Chris Harris, Senior Editor, ThePigSite.com reports from World Pork Expo, Iowa.

National Pork Board CEO Steve Murphy

Mr Murphy said that the accountability, trust and special responsibility of the Checkoff were the foundations for the support of the industry.

"We know that many producers are struggling right now with a profitability challenge," Mr Murphy said.

"The Pork Checkoff is helping producers work together to build a stronger industry."

He said that one of the mainstays of the industry has been the success of pork exports, which have reached record heights for the 16th successive year, hitting $3.1 billion and which are racing away in the first quarter of this year.

"One in every four pounds of pork traded today originates from the US.

"Domestically we are also implementing a number of initiatives," Mr Murphy added.

One of the initiatives has been a tour of the US labelled Pork on the Move to promote the other white meat, with roadshows for consumers across the nation. This weekend the roadshow hits the blues festival in Chicago.

He said that 250 million pounds of pork had been sold as a result of the 66 retail promotions from the Checkoff.

He added that the Checkoff is also targeting the foodservice outlets to boost sales of pork.

For the producer it is also developing initiatives to meet the profitability challenge by reducing costs.

He said that several programmes have been developed to assist producers including creating Practical Ideas to Address High Feeds and Production Costs, with a list of management tips.

The Checkoff is also promoting the efficient use of feed grains and pointing producers to alternative grains to use instead of corn as the prices rise.

The Checkoff is also launching a series of webinars with the CME Group 0designed to develop risk management strategies.

"These online, interactive presentations give producers direct access to industry professionals," Mr Murphy said.