The National Pork Board (NPB) is taking bold steps to reshape the domestic demand for pork, focusing on consumer-driven strategies to position pork as a top protein choice in American households.
For years, industry efforts have emphasized global exports, but recent research has revealed significant opportunities in the U.S. market. Consumer insights show that Millennials and Gen Z are key audiences for driving growth, requiring fresh messaging and innovative campaigns to promote pork’s taste, versatility, and value.
The upcoming NPB campaign will take an unapologetic approach to promoting pork, moving beyond the traditional positioning as an alternative protein and instead celebrating pork for its unique qualities. The campaign, previewed at the National Pork Industry Forum, is set to launch in May 2025 and will incorporate data-driven marketing strategies to ensure long-term success.
To learn more about how NPB is working to redefine the future of pork consumption, visit the full article at Pork Checkoff.
