NIAA Animal Health Emergency Management Council

NIAA Animal Health Emergency Management Council

Cindy CunninghamAssistant Vice President, CommunicationsNational Pork Board515-223-2600 ccunningham@pork.org

Source: USDA/FAS, PSD Data

Share of Global Pork Exports

Top US Pork Export Markets: January 2014

Mexico 131.9 M lbs, ↑9%Japan 86.1, ↑4%China/HK 76.6, 0%Canada 36.8, ↓12%Korea 25.1, ↓14%C/S Am 24.9, ↑74%Oceania 16.4, ↑16%ASEAN 11.7, ↑7%

Japan $163.4 M, ↓6%Mexico $113.2, ↑10%China/HK $82.7, ↑15%Canada $62.5, ↓6%Korea $33.3, ↓11%C/S Am $29.1, ↑79%Oceania $24.6, ↑25%ASEAN $12, ↑11%

Volume (Million Pounds) Value (Million $)

Source: USDA statistics compiled by USMEF, compared to 2013

Colombia ↑258%Colombia ↑258%

Singapore ↑627%Singapore ↑627%

New Zealand ↑63%New Zealand ↑63%

1/3 of U.S. exports1/3 of U.S. exports

Exported Product Value to Producers • For every $1 million dollars of muscle meats exported,

live value increases by $0.05/CWT• For every $1 million dollars of variety meats exported,

live value increases by $0.20/CWT

Variety Meat Product

Domestic Price/lb.

Exported Price/lb.

Bungs $0.10 $1.50

Ears $1.20 $2.60

Front Feet $0.40 $1.00

Hind Feet $0.20 $0.70

Stomach $0.80 $1.50

Tongues $0.60 $1.65

How Do We Work To Keep Export Markets Open In A Crisis?

How Do We Work To Keep Export Markets Open In A Crisis?

U.S. Pork Industry Crisis PlanStrategy Strategy

Pork Industry Organizational Responsibilities

National Pork Board

• Activate the communications efforts--overall coordination of team

• Provide scientific and communications resources

• Develop post-crisis communications and trade access maintenance plan

• domestic trade media

• producers

National Pork Producers Council

• Function as the liaison with government officials• FAS

• FSIS

• APHIS

• USTR

• State Department

• In-country consultants

• DC-based embassies and ag staff

• OIE/Codex

U.S. Meat Export Federation• Coordinate pipeline and in-transit product movement from and if needed back to the U.S.

• Function as a liaison• Country directors

• Members

• Importers

• Distributors

• Retailers

• In-country FAS offices

• ATO offices

• Media inquiries related to trade

Within the First Hour• At first notification of a crisis/outbreak, notify international trade crisis team• Attend initial NPB, NPPC, USMEF crisis team meetings • Send e-mail to international crisis team with call-in information for initial meeting of NPB, USMEF and NPPC.• Assemble international trade team for initial meeting/call• Distribute pork industry talking points, if available• Review current industry responses from all three organizations• Review international trade crisis plan, calling tree, responsibilities, assignments and country assumption lists• Determine lead spokesperson/contact for international trade audiences)• NPB, USMEF and NPPC staff will relay any pertinent information back to full their organizations’ full staff• Define lead of international talking point revisions, to be in-sync with USDA/FAS talking points

– Version 1: For international trade partners

– Version 2: For domestic industry contacts

Detailed Crisis Plan •Within the first three hours•Within the first 24 hours •Within the first 48 hours •In the week that follows

FMD CROSS-SPECIES COMMUNICATIONS TEAM

FMD Cross-Species Team

FMD Cross-Species Team

• Through coordination, these industries work together• Operations and Communications• Overall U.S. livestock crisis plan– Species-specific, yet in the interest of all

Research Overview

Research Objectives• Before an outbreak, we want to understand

current awareness and knowledge levels regarding:

• Awareness of vaccinations of livestock, • Awareness and knowledge of FMD, and• Top-of-mind concerns, if there was an FMD

outbreak

Research Objectives• Also want to explore consumers’ understanding

and acceptance of various FMD message categories (last assessed in 2007)

1) Food Safety2) Disease Impact and Management3) FMD Containment4) FMD Control5) Vaccinations

Research Process

All participants ate meat or dairy products at least two times each month. Mix of ages, sex, employment, education, ethnicity, income and geographic location.

• People THINK they’ve heard of the disease . . . . . . but most often have it confused with

HFMD

• People are interested . . . . . . and want more detail than

anticipated

• People want reassurance . . . which means understanding there is collaboration and a plan

Lessons Learned

Most Reassuring MessagesReassurance: The majority feels reassured by the different categories of messages. The FMD containment messages are the most reassuring.

Vaccination

Key Takeaways: Vaccination• Collaboration is crucial• People are more interested than anticipated• Understanding the international landscape instills

confidence

Vaccination Awareness• Both qualitative and quantitative results suggest consumers

do not have top-of-mind awareness of livestock vaccinations, yet the majority (55%) know animals are vaccinated when they think about it.

“I don’t know if animals are currently being vaccinated. It would be fine with me if they do this, as long as they test the vaccine and make sure

that it would not be harmful for humans.”

Vaccination Acceptance

• Consumers believe vaccines are necessary and routine for protecting humans, pets and livestock

• Some expressed concern about the potential for it to be passed to humans through consumption

“I would not mind eating meat or milk from vaccinated animals as long as I know it is safe.”

A plurality (38%) of consumers who are aware of routine vaccinations feel this procedure makes meat or milk more safe to consume. One-fifth feels it makes products less safe.

“Do you think these vaccines make the meat or milk more safe to eat, less safe to eat or have no effect on safety?” (n=587)

Vaccination Acceptance in the Context of an Outbreak

• Consumers are reassured by the messages that were tested– Some consumers would likely avoid consuming milk

and meat until they knew it was under control– Consumers support vaccinations in the event of an

FMD outbreak

Credible Sources

85%

Vast majority of consumers consider government agencies credible sources of information. Fewer than half find livestock organizations credible.

28

The Bottom Line

• In the event of an FMD outbreak, communications should:– Assure consumers of food safety and what is being done to

contain the outbreak– Reference trusted and credible organizations and sources– Provide resources for additional information– Integrate a human element

Questions Questions

Cindy CunninghamAssistant Vice President, CommunicationsNational Pork Board515-223-2600 ccunningham@pork.org