

On Farm Crisis Preparedness Quality Milk Conference Brenda Murphy February 9, 2016
Dairy and Cheese Production What's Happening in the National Dairy Marketplace?
Dairy and Cheese Production What's Happening in Wisconsin? • Demand for Wisconsin dairy products far outstrips the availability of Wisconsin-produced milk • 27.8 billion pounds of milk produced in Wisconsin • 31.9 billion pounds of milk used in Wisconsin • 4.1 billion pounds annual milk production shortfall
Dairy and Cheese Production What's Happening in Wisconsin? • Specialty cheese continues to be a vibrant and growing segment of Wisconsin's cheese industry • 91 plants in the state craft specialty cheeses • 22.7% specialty share of total cheese production • 3.1% specialty cheese growth vs. 2013 • 46% Wisconsin share of U.S. specialty cheese production
Crisis Preparedness Consumer Perception
Crisis Preparedness Issue vs. Crisis Issue Crisis
Crisis Management Objective Communication • Maintain public's positive perception ofand confidence in the Wisconsin dairy industry, dairy farmers and dairy foods, while reinforcing that farmers strive to give the best care to their animals. • Provide stakeholder messaging to allow the industry to speak with one voice.
Crisis Management Objective Preparedness & Response • As WMMB we work with our partners and industry stakeholders to prepare for, respond to and recover from a crisis. • Develop prevention and mitigation strategies to reduce impact of a crisis. • Provide stakeholder messaging to allow the industry to coordinate responsewith our agency partners.
Wisconsin Agro-Security Resource Network (WARN) Wisconsin Dairy Industry Preparedness Network Secure Milk Supply for Wisconsin(SMS-WI) Crisis Preparedness Local Resources Wisconsin Crisis Management • Wisconsin dairy industry partners • Coordination with Dairy Communication Management Team (DCMT) • Undercover videos • FDA drug residue report • Partnership between key ag sector and state agency representatives • Consumer confidence communication network • Facilitate industry-wide response to incidents • Co-manage project with DATCP • Local extension of national plan • FMD Outbreak Business Continuity Plan • Industry Advisory Group
Wisconsin Agro-Security Resource Network (WARN) Wisconsin Dairy Industry Preparedness Network Secure Milk Supply for Wisconsin(SMS-WI) Wisconsin Crisis Management • Wisconsin dairy industry partners • Coordination with Dairy Communication Management Team (DCMT) • Undercover videos • FDA drug residue report • Partnership between key ag sector and state agency representatives • Consumer confidence communication network • Facilitate industry-wide response to incidents • Co-manage project with DATCP • Local extension of national plan • FMD Outbreak Business Continuity Plan
Wisconsin's Crisis Management Team Matt Mathison, Patrick Geoghegan, Brenda Murphy & Vicki Janisch Shelly Mayer Renee Heinrich, Linda Wenck John Umhoefer Casey Langan David Pelzer Kim Brown Pokorny
Wisconsin's Crisis Management Team - Action • December 2013 – Weise Brothers • FFUSA & Nestle • 1 week “warning” • November 2014 – Andrus • Mullins Cheese and Great Lakes Cheese • 3 hours “warning” • March 2015 • FDA Drug Residue Survey Report • 3 years [2 days] “warning”
Midwest Region Dairy Industry Crisis Drill Responding to a "Crisis" surrounding an undercover video
Crisis Drill Overview • June 30 – July 1 in Minneapolis, MN • Sponsored by WMMB, MDA & DMI Innovation Center • Attendees included: • Producers [17 – mainly from WI/MN] • Processors [32 from 22 companies] • Allied industries [11] • Retailers/Foodservice [11] • National organizations [DMI/NMPF/IDFA] • State/regional organizations [MDA/WMMB]
Crisis Drill Overview • Fictional scenario based on release of an undercover video • Integrated dairy supply chain that included five (5) fictional business entities • Integrated “teams” to address scenario response • Overall goal is to have all stakeholders understand “what’s at stake” and how to develop a “shared vision” for an industry response • Industry “one voice message” • Impacts of social media
NMPF – “FARM” Program • In the event of an incident – the Willful Mistreatment and Corrective Action plan is implemented: • Review of prior evaluations • Validus – 3rd party audit • Written Corrective Plan • Training begins immediately • This process will provide a remedy for the farm – allowing the processor to continue receiving the farm’s milk and the dairy product buyer to keep sourcing the product.
Crisis Preparedness Your Role as a Field Rep
Crisis Preparedness Your Role as a Field Rep
Crisis Preparedness Your Role as a Field Rep
Crisis Preparedness Your Role as a Field Rep
Crisis Preparedness Your Role as a Field Rep
Crisis Preparedness Your Role as a Field Rep • Call your processor. • Know your crisis team and who to contact. • Call a member of the Dairy Industry Preparedness Network. • Wisconsin Milk Marketing Board • Matt Mathison – 608.203.7221 • Brenda Murphy – 608.203.7244 • Wisconsin Cheese Makers Association • John Umhoefer – 608.828.4550
Crisis Preparedness Your Role as a Field Rep • Maintain contact with the farm. • Know who to contact on the farm. Who’s taking the lead on this crisis? • Connect the farm to all parties on the Wisconsin Dairy Industry Preparedness Network. • Continue communication with key persons on the farm.
Brenda Murphy Contact Information • Brenda MurphyDirector,Producer Communication and ProgramsWisconsin Milk Marketing Board8418 Excelsior Drive Madison, WI 53717 608.203.7244608.203.7344 fax608.575.1525 cell bmurphy@wmmb.orgwww.wmmb.com