May 15, 2025 • 18 mins
Taste is taking center stage as the National Pork Board unveils a bold new strategy to transform how consumers—especially younger generations—think about pork. Sarah Showalter and Neal Hull reveal how deep consumer insights are reshaping the future of pork marketing in America.
At the heart of this transformation is a surprising disconnect: millennials and Gen Z consumers who claim they "don't eat pork" while enthusiastically consuming bacon, ribs, pepperoni, and sausage. This revelation has sparked a strategic pivot from positioning pork as merely a center-of-plate protein to showcasing it as a versatile ingredient in culturally-inspired recipes that younger consumers already love—like potstickers, tonkatsu, stir-fries, and carnitas.
The new "Taste What Pork Can Do" campaign leverages fascinating consumer trends, including the explosion of air fryers (now more common in American homes than coffee makers) and growing interest in smokers and grilling. By targeting specific consumer segments—from "confident meat eaters" who love grilling to "culinary adventurers" seeking new flavors—the Pork Board is meeting consumers where they are while highlighting pork's unmatched versatility. The campaign represents a long-term commitment to making pork relevant for future generations, embracing a "whole hog" approach that celebrates both fresh cuts and processed products while honoring pork's cultural significance across diverse communities.
Subscribe to Feedstuffs in Focus for more conversations about the innovations and strategies shaping the future of food and agriculture.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sarah Muirhead (00:07):
Consumer preferences are evolving and the
pork industry must evolve withthem.
That means taking risks andcreating a long-term strategy,
reinforcing why pork deserves aplace on every plate.
Millennial and Gen Z consumersare a focus of the National Pork
Board and research has shownthey view pork differently than
(00:29):
generations before.
Welcome to Feedstuffs in Focus,our podcast taking a look at
the big issues affecting thelivestock, poultry, grain and
animal feed industries.
I'm your host, sarah Muirhead.
This episode of Feedstuffs inFocus is sponsored by United
Animal Health, a leader inanimal health and nutrition.
(00:50):
You can learn more about UnitedAnimal Health and how they're
working to advance animalscience worldwide by visiting
their website at unitedanhcom.
Joining our Ann Hest to discussthe evolving consumer for pork
are Sarah Showalter, director ofConsumer and Business Insights,
and Neal Hull, director ofDomestic Market Development for
(01:14):
the National Pork Board.
Ann Hess (01:17):
So, sarah, let's kick off the conversation with you
today.
Briefly explain why data andinsights are crucial when
allocating funds to buildingconsumer demand.
Sarah Showalter (01:29):
Yeah, thanks, Anne, for the question.
You know, we know thatconsumers' preferences are
ever-evolving, and at theNational Pork Board today we
have the deepest understandingand business intelligence of our
consumers that we've ever had,and so we really need to lean on
those insights to understandhow we can better meet the needs
(01:50):
of consumers.
The business intelligence thatwe have helps us really provide
a 360 degree view into theconsumer.
We know things like whatthey're buying, what they're
saying, what they're hearing,what they're searching for
online, and then really gettingto their hearts and minds of
what they're saying, whatthey're hearing, what they're
searching for online, and thenreally getting to their hearts
and minds of what they'rethinking and what they're
feeling.
And so by using those insights,we cannot only see what they've
(02:14):
done in the past so look in therear view mirror and see what
they've bought and the choicesthat they've made but it really
helps us think about andanticipate where they may go and
how we can really better meetthe needs of the things that
they may want in the future.
And so utilizing those insightsreally helps us develop more of
a consumer centric plan andhelps us put pork in a position
(02:38):
where we can be relevant toconsumers and really be a
solution for the things thatthey're choosing to do day and
day.
Ann Hess (02:47):
Yeah, and speaking of that consumer-centric plan, Neal
, how has National Pork Boardused this data and the insights
to develop a new brand campaignwhich I believe is launching
here very soon?
Neal Hull (03:00):
The data and insights in this engine that we've
created around understanding theconsumer is the foundation that
everything has been built upon.
So it was critically importantto know, as Sarah said, who they
are, where they are, where theyshop, how they shop, how they
eat.
So we really did through thisconsumer segmentation.
We identified seven consumersegments.
(03:22):
We're going to focus on threeof those with the new campaign.
We also talk a lot aboutknowing where the consumer is.
