By Bailey Ruen
In early May, the National Pork Board launched a bold new campaign, “Taste What Pork Can Do,” aimed at increasing domestic pork demand and reshaping how consumers think about pork.
For years, export growth has been a priority for the pork industry, but recent challenges in domestic production have prompted a renewed focus on the U.S. market. David Newman, NPB’s senior vice president of market growth, emphasizes that consumer research is at the heart of this campaign.
“We conducted deep segmentation research to understand who our consumer is and what drives their choices,” Newman says. “That research led us to this strategic shift toward domestic demand.”
Americans consume about 20 billion pounds of pork annually, more than double the amount exported. Yet, domestic marketing has historically received less attention. The new initiative aims to change that by using data-driven insights to reach the right consumers with the right message.
Research highlights millennials and Gen Z as critical to pork’s future. These groups prioritize taste, versatility and convenience — factors that shaped the campaign’s messaging. The tagline “Taste What Pork Can Do” is designed to connect with younger consumers and inspire them to incorporate pork into their everyday meals.
“This campaign is backed by the most robust consumer research we’ve ever done,” Newman says. “We’re strategically highlighting both fresh and processed pork in ways that resonate with modern consumers.”
Industry collaboration is key
Success depends on coordination across the entire pork industry. The NPB is working closely with producers, state pork associations, packers, retailers and food service companies to create a unified effort that drives demand.
“Our work represents 60,000 pig farmers, and to create pull-through in the market, we need to align with the entire value chain,” Newman explains. “That means engaging with packers, retailers and food service partners while also connecting directly with consumers.”
State pork associations will play a key role in reaching target markets, ensuring the campaign’s message is effective at both the national and local levels.
Unlike past pork marketing efforts, “Taste What Pork Can Do” leans heavily into digital media. Consumer habits have shifted, and reaching people where they already spend their time — on their phones and social media — is key to success.
“This is primarily a digital campaign because that’s where today’s consumer is,” Newman says. “But we’re also incorporating retail activations, print materials and partnerships for a well-rounded approach.”
Focusing on key markets also is critical. Data shows that 80% of U.S. pork consumption happens in fewer than 20 states, with California, Texas, Florida and New York accounting for one-third of all U.S. pork consumption.
Looking ahead
After two years of research and development, the campaign officially launched in the media in early May. The campaign will be an ongoing digital play, with both state and local associations able to use the tagline to promote pork.
“This is our moment to take action,” Newman says. “We’re ready to introduce this campaign to consumers and position pork as the versatile, flavorful and convenient protein it truly is.”
At its core, “Taste What Pork Can Do” aims to make pork a mealtime staple beyond special occasions. With a research-backed approach and industrywide support, the NPB is confident this campaign will deliver results.
“At the end of the day, it’s about getting more people to eat more pork,” Newman says. “Changing consumer perceptions takes effort, but we’re ready for the challenge.”
Sources: The Pig Site, “‘Taste What Pork Can Do’ Launched as New Pork Marketing Campaign” and National Pork Board, “The Time Is Now: Reinventing Pork for the Future”
Ruen is the Minnesota Pork Board director of communications.