Connecting Pork with the Health Professional Community
NPB helped promote pork in nutritious diets and fostered future opportunities in the nutrition and retail world at this year’s Food & Nutrition Conference & Expo®.
The National Pork Board is addressing the challenges in the pork industry by reallocating funds to boost market growth initiatives and focus on enhancing long-term demand.
Today’s marketing efforts are not just about selling more pork but creating long-term demand. NPB is finding new ways to reach and engage with multicultural consumers and younger generations by leading with taste and flavor.
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In October 2023, NPB launched Surprisingly Pork, a campaign designed to change consumers’ beliefs on the nutritional value of pork. This campaign aimed to educate consumers on health and wellness facts to increase long-term market demand. Surprisingly Pork content appeared in multiple channels including social media, targeted ads, recipes and Instacart branded ads. This campaign targeted Millennial mothers with promotions, in-store signage and activations to ensure consumers considered purchasing pork throughout each phase of the shopping process. Surprisingly Pork is intended to give consumers permission to eat more pork by changing the way they think about its nutritional profile.
Don’t Miss the Flavor is a consumer campaign that leans into elements such as taste, cultural flavors of soul food and nutrition. African American consumers have made a connection between food and their health. Don’t Miss the Flavor aims to close the gap between processed and fresh pork by demonstrating how consumers can eat nutritious meals without sacrificing flavor. Don’t Miss the Flavor aims to drive current and future pork consumption with African American Millennial and Gen Z consumers.
Ponle Pork (ponle: to add as an ingredient to any occasion) is a consumer campaign built upon flavor, nutrition and culture, that establishes pork as the go-to protein to add to meals, traditions, routines and nutritious lifestyles. NPB created Ponle Pork to encourage Hispanic consumers to view pork as more than the centerpiece of meals, but to realize its potential as a flavorful ingredient. Current trends show Hispanics experimenting with plant-based diets. Ponle Pork capitalizes on this opportunity to elevate plant-based meals by adding pork as a side, or al lado, and not the focal point of all dishes.
“We use the data and insights that we collect as the Pork Checkoff to understand those future consumers on how we can better position pork to put on their plates.”
– David Newman
Listen to National Pork Board’s SVP of market growth David Newman discuss how the Pork Checkoff is strategically using Checkoff funds to drive pork demand domestically and internationally on The Big Show radio network.