Market Growth
One More Pound: Believing We Can Grow Value and Volume
NPB CEO David Newman asks U.S. pork producers to believe the industry can capitalize on the growing demand from consumers for protein.
Taste What Pork Can Do®
Driving Demand Through Innovation and Insights
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.
Meeting the Consumer Where They Are
“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
The Opportunity to Grow Pork Demand Starts Here
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.
Subscribe to News from the National Pork Board
Stay connected with the latest insights, innovations and updates from NPB.
Explore the topics that matter most to you and choose how you want to stay informed
In Other News
Market Growth
Export Update: Pork Remains Clear Bright Spot for U.S.
International markets have become essential to the success of the U.S. pork industry. Experiences at the USMEF Red Meat Symposium in Mexico spotlight U.S. pork’s strong global reputation and opportunity for expanded consumption.
Market Growth
The Emerging Retail Trends Shaping Pork Demand
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.
