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Effective safety messaging based on extensive consumer research

The top messages that address meat safety •IMPROVEST is:

– FDA approved (#1) – Recognized rigor of review process– Approved in 60+ countries, including the EU and Japan– More than 10 years of use in some world areas– Made of “proteins” – No residues in the meat from IMPROVEST that could affect human health1

– Avoid terms like: “boar taint” – use “off odor”– Environmental and animal welfare attributes are positive benefits and well-

received once safety is assured

1. FDA Freedom of Information Summary. IMPROVEST (gonadotropin releasing factor analog–diphtheria toxoid conjugate) Sterile Solution. NADA 141-322.

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One-line sound bite

IMPROVEST is an FDA-approved product that farmers use to ensure quality pork.

Simple. Accurate. Benign statement.

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What is it?

It's a protein compound that works like

an immunization to temporarily prevent

off odors from occurring in male pigs.

Consumers are familiar with proteins and know they are digested.

This descriptor helps consumers understand the mode of action.

Consumers like knowing the impact is temporary.

Boar taint is an offensive term to consumers. Better to describe it as an unpleasant aroma or off odor.

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Options for closing benefits line

It ensures consumers the same safe, high- quality pork, raised in a way that is more animal and environmentally friendly.

It ensures consumers the same safe, high-quality pork they enjoy today with an incrementally smaller carbon footprint (environmental impact).

It ensures consumers the same safe, high-quality pork, while enabling farmers to raise more pork using fewer resources.