Outreach and Education

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Outreach and Education A Cooperative Effort by
Federal, State, and Industry
By Leanne Ketterhagen Manager of Communications
and Marketing Wisconsin Livestock Identification
Consortium
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Track For Todays Presentation

• Goal of Implementing NAIS
• Lessons Learned in Communication
• Measurement Tools
• Overcoming Challenges
• Complicating Issues

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Implementing the NAIS

• Goal is to have the National Animal
  Identification System (NAIS) in place to protect
  animal agriculture
• Common goal among groups
• USDA, states, industry, and species groups
• Communication is key for participation in a
  system of this magnitude

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Lessons Learned

• Overview of how partnerships work
• Capitalize on established networks
• Communication tools
• Common understanding of need
• Pilot project demonstrations
• .. A few examples to share

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Partnerships
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Partnerships

• Met to define roles and resources
• Created a communications plan
• Provided tools to both parties

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Networks

• FoodOrigins
• Foremost Farms USA
• Global Animal Management
• Grande Cheese Company
• Holstein Association
• I.D.ology
• Land O'Lakes
• Leon Valley Veterinary Service, LLC
• MI Marshall Ilsley Bank
• Manitowoc Milk Producers Cooperative
• MB Genetics
• Milwaukee Cooperative Milk Producers
• National Dairy Herd Improvement Assn.
• Packerland Packing Co.
• Peck Meat Packing
• Prof. Dairy Producers of Wisconsin
• ReQuest, Ltd.
• Research Management Systems
• Semex USA

WI Beef Council WI Bison Producers Assn. WI
Cattlemans Association WI Commercial Deer Elk
Farmers Assn. WI Dairy Goat Assn. WI Farm Bureau
Federation WI Farmers Union WI Federation of
Cooperatives WI Holstein Association WI Horse
Council WI Independent Livestock Dealers WI
International Poultry Club WI Milk Marketing
Board WI National Farmers Organization WI PDCA WI
Polled Hereford Assn. WI Pork Association WI
Sheep Breeders Cooperative WI State Fair Park WI
Veal Growers Association WI Emu
Association Y-Tex/Agri-Sales
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Communication Tools

• A Communication Plan
• Vision and mission
• Many Useful Tactics
• A vast communication tool box
• . Review a few successful tools

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Literature
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Direct mail pieces from partners
Also, veterinarian mailings, feed store info
packet, bill stuffers with members, poster
distribution, and market set ups were done.
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Media

• Keep media informed
• Press releases
• Media blitzes to targeted
• counties
• High interest in numbers

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On-site premises registrationduring trade
showsand speaking events
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• Purple Triangle Spot Disease
• A youth activity about the NAIS

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Multiple ways to Register

• On-line registration
• Call WLIC at 1-888-808-1910 to request a form
• Forms and computers are available in all WI FSA
  Offices
• WLIC Agents
• MORE!

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Pilot Projects

• Important for producers to try and learn
• Producer groups are getting involved and taking
  leadership roles in project
• What does this mean to the farmer?

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Important to see the tools and how they function
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Pilot Projects

• Testing Animal ID and Tracking
• Testing tools, tags and systems
• Building state data collection infra-structure
• How does this work for the farmer?

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Measurement Tools

• Map and track media
• Measure registrations
• Volume and locations
• Predicted total number of premises
• USDAs numbers
• WI Ag Statistics Service
• No magic number (WI 60-70,000)
• Currently WI has 17,500 Premises Registered

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Year 2004 Voluntary
State Law Effective November 1, 2005
October 2003 system available for registrations
April 2004 Governor signed the Bill
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Overcome Challenges

• Consistent Key Messages
• Shift Attitudes and Perceptions
• Funding

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Consistent Messages

• Important for all partners to have input to and
  use Key Messages
• Created a collaborative Power Point
• Your key messages should be able to address
  objections and some issues
• Example Premises registration is the foundation
  for a national animal ID trace back system.
• Keep a strong animal health message

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Animal Movement IN to WI in 2001
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Animal Movement OUT of WI in 2001
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Attitude and Perception

• Consistent messages will shift attitudes from
• What is in it for me?
• Im not sure it is a good thing
• What do I have to do?
• To attitudes of
• Itll work
• I will participate
• We need to work together

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Funding
Amounts do not capture travel costs
Once system is developed the majority of money
needs to go towards communications. It is one
thing to have a system, it is another to have
participation.
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Complicating Issues

• Fluid dynamic of the national effort is hard to
  communicate
• Cost for producers and government
• Confidentiality of data
• ID Devices vs. Technology Neutral

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Complicating Issues

• Mandatory vs. Voluntary
• Value Added Opportunities
• Timelines
• National Message vs. State Message
• State specific message vs. general national
  message
• What does it mean for me in my state?

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Conclusion StrongestLessons Learned

• It doesnt happen by itself, it takes cooperative
  efforts at the local level
• Received better response to communications under
  a mandatory program
• Cooperation is key!
• Thank you!