The More Things Change . . .

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The More Things Change . . .

• The More They Change Faster

An National Pork Board Update Chris Novak,
CEO Pork Management Conference
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Heres Whats Coming . . .

• PEDA Passing Threat or The Canary in the
  Mineshaft?
• Telling StoriesA conversation about food,
  farming, and families
• What You Want to Talk About?

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PED What Do We Know?

• PED is not a human health or food safety issue.
• The disease is impacting farms of a variety of
  sizes and production types and needs to be
  prevented through a variety of biosecurity
  procedures.
• There are multiple methods of PED transmission
  including environmental, transportation, feed
  systems and other vectors.

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Current Status of PEDV
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Current Status
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The Good News The Bad News
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Initial PED Research Priorities

• Development and validation of diagnostic testing
  for antigen and antibody detection for PEDv
• Viral propagation techniques
• Standardized reference samples for VDLs
• Validation of the current PCR diagnostic tests
• Antibody-based diagnostic tests
• Oral fluid surveillance
• Study of the basic pathogenesis and
  characterization of the virus
• Tissue studies with interest in lung or other
  tissue involvement
• Duration of shedding
• Carrier state
• Determine how quickly immunity develops, how it
  impacts viral shedding and if it can be enhanced
  to quicken recovery

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Initial PED Research Priorities

• Environmental stability of the virus on various
  surfaces and substrates and effectiveness of
  sanitation efforts
• Time/temperature necessary to kill PEDv in
  live-haul trailers
• Environmental conditions affecting virus survival
  on or in various substrates
• Drinking water (with identification of water
  additives that would render the virus
  noninfective)
• Recirculated water (with identification of water
  additives that would render the virus
  noninfective)
• Lagoon water manure/slurry
• Epidemiology
• Identify risk factors for interherd or
  interpopulation spread.

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Pork Checkoff PED Research

• June 2013 PED basic research
• October 2013 Sow immunity and assessment
• 2013 total gt1M for PEDv research
• February 2014 Diagnostics, surveillance, PCR
• March Feed with feed industry collaboration
• April PDCoV basic research, survivability,
  diagnostics
• Total 3M Checkoff research within 12 months

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PEDvThe Canary in the Mineshaft?
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2014 Pork Forum

• A listing of non-reportable swine diseases not in
  the United States
• Responsibilities of the government, industry
  organizations, producers, and the pork chain in
  surveillance and response
• Coordinated strategies to respond to and contain
  or manage disease
• Strategies for the efficient sharing of
  information deemed necessary containment /
  control
• Strategies to strengthen the defense of the US
  pork industry

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Our Request to USDA

• Investigate the pathway or pathways and harden
  our borders to prevent others from coming in.
• Enhance the ability of the veterinary diagnostic
  labs to communicate and connect electronically.
• Support for diagnostic testing needed for
  control.
• Significantly add to USDA PED-related research.
• Develop an agreed upon comprehensive response
  plan for diseases like PED so state-federal-indust
  ry are prepared and know what to expect of each
  other.

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Building a New Framework for Disease Management

• Analyze external disease threat to identify and
  prioritize swine pathogens.
• Facilitate the identification of existing and
  potential pathways for introduction of swine
  pathogens.
• Facilitate analysis of the effectiveness of the
  diagnostic and animal health products available
  to address each of the pathogens in the Swine
  Pathogen Matrix
• Coordinate international research to address
  preparedness gaps identified within the Swine
  Pathogen Matrix
• Solicit sustainable resources to fulfill the
  mission and strategies

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Telling Stories

• A Conversation About Food, Farming, Families

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Author! Author!

• What You Need and Want
• An Idea
• Letters/Syllables/Words
• Understandable
• Buyer
• Audience
• Enjoyable Believable

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Whats Our Story?

• Your Thoughts?

• Things I Hear

• Continuous Improvement
• Family
• Commitment
• Wholesome Food
• Hero Villian
• Great product!

• Efficiency
• Productivity
• Protein Nutrition
• We Care
• Birth Death
• Bad Actors
• Painful
• Emotional
• Personal

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What Letters Words Do We Use

• PQA
• PEDv
• TQA
• P/S/Y
• PRRS

• Gilt
• Farrowing
• Gestation
• Ractopamine
• Euthanasia

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Is Our Story Understandable?
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Who is Listening to Our Story?

• Customers?

• Consumers?

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Nice Story, But . . . ???
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Telling a Better Story

• A Stronger PQA Plus
• A Revised TQA
• Barn Worker Kits
• New Safe Handling Tools
• A New Barn Culture Initiative
• A Higher Commitment to Professionalism
• A Common Industry Audit Platform

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The Potential of PQA

• The mere fact of PQA can influence opinions and
  purchase decisions when it comes to pork products

Q. How likely would you be to actively seek out
and buy pork products that come from farms
utilizing the Pork Quality Assurance Plus program
vs. those that dont?
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Using Words that Work Antibiotics
Show them that engaging with consumers is a
priority.
We know consumers today want more information
about where their food comes from. Its
especially important to answer questions about
why antibiotics are used on the farm, and to talk
about what else farmers are doing to raise
healthy animals. Antibiotic use on the farm is
a complex issue. There are many different types
of antibiotics, and theyre used in different
ways to treat, control and prevent
illness. Bacteria that cause illnesses and
infections need to be kept under control in order
to preserve human and animal health. So farmers
use antibiotics to help lessen the risk. They
work to remove or inhibit the growth of bacteria
that could potentially harm the animal and pose a
food safety risk. They also promote good
bacteria, the kind that helps the animals digest
their food more efficiently. There are many
other things that are equally important, and
sometimes even more important than using
antibiotics, like maintaining high standards when
it comes to nutrition, so that animals get the
right diet to keep their immune systems strong.
Set up a broader conversation with language that
indicates theres more to the story.
Always bring the conversation back to what they
care about most their health.
Once you have them interested in what you have to
say, explaining HOW antibiotics work can both
surprise them and make them want to learn more.
Ensure that this isnt a black-and-white issue by
opening up the discussion.
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Reaching the Right Audience Customers

• A New Team
• A New Approach
• A New Level of Engagement
• New Materials, Information, Resources
• A New Awareness
• A New Partnership

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Reaching the Right Audience Consumers

• U.S. Farmers Ranchers Alliance (USFRA)
• Food Dialogues (Integrity in Marketing)
• Social Media
• Media Outreach
• Food Chain Engagement
• Farmland. A Documentary About Farmers

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The Challenges Ahead

• Understanding the drivers decision-makers
• Finding ways to align interests across the food
  chain
• Not breaking into jail
• Finding the right message and the right mediums
  to be effective.
• Allocating resources efficiently effectively to
  make a difference

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Other Things We Could Have Talked About

• Making a Plan with 2020 Foresight
• New Common Industry Audit Program
• Looking Past Todays PED Markets
• Measuring Sustainability
• Strength of Pork. Be Inspired Campaign
• Working to Re-Define Pork Quality
• Reaching Multicultural Consumers

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Questions?

• CNovak_at_Pork.org