CLIVE, IOWA (May 7, 2025) — Pork is reintroducing itself for the first time since 2011. The National Pork Board has launched a bold new US 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.
"We all recognize the importance of winning over the younger generation and driving domestic demand,” says Al Wulfekuhle, a pig farmer from Quasqueton, Iowa who serves as president of the National Pork. “We've done the research, we have the data, and the insights we've gained over the past few years make this the ideal time to launch our campaign."
Iowa is the number-one pork-producing state in the US, providing approximately 1/3 of the nation's pork. More than 120,000 jobs in Iowa are connected to the pork industry, and $15.4 billion in value-added activity to the state’s economy annually.
“We are reclaiming pork’s rightful place as an everyday flavor fix, on a plate or in a bowl, and throughout the week,” said José de Jesús, assistant vice president of consumer marketing at the National Pork Board. "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.”
Taste is a critical factor in Millennials' and Gen Z consumers’ meal choices. They are adventurous and culturally curious and pursue flavor, versatility, balanced nutrition, and convenience.
The Iowa Pork Producers Association will supplement the National Pork Board’s Taste What Pork Can Do.™ campaign by partnering with Midwest-based grocery chains, including Hy-Vee and Fareway, to promote pork consumption. In-store signage, social-media posts, and other avenues will help convey the Taste What Pork Can Do.™ to consumers.
“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.”
To kick off the campaign, the National Pork Board partnered with chef, culinary influencer, and New York Times bestselling cookbook author Joshua Weissman for a one-of-a-kind dining experience showcasing the incredible flavors, diverse cuisines, and culinary impact of pork. Weissman hosted “New Pork City,” an exclusive one-day dining tour in Manhattan on May 6 with invited fans and media.
Iowa Pork Producers Association board members Al Wulfekuhle and Kevin Rasmussen, who also serve on the board of directors for the National Pork Board, are in New York City for the campaign kick-off.
"Pork is the cornerstone of cuisines around the world because it’s the ultimate culinary chameleon — flavorful, bold, and endlessly adaptable," Weissman said.
About the Iowa Pork Producers Association
The mission of the Iowa Pork Producers Association is promoting, educating, and providing a leading voice for a sustainable, socially-responsible, and globally-competitive pork industry.
Taste What Pork Can Do.™ is more than a campaign. It’s a bold step forward, redefining how pork fits into the modern meal. As taste and flavor, versatility, convenience, and balanced nutrition take center stage, pork is ready to lead a new era of food culture, encouraging younger generations to discover and enjoy all that pork has to offer.
About National Pork Board
The National Pork Board has responsibility for Pork Checkoff-funded research, promotion, and consumer information projects and for communicating with pork producers and the public. The Pork Checkoff funds national and state programs in consumer education and marketing, retail and foodservice marketing, export market promotion, production improvement, science and technology, swine health, pork safety, and environmental management and sustainability. For the past half century, the US pork industry has delivered on its commitment to sustainable production and has made significant strides in reducing the environmental impact of pig farming. Through a legislative national Pork Checkoff, pork producers invest $0.35 for each $100 value of hogs sold. Importers of pork products contribute a like amount, based on a formula. For information on Checkoff-funded programs, pork producers can call the Pork Checkoff Service Center at (800) 456-7675 or visit pork.org.
