The World Pork Expo opened at the Iowa State Fairgrounds in Des Moines on Tuesday, June 8, with an announcement from the National Pork Producers Council (NPPC) that they would be repositioning and rebranding the organization. The group also introduced its new CEO, Bryan Humphreys, and logo.
"Today we face complex challenges in trade, regulation, labor, foreign animal disease, environmental stewardship and production mandates," said Terry Wolters, president of NPCC.
"We're faced with unprecedented pressure that's been brought forward by a wide range of individuals that are unfamiliar with progress in modern agriculture and the requirements that it takes to support a food system to support the world," he noted.
Wolters said with these pressures require a new strategic pathway, therefore NPPC announced the culmination of a strategic planning and repositioning effort that will drive momentum in shaping the future for the next generation of pork producers and their businesses.
New brand identity
Under the direction of new leadership and guided by a long-range strategic plan and additional financial resources, NPPC unveiled a new brand identity to symbolize the organization’s transformation and energized focus on driving growth for the U.S pork industry.
NPPC will work to ensure that the producers’ common goals become reality — to operate to the high standards producers set, to advance sustainability and animal health, and expand global markets.
“It’s never been more important to plan for our future. NPPC is taking important steps today to propel groundbreaking work that lies ahead,” said Humphreys, NPPC CEO.
“We are committed to moving the industry forward: aligned, energized and strategically driven for producers.”
With the food production landscape changing and the increasing complexity of issues facing U.S. pork producers, a task force of industry leaders spanning the pork supply chain developed a five-year strategic plan to ensure focus on NPPC investors’ top priorities.
The task force identified trade, foreign animal disease, labor and preserving producers’ freedom to operate as priority advocacy issues for NPPC.
Focus on collaboration
With a new CEO and newly elected officers, NPPC is creating a pathway for change, positioning the organization to adapt to new dynamics and address challenges in modern ways.
Collaboration — across the pork industry, the agriculture sector and entire food chain — will be imperative to influence change on critical issues.
NPPC’s new branding sets the tone for the organization moving forward. The new logo reinforces NPPC’s mission as the unified global voice for the U.S. pork industry by advocating and taking action in Washington, D.C., across the country and in the global marketplace.
New NPCC investment program coming January
In addition, the strategic decision to increase funding through NPPC’s Strategic Investment Program will go into effect January 1, 2023, and aid in strengthening NPPC’s programming and communications priorities with members.
“We are excited at the opportunities that lie ahead and know that success also relies on participation of stakeholders with a shared vision to support an industry bigger than themselves,” said Wolters
“NPPC staff and all our investors and stakeholders are committed to working proactively to protect the interests of pork producers like me who know what it means to raise pigs and produce high-quality, affordable products for consumers here and around the world.”