A third of the US population isin four states.
If you think about California,texas, florida and New York,
that's really where the bulk ofthe population is, and sometimes
those high population areasaren't necessarily high pig
(03:42):
production areas, so we're notas relevant in those markets.
So if you think about thosestates, but then think about
markets like Los Angeles, newYork, miami, even Chicago, right
, there's just a lot of peoplein a tight area and the goal is
to make pork relevant to themand really focus in on taste and
(04:03):
flavor.
Because you know, there arethree motivations that really
drive consumers it's taste andflavor, it's nutrition and it's
convenience.
But the common thread acrossall of our segments was flavor
and that's why the new campaignTaste what Pork Can Do is so
critical as we launch this newconsumer effort as we launch
(04:25):
this new consumer effort.
Ann Hess (04:25):
So, Sarah, how do millennial and Gen Z consumers
perceive pork?
Is that taste and flavor stilla part of that as well?
Sarah Showalter (04:34):
Yeah, absolutely.
I think that is relevant acrossgenerations, but especially
relevant with our youngerconsumers.
And as we dove deep into theintelligence that we have across
the generations, we found thatour younger consumers are not
thinking about pork the same asour older consumers.
Our older consumers think aboutpork more as center of a plate.
(04:58):
They'll go and buy a particularcut and then they'll serve it
with a couple side dishes.
Where our younger consumers arethinking about pork more as
it's a recipe they want to makeand try.
It's an ingredient and a lot oftimes, especially with the
younger consumers, it'ssomething that is more
culturally inspired.
So things that are inspired byAsian cuisine or Hispanic
(05:21):
cuisine are some of theirfavorites Dishes like
potstickers, tonkatsu, pork stirfry, carnitas, all things that
they know and love.
But they're just thinking aboutpork in a different way and
they're approaching the porkportfolio differently than our
older consumers maybe have inthe past.
(05:43):
Also, as we think aboutshopping the meat case, those
consumers are really looking forsmaller cuts.
They're not necessarily lookingfor the big cuts of pork
because they, frankly, don'treally know what to do with them
or how to cook them big cuts ofpork because they, frankly,
don't really know what to dowith them or how to cook them.
So we're evolving to reallymeet those consumer needs and
(06:06):
think about how they'reapproaching pork in a way that
it's more of that ingredient andin the recipes that they know
and love.
Another way that consumers arechanging how they approach pork,
especially with those youngerconsumers, is the how.
So, if you think about anappliance like an air fryer,
it's something that reallystarted to be in Americans'
(06:26):
homes in 2019.
And then we saw it just explodethrough the COVID pandemic and,
interestingly, now today thereare more air fryers in American
households than there are coffeemakers.
And not only are there airfryers in their kitchens, but
they're sitting on thecountertop and they're things
that consumers are going to dayafter day to meet those meal
(06:47):
solutions.
Air fryers also deliver onthose things that we know are
table stakes to consumers, liketaste and flavor.
They like the texture that itdelivers when it comes out of
the air fryer.
It's convenient, it's versatile, it's also a healthier way to
cook, and so, by having pork asa solution and meeting the needs
(07:09):
in the way that they'repreparing the food that they
have today, I think there's ahuge opportunity for the entire
portfolio of pork to be able tolean into those younger
generations and show them thepossibilities and taste and
flavor is really the gateway toget them excited about our pork
product portfolio.
Ann Hess (07:31):
I still can't get over that stat there that there's
more air fryers in homes andcoffee makers.
But you know, I'm sure there'sa lot of new education there on
how to use air fryers as wellwith pork and different recipes
to share too.
So, Neal, how is this campaigngoing to shift pork from a
(07:51):
special occasion to more of aneveryday occasion?
Neal Hull (07:55):
Well, I think historically we've kind of been
known as that special occasion,that family get-together, that
holiday meal, whether it beEaster or Christmas or
Thanksgiving, and really we'retransitioning away from that.
And, as Sarah mentioned, right,it's really this idea of pork
as an ingredient.
I've said in meetings with alot of producers we've built an
(08:15):
industry that's very efficient,right.
We're efficient raising pigs onfarm.
We're efficient gettingproducts through the plants and
in boxes and then we pushproduct out into the marketplace
.
And really what we're trying todo is create that pull strategy
for the industry.
