Since launching in May 2025, the Taste What Pork Can Do® campaign is seeing undeniable momentum. By “flipping the script” to prioritize consumer needs over industry features, NPB is successfully repositioning pork for a new generation of consumers and creating long-term demand.
“This isn’t just about positioning a product; it’s about changing the way consumers think. We are building brand loyalty that drives demand even when there isn’t an ad right in front of them, and showing how pork fits into their specific lifestyle, their life stage and how it completes their mealtime.”
Kiersten Hafer, VP of Business Intelligence and Innovation, National Pork Board
In this video, Kiersten Hafer, vice president of business intelligence at NPB, and Lee Schulz, chief economist at Ever.Ag, share insights on consumer trends, pork demand drivers and market opportunities shaping the future of pork.
Learn how the campaign is influencing consumer perceptions, retail and foodservice demand and how data-driven strategy is helping position pork for growth in a competitive protein market.
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As the Taste What Pork Can Do® consumer brand campaign celebrates its one-year mark, there are key retail trends emerging that highlight new opportunities to drive demand and connect with the next generation of pork consumers.
Meat is having a moment, but are you leaving money on the table in the meat case? In this 30-minute deep dive, National Pork Board experts break down the latest consumer behaviors, purchasing patterns, and actionable merchandising strategies you can use today.
The new Explora Todo El Gusto Del Pork™ brand campaign is designed to drive long-term pork demand by engaging Hispanic Gen Z and Millennial consumers.
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Find information about sustainability and pork industry ethical principles at porkcares.org.
Find pork cooking inspiration at pork.org.