funded efforts promoting bacon as a sandwich addition in restaurants helped add $10 to pork belly prices in 2000.
The Future of the Checkoff
Rodibaugh says the checkoff will fund 47 research projects in 2002, worth $2.7 million. Research is conducted in all areas of pork production, safety and environmental issues.
Rodibaugh says it is important for producers to realize the checkoff is a valuable tool.
“Some people see the ‘Pork: The Other White Meat’ commercials and wonder what else we do with the money,” she says.
The Pork Board has so many opportunities for producers to get involved, Rodibaugh says.
“This is a producer’s board,” she says. “Every time I have been on a committee, the other producers and I have done our best to accomplish what we need to for this industry.”
The next time you are driving down the road and spot a Pork billboard, keep in mind it is not the only result of your checkoff dollars.
Pork Quality Alliance: Improving meat quality through genetics
In the mid 1990s, researchers discovered meat quality differences based on a hog’s genetic makeup. Fast forward a couple of years to 1998 when hog prices crashed and the National Swine Registry implemented its Long Range Strategic Plan. The Pork Quality Alliance was one result of this plan.
The alliance is made up of purebred breeders, pork packers and processors, university meat scientists, swine geneticists, and consumers.
Purebred Breeders
Purebred breeders are responsible for delivering animals that meet progeny group specifications. Their primary role in the alliance is producing seedstock and making genetic improvements within their herd.
Max Waldo, DeWitt, Neb., is one breeder involved with the alliance. Waldo, who has utilized STAGES data in his herd since the program’s inception, says it is critical to the swine industry to improve meat quality and consumer acceptance.
“Indexing for meat quality helps identify the best animals so they can be used more extensively,” he says.
Waldo says it is important that consumers get only the best meat quality when they purchase pork.
Pork Packers and Processors
Packers provide opportunities for evaluating pork carcasses at industry-accepted line speeds. Gary Malenke, CEO of Siouxpreme Packing, says his company provides a testing ground for data evaluation. He says the program is beneficial to producers.
“The results give the producers a basis of where their livestock stack up against industry standards,” he says.
Malenke says the swine industry has gone through the extreme leanness and muscle phase, but today the emphasis is not there. He says most of today’s hogs are heavy muscled and lean enough — the issue is meat quality.
“Meat quality is here to stay,” Malenke says.
University Meat Scientists
Meat scientists assist in carcass evaluation and help verify accuracy of all results. The Meat Quality Task Force advises NSR in evaluation procedures and keeps them informed of new research developments. In addition to leanness and muscle content, pork quality is assessed for pH, color, marbling, water-holding capacity and tenderness.
Swine Geneticists
Swine geneticists are instrumental in developing genetic predictions through NSR’s Genetic Advisory Board. Ron Bates, a swine extension specialist at Michigan State University, is a member of this committee. He is currently assisting with the development of a data collection scheme that will allow meat quality data to be assessed on NSR members’ pigs.
Bates says selection for lean growth can cause meat quality to erode. Since the four NSR breeds have successfully improved their herds in the areas of growth, backfat and loin eye area, some meat quality traits could have become less desirable. He says including meat quality traits into the selection objective will help stabilize meat quality traits while breeders continue to make improvements in the other areas.
“The pork industry has changed into multiple pork chains with different specifications,” Bates says. “Seedstock producers must now have different product lines that match the specifications for these differing pork chains.”
Consumers
Consumers play a significant role in establishing pork quality standards. Customer satisfaction and consumer buying trends are monitored through National Pork Board research, university trials and independent studies.
The Future of the Alliance
Bates says the future of the program is entirely up to NSR members. He says the Pork Quality Alliance has the ability to allow NSR members to meet the changing needs of the industry.
“However, NSR members must participate on a regular basis and use the information provided to genetically improve their herd,” he says.
For more information on how you can become involved in this exciting program, contact Rick Pfortmiller, Director of Commercial Services at: (765) 463-3594 or e-mail at: rick@nationalswine.com.