If you walk a retail storetoday, the meat case looks
similar than it did, you know,10, 15 years ago.
We still see family packs ofchops, we still see whole pork
(08:39):
shoulder.
And, to Sarah's point, ayounger consumer doesn't look at
a pork shoulder or pork butt inthe meat case and know what to
do with it.
But if all of a sudden you flipthat and say pulled pork
sandwiches or carnitas, thenthat resonates more with that
younger consumer.
So that's really where themindset shift is and it's all
about focusing on the food.
(08:59):
Older generations think olderGen X and boomers today are
still our core consumer andthey're still critically
important to the category.
We're not moving away from afocus on them, but it's really
about how do you educate andinspire that younger consumer
that's going to come into thecategory.
The other thing that's differentthis time is we're really
(09:19):
taking a whole hog approach.
I mean, I joined the boardseven years ago.
We focused on fresh and I thinkfor the entire history of the
pork checkoff we focused onfresh cuts.
And we're going to shift thatmindset.
Because if you talk to youngerconsumers today they will say I
don't eat pork.
But then they're like ooh, butI love ribs or I love pepperoni,
that's on my pizza or I lovesausage.
(09:41):
So it's this idea of how can weleverage that affinity for
flavor Think about charcuterietrays and how popular those are
with younger consumers today andthen how do we really use pork
to sell more pork, right, how dowe take that affinity for those
process cuts and thentransition them over into the
(10:01):
fresh case?
Now it does take a mindsetchange from the offering, the
merchandising in the case.
But I think, as we've gone outand talked to retailers about
this new campaign, people areexcited.
I mean, they are excited to seethe shift in the mindset and
how we're really going to takepork into the next generation.
I just want to say this is along-term strategy.
(10:25):
This isn't something that Maywe launch and in June we say,
hey, we accomplished the goals.
This is really how are we goingto set up pork for success over
the next five, 10 years.
Ann Hess (10:37):
Yeah, I was going to say that long-term strategy.
I'm sure it also must play intosome cultural cuisines there as
well, Would you say that'scorrect?
Neal Hull (10:45):
That is absolutely correct.
I mean Sarah mentioned it justbriefly, but if you think about
Hispanic consumers orAfrican-American consumers or
Asian consumers, there's acultural relevance there for
pork.
We're still the number oneconsumed protein globally and
here in the US we fall short ofthat.
So the goal is how do you bringthose culturally relevant
(11:08):
events and family get togethersand make sure we remind people
that pork is part of that?
I mean we are going to take anownable position on flavor,
because that's what we own.
I mean people have a loveaffinity with bacon, right.
So how do we then transitionthat across?
I mean you wrap bacon around apork tenderloin, and it's great.
Or you wrap bacon around aribeye chop and it's great.
(11:31):
So we're really going toleverage that affinity that
people have for flavor on theprocess side and transition that
into those authentic cuisines.
Ann Hess (11:42):
Sarah, you know I'm thinking of flavor, I'm thinking
summer grilling is coming soon.
How's National Pork Boardpositioning the product with
consumers?
Sarah Showalter (11:51):
Yeah, absolutely.
I mean I know I am excited here, as the weather's turning nicer
, to get out and fire up thegrill or the smoker, and not
only for those special occasionswith family and friend get
togethers, but also thoseeveryday occasions of having a
quick, healthy meal that I canprovide my family.
And so I think the timing isterrific for us to launch this
(12:13):
campaign and meet the needs ofthe consumers.
As Neal mentioned, we're reallyleaning on the intelligence
that we gain through ourConsumer Connect segmentation
and some of the segments that weare going out and specifically
talking to here with the launch.
Alignment with grilling is justspot on to the needs that they
(12:33):
have.
Our confident meat eaters arethose consumers that love meat.
They're the grill masters.
They love, you know, throwingsomething on the grill and
entertaining and kind of showingthe creation that they've had.
And then we've got our culinaryadventures, which are all about
exploration and versatility andreally trying to try new things
(12:57):
and really amplify that tasteand flavor through the things
that they're creating.
And so I think by launching thecampaign with grilling season,
it really highlights some of thegreat opportunities in our
portfolio, whether it's chops orribs or sausage, and really
elevates those things that weknow are most important to the
(13:20):
consumer, being taste and flavor, versatility and nutrition.
