NPB announces new marketing campaign at annual forum
Industry leaders and producers from across the country came together to discuss the future of the pork industry, network with colleagues and shape the direction of the National Pork Board (NPB) and National Pork Producers Council (NPPC) at the 2025 National Pork Industry Forum, held in Orlando, Fla. from March 12-14.
The three-day event provided a platform for the NPB to unveil its new pork campaign and confirmed NPB’s and NPPC’s commitment to continued growth and innovation within the industry.
Pork producers and industry stakeholders agree increasing demand should be the industry’s primary focus.
Every survey and discussion have led to the same conclusion – boosting demand for pork is essential for long-term success.
In light of this, the NPB invested significantly in 2025 to grow pork demand by launching a new consumer campaign.
“This initiative isn’t just a campaign, it’s a transformational shift and a commitment to ensuring pork remains relevant and desirable in the marketplace,” reports the Pork Checkoff webpage. “NPB has spent the last 25 years focusing on the export strategy and how pork is positioned globally, but with the new segmentation research and consumer insights, it’s time to focus on domestic demand for pork.”
New campaign
During the forum, NPB unveiled the new tagline for its pork campaign, “Taste What Pork Can Do,” aimed at younger consumers in an effort to highlight the versatility of pork in various dishes.
The pork industry has not had a recognizable campaign since the tagline “Pork. The Other White Meat.” was established decades ago.
According to a March 13, Farm Pork Journal article by Jennifer Shike, Illinois Pork Producers Association Executive Director and NPB Member of the Marketing Advisory Committee Jennifer Tirey mentions the new campaign is different and places a focus beyond the pork producer, who already loves the product.
“This is where I feel like we havenʼt hit the home run in the past. A lot of outside perspective was brought in, which is important to play at the level we’re hoping to play. Producers can have confidence this campaign is being built around what consumers say they want about pork,” she states.
Following her sentiment, fellow NPB Marketing Advisory Committee Member and Iowa Pork Producer Rob Brenneman reiterates the tagline isn’t meant for pork producers – they know about the product but want someone else to eat it.
“We already know what it tastes like, and we don’t need a tagline to eat it. We have to draw the attention of millions of people who have not experienced raising pigs or being in agriculture,” he adds.
Dr. Gordon Spronk, NPB member of the Marketing Advisory Committee and Pipestone, Minn. veterinarian, announces he is happy with the final tagline, as it utilizes the hard work, research and data NPB gathered to promote pork in the future.
This pork campaign will look different than past campaigns for a couple of reasons, Spronk mentions.
“It’s not going to be about billboards, it’s going to be about swipes, clicks and screens that pop up,” he says.
Pork research
Through consumer research, NPB knows more than ever before, and they are positioning pork to be a part of consumers’ everyday experience.
While conducting consumer segment research, NPB asked individuals who are not prime pork consumers how they feel about pork.
“NPB has a long effort in collecting data from those who are actually eating pork. We know consumption for Gen Zʼers and Millennials is much lower than Baby Boomers. We need to speak to them,” Spronk states. “This tagline has been thoroughly tested by professionals. It’s not for me – I’m going to eat my 55 pounds, regardless of what the tagline says. I’m probably not going to change my eating habits, but they may.”
According to a 2023 study, younger Americans eat less pork compared to other generations, reporting per capita pork consumption for Gen Z is 5.8 pounds.
The study also reports, per capita consumption of pork decreases between Baby Boomers at 30.4 pounds and Gen X at 21.3 pounds. For Millennials, this is a significant drop to 13.8 pounds.
“A lot of the messaging and promotional campaign items they’re working on are going to be targeted to what consumers said,” Tirey adds. “It’s not going to be geared toward the traditional pork producer who loves making a great pork chop on the grill. It’s going to be about the consumer who doesn’t have as much knowledge about pork products and how they can start adding it in to their daily menus.”
She further notes the pork industry lacks the marketing budget to reach everyone, so making strategic efforts is essential when using consumer segmentation data as a guide to “fish where the fish are.”
Melissa Anderson is the editor of the Wyoming Livestock Roundup. Send comments on this article to roundup@wylr.net.
