3 Key Takeaways for Pork Producers
The 2026 Pork Industry Forum brought together producer delegates, state pork associations and leaders to discuss priorities shaping the future of the pork industry.
Hosted jointly by the National Pork Board (NPB) and the National Pork Producers Council (NPPC), the annual event gives producers the opportunity to collaborate, share perspectives and help guide the direction of the Pork Checkoff. Pork Act Delegates also passed two advisements focused on pork quality and swine health, setting the tone for the industry’s work in the year ahead.
1. The National Swine Health Strategy Is Moving Forward
At the 2025 Pork Industry Forum, producer delegates passed an advisement calling for the development of a National Swine Health Strategy to strengthen the health of the U.S. swine herd. Since then, NPB has worked closely with industry partners to build a coordinated approach to addressing herd health challenges.
At the 2026 Forum, Dr. Dusty Oedekoven, NPB’s chief veterinarian, moderated a panel discussion featuring producers and a state executive to share updates on progress to date and what producers can expect as the effort moves forward. The destination is clear: a measurably healthier U.S. swine herd.
Improving herd health will require industry-wide participation and long-term commitment. Diseases such as Porcine Reproductive and Respiratory Syndrome virus (PRRSv) and Porcine Epidemic Diarrhea (PED) remain a major challenge, and meaningful progress will depend on producers working together and embracing new approaches.
As Michigan pork producer Joe Dykhuis shared during the discussion, success will require producers to collaborate and be open to sharing information about disease status to strengthen the industry.
The strategy represents a long-term effort, but the goal remains the same: improve the lives of our pigs and our people.
2. Consumer Campaign Progress: One Pound at a Time
NPB CEO David Newman shared progress from the Taste What Pork Can Do® campaign, which launched in May 2025.
The campaign represents a new approach for the Pork Checkoff, built around consumer insights and targeted audience segmentation to better connect with today’s shoppers.
While still in its early stages, the campaign is already showing encouraging results. From May through December 2025, marketing data shows that every $1 spent on advertising generated $83 in retail pork sales.1 In campaign markets, we’re also seeing an increase in buy rates, more trips to the store and more units purchased per household when compared to non-campaign markets. Those results indicate that the campaign is helping drive consumer interest and retail sales.
Even small shifts in consumption could create significant value for the industry. Increasing pork consumption by just one pound per person annually could generate an estimated $1.6 billion in additional retail value.*
*Note: The demand formula is a function of both volume/quantity and value/price. Without sacrificing value (as measured by price per pound), an additional pound of pork consumption per person per year could equate to an approximately $1.6 billion increase in U.S. retail value.
3. Positioning Pork for the Future
Consumers are increasingly focused on protein and its role in health and wellness. That shift presents a significant opportunity for pork.
Dr. Kristin Hick-Roof, NPB’s director of human nutrition, told attendees a 3-ounce serving of lean pork provides about 20 grams of high-quality protein, along with key nutrients that support a healthy diet.
She shared how NPB is working to ensure pork’s role in healthy eating patterns is supported by science and reflected in national nutrition guidance.
Since 2023, NPB has submitted 14 research-backed comments to inform the 2025–2030 Dietary Guidelines for Americans, with five NPB-funded studies cited in the final guidelines.
The guidelines influence far more than dietary advice. They help guide food purchasing and menu development across several major systems, including:
- School meal programs
- Military dining programs
- Healthcare nutrition guidance
- Institutional foodservice
As interest in protein rises, pork remains a versatile, affordable, and nutritious choice.
Looking Ahead: A Challenge to Think About the Consumer
The 2026 Forum highlighted the industry’s shared commitment to pork’s future—improving herd health, increasing demand, and communicating its nutritional value.
NPB President Gordon Spronk challenged producers to think differently about the future of pork by starting with the consumer.
He encouraged producers to be ruthless in knowing the consumer, riveted by their needs and relentless in satisfying them.
That mindset begins at home. By cooking pork, sharing it with others and taking pride in the product they produce, producers can help lead the way in building stronger demand and ensuring pork remains a strong choice for consumers in the years ahead.
- Source: Numerator May – December(Q2) 2025; Note: August Campaign Products include Tenderloin, Chops & Ground (Fresh) and Deli, Sausage, Pepperoni & Salami (Processed)
