New Pork Checkoff Award to Help Build Consumer Trust

US - The National Pork Board announced its new America's Pig Farmer of the YearSM award programme during its annual Pork Industry Forum meeting in San Antonio last week.
calendar icon 11 March 2015
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The award will honor the US pork producer who best excels at raising pigs using the We Care ethical principles and wants to share how he or she does that to the public.

The programme, which opens its six-week nomination window on April 1, builds on many elements behind the successful 20-year run of the now-retired Environmental Stewards Award programme.

"The public is the main audience rather than our own industry because that's who has questions about how we raise pigs," said Brad Greenway, vice president of the National Pork Board and chairman of the Stewards Task Force, which oversaw creation of the new programme.

"Producers demonstrate the We Care ethical principles on their farms every day, and the new award is a unique way to share that with the public," he said.

The intent is to establish the winner as a practical expert in pig handling and pork production, according to Kevin Waetke, vice president of strategic communications for the Pork Checkoff.

"Consistent with the National Pork Board's new strategic plan, we want to build consumer trust through on-farm transparency and accountability," he said.

"The focus is on environmental sustainability, along with animal welfare, production efficiency, the adoption of best practices and a commitment to continuous improvement."

Third-party judges will help determine the recipient, with the winner announced during National Pork Month in October. The public will be engaged during the final judging process via the Pork Checkoff's social media outlets.

Short video clips of the finalists will be displayed at, where people can vote for their favorite.

"I encourage producers to consider applying or to encourage other producers who would be great candidates to do so," Mr Greenway said.

"This new award will showcase what we do best - raise pigs in an ethical, responsible and transparent way."

All US producers are welcome to apply April 1 to May 15, with instructions found at or via the link on Specific details also will be available through state pork associations.

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