Key Highlights from 2024: Advancing Pork Through Nutrition Science and Endorsement
- Research Investments: 13 new studies conducted across top academic institutions, exploring topics like pork’s role in childhood nutrition, healthy aging and cognitive health.
- Expanding Reach: Nutrition communications across social and online media had more than 300 million potential views across health professionals and consumers, and participation in 76 high-impact events attended by over 16 thousand individuals.
- Shaping Perceptions: Campaigns and events improved perceptions of pork among healthcare professionals, with attendees of our Today’s Dietitian event reporting a 20-point increase in the likelihood of recommending leaner pork cuts (based on 29 respondents surveyed before the event and 24 surveyed after).
- Building Visibility: Pork’s nutritional benefits and sustainability profile featured in major outlets like Today’s Dietitian, MSN and Eating Well.
As 2024 ends, it’s important to reflect on an impactful year in human nutrition and endorsement for the pork industry, marked by targeted research, strategic outreach and growth in consumer demand. This quarter, NPB directed its efforts toward raising demand, increasing visibility and enhancing awareness for pork’s impact on nutrition and health, translating every dollar invested by farmers and producers into meaningful advances for the industry.
Investment in Pork Research: Funding Future Insights
NPB made substantial investments in human nutrition research, fueling advancements that underscore pork’s competitive edge in a demanding market. “Each study aligns with our commitment to deepening knowledge in areas critical to pork producers and consumers alike,” adds Dr. Kristen Hicks-Roof, PhD, RDN, LDN, FAND, NPB, director of human nutrition. “Through partnerships with leading universities and research institutes, NPB focused on projects that serve our farmers and producers directly,” she explains.
- 13 new studies funded in 2024 across esteemed academic institutions, including the University of Kansas Medical Center, Texas A&M University and the University of Arkansas.
- Projects cover a wide range of topics, from exploring how the nutrients in pork impact childhood nutrition and aging populations, understanding pork’s role with weight loss medications (i.e., GLP-1 drugs), examining pork’s impact on brain metabolites and cognitive health and to improve the way nutrition science recognized pork.
- The research includes rigorous randomized clinical trials, considered the gold standard in human nutrition science, along with other innovative, mixed-method approaches.
This year, NPB saw the publication and promotion of several groundbreaking studies that expanded our understanding of pork’s role in nutrition, flavor and culture, as well as sustainability.
| Theme | Key Message |
| Sustainable Nutrition Pork Has Surprising Advantages Over Red Meat in a Planet-Friendly Diet | Pork meat is rich in protein, very affordable and associated with lower greenhouse gas emissions than previously thought. |
| Flavor There’s a World of Flavor in Pork | Pork meat has over 110 unique flavor nuances that illustrate why it embraces cross-cultural tastes and brings more plants to the plate. |
| Culturally Appropriate Perspectives First Ever Hispanic Thrifty Food Plan Published | Pork meat is a nutrient-dense, high-quality affordable protein that meets dietary guidelines in a version of the USDA Thrifty Food Plan that respects the distinctive food patterns of Hispanic communities. |
Read more on human nutrition research supported by NPB at any time here.
“Each of these studies supports our producer needs to position pork as an optimal protein, creating new growth opportunities that are rooted in science and aligned with market trends,” notes Dr. Hicks-Roof.
Sharing Research to Build Endorsement: Growing Trust Among Health and Nutrition Experts
To enhance awareness, build trust and increase recommendations, NPB focused on education and endorsement efforts with select health and nutrition influencers, who are gatekeepers of public opinion about pork’s role in reaching health goals. “By sharing pork’s nutritional benefits with dietitians, scientists and health professionals, we ensure that pork remains top of mind in dietary guidance and consumer recommendations – we call this Endorsement,” explains Dr. Hicks-Roof.
NPB participated in 76 events – as guest experts, speakers, hosts, sponsors, moderators, educators, networkers — with more than 16 thousand attendees in-person or virtually in 2024.
“The Endorsement portion of our human nutrition programming is key to identifying where exactly we can move the needle with this group. By focusing on an individual’s current mindset about pork nutrition, we can share the information and data they might need to shift their opinion,” explains Emily Krause, MFCS, RD, LD, FAND, NPB, director of nutrition health and wellness initiatives.
Program highlights include:
- Dietitian Roadshows: Through our Pork & Partners program, educational programs with dietitians allow NPB to equip influential dietitians working in media, retail and beyond with data-driven information that promotes pork as a versatile, nutritious option. With this information, we can empower these professionals to become advocates for pork and help grow demand across health-conscious consumers.
- National Nutrition Events: High-profile conferences offer another opportunity to extend our reach to the scientific community, including sessions at the American Society of Nutrition (ASN) on the role of nutrient-dense proteins like pork on healthy aging, which attracted nearly 300 attendees. Additionally, hosting private events and exhibiting at conferences including Today’s Dietitian and the Academy of Nutrition and Dietetics annual conference (FNCE), educational webinars and other more intimate educational sessions, reached thousands of healthcare professionals and dietitians to help ensure that pork’s nutritional profile is top of mind when it comes to endorsement of consumer protein choice.
“By strategically aligning with these influential groups, we’re helping producers capture a broader audience of health-conscious consumers, growing trust in pork and positioning it as a staple in healthy, balanced diets,” said Krause. “Working with these populations has proven beneficial when we see social posts sharing our key nutrition messages.”
Impact: Demand, Visibility and Awareness by the Numbers
Producers expect and deserve a return on their investment, and this quarter’s metrics affirm the value created by our programs. Through strategic media and direct outreach, we’re moving the needle on demand and visibility for pork.
Highlights:
- Shifts in Healthcare Professional Awareness: Campaigns focused on pork’s health benefits and sustainable value have positively shifted consumer perception. Our data-driven campaigns demonstrate that consumers increasingly view pork as a preferred protein in sustainable diets, which directly supports market expansion. After attending our Pork & Partners Today’s Dietitian event, dietitians on average report a 20-point increase in their likelihood to recommend or share information about leaner cuts of pork to their audiences and in practice (based on 29 respondents surveyed before the event and 24 surveyed after).
- Industry Engagement with Professionals:
- About seven in ten survey respondents at NPB’s ASN session (n=39) said that because of their attendance, they would share information or research from National Pork Board with peers.
- The human nutrition team reached tens of thousands of healthcare professionals with eBlast communications about timely and important pork-centric nutrition facts, such as NPB’s new flavor research.
- Connected with professionals on 10 podcasts, including the Always Eating podcast where NPB partnered with dietitian Melissa Joy Dobbins to debunk myths about pork.
- “We discover the true value of these educational activities is in seeing the positive reactions and nutritional inspiration come through others. As each one event can bring about a cascade of information sharing through new partnerships, educational activities and collaboration, we see the growing advocacy that helps broaden our industry’s influence,” adds Dr. Hicks-Roof.
Looking Forward: Strategic Growth Through Nutrition
These achievements underscore NPB’s commitment to maximizing every dollar invested by producers. By integrating scientific rigor and strategic outreach, we’re ensuring that pork remains a leading choice for consumers globally—a protein they trust, and one that supports farmers, packers and producers.
As we move into 2025, the human nutrition research, health professional endorsement and nutrition visibility initiatives funded by the pork industry will continue to bolster pork’s competitive position. With a focus on fueling the pipeline with strategic nutrition research, we can elevate the role of pork in the diet of Americans.
