< PreviousNational Pork Board checks in to the digital space to meet consumers where they are. PORK By Kayla Jennings SUBSCRIBE NOW JUNE 2019 | SEEDSTOCK EDGE 20A lexa, Google a recipe for pork chops. Less than a second passes and the Amazon Echo has returned enough YouTube videos to fill the screen — hopefully one sponsored by the National Pork Board. Days of cracking open a cookbook are fading fast for many, but with the uptick in digital platforms, utilizing an electronic device instead is certainly on the rise. Digital influencers, individuals reaching an online audience, across the globe are capitalizing on this trend by creating content from their home to reach thousands of subscribers each day. To put a number to it, influencers are creating content to serve the 40,000 Google searches each second — translating to more than 3.5 billion searches each day and 1.2 trillion searches worldwide. The numbers don’t lie, and The National Pork Board has taken strides to capture the economic value of jumping on board with the digital momentum seen today. Kylee Deniz, director of marketing and producer outreach at the National Pork Board, has been key in spearheading the digital movement for the last several years. “A person checks their smartphone around 150 times a day,” she noted. “If you put that in tandem with about 30 percent of in-store food and beverage sales are influenced by digital, it makes sense for us to bring both together and have really a foundational reason as to why we’re investing so much in digital — specifically within the Google and YouTube spaces today.” Poised for progress The mantra “digital-first” has been a mainstay recently for National Pork Board to generate relevant content to targeted consumers where they already spend their time — online. Striving for digital-first consumer engagement has led National Pork Board to foster partnerships with digital giants — Google and YouTube. Deniz said Google is the number one search engine and YouTube is a close second. From where she stands, the National Pork Board has positioned themselves to work with the largest, arguably most influential, search engines out there. In fact, one third of all Pork.org users came from Google search ads in 2018 and were 24 percent more likely to engage deeply with content. Additionally, three million Americans were influenced by Pork Checkoff cooking video advertisements last year, with 10 million unique YouTube views and on pace to double those viewers by the end of 2019. While Deniz admitted digital communications through social media is not new, it is something their team has put an increased emphasis on recently. This shift was initially spurred by data gathered via social listening research and readily available statistics on consumer perceptions of pork. To answer the call from consumers via this research, the National Pork Board team has taken advantage of an increased web presence and keyword investments to enhance searchability of content developed or sponsored by National Pork Board. In addition, YouTube influencers have been one of the most exciting components of this movement for Deniz because it increases awareness about pork to such a wide variety of audiences. A YouTube influencer is simply a person who consistently creates YouTube video content for their channel to support their brand. In this case, many of the video creators partnering with National Pork Board have either shown an affinity for pork or represent a following who National Pork Board hopes to reach. Deniz explained the process of selecting influencers like a sports agent-player relationship. In this scenario, National Pork Board is the team seeking players. The sports agent is a platform via YouTube, which identifies those players through social listening and research. The individual influencers and their channels represent the players. Once YouTube has identified several prospects to meet National Pork Board’s expectation and mission for their pork campaigns, those video creators are vetted to ensure their brand is parallel with that of National Pork Board. While these influencers share this commonality, they are in fact very different and hit different consumer markets within their own spheres. “We’re partnering with YouTube video creators or influencers that have followings ranging from 50,000 subscribers on their channel to millions of channel subscribers,” Deniz explained. “Each creator’s approach is very different. It’s been fun to identify key audiences through our research that recognize the creator as either having some affinity for pork or an opportunity to garner pork affinity. Our YouTube video creator partners connect with pork and carry the message to their audiences. They are a powerful voice for pork.” Results returned These