As the policy arm for the U.S. pork sector, National Pork Producers Council (NPPC) has a number of hot button issues impacting the industry as we speak. During the 2016 World Pork Expo, NPPC President, John Weber, sat down with me to give an update on the Pork The Other White Meat lawsuit, Waters of the United States (WOTUS) and the importance of emerging pork markets.
The Humane Society of the United States (HSUS) filed a lawsuit against the Secretary of Agriculture, Tom Vilsack, challenging the sale of Pork The Other White Meat logo to the National Pork Board which occurred a decade ago. HSUS says the sale infringes on an individual producers ability to stay in the hog business. The case was thrown out in court, then appealed and later an appellate court said it could be heard. USDA then entered into a settlement agreement with HSUS and that is when NPPC requested to intervene, but that was denied.
“At National Pork Forum it became very clear the industry was very concerned about the challenge to the sale. We got USDA to back off settlement talks and each conducted our own evaluation of the logo’s value.”
The requested evaluations estimated the value of the trademark to range from $113-$170 million. “Brand recognition of Pork The Other White Meat is one of the most highly recognized slogans that exists today. It has an 82% recognition rate among consumers.”
Once this information was brought forward, NPPC was allowed to participate in the lawsuit and will continue to work with USDA on the case to ensure the final nine payments can move forward. Weber said he has been told deliberations could start as early as August.
Listen to my complete interview to learn how NPPC is advising members concerning WOTUS, the impact TPP will have on the industry and how important trade is when looking towards the upcoming presidential elections. Interview with John Weber, NPPC President
View and download photos from the event here:2016 World Pork Expo Photo Album