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the language of pork production National Pork Board
June 2013
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who we are
your truth
their truth
communication that works
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what we believe
It’s not what you say,
it’s what they hear [ ]
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what we’ve done
+ 11 three-hour Qualitative Instant Response Sessions
• Unique Instant Response Dial technology provides insight into
consumers’ gut reactions to messages
• Research conducted with food-engaged Opinion Elites and
Millennials
+ Online Quantitative National Surveys
• Range of issues and topics facing pork industry
• Designed to uncover best messages for NPB and channel
partners
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the audiences
+ Food-Engaged Opinion Elites
• Moveable middle
• Top 20% of society in education + income
• Watch/read news on politics and food issues regularly
• Most likely to influence others in community
+ Millennials
• Actively engaged in social media
• Seek out information on food issues
• Emerging decision-makers
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the goal
more productive dialogue
throughout the food chain
+ the big picture
the issues
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audience profiles
opinion elites millennials
Awareness of
pork
vulnerabilities
Low Low
Response to
conflicting
Information
Emotional, disgust Skeptical, curiosity
Biggest
concerns
My long-term health, my
family’s long-term health
My long-term health,
animal welfare
Engagement
Strategy Acknowledging concerns
Providing more
information
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key findings
+ The starting point: awareness is low
+ The good news: consistent language and action can bring
results
+ The less-good news: there are deeply held beliefs that the
way food is being made today is not in consumers’ best
interest
+ The bad news: consumers are easy prey for misinformation
about food because of low trust and distance from food
production
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perceptions of pork
“Wait…have they found
horsemeat in pigs, too?” – Millennial, Boston
“If I eat bacon-wrapped anything, I know it’s
not going to be good for me. But it’s going
to taste fantastic.” – Millennial, San Diego
“Inhumane pork…that’s pigs
that are hurting people?” – Millennial, San Diego
“We might think we’re all for animal
welfare, but at the end of the day it’s
the price at the grocery store that really
matters.” – Opinion Elite, Chicago
“I knew they castrated chickens,
but not pigs.” – Opinion elite, Washington, DC
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advocates at work
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the reality
images are upsetting
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what they care about
“It’s bigger than you and
me. It’s all about ME.”
– Stephen Colbert
+ Consumers’ interests begin – and end – with themselves
+ They’re not interested in sustainability arguments or even
animal welfare as positive proof points
+ They just want to know that THEY are going to be safe
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what doesn’t work
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they’re asking questions
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a communication framework
+ Acknowledge concerns
+ Take responsibility
+ Engage your audience
+ Provide Transparency
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making connections
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the big picture
the issues
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section contents
+ Millennials and social media
+ Sow housing
+ Pain management
+ Beta-agonists
+ Antibiotics
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why social media matters
advocates have created buzz
millennials and social media
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activists?
“I would retweet, but just for the
sheer shock value. Not because I
believe in the message.” – Millennial, Boston
“OK, we get the undercover video.
Now let’s see the other side.” – Millennial, Austin
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invite a conversation
RT Click Un-
Follow
53% 62% 7%
18% 39% 23%
Conversation openers: would you _____
the following tweet?
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what engagement looks like
Do Don’t
Recognize that they are
engaged and interested
Assume that they are more likely to
side with activists
Invite them to a conversation
that includes back-and-forth on
social media
Use social media simply to
broadcast a message to them
Use a realistic tone that takes
their skepticism and cynicism
into account
Give them a reason to question your
true motives or poke holes in your
story
Provide them with information
that allows them to draw their
own conclusions
Attempt to discredit other sources of
information as less trustworthy or
credible
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sow housing: the bottom line
There are many different opinions on the best way to house sows
during pregnancy. But veterinarians, animal care experts, and
farmers all agree – none of the housing methods available
for housing sows today is perfect. [ ]
sow housing
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language of sow housing
When we offer you and your families wholesome food, we also have an
opportunity to help you connect with how that food was produced. That means
keeping you in touch with what happens on the farm.
We want our consumers to know, decisions about animal welfare are not taken
lightly, and they are never made by one voice alone. This is especially true when
we talk about an issue like sow housing.
There are many different opinions on the best way to house sows during
pregnancy. But veterinarians, animal care experts, and farmers all agree – none of
the housing methods available for housing sows today is perfect.
It’s not enough to focus solely on one method over another. We need to make
sure that animal well-being is the top priority. That that means working with
veterinarians on the farm whose job it is to work with farmers to raise healthy
animals.
And we need to talk to everyone: farmers of all sizes, animal behaviorists,
veterinarians, even from animal welfare groups, to understand what the options are
today, and what’s being done to improve how farmers care for their animals.
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pain management: bottom line
Farmers take care of their pigs in a number of different ways. But
they know that certain procedures on the farm have the potential
to cause real concerns for consumers. That’s why they’re
making themselves available to you – to answer questions
you may have. [ ]
pain management
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language of pain management
It’s not enough to produce food that’s safe and affordable. We must also provide you
with food that you want to eat. And that means making all the information
available to those who want it.
Pain management on the farm is no different. Farmers take care of their pigs in a
number of different ways. But they know that certain procedures on the farm have
the potential to cause real concerns for consumers. That’s why they’re making
themselves available to you – to answer questions you may have.
First, there is no excuse for mistreating animals. We hold all of our farmers to
strict standards of animal care.
But we also encourage our farmers to do more. Pig farmers are always looking for
better ways to do things on the farm. We encourage them to look into even better
ways of caring for their animals through comprehensive training programs and
supporting research to better understand how to care for all their animals.
This is true of all pain management practices on the farm, and if you want to know
more, we encourage you to connect with some of our suppliers to learn about
their farms.
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beta-agonists: the bottom line
One of the improvements farmers have made in raising healthy
pigs is a feed ingredient, given as part of a healthy and
balanced diet, that allows pigs to convert the calories in their
feed into lean muscle, instead of fat. [ ]
beta-agonists
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the language of beta-agonists
Recently, the beta-agonist ractopamine has been popping up in headlines. But no
one is really talking about what beta-agonists actually do. Or why they are
a safe, important part of raising pigs on American farms. It’s time we opened up
the table for questions, and offered you some real answers.
So just what is ractopamine?
Ractopamine is just one of the improvements farmers have made in raising healthy
pigs. It’s is a feed ingredient, given as part of a healthy and balanced diets, that
allows pigs to convert the calories in their feed into lean muscle, instead of fat.
And beta-agonists like ractopamine are eliminated quickly by livestock, within
hours, so they are not stored in the body. And they are widely used by farmers
and ranchers in the U.S., Canada, Australia and many other countries across the
developed world.
Our suppliers are continuously working with researchers to understand how these
additives can best interact with the animals’ digestive systems, and exactly how
much should be given to each animal.
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antibiotics: the bottom line
It’s 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. [ ]
antibiotics
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antibiotics: the bottom line
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language of antibiotics
We know consumers today want more information about where their food comes
from. It’s 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 they’re 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.
It's not what you say,
it's what they hear®.
New York 200 Varick Street, Suite 601
New York, NY 10014
www.maslansky.com
Clint Sievers Senior Director
O 202.756.9338 | M 571.641.0926
csievers@maslansky.com
Washington, DC 2000 L Street NW, Suite 300
Washington, DC 20036
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