And from a consumer perspective,we also know that grilling is
something that consumers getexcited about this time of year.
It's in a lot of households.
Consumers have expertise andconfidence in grilling, but it
(13:41):
also gives them a opportunityfor exploration and to really
lean into that versatility andamplify that taste and flavor.
Same goes for the smoker.
You know it really is a way toamplify that taste and to bring
consumers together to reallylean into the pork portfolio,
(14:02):
and we also saw that smokersreally grew in consumer usage
and adoption post-COVID.
So there are more and morehouseholds than they ever were
before.
And so I think by launching thecampaign timed with grilling
season, it really gives us anopportunity to tell consumers
that we're unapologetic aboutpork.
(14:23):
We really can amplify ourentire portfolio, from the bacon
and the sausage cuts to thefresh cuts that deliver well
with those needs, and it reallyhighlights the awesome taste and
flavor that the pork portfoliocan deliver to meet their needs
and meet them where they arethey are on various different
(14:49):
skill levels there, when youtalk about all the different
summer grilling options and thedifferent kinds of consumers
there are when it comes to pork.
Ann Hess (14:56):
So, as we wrap up our discussion here today, any key
takeaways, final thoughts toleave our audience.
Neal, I'll start with you.
Neal Hull (15:05):
Well, I think the key takeaway for me is there's
excitement building for pork.
I've said many times there'salmost like the groundswell
behind this new campaign becausereally it's a call to action
for the consumer.
Right, taste what pork can do,right, and it's critical that
pork is part of that discussionbecause if it just tastes what
(15:25):
it can do, what is it?
So we're really owning, leaningin and owning the position on
pork.
It hits on taste and flavorversatility.
We've talked about that.
Sarah mentioned this idea ofsmokers and what smokers to me
allows is this new cuts to comein.
If you think about how porkbelly has been popular of late,
(15:45):
there's some different things.
I've seen braided pork loin.
So the key segments, like ifyou think about culinary
adventurers or confident meateaters, it gives them a canvas
to explore with when they're inthe backyard with the smoker,
with family and friends.
So it's an exciting time forthe industry.
We're excited to get this thingoff the ground in May, but it's
(16:06):
really just the beginning.
Sarah Showalter (16:09):
Yeah, to build on what Neal said.
You know I think there's a lotof excitement about this, and
rightfully so.
I'm really personally excitedto get this out in the market
and to really showcase all ofthe possibilities with pork and
amplifying that taste and flavor.
Neal also mentioned earlierthis is really a long-term play
(16:30):
and we're building on thedeepest base of insights that
we've ever had as an industryand we're able to know what
consumers want and what theneeds are that they have and
think about how pork can meetthose needs in many ways.
And so, with that long-termplay, I think really moving from
(16:50):
that center of the plate tomore of a recipe ingredient
option into those recipes andthose things that consumers
already love today but theymight not know that pork is a
part of that there's a hugeopportunity to go out and really
amplify that with consumers andI'm very excited for it to get
on into market and I thinkgrilling season is such an
(17:14):
awesome opportunity here toreally showcase that again.
We're unapologetic about pork.
We're a versatile protein andit's all about taste and flavor.
Ann Hess (17:26):
Very good.
Sarah Showalter and Neal Hullwith the National Pork Board.
Thank you so much for joiningus today and sharing your
insight.
Sarah Muirhead (17:34):
This episode of Feedstuffs in Focus has been
sponsored by United AnimalHealth, a leader in animal
health and nutrition.
You can learn more about UnitedAnimal Health and how they're
working to advance animalscience worldwide by visiting
their website at unitedanhcom.
I'm Sarah Muirhead and you'vebeen listening to Feedstuffs In
(17:55):
Focus.
If you would like to hear moreconversations about some of the
big issues affecting thelivestock, poultry, grain and
animal feed industries,subscribe to this podcast on
your favorite podcast channel.
Until next time, have a greatday and thank you for listening.
Consumer preferences are evolving and the
pork industry must evolve withthem.
That means taking risks andcreating a long-term strategy,
reinforcing why pork deserves aplace on every plate.
Millennial and Gen Z consumersare a focus of the National Pork
Board and research has shownthey view pork differently than
(00:29):
generations before.
