NPB’s Board of Directors has approved a new three-year strategic plan—part of a broader roadmap that will guide us through 2028. The strategic plan was presented to the board by the task force during the March 2025 Pork Industry Forum.
Kicking off in August 2024, the strategic planning process brought in insights from a wide range of producers and industry stakeholders. The result? A strategy that keeps producers’ priorities front and center—ensuring every hard-earned dollar is put to good use. Input came directly from producers through a wide-reaching survey, as well as interviews with board members, industry leaders and staff experts.
NPB’s Three-Year Strategic Plan
The projects, programs and initiatives included in the plan are all designed to drive the industry forward. At the heart of the strategic framework are three core goals that will guide our efforts.
Goal 1: Drive and increase the long-term value of pork.
Not surprisingly, the first goal focuses on driving demand and increasing the value of pork. We’re making progress but want to keep our foot on the pedal and get more people to choose pork more often.
This ties directly into our latest consumer marketing campaign, Taste What Pork Can Do™, which launched on May 6. Backed by months of research and audience analysis, the campaign brings to life how pork aligns with consumer values of taste, flavor, balanced nutrition and versatility. This campaign is unapologetic about pork and focused on the whole hog as an investment to making our product relevant to the next generation.
But, we’re also looking beyond marketing. Other efforts to boost pork’s value include driving product innovation informed by data and insights.
Goal 2: State pork associations and their producers are better able to anticipate and adapt to continuous change.
Another key focus of the strategic plan is strengthening and elevating collaboration with state pork associations. State associations are the U.S. pork industry’s boots-on-the-ground, holding close relationships with producers and employees putting in the on-farm work every day. State pork associations serve as a direct link to the next generation of leaders and talent—essential components to the future of our industry.
Goal 3: Improve the lives of our pigs and our people.
The strategic plan also focuses on NPB’s role in contributing to a healthier herd and a healthier industry. Addressing endemic disease challenges and continuing work on foreign animal disease is key to the overall health of the herd. Healthier pigs mean increased employee morale, improved animal welfare, lower replacement rates and higher profits.
NPB is currently working to gather producer input that will help inform development of a National Swine Health Strategy, which will be a contributor to this goal. We’re focused on meeting producers’ needs and collaborating with other organizations and experts in the industry to deliver streamlined, effective solutions to swine health challenges.
Defining Success
Now that our goals are defined, the Board of Directors is rolling up their sleeves to align programming and budgets with the three-year strategic goals and initiatives. For us, success means delivering real results for the pork industry—being bold, doing the work and embracing fresh ideas.
Our path forward is grounded in strategic initiatives that will elevate pork’s position, presence and consumer appeal.
- Promote pork in the marketplace globally and reposition pork to become more relevant to more Americans
- Foster stronger partnerships between state and national organizations
- Develop a collaborative producer-led national swine health strategy for the U.S.
The Path Forward
U.S. pork producers continue to lead with resilience, passion and purpose, pushing the industry forward. NPB’s strategic plan provides a framework for our team to come alongside and support the efforts of pork producers with programs, projects and expertise specific to the industry’s needs and opportunities.
We’re excited about the path forward and are committed to delivering results that benefit people, pigs and the planet.
