Web Version Click here for Full PDF National Pork Board A quick quiz: Name the fivemost recognizable slogans in American advertising: According to a study a few years ago by Northwestern University, the answers are: “Snap, crackle and pop.”  “You’re in good hands with Allstate.”  “Wheaties – Breakfast of Champions.”  “Please don’t squeeze the Charmin”  And … …“ Pork. The Other White Meat.” As well-known as that slogan has become – a 2003 Maritz Research Meat Tracking Study discovered that it is recognized by nearly 90 percent of all respondents – few consumers know that “The Other White Meat”is due to the efforts of porkproducers who nearly 40 years ago realized that together they could accomplish goals that individually would be impossible. Starting in the mid-1960s, a group of visionary producers began pooling some of their money through a voluntary program to “check off” a portion of their revenue to promote their product to U.S. and world consumers. By 1985, Congress had made it possible for all pork producers to participate. The modern Pork Checkoff was born, and the rest, as they say, is history. The Pork Checkoff’s mission and goals haven’t changed much in the subsequent 20 years. The Checkoff exists to generate added value to the U.S. Pork production industry by creating and executing forward- looking promotion, research and consumer information programs based on principles reflecting its investors’ commitment to quality, innovation and stewardship. Through their investment in the PorkCheckoff, U.S. producers have developed the Pork Quality Assurance (PQA) program, which helps to assure consumers that U.S. Pork is raised to standards that assure a safe and nutritious product. They have developed the Swine Welfare Assurance Program to help producers provide the best possible care for their animals. They havecreated the Trucker Quality Assurance Program to train truckers in the safe transport of their animals. They’ve conducted research and provided seed money for other research projects to solvenettlesome animal diseases. They’ve provided education programs so farmers and their employees have the latest information in pork production. And, the Pork Checkoff has helped producers to continue to promote their product in the United States and overseas with a wealth of strategies ranging from airing programs on RFD-TV,to helping fast-food restaurants get more pork products on their menus, to teaching chefs in China’s emerging economy how to prepare better cuts of pork, specifically U.S. Pork. The Basics The Pork Checkoff is based on having producers involved in all major decisions. In accordance with the way Congress established the Pork Checkoff,the Pork Act Delegate Body – a group representing all 50 states and importers who contribute to the Pork Checkoff – meets annually to make recommendations to the U.S. secretary of agriculture about the rate of the Checkoff. Currently, producers contribute 40 cents of every $100 in porksales, or just under a half percentage point. Importers contribute an equivalent amount. The delegates also nominate for the secretary’s approval the 15 members of the National Pork Board, which develops budgets and awards contracts to carry out a coordinated program for pork promotion and research activities. The board’soffice is in Des Moines, Iowa. In addition, several hundred producers from throughout the country serve on marketing and science and technology committees that help the boardmembers find solutions to industry problems and to allocate resources. Their Animals. They have created the Trucker Quality Assurance Program to train truckers in the safe transport of their animals. They’ve conducted research and provided seed money for other research projects to solve nettlesome animal diseases. They’ve provided education programs so farmers and their employees have the latest information in pork production. And, the Pork Checkoff has helped producers to continue to promote their product in the United States and overseas with a wealth of strategies ranging from airing programs on RFD-TV,to helping fast- food restaurants get more pork products on their menus, to teaching chefs in China’semerging economy howto preparebetter cuts of pork, specifically U.S. Pork. The Basics The Pork Checkoff is based on having producers involved in all major decisions. In accordance with the way Congress established the Pork Checkoff,the Pork Act Delegate Body – a group representing all 50 states and importers who contribute to the Pork Checkoff – meets annually to make recommendations to the U.S. secretary of agriculture about the rate of the Checkoff. Currently, producers contribute 40 cents of every$100 in porksales, or just under a half percentage point. Importers contribute an equivalent amount. The delegates also nominate for the secretary’sapproval the 15 members of the National Pork Board, which develops budgets and awards contracts to carry out a coordinated program for pork promotion and research activities. The board’soffice is in Des Moines, Iowa. In addition, several hundred producers from throughout the country serve on marketing and science and technology committees that help the boardmembers find solutions to industry problems and to allocate resources. Through the Pork Checkoff, nine distance learning courses area available to allow producers and their employee’s easy access to the latest production information vie CD-ROM or the Internet. More than 1,100 pork producers each month get answers to their questions by calling the Pork Checkoff Service Center at (800) 456- PORK, while Internet sites provide information for producers, consumers and others. All Checkoff-funded information on the Internet is available at porkboard.org. Informational opportunities are available through the year and can be viewed on the calendar of events that also appears porkboard.org The Checkoff and RFD-TV The Checkoff has used RFD-TV to reach both producers and consumers with information about the pork production industry. “We’ve found RFD-TV a great vehicle to reach audiences that are important to us,” said Dave Culbertson, pork producer from Geneseo, Ill., and president of the National Pork Board. “We’ve done a call-in program where producers could question our leadership. We did a program to show consumers and producers how we use stock-car racing to raise awareness and to build retail sales in the metropolitan areas where the races are scheduled. And just last month, we were able to inform consumers about modern pork production methods while at the same time telling producers about the latest educational programs available to them.” “ It’s been a good partnership,” Culbertson said. National Pork Board PO Box 9114, Des Moines, IA 50306 515/223-2600, 800/456-7675 porkboard@porkboard.org www.porkboard.org   On Now   America's Heartland Up Next   This Week in Agribusiness Followed By   Classic Tractors