June 29, 2025

‘Taste What Pork Can Do’

National Pork Board launches consumer campaign

By Erica Quinlan
The National Pork Board has launched a bold new U.S. brand campaign, “Taste What Pork Can Do.” This fully integrated, data-driven digital campaign delivers an unapologetic message: Pork is no longer the “other” anything. It stands proudly on its own — rich in flavor, rooted in culture and exactly the kind of bold taste younger consumers crave.

The National Pork Board has launched a bold new U.S. brand campaign, “Taste What Pork Can Do.” This fully integrated, data-driven digital campaign delivers an unapologetic message: Pork is no longer the “other” anything. It stands proudly on its own — rich in flavor, rooted in culture and exactly the kind of bold taste younger consumers crave.

DES MOINES, Iowa — The National Pork Board invites consumers to “Taste What Pork Can Do” in a new campaign designed to deliver a message: Pork delivers taste, flavor, balanced nutrition and versatility.

“This is a transformational time for the pork industry,” said David Newman, senior vice president of market growth at NPB.

“We have a significant opportunity to build passion for pork with younger consumer generations, and we’re going to do that by being unapologetic about our product, working as a partner with the supply chain and focusing on adding value to the whole hog.”

The campaign focuses on flavorful, familiar cuts, such as bacon, sausage and ham, and ultimately encourages consumers to expand their pork experience with fresh products.

“We are reclaiming pork’s rightful place as an everyday flavor fix, on a plate or in a bowl,” said José de Jesús, assistant vice president of consumer marketing at NPB.

“‘Taste What Pork Can Do’ is about connecting with the modern consumer where they are today — craving authentic flavors, eager to discover something new with every meal and exploring ingredients and cuisines that reflect who they are and how they want to eat.”

The National Pork Board’s new consumer marketing campaign, “Taste What Pork Can Do,” brings to life how pork aligns with consumer values of taste, flavor, balanced nutrition and versatility.

The National Pork Board’s new consumer marketing campaign, “Taste What Pork Can Do,” brings to life how pork aligns with consumer values of taste, flavor, balanced nutrition and versatility.

Millennials and Gen Z consumers value taste when making meal choices.

According to research from NPB, they are adventurous and culturally curious and pursue flavor, versatility, balanced nutrition and convenience.

“Flavorful cuts, from bacon and pepperoni to ham and pulled pork barbecue, are already beloved by millions,” de Jesús said.

“Pork will prove all the ways it opens the floodgates of flavor and inspire a new generation to find flavorful moments in their everyday life, in every meal occasion.”

Learn more at https://pork.org/taste-what-pork-can-do/.

Did You Know

• Illinois pork production is ranked fourth in the United States and supports over 30,000 jobs and contributes an estimated $13.8 billion dollars to the economy. Learn more at https://ilpork.com/.

•​​​​​​​ Indiana is home to nearly 2,800 pork farmers. Learn more at www.indianapork.org/.

LivestockMarketsNational Pork BoardPorkSupply Chain
Erica Quinlan

Erica Quinlan

Field Editor