strategies are novel within the agricultural industry, and it is an exciting time for The National Pork Board and pork producers everywhere to have a hand in this movement. Beyond the “cool factor,” this strategy has yielded immense value to the pork industry. Deniz noted their thorough consumer research on the front end of the digital work as reason for the positive results. “When everything is grounded in research, it’s easy for us to make a data-driven decision and then see results,” she explained. With this movement and other similar movements on the state level, she said the return on investment is imperative. For her, it is incredibly important these actions are justified throughout the supply chain from an economic standpoint, as well. In the first six months of this work alone, the digital influencer partnership included development The mantra “digital-first” has been a mainstay recently for National Pork Board to generate relevant content to targeted consumers where they already spend their time — online. 21 JUNE 2019 | SEEDSTOCK EDGE 3 2019 Jun SE Form.indd 215/10/2019 8:34:36 AMof 36 premium videos from 12 YouTube rising stars. According to Google, the initial investment of $1.5 million translated to over $9 million in pork sales along with influencing consideration and favorability of more than 3 million consumers about pork. Research also concluded this partnership prompted Americans to watch 170 million pork videos, collectively engaging them for 115 years and led users to find information developed by National Pork Board for five million online queries. These staggering statistics indicate National Pork Board is on the right track for promoting pork to consumers. Deniz did note it does not end here, as the digital space continues to evolve at such a rapid pace. She argued, people today have more in their hand than entire generations before, and it will only continue to grow. To put it into perspective, she said their strategy continues to evolve on their journey with Google. With that in mind, “It would be hard for me to predict the future or the work we’ll be doing, but I would say we have strategies that are consistent, solid and sound,” she said. “We will stick with those, but we will be looking for the next opportunity on the horizon and then adapting our strategy accordingly.” As they adapt, Deniz said to subscribe to the 2019 campaigns — health and nutrition, summer occasions, back-to-school routine, and Friendsgiving and holiday — via National Pork Board’s YouTube channel. As National Pork Board aims to strengthen the position of pork in the marketplace through digital outlets, Deniz said there is a critical part for pork producers of all walks to play, as well. “I think that any time a pig farmer, pork producer, or showpig enthusiast can talk about their affinity for either a pig and/or pork the product, would be fantastic,” Deniz advised. “I don’t think that we can over communicate what we do and why. All of those things will help the pork industry be present, relevant and sustainable for years to come.” Oh, and Alexa, subscribe to National Pork Board channel on YouTube. JUNE 2019 | SEEDSTOCK EDGE 22 3 2019 Jun SE Form.indd 225/10/2019 8:34:40 AMnational-swine-registry.myshopify.com The official online store for NSR and NJSA merchandise Visit Today ! 23 JUNE 2019 | SEEDSTOCK EDGEJUNE 2019 | SEEDSTOCK EDGE 2425 JUNE 2019 | SEEDSTOCK EDGEAFRICAN SWINE FEVER WHAT IS AFRICAN SWINE FEVER? The U.S. Department of Agriculture’s Chief Veterinary Officer, Dr. Jack Shere is reminding pig producers and veterinarians of the signs and symptoms of a deadly swine disease that could dramatically impact the U.S. pig population. African swine fever (ASF) is a highly contagious foreign animal disease that affects both domestic and feral (wild) pigs. It does not affect human health and cannot be transmitted from pigs to humans. “ASF has never been detected in the United States and we want to keep it that way,” said Shere. “On-farm biosecurity is critical and plans should be evaluated to ensure strict procedures designed to keep animals healthy are being followed at all times.” WHAT CLINICAL SIGNS MIGHT YOU SEE WITH AN ASF INFECTION? • High death loss • Fever • Red, blotchy or dark colored skin • Piling, reluctance to move • Off-feed • Diarrhea, vomiting and abdominal pain • Rapid breathing • Abortions If you observe any of these clinical signs, contact your veterinarian. 