Pork producers are struggling with record-high feed prices as a result of the worst drought in the U.S. in decades. To help drive pork demand at this critical time – the National Pork Board has approved additional funding for domestic and international marketing efforts in fiscal year 2013. According to National Pork Board President Conley Nelson – supporting the Pork Be inspired advertising and promotional campaign is going to be important in moving more pork as pork prices rise next year. During the first quarter of 2013 – he says the Checkoff is working to feature pork at retail, in foodservice and online for a short-term, measurable impact for farmers.
Nelson says the Pork Be inspired campaign has been a success – growing the target audience of consumers who are medium-to-heavy fresh pork eaters from 30-percent of U.S. households to 35-percent. Internationally – U.S. pork exports are on pace to match the record set in 2011. For the first eight months of the year – export value is more than 56-dollars per head. Nelson says farmers have come to depend on export markets – and investing additional dollars into international marketing programs will allow the Checkoff to expand U.S. Meat Export Federation promotions. He says it will also allow the Checkoff to fund research to keep export markets open and look at new market opporutnities.
Source: NAFB News Service