Leading by example - showing we care at the barn level - Bryn Jensson, National Pork Board, from the 2012 World Pork Expo, June 6-8, Des Moines, Iowa, USA. More presentations at http://www.swinecast.com/2012-world-pork-expo

1. We Care
Responsible Farming.
Our Heritage.
Our Future.

2. Times Have Changed

3. Times Have Changed… Everything has changed

4. National Pork Board Vision Statement

5. • “When I talk to people outside of agriculture
about pork production, their mind-set is
troubling. They just don’t know the facts. As
an industry, we need to tell them the
important role we play in raising animals and
providing a safe, nutritious food supply.”
—Paul Brandt
Brandt Farms Inc.
South Dakota

7. Upholding the Highest Principles
• Every individual throughout the pork supply chain
has a role in building and maintaining trust in the
industry.
Produce safe food
Protect and promote animal well-being
Ensure practices to protect public health
Safeguard natural resources in all of our practices
Provide a work environment that is safe and consistent with our
other ethical principles
Contribute to a better quality of life in our communities

8. We Care Credibility
• Promises are just words if they are not backed up
with credible, documented, action.
• Six Principles, pretty words, but “Where’s the
beef?”
• What does We Care look like on the farm?

9. So how do we share the
message?

10. We Care Producer Brochure
We Care Producer Brochure #09166
The We Care producer brochure
describes the proud heritage of pork
producers and their commitment to
doing what’s right.
•Where to find it: Pork Store
•Audience: All Pork Producers
•Price: Free
•Bryn at BJensson@pork.org.
•Available at Pork.org or 1.800.456.
PORK

11. We Care Barn Manager Brochure
Customizable We Care Barn
Manager Brochure
The We Care barn manager
brochure highlights the Ethical
Principles and how they can be
integrated into a specific pork
producer’s operation.
•Where to find it: Bryn at
BJensson@pork.org.
•Price: Brochure pricing is based on
quantity ordered.

12. Checking on progress…

13. Have you heard anything about the pork industry’s “We Care” initiative to
raise public awareness about how pork producers act responsibly on issues
such as protecting the environment, treating animals properly and ensuring a
long-term, sustainable food source?
101- 5,001
5,000
20,000
MAIN
>20,001
yes, have heard of
58%
54%
56%
69%
no, have not
heard of
39%
44%
42%
28%
don’t know
2%
2%
2%
3%

14. As part of the “We Care” initiative, producer delegates at a recent
Pork Industry Forum adopted six ethical principles to affirm pork
producers’ commitment to socially responsible pork production. Off
the top of your head, are you able to name one or more of those
principles?
• 20 % can, 80% don’t know, across all sizes of
operations

15. Realigning Our Focus

16. We NEED to continue to
educate through our entire
barns

17. We Care Barn Worker Piece
They’re
Counting
On
YOU

18. Posters & Awareness Guide
• 1 poster highlighting each
Ethical Principles
• Awareness Guide for
Field Managers
• Available in both Spanish
and English
• Available at
Porkstore.pork.org or by
calling 1.800.456.PORK

19. We Care Ethical Principles
• U.S. pork producers affirm their obligation to:

20. 1. Produce Safe Food
• Attain PQA Plus® certification
• Always follow proper on-farm biosecurity measures
• Use proper handling, administration and storing of all
medications
• Maintain medication and treatment records in accordance
with farm policy
• Follow proper procedures when giving injections or
administering antibiotics
• Follow record-keeping procedures for all treated animals
• Report potential food safety hazards immediately to
management

21. 2. Protect and Promote Animal Well•Beingour farm’s zero-tolerance animal abuse policy
Honor
• Report to management any incidents of animal abuse
• Always use proper animal care practices according to training/farm
policy
• Ensure sick or injured pigs receive timely, humane treatment
• Make sure pigs have adequate feed and water
• Follow procedures to ensure good air temperature and proper
ventilation
• Use proper handling practices when moving pigs
• Use proper safety equipment
• Adhere to farm biosecurity procedures
• Contribute to proper barn sanitation and safety
• Become PQA Plus® and/or TQA certified

22. 3. Ensure Practices to Protect Public Health
• Follow the 10 Good Production Practices outlined in PQA
Plus®
• Keep animals healthy to provide safe food
• Report potential food safety hazards immediately to
management
• Comply with all antibiotic withdrawal times and recordkeeping requirements
• Follow procedures to minimize air and water quality issues for
neighbors
• Alert management to any potential environmental concern

23. 4. Safeguard Natural Resources in All of
Our Practices
•
•
•
•
Follow a written and approved nutrient management plan
Maintain waterers to avoid leaks and breaks
Manage pits and lagoons to reduce odors
Work with farm managers to advise neighbors of activities
that may affect nearby land, water or air
• When applying manure to land, inject whenever possible to
minimize odors
• Alert management to any potential environmental concern
• Suggest ways our farm can conserve energy, recycle or
operate more efficiently

24. 5. Provide a Work Environment that is Safe and
Consistent with Our Other Ethical Principles
•
•
•
•
•
•
•
Utilize standard operating procedures
Take advantage of training opportunities
Look for ways to improve safety, minimize workplace accidents
Prevent injuries by using proper equipment and practices
Help with on-the-job training of new employees
Work as a team, treating everyone fairly and with respect
Resolve conflict immediately, involving managers when
necessary
• Maintain effective workplace communication
• Use PQA Plus® and TQASM best practices
• Immediately report any on-farm safety hazards or animal abuse

25. 6. Contribute to a Better Quality of Life in
Our Communities
• Volunteer time or donate to worthy causes in your
community
• Assist managers in informing neighbors about farm activities
• Share the story and benefits of modern farming
• Explain to others how science, technology and concern for
animals guide your farm’s practices
• Tell family and friends about the industry’s Ethical Principles
• Proudly represent your farm within the community

26. Pork.org/Resources

27. Posters & Awareness Guide
Order Today

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31. Bryn Jensson
Bjensson@pork.org
815.761.5368
This message funded by America’s Pork Checkoff Program.