Welcome to Feedstuffs in Focus,our podcast taking a look at
the big issues affecting thelivestock, poultry, grain and
animal feed industries.
I'm your host, sarah Muirhead.
This episode of Feedstuffs inFocus is sponsored by United
Animal Health, a leader inanimal health and nutrition.
(00:50):
You can learn more about UnitedAnimal Health and how they're
working to advance animalscience worldwide by visiting
their website at unitedanhcom.
Joining our Ann Hest to discussthe evolving consumer for pork
are Sarah Showalter, director ofConsumer and Business Insights,
and Neal Hull, director ofDomestic Market Development for
(01:14):
the National Pork Board.
Ann Hess (01:17):
So, sarah, let's kick off the conversation with you
today.
Briefly explain why data andinsights are crucial when
allocating funds to buildingconsumer demand.
Sarah Showalter (01:29):
Yeah, thanks, Anne, for the question.
You know, we know thatconsumers' preferences are
ever-evolving, and at theNational Pork Board today we
have the deepest understandingand business intelligence of our
consumers that we've ever had,and so we really need to lean on
those insights to understandhow we can better meet the needs
(01:50):
of consumers.
The business intelligence thatwe have helps us really provide
a 360 degree view into theconsumer.
We know things like whatthey're buying, what they're
saying, what they're hearing,what they're searching for
online, and then really gettingto their hearts and minds of
what they're saying, whatthey're hearing, what they're
searching for online, and thenreally getting to their hearts
and minds of what they'rethinking and what they're
feeling.
And so by using those insights,we cannot only see what they've
(02:14):
done in the past so look in therear view mirror and see what
they've bought and the choicesthat they've made but it really
helps us think about andanticipate where they may go and
how we can really better meetthe needs of the things that
they may want in the future.
And so utilizing those insightsreally helps us develop more of
a consumer centric plan andhelps us put pork in a position
(02:38):
where we can be relevant toconsumers and really be a
solution for the things thatthey're choosing to do day and
day.
Ann Hess (02:47):
Yeah, and speaking of that consumer-centric plan, Neal
, how has National Pork Boardused this data and the insights
to develop a new brand campaignwhich I believe is launching
here very soon?
Neal Hull (03:00):
The data and insights in this engine that we've
created around understanding theconsumer is the foundation that
everything has been built upon.
So it was critically importantto know, as Sarah said, who they
are, where they are, where theyshop, how they shop, how they
eat.
So we really did through thisconsumer segmentation.
We identified seven consumersegments.
(03:22):
We're going to focus on threeof those with the new campaign.
We also talk a lot aboutknowing where the consumer is.
A third of the US population isin four states.
If you think about California,texas, florida and New York,
that's really where the bulk ofthe population is, and sometimes
those high population areasaren't necessarily high pig
(03:42):
production areas, so we're notas relevant in those markets.
So if you think about thosestates, but then think about
markets like Los Angeles, newYork, miami, even Chicago, right
, there's just a lot of peoplein a tight area and the goal is
to make pork relevant to themand really focus in on taste and
(04:03):
flavor.
Because you know, there arethree motivations that really
drive consumers it's taste andflavor, it's nutrition and it's
convenience.
But the common thread acrossall of our segments was flavor
and that's why the new campaignTaste what Pork Can Do is so
critical as we launch this newconsumer effort as we launch
(04:25):
this new consumer effort.
Ann Hess (04:25):
So, Sarah, how do millennial and Gen Z consumers
perceive pork?
Is that taste and flavor stilla part of that as well?
Sarah Showalter (04:34):
Yeah, absolutely.
I think that is relevant acrossgenerations, but especially
relevant with our youngerconsumers.
And as we dove deep into theintelligence that we have across
the generations, we found thatour younger consumers are not
thinking about pork the same asour older consumers.
Our older consumers think aboutpork more as center of a plate.
(04:58):
They'll go and buy a particularcut and then they'll serve it
with a couple side dishes.
Where our younger consumers arethinking about pork more as
it's a recipe they want to makeand try.
It's an ingredient and a lot oftimes, especially with the
younger consumers, it'ssomething that is more
culturally inspired.
So things that are inspired byAsian cuisine or Hispanic
(05:21):
cuisine are some of theirfavorites Dishes like
potstickers, tonkatsu, pork stirfry, carnitas, all things that
they know and love.
