Cindy Cunningham - Crisis Preparedness and Management
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Crisis Preparedness and Management - Ms. Cindy Cunningham, Assistant Vice President of Communications, National Pork Board, from the 2014 NIAA Annual Conference titled 'The Precautionary Principle: How Agriculture Will Thrive', March 31 - April 2, 2014, Omaha, NE, USA. More presentations at http://www.trufflemedia.com/agmedia/conference/2014_niaa_how_animal_agriculture_will_thrive
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Cindy Cunningham - Crisis Preparedness and Management
- 1. NIAA Animal Health Emergency Management Council Cindy Cunningham Assistant Vice President, Communications National Pork Board 515-223-2600 ccunningham@pork.org
- 2. Source: USDA/FAS, PSD Data Share of Global Pork Exports
- 3. Top US Pork Export Markets: January 2014 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% Oceania 16.4, ↑16% ASEAN 11.7, ↑7% 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% Volume (Million Pounds) Value (Million $) Source: USDA statistics compiled by USMEF, compared to 2013 Colombia ↑258%Colombia ↑258% Singapore ↑627%Singapore ↑627% New Zealand ↑63%New Zealand ↑63% 1/3 of U.S. exports1/3 of U.S. exports
- 4. 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 Product Domestic 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
- 5. How Do We Work To Keep Export Markets Open In A Crisis?
- 6. U.S. Pork Industry Crisis Plan PRODUCER/ST ATE COMMUNICATIONS IT/LOGISTICS CALLCENTER EXPORTMARKETING DOMESTICMARKETING COMMUNICATIONS LEADERSHIP SCIEN CEANDTECHNOLOGY StrategyStrategy
- 7. Pork Industry Organizational Responsibilities
- 8. 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
- 9. National Pork Producers Council • Function as the liaison with government officials • FAS • FSIS • APHIS • USTR • State Department • In-country consultants • DC-based embassies and ag staff • OIE/Codex
- 10. 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 • Country directors • Members • Importers • Distributors • Retailers • In-country FAS offices • ATO offices • Media inquiries related to trade
- 11. Within the First Hour • 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
- 12. Detailed Crisis Plan •Within the first three hours •Within the first 24 hours •Within the first 48 hours •In the week that follows
- 13. FMD CROSS-SPECIES COMMUNICATIONS TEAM
- 15. 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
- 17. 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
- 18. 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
- 19. Research Process All participants ate meat or dairy products at least two times each month. Mix of ages, sex, employment, education, ethnicity, income and geographic location.
- 20. • 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 Lessons Learned
- 21. Most Reassuring Messages Reassurance: The majority feels reassured by the different categories of messages. The FMD containment messages are the most reassuring.
- 22. Vaccination
- 23. Key Takeaways: Vaccination • Collaboration is crucial • People are more interested than anticipated • Understanding the international landscape instills confidence
- 24. 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.”
- 25. 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.”
- 26. 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)
- 27. 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
- 28. Credible Sources 85% Vast majority of consumers consider government agencies credible sources of information. Fewer than half find livestock organizations credible. 28
- 29. 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
- 30. Questions Cindy Cunningham Assistant Vice President, Communications National Pork Board 515-223-2600 ccunningham@pork.org
Hinweis der Redaktion
- Mexico: consumption up, contributing to strong ham prices Japan: largest US imports since Oct 2012, mostly from variety meats, heavy competition China: competing heavily with the EU, variety meat exports up in Hong Kong, muscle cuts up in China Canada: lowest imports since April 2013, due to weaker Canadian dollar C/S America: setting another record for the month, led by Colombia (up 258%) and Chile (up 19%) S Korea: hog prices moving higher, US has gained market share Oceania: Australia up 11%, New Zealand up 63% due to removal of importation restrictions ASEAN: growth in Singapore due to variety meats which are likely going to China Caribbean: imports up 22% Russia: imports still at zero, currently working on an Never-Fed Beta-Agonist program which could be implemented in March
- Who is the FMD cross-species team? It started with communicators and issues management specialists from NCBA, the National Pork Board, and Dairy Management Inc. In the past calendar year, our this core team has expanded its structure to include the American Sheep Institute, as well as bi-annual meetings or conference calls with an expanded group that includes operations and technical representatives from our organizations, as well as related groups such as USMEF, IDEC, NPPC, AASV, and AABP.
- In 2012, the FMD team made the development and testing of consumer messages a priority. We wanted to take a new look at FMD messaging, conduct research with consumers and test for reassurance and confidence, and more specifically, understand consumer perceptions about vaccinations in general and how they are used during an outbreak. Today, we are excited to share what we have learned through our message testing.
- Qualitative phase: Quantitative phase: Additional qualitative phase: Two 90-minute online focus groups with seven consumers (three men and four women per group) Focused on vaccination issues and messages All participants: Eat meat or dairy products at least two times each month Mix of ages, sex, employment, education, ethnicity, income and geographic location
- -FMD awareness is complex: People think they’ve heard of the disease, but actually have not or have confused it with Hand, foot and mouth disease. -Appetite for knowledge: People were more interested in learning about the disease, effects of an outbreak and other aspects than we originally anticipated. -People want reassurance of collaboration and a plan: People want to know that organizations are working together to control the outbreak and want to know there is a process to follow in place.
- Overall, all message categories tested well, but the two that tested the best were FMD containment messages and Vaccination Messages. In the event of an outbreak, we would combine and package all message categories to communicate with our audiences. Transition : As we continue, we’ll look at trends that emerged on what works well and what doesn’t as well as information that is more specifically tied to the sets of messages that were most reassuring and instilled the most confidence.
- Collaboration is crucial: Showing coordination and collaboration between the USDA, producers and industry assures confidence in consumers that there are streamlined efforts in place to prevent and control the disease if an outbreak did occur. People are more intrigued than anticipated: Participants wanted more detail than less, but too much information begins to alarm and confuse them, i.e. information about the different strains and variations. Understanding the international landscape instills confidence: Most feel reassured by statements indicating vaccinations, and the FMD vaccine specifically, have been used in other countries. While it is good to know it has been tested elsewhere, some consumers are worried that other countries have lower standards than the U.S., so this might not be such a positive thing.
- Transition: In 2007, we conducted similar research on message testing. At the time, we did not test messages around vaccinations. In our latest research, we were most interested in understanding consumer perceptions and awareness of vaccinations and more specifically, on the use of vaccinations in the event of an outbreak.
- Hear about the reasons for and the effectiveness of vaccinations Finding out about the testing process of vaccines for livestock conducted by government agencies
- Hear about the reasons for and the effectiveness of vaccinations Finding out about the testing process of vaccines for livestock conducted by government agencies
- Key components to include in communications and messaging to consumers about FMD include: Show proof for assertions - for example, proof that the vaccine is safe. Provide direct, easy to understand messaging; this is most impactful. Integrate a human element into the messages by referencing farmers/ranchers, but make sure to tie it to safety.