Milk quality

H1N1 demonstrates importance of crisis preparedness
Pork producers will remember late April 2009 for many years to come. As the media frenzy about a potential “swine flu” pandemic escalated, the industry faced threats to its financial well-being and reputation:
• Sixteen countries, including China and Russia, banned imports of U.S. pork; Egypt ordered the slaughter of all pigs.

• Pork futures fell sharply, as did share prices for major pork processors.

• Stores reported declines in pork sales and news stories quoted concerned shoppers.

• Activist groups took advantage of the situation, incorrectly citing connections between large-scale farming and the evolution of the H1N1 flu strain.

The pork industry, led by National Pork Board, moved quickly to address global concerns and deliver one critical message to the public: “You cannot get swine flu from eating pork or pork products.”

The pork industry connected the media to third-party experts in health and food safety, as well as media-trained producer spokespeople. It worked with previously established government contacts to encourage a formal name change from “swine flu” to “H1N1.” It mounted a public awareness campaign to calm anxious consumers. And, it kept pork producers and other industry stakeholders informed through industry websites.

All in all, a tough battle for the pork industry – but it could have been much worse, if the industry hadn’t been prepared.

Is the dairy industry prepared?
Dairy checkoff invests in crisis preparedness to protect the dairy industry’s reputation for producing healthy, safe and high-quality products. By its very nature, a crisis threatens an organization’s reputation – and once you lose your reputation, it’s hard to get it back. The dairy industry’s program entails:

• A crisis communications plan that integrates with the government’s Incident Command System

• An informational website, www.dairyresponse.com , that can be quickly activated in the event of a crisis

• Annual crisis drills and media trainings with staff, dairy producers and veterinarians

• Consumer-tested messaging and response materials

Just last month, industry and government leaders gathered in Washington, D.C., to practice responding to a fictional situation that called into question the safety of consuming dairy foods. More than 75 people representing dairy cooperatives, processors, industry associations, government agencies and dairy checkoff organizations attended.

This drill was an opportunity to face the unthinkable and learn from it. Participants gained a first-hand appreciation of how the government, processors, producers and exporters must work hand-in-hand to communicate quickly, accurately and effectively with the public in a dairy-related crisis.

Should I respond?

Yes. The livestock community needs to share accurate and reassuring information with the general public. Unfortunately a number of groups have attempted to use the outbreak to advance their anti-modern agriculture and animal rights agendas. DMI proposes the following response:

• Modern farm animal housing is designed to protect animal health. It is well-ventilated, well-lit, clean and scientifically-designed to meet an animal’s specific needs – including temperature, light, water and food.

To become more active, join the myDairy social media network. During the early days of the H1N1 flu outbreak, both information and misinformation spread instantaneously via social media channels such as blogs, Twitter and Facebook. During a dairy industry crisis, having a strong social media presence will support the industry’s efforts to reassure consumers. For more information, email mydairy@rosedmi.com

Use these key points to help you communicate about H1N1 and dairy:

• The dairy industry is working closely with our partners in government and agriculture to monitor the H1N1 flu outbreak.

• The dairy industry is posting situation updates at www.dairyresponse.com – a resource for dairy farmers on animal health/animal disease outbreaks.

• The food supply remains safe. H1N1 flu is not transmitted via food, according to the U.S. Centers for Disease Control and Prevention and World Health Organization. This includes the meat from pigs or chickens, or dairy products from cows.

• The H1N1 virus is not transmissible to cattle, and cattle are not reservoirs of the virus, as swine and birds can be.

Related resources

Visit www.dairyresponse.com to stay informed about the H1N1 flu outbreak and implications for dairy producers. The site features background on potential issues; contact information for state and regional dairy organizations; and communications tips. In the event of a crisis impacting dairy, the site will provide news updates and links to government information about the operational response.

National Pork Board: Facts About Pork www.factsaboutpork.com

Centers for Disease Control: CDC H1N1 Flu website www.cdc.gov/h1n1flu/

USDA/APHIS: FAQ on H1N1: www.usda.gov/wps/portal/!ut/p/_s.7_0_A/7_0_1OB? contentidonly=true&contentid=2009/04/0131.xml

World Organization for Animal Health: The World Organization for Animal Health website www.oie.int/eng/press/en_press2009.htm

World Health Organization: WHO Updates on Global Response: www.who.int/csr/disease/swineflu/en/index.html

Test your answer

Isn’t it true that the H1N1 virus jumped from pigs to people?

ANSWER: Not necessarily. To date, the authorities have not identified any animal in any country with the H1N1 virus. It is well known that influenza is transmissible, so it should not come as a surprise that this virus might pass from animals to people and vice-versa. What’s important for the public to know is that pork is just as safe to eat and handle as it’s always been. PD