You Spoke, We Listened
Pork producers and industry stakeholders have been clear: growing demand needs to be the industry’s top priority. Every survey and conversation have pointed to the same conclusion—driving demand for pork is critical to long-term success. That’s why, in 2025, NPB is making a significant investment in growing demand and launching a new consumer campaign.
This initiative isn’t just a campaign—it’s a transformational shift. It’s a commitment to ensuring pork remains relevant and desirable in the marketplace.
“We cannot impact supply, but we can impact demand.”
David Newman, NPB, senior vice president of market growth
Chasing Demand in a BIG WAY!
Consumer preferences are evolving, and the pork industry must evolve with them. That means taking risks and creating a long-term strategy that reinforces why pork deserves a place on every plate.
NPB has been on a journey—analyzing trends, gathering data and identifying opportunities.
A Transformational Moment for Pork
NPB has spent the last 25 years focusing on the export strategy and how pork is positioned globally but with the new segmentation research and consumer insights, it’s time to focus on domestic demand for pork.
Through consumer research, we know more than ever before. NPB is meeting the consumer where they are and positioning pork to be a part of their everyday experience.
Unapologetic About Pork
The campaign approach is comprehensive, data-driven and unapologetic. NPB now has metrics and insights that allow us to make informed, strategic decisions. Every move NPB makes is designed to drive demand and elevate pork’s position in the marketplace.
Pork is not the “other” anything. It’s not a second choice. It stands on its own—rich in taste, flavor and versatility.
Taking Bold Steps Forward
This initiative is about delivering real results. Success requires taking risks, embracing change, investing in innovation and staying ahead of the curve.
At the National Pork Industry Forum, NPB gave a sneak preview of the campaign that will be fully launched in May. The team is working hard to test, refine and prepare to make a bold, industry-wide push to redefine pork’s place on the plate.
The upcoming brand campaign highlights the flavor and versatility of pork to appeal to Millennial and Gen Z Americans. It enables industry supply chain partners to focus on selling flavor instead of just pork. This research-backed, digitally-focused campaign connects consumer motivations and emotions.
Just wait until consumers…
Taste What Pork Can Do.TM
The time is now. Let’s reinvent pork together.
“The risk of doing nothing is big. The result of doing something is bigger.”
David Newman, NPB, senior vice president of market growth
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