1. DIARRHEA 2. HIGH FEVER 3. SKIN DISCOLORATION 5. HIGH DEATH LOSS6. ABORTION 4. PILING Photo Credit: USDA APHIS Forgien Animal Disease Diagnostic Laboratory at the Plum Island Animal Disease Center JUNE 2019 | SEEDSTOCK EDGE 26U.S. USES BEAGLES TO DETECT SMUGGLED PORK U.S. Customs and Border Protection plans to deploy 60 beagles to international airports, ports and border crossings to sniff out travelers coming into the country with hidden pork products from regions experiencing African swine fever outbreaks. The dogs are part of the agency’s “Beagle Brigade,” which has patrolled ports of entry since the 1980s to protect the nation’s agricultural sector from foreign animal diseases. But with the African swine fever threat looming, CBP, working with the U.S. Department of Agriculture, decided to expand efforts. “Prevention is our best defense,” said Liz Wagstrom, chief veterinarian at the National Pork Producers Council. It will take a couple of years for the agency to fully train and deploy the new dogs, Wagstrom said. But the existing beagles already are finding hidden pork. AFRICAN SWINE FEVER is a viral disease impacting only pigs, not people — so it is not a public health threat nor food-safety concern. • ASF cannot be transmitted to humans through contact with pigs or pork. • ASF only affects members of the pig family. • ASF can be transmitted to pigs through feeding of food waste containing contaminated pork products. The Swine Health Protection Act regulates the feeding of food waste containing meat to pigs to ensure that it is safe. • ASF is transmitted to pigs through direct contact with infected pigs, their waste, blood, contaminated clothing, feed, equipment and vehicles, and in some cases, some tick species. The USDA does not allow importation of pigs or fresh pork products into the U.S. from areas or regions of the world that are reported positive for the ASF virus. • Restrictions are based on USDA’s recognition of the animal health status of the region and are enforced by the Animal Plant Health and Inspection Service. • International travelers should be diligent in following all rules and regulations related to the U.S. Customs and Border Patrol reentry declarations. DON’T BRING IT HOME Humans cannot get ASF, but they can carry it on clothing, shoes and equipment. An outbreak in the United States would have devastating economic effects on the swine industry. INTERNATIONAL TRAVELERS International travelers could carry this disease back into the United States without knowing it. Take these steps to help keep U.S. pigs safe: UNDERSTAND THE RISK • ASF can be carried on clothing, shoes and hands. • It can also survive for months in pork products. DECLARE ITEMS AND FARM VISITS • Bring back only safe food and souvenir items. Check www.aphis.usda.gov/travelers to know what items can enter the U.S. • Declare any overseas farm visits to U.S. Customs when re-entering the country. TAKE EXTRA PRECAUTIONS WHEN VISITING FARMS ABROAD • If you visit any farm outside the United States, follow the farm’s biosecurity protocols during your visit. • Wear site-specific footwear and coveralls/clothing and dispose of this protective gear isn’t offered, wash and disinfect or throw away your shoes and clothes before returning to the United States. • When you return to the United States, don’t enter a farm or other location with pigs (including livestock markets, zoos, circuses and pet stores with pot- bellied pigs) for at least five days. Information coutesy of United States Department of Agriculture Animal and Plant Inspection Service Program Aid 27 JUNE 2019 | SEEDSTOCK EDGEQUALITATIVE ASSESSMENT OF THE LIKELIHOOD OF AFRICAN SWINE FEVER VIRUS ENTRY TO THE UNITED STATES: ENTRY ASSESSMENT USDA:APHIS:VS:Center for Epidemiology and Animal Health, Risk Assessment Team. Fort Collins, Colo. KEY RESULTS: Illegal entry of swine products and byproducts presents the largest potential pathway for the entry of African swine fever virus (Table 1). Port inspection and interception data indicates that 1) air passenger baggage and foreign mail are two of the largest illegal pathways and 2) pork, ham, and sausage are the products with the highest interception rates. The interception data agrees with other studies that demonstrate potential entry of African swine fever virus other swine diseases through the air passenger pathway. While there are no studies that look at foreign mail as a pathway for entry of animal disease, our interception data, estimate of annual volume of packages entering the U.S., and estimate of product concealment in mailed packages indicates that foreign mail is an entry pathway that warrants greater analytical scrutiny similar to the air passenger pathway. WHAT IS BIOSECURITY Biosecurity refers to all measures taken to keep diseases and pathogens that carry them—viruses, bacteria, funguses, parasites, and other micro-organisms—away from pigs, property, and people. PROTECT YOUR FARM USING BIOSECURITY People can spread disease without knowing it. To protect your pigs, use strong biosecurity practices on your farm—all day, every day. • Routinely review and assess existing