John Johnson, Chief Operating Officer National Pork Board Strategic Planning Update

Our Agenda Today Where We Have Been ( ) The 2020 Process & Task Force Our Vision Our Mission Our Goals – How We Get There Next Steps

Producer focused: – “…built by pork producers, for pork producers.” – Demonstrate producer value and “return on investment…” Vision: Leading a world-class food industry Mission: Harness the resources of all producers to capture opportunity, address challenges and satisfy customers Today, we live in different times requiring increased: – Customer focus through collaboration – Transparency through accountability, honesty and action – Commitment to continuous improvement Where We’ve Been ( ) Responsible. Sustainable. Professional. Profitable.

Strategic Planning Task Force Board Members Karen Richter, Minnesota Dale Norton, Michigan Jan Archer, North Carolina Glen Walters, Georgia State Executive Roy Lee Lindsey, Oklahoma NPPC Randy Spronk, Minnesota Jim Heimerl, Ohio At-Large Producers Bob Dykhuis, Michigan Craig Rowles, Iowa Packers Mike Skahill, Smithfield Rich Gallant, Cargill Joe Swedberg, Hormel Rick Parker, JBS International Trade Leann Saunders, USMEF Retail Advisory Major U.S. Retailer Foodservice Advisory Joe Jordan, Domino’s Land Grant/Research Jay Akridge, Purdue

Vision Statement The National Pork Board will elevate U.S. pork as the global protein of choice by continuously and collaboratively working to do what’s right for people, pigs, and the planet. VISION

Mission Statement The National Pork Board is the catalyst that unites pork producers with key stakeholders focused on building a bright future for the pork industry through research, promotion and education. MISSION

1.Build Consumer Trust 2.Drive Sustainable Production 3.Grow Consumer Demand Three Overarching Goals for 2020

Goal 1 – Build Consumer Trust Working collaboratively with food chain partners, the National Pork Board will enhance consumer trust in modern pork production by promoting producer adoption of on-farm management practices that reflect our ethical principles and by sharing our commitment to continuous improvement with consumers and key stakeholders.

How We Will Measure Improvement Adoption of on-farm management practices reflecting our principles. Sharing our commitment to continuous improvement. With food partners, address public concerns related to animal care and improve engaged consumer perceptions by 10 percent. Reduce public health risk by 5 to 10 percent from 2015 levels, depending on specific foodborne pathogens. Improve overall animal well-being scores by 2 percent. Implement an Enterprise Risk Management System to prevent/mitigate threats. Reduce national average carbon footprint by 5 percent. Reduce national average water use by 5 percent. Producers accounting for 50 percent of U.S. pig production will annually report sustainability performance metrics.

Goal 2 – Drive Sustainable Production The National Pork Board will invest in research and producer education programs that enhance the productivity and sustainability of pork production and deliver benefits to producers, consumers and the community.

Invest in research & ed programs focused productivity and sustainability. Share benefits with producers, consumers and the community. How We Will Measure Improvement Develop diagnostic tools, surveillance and mitigation strategies to eliminate top U.S. swine diseases. Decrease the annual economic impact of PRRS by 20 percent. Improve ability to detect, prepare for and respond to emerging disease. Expand worker safety metrics to 50 percent of industry and reduce employee injury by 15 percent. Improve industry professionalism by attaining 25 percent adoption of education, training and development programs. Improve U.S. swine herd productivity through research, tools and information. Targets: 10 percent decrease in pre-weaning and nursery mortality 10 percent improvement in feed efficiency and sow lifetime productivity (from 38 to 42 P/S).

Goal 3: Grow Consumer Demand Working in concert with food chain partners, the National Pork Board will grow domestic and international consumer demand by focusing on pork’s improved nutrition, quality and sustainability.

Connect and collaborate with food chain through focus on nutrition, quality and sustainability. How We Will Measure Improvement Increase U.S. market share by 1 percentage point (based on real/capita expenditures). Increase average annual sales volume and value of pork exports to new and existing markets by 9 percent annually. Reduce the percentage of pork loin chops scoring below color score “3” by 10 percentage points. Increase positive perceptions of U.S. pork among registered dietitians by 20 percent.

New Plan Approved by Board The Board approved the plan in September 2014, and will finalize budget implications in November.

Introduce to our customers in Q4 Create 1:1 opportunities for dialogue to gain input and assess reaction Build trust through collaboration and access Leverage We Care, PQA Plus and other programs as Social Responsibility markers Introduce to consumer audiences early in 2015 Incorporate plan into future programs and tactics Next Steps

This message funded by America’s Pork Producers and the Pork Checkoff Questions?