By Jamie Martin
After more than a decade, pork is making a bold return to the spotlight with the launch of a new nationwide campaign from the National Pork Board: Taste What Pork Can Do.
This innovative, data-driven initiative marks the first rebranding effort since 2011, aiming to reposition pork as a primary protein choice not just an alternative. With a focus on flavor, culture, and versatility, the campaign is designed to resonate with younger generations who are seeking bold, authentic food experiences.
“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.”
The campaign taps into the preferences of Millennials and Gen Z, who prioritize flavor, convenience, balanced nutrition, and global culinary inspiration in their food choices.
Pork, with its wide range of cuts and uses from bacon and ham to pulled pork and pepperoni is well positioned to meet these demands.
“Flavorful cuts, from bacon and pepperoni to ham and pulled pork barbecue, are already beloved by millions,” de Jesús noted. “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 launch the campaign, the National Pork Board is collaborating with chef and New York Times bestselling author Joshua Weissman.
On May 6, Weissman will host NEW PORK CITY, a one-day culinary tour in Manhattan, offering fans and media a six-course, pork-only tasting menu inspired by iconic New York City landmarks and pork’s historical culinary presence.
“Pork is the cornerstone of cuisines around the world because it’s the ultimate culinary chameleon flavorful, bold and endlessly adaptable,” said Weissman.
With this campaign, the National Pork Board is setting the stage for pork to take a leading role in modern food culture.
Photo Credit: istock-srdjan-stepic
Categories: National