Looking for a new pork chop recipe to try? No problem, just ask your smartphone for ideas. Too busy to grocery shop? Choose what you need online and pick it up on your way home. Or how about subscribing to a meal-kit service that drops everything you need for an impressive pork dinner right at your door? These options are embraced today, but they weren’t even considerations for most consumers back in 2015 when the National Pork Board introduced its new five-year Strategic Plan.

Likewise in 2015, nobody could predict the African swine fever outbreak that would occur in China three years later or its subsequent spread to more than 50 countries. And while the public was asking about pig farming methods five years ago, today’s customers, from consumers and bloggers to retailers and foodservice executives, are demanding more than statements and promises. They want data and solid proof of on-farm progress.

Game changers like these were key to the conversation last year as a task force and the board of directors, with input from hundreds of producers, developed a new strategic vision. One critical finding? The world is changing too quickly for a static three- or five-year strategic plan.

Instead, a new, agile, more streamlined Pork Checkoff, with annual pork industry input, will focus on key priorities in 2020 and beyond. A new strategic vision, a flexible budget and clear priorities will guide the Checkoff’s two overarching goals: 

Building trust – The Pork Checkoff will strengthen producers’ freedom to farm by working in a trustworthy manner and transparently sharing the story of U.S. pork.

Adding value – The Checkoff will leverage innovation to improve the value of U.S. pork and increase revenue for U.S. pork producers.

More streamlined. More focused. More effective. It all adds up to keeping pork more competitive in domestic and global markets alike.

Jan Jorgensen

Jan Jorgensen