biosecurity plans with an accredited veterinarian, and update or improve if needed. No plan? Make one and follow it. • Make sure anyone who comes to your farm—workers and visitors—knows and follows your biosecurity practices. • Provide biosecurity training to new workers or anyone on your farm. KNOW WHO & WHAT IS ON YOUR FARM Don’t let anyone carry disease onto your farm. • Limit on-farm traffic as much as possible. • Keep detailed records of all people, vehicles, and equipment at your farm or other pig production facilities. • Clean and disinfect all equipment and vehicles entering or leaving your site. • Isolate sick pigs from the herd, and keep them away from visitors. • Ask visitors about recent international travel. Don’t let anyone who has been in an ASF-affected country onto your farm for at least 5 days after returning to the United States. • Make sure visitors wear clean clothes and shoes at all pig production facilities and farms. WHAT CAN PRODUCERS DO TO PROTECT THEIR HERDS? Until we learn more about this situation, we recommend extreme caution if you are considering hosting someone from an ASF positive region of the world at farms or feed mills. If visitors are hosted, the USDA Foreign Animal Disease Diagnostic Laboratory on Plum Island recommends a five-day downtime for anyone planning to have contact with susceptible species after working with diseases and animals on the island. Consider using these same recommendations on farms. • Review your biosecurity protocols. If you have workers from ASF positive countries or regions, make sure you have a downtime policy for workers returning from visits home. It must be stressed to such workers that they are not allowed to bring meat from their home country into the United States. • Fill out the Foreign Animal Disease Preparation Checklist. Additionally, we strongly suggest enrolling in the Secure Pork Supply program at SecurePork.org. • Visit with your feed suppliers to discuss the origin of the feed ingredients they are using in your diets. JUNE 2019 | SEEDSTOCK EDGE 28PATHWAYLEGALILLEGAL Live Pigs Negligible, with low uncertaintyNegligible to low, with moderate uncertainty Semen Negligible, with low uncertaintyLow, with moderate uncertainty Swine products and by-products Negligible to low, with moderate uncertainty High, with low uncertainty Wildlife: Meat and Trophies <Not reviewed>Low to moderate, with high uncertainty Feed (animal origin)Low to moderate, with high uncertainty Negligible to low, with high uncertainty Feed (plant origin) Negligible to moderate, with high uncertainty Low, with high uncertainty Feed (supplements) Negligible to low, with high uncertainty <No data to evaluate> Fomites<Not reviewed>Negligible to moderate, with high uncertainty Regulated Garbage Low, with moderate uncertainty<Not applicable> TABLE 1. SUMMARY OF EVALUATED LIKELIHOOD RATINGS BY PATHWAY FARM BILL FUNDING NPPC has been prioritizing funding for the National Animal Disease Preparedness and Response Program in the upcoming Farm Bill reauthorization. While much of our effort has focused on the FMD vaccine bank portion of this funding, the ask includes mandatory annual funding of $30 million for the National Animal Health Laboratory Network and $70 million for state animal health emergency prevention and preparedness. This funding is critical for animal disease prevention and surveillance. Given the lack of an ASF vaccine, this funding is more important than ever—it is critical to protecting our industry. U.S. GRAINS COUNCIL UPS BIOSECURITY PROTOCOLS TO PREVENT ASF SPREAD Preventing African swine fever (ASF) from entering the U.S. is a primary goal of the entire pork industry and allied industries. Recognizing the growing threat ASF presents, U.S. Grains Council (USGC) has increased their biosecurity safeguard protocols. As part of this updated protocol, no USGC-led or -organized teams will visit swine farms or operations in the U.S. in 2019, and teams from confirmed ASFV-affected countries will not visit any type of U.S. livestock operation. Travelers will still be able to meet with livestock companies in appropriate settings to discuss production and feeding practices. “The African swine fever virus is not in the U.S. and, as world trade ambassadors, the [U.S. Grains] Council is taking precautions to limit exposure,” said Tom Sleight, USGC president and CEO. “We take this situation very seriously and we have been working closely with our friends at the National Pork Producers Council and the National Pork Board on awareness and protocols.” Information coutesy of the National Pork Producers Council, Pork Daily Intelligence. Help keep U.S. pigs free of this deadly disease! Need more info? Visit www. aphis.usda.gov. Report Sick Pigs 1-866-536-7593 29 JUNE 2019 | SEEDSTOCK EDGENext >