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Pork Checkoff puts emphasis on adding value, building trust

Photo courtesy of the Pork Checkoff

A pork industry representative recently spoke to “a lot of exciting changes” taking place at the National Pork Board. The most recent change has been the restructuring of the Pork Checkoff.

The National Pork Board launched a new Pork Checkoff program. David Newman, National Pork Board president, speaks to the restructured program, which strives to develop and expand markets for pork and pork products.

“We are launching a new Pork Checkoff program, called Pork Checkoff 4.0,” Newman said. “In 1986, when the Pork (Promotion, Research and Consumer Information) Act (of 1985) was passed, that was (Pork Checkoff) 1.0. As producers needs have changed, we have redesigned the organization around the responsible allocation of producers’ dollars.”

To help ensure the future of pork production, the Pork Checkoff will focus on two key items: Building trust and adding value.

“Building trust is on our We Care principles. Things (like) talking about the environment, animal welfare, food safety, (as well as) the core principles our producers live by. The add value piece is extremely important. That is the marketing of 130 million hogs a year, both domestically and internationally,” Newman said. 

Pork Checkoff 4.0 will not only assess international marketing opportunities, but domestic opportunities as well.

“When we talk about ‘multicultural,’ we’re not just talking about international marketing. Mexico, Canada, China, South Korea and Japan are huge consumers of pork, but our multicultural sector in the United States is growing at an unprecedented rate, so we are putting a lot of focus on that area,” Newman said.

Tune into Weekend Ag Matters for the full interview with David Newman, of the National Pork Board.

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