Transcript NIAA Animal Health Emergency Management Council

NIAA Animal Health
Emergency Management
Council
Cindy Cunningham
Assistant Vice President, Communications
National Pork Board
515-223-2600 [email protected]
Share of Global Pork Exports
Source: USDA/FAS, PSD Data
Top US Pork Export Markets: January 2014
Volume (Million Pounds)
Value (Million $)
1/3 of U.S. exports
Mexico 131.9 M lbs, ↑9%
Japan
86.1, ↑4%
China/HK 76.6, 0%
Canada 36.8, ↓12%
Korea
25.1, ↓14%
C/S Am 24.9, ↑74% Colombia ↑258%
Oceania 16.4, ↑16% New Zealand ↑63%
ASEAN 11.7, ↑7% Singapore ↑627%
Japan
$163.4 M, ↓6%
Mexico $113.2, ↑10%
China/HK $82.7, ↑15%
Canada $62.5, ↓6%
Korea
$33.3, ↓11%
C/S Am $29.1, ↑79%
Oceania $24.6, ↑25%
ASEAN $12, ↑11%
Source: USDA statistics compiled by USMEF, compared to 2013
Exported Product Value to Producers
• For every $1 million dollars of muscle meats exported,
live value increases by $0.05/CWT
• For every $1 million dollars of variety meats exported,
live value increases by $0.20/CWT
Variety Meat Domestic
Product
Price/lb.
Exported
Price/lb.
Bungs
$0.10
$1.50
Ears
$1.20
$2.60
Front Feet
$0.40
$1.00
Hind Feet
$0.20
$0.70
Stomach
$0.80
$1.50
Tongues
$0.60
$1.65
How Do We Work To
Keep Export Markets
Open In A Crisis?
CO
MM
TIONS
ICA
I STICS
CEN TER
LOG
UN
IT/
CALL
COMMU
TIN
ING
KE
NS
MAR
AT
IO
IP
NIC
DOMESTIC
EXPORT MARK
ET
AND TECH NOLOGY
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AT
G
EN CE
SH
T
/S
ER
UC
OD
PR
SCI
LEADER
U.S. Pork Industry Crisis Plan
Strategy
Pork Industry Organizational Responsibilities
National Pork Board
• Activate the communications efforts--overall coordination of team
• Provide scientific and communications resources
• Develop post-crisis communications and trade access maintenance
plan
• domestic trade media
• producers
National Pork Producers Council
• Function as the liaison with government officials
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FAS
FSIS
APHIS
USTR
State Department
In-country consultants
DC-based embassies and ag staff
OIE/Codex
U.S. Meat Export Federation
• Coordinate pipeline and in-transit product movement from and if needed back
to the U.S.
• Function as a liaison
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Country directors
Members
Importers
Distributors
Retailers
In-country FAS offices
ATO offices
Media inquiries related to trade
Within the First Hour
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At first notification of a crisis/outbreak, notify international trade crisis team
Attend initial NPB, NPPC, USMEF crisis team meetings
Send e-mail to international crisis team with call-in information for initial meeting of NPB, USMEF and NPPC.
Assemble international trade team for initial meeting/call
Distribute pork industry talking points, if available
Review current industry responses from all three organizations
Review international trade crisis plan, calling tree, responsibilities, assignments and country assumption lists
Determine lead spokesperson/contact for international trade audiences)
NPB, USMEF and NPPC staff will relay any pertinent information back to full their organizations’ full staff
Define lead of international talking point revisions, to be in-sync with USDA/FAS talking points
– Version 1: For international trade partners
– Version 2: For domestic industry contacts
Detailed Crisis Plan
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Within the first three hours
Within the first 24 hours
Within the first 48 hours
In the week that follows
FMD CROSS-SPECIES COMMUNICATIONS TEAM
FMD Cross-Species Team
FMD Cross-Species Team
• Through coordination, these industries work together
• Operations and Communications
• Overall U.S. livestock crisis plan
– Species-specific, yet in the interest of all
Research Overview
Research Objectives
• Before an outbreak, we want to understand
current awareness and knowledge levels
regarding:
• Awareness of vaccinations of livestock,
• Awareness and knowledge of FMD, and
• Top-of-mind concerns, if there was an FMD
outbreak
Research Objectives
• Also want to explore consumers’ understanding
and acceptance of various FMD message
categories (last assessed in 2007)
1) Food Safety
2) Disease Impact and Management
3) FMD Containment
4) FMD Control
5) Vaccinations
Research Process
Qualitative
• Two bulletin
board focus
groups (40
consumers)
• Focused on
reactions to
proposed
messages
Quantitative
• Online survey
of 1,012
consumers to
quantify
perceptions
and
understanding
of issues and
messages
Qualitative
• Two 90minute online
focus groups
with seven
consumers
• Focused on
vaccination
issues and
messages
All participants ate meat or dairy products at least two times each month.
Mix of ages, sex, employment, education, ethnicity, income and geographic location.
Lessons Learned
• People THINK they’ve heard of the disease . . .
. . . but most often have it confused with HFMD
• People are interested . . .
. . . and want more detail than anticipated
• People want reassurance
. . . which means understanding there is collaboration and a plan
Most Reassuring Messages
Reassurance: The majority feels reassured by the different categories of messages.
The FMD containment messages are the most reassuring.
Vaccination
Key Takeaways: Vaccination
• Collaboration is crucial
• People are more interested than anticipated
• Understanding the international landscape instills
confidence
Vaccination Awareness
• Both qualitative and quantitative results suggest consumers
do not have top-of-mind awareness of livestock vaccinations,
yet the majority (55%) know animals are vaccinated when
they think about it.
“I don’t know if animals are currently being vaccinated. It would be fine
with me if they do this, as long as they test the vaccine and make sure that
it would not be harmful for humans.”
Vaccination Acceptance
• Consumers believe vaccines are necessary and
routine for protecting humans, pets and
livestock
• Some expressed concern about the potential for
it to be passed to humans through consumption
“I would not mind eating meat or milk from vaccinated animals as long as I
know it is safe.”
A plurality (38%) of consumers who are aware of routine vaccinations feel
this procedure makes meat or milk more safe to consume. One-fifth feels it
makes products less safe.
“Do you think these vaccines make the meat or milk more safe to eat, less safe to eat
or have no effect on safety?” (n=587)
Vaccination Acceptance in the Context of
an Outbreak
• Consumers are reassured by the messages that
were tested
– Some consumers would likely avoid consuming milk
and meat until they knew it was under control
– Consumers support vaccinations in the event of an
FMD outbreak
Credible Sources
Vast majority of consumers consider government agencies credible sources of
information. Fewer than half find livestock organizations credible.
85%
28
The Bottom Line
• In the event of an FMD outbreak, communications
should:
– Assure consumers of food safety and what is being done to
contain the outbreak
– Reference trusted and credible organizations and sources
– Provide resources for additional information
– Integrate a human element
Questions
Cindy Cunningham
Assistant Vice President, Communications
National Pork Board
515-223-2600 [email protected]