Promoting Pork
From the Ag Information Network, I’m Bob Larson. Driving pork demand and swine health remain top priorities for newly-elected National Pork Board President Chad Groves.
He says the “Taste What Pork Can Do® campaign is helping position pork as a protein of choice for today’s consumers, and acknowledges the industry’s commitment to the turning point in swine health …
GROVES … “We've been stuck at 52 pounds per capita consumption for what feels like an eternity, so we've got to put more focus and really draw younger consumers into the category. So that's priority number one. Number two is swine and herd health. So, we put together a national strategy around herd health with a cross-functional group from throughout the industry to tackle PRRS and PED that seem to be at their worst this year. So, no better time to bring that group together and really strive toward elimination into the future.”
Since the digital-forward campaign launched in May 2025, Groves said both producers and the National Pork Board have developed a deeper understanding of the modern consumer, learning how they think, feel, shop and buy pork …
GROVES … “That segmentation strategy focused on data really unlocks the keys of how do we meet the consumer where they are, tell the story that we need to tell, and ultimately pull them into the category, a category that younger consumers have been very reluctant to get into."
Change won’t happen overnight, but the tide is turning.
Groves stressed this is a long-term strategic investment of producer checkoff dollars to generate a measurable return by turning appetites into action.
Learn more at porkcheckoff.org.