But they're just thinking aboutpork in a different way and
they're approaching the porkportfolio differently than our
older consumers maybe have inthe past.
(05:43):
Also, as we think aboutshopping the meat case, those
consumers are really looking forsmaller cuts.
They're not necessarily lookingfor the big cuts of pork
because they, frankly, don'treally know what to do with them
or how to cook them big cuts ofpork because they, frankly,
don't really know what to dowith them or how to cook them.
So we're evolving to reallymeet those consumer needs and
(06:06):
think about how they'reapproaching pork in a way that
it's more of that ingredient andin the recipes that they know
and love.
Another way that consumers arechanging how they approach pork,
especially with those youngerconsumers, is the how.
So, if you think about anappliance like an air fryer,
it's something that reallystarted to be in Americans'
(06:26):
homes in 2019.
And then we saw it just explodethrough the COVID pandemic and,
interestingly, now today thereare more air fryers in American
households than there are coffeemakers.
And not only are there airfryers in their kitchens, but
they're sitting on thecountertop and they're things
that consumers are going to dayafter day to meet those meal
(06:47):
solutions.
Air fryers also deliver onthose things that we know are
table stakes to consumers, liketaste and flavor.
They like the texture that itdelivers when it comes out of
the air fryer.
It's convenient, it's versatile, it's also a healthier way to
cook, and so, by having pork asa solution and meeting the needs
(07:09):
in the way that they'repreparing the food that they
have today, I think there's ahuge opportunity for the entire
portfolio of pork to be able tolean into those younger
generations and show them thepossibilities and taste and
flavor is really the gateway toget them excited about our pork
product portfolio.
Ann Hess (07:31):
I still can't get over that stat there that there's
more air fryers in homes andcoffee makers.
But you know, I'm sure there'sa lot of new education there on
how to use air fryers as wellwith pork and different recipes
to share too.
So, Neal, how is this campaigngoing to shift pork from a
(07:51):
special occasion to more of aneveryday occasion?
Neal Hull (07:55):
Well, I think historically we've kind of been
known as that special occasion,that family get-together, that
holiday meal, whether it beEaster or Christmas or
Thanksgiving, and really we'retransitioning away from that.
And, as Sarah mentioned, right,it's really this idea of pork
as an ingredient.
I've said in meetings with alot of producers we've built an
(08:15):
industry that's very efficient,right.
We're efficient raising pigs onfarm.
We're efficient gettingproducts through the plants and
in boxes and then we pushproduct out into the marketplace
.
And really what we're trying todo is create that pull strategy
for the industry.
If you walk a retail storetoday, the meat case looks
similar than it did, you know,10, 15 years ago.
We still see family packs ofchops, we still see whole pork
(08:39):
shoulder.
And, to Sarah's point, ayounger consumer doesn't look at
a pork shoulder or pork butt inthe meat case and know what to
do with it.
But if all of a sudden you flipthat and say pulled pork
sandwiches or carnitas, thenthat resonates more with that
younger consumer.
So that's really where themindset shift is and it's all
about focusing on the food.
(08:59):
Older generations think olderGen X and boomers today are
still our core consumer andthey're still critically
important to the category.
We're not moving away from afocus on them, but it's really
about how do you educate andinspire that younger consumer
that's going to come into thecategory.
The other thing that's differentthis time is we're really
(09:19):
taking a whole hog approach.
I mean, I joined the boardseven years ago.
We focused on fresh and I thinkfor the entire history of the
pork checkoff we focused onfresh cuts.
And we're going to shift thatmindset.
Because if you talk to youngerconsumers today they will say I
don't eat pork.
But then they're like ooh, butI love ribs or I love pepperoni,
that's on my pizza or I lovesausage.
(09:41):
So it's this idea of how can weleverage that affinity for
flavor Think about charcuterietrays and how popular those are
with younger consumers today andthen how do we really use pork
to sell more pork, right, how dowe take that affinity for those
process cuts and thentransition them over into the
(10:01):
fresh case?
Now it does take a mindsetchange from the offering, the
merchandising in the case.
But I think, as we've gone outand talked to retailers about
this new campaign, people areexcited.
I mean, they are excited to seethe shift in the mindset and
how we're really going to takepork into the next generation.
I just want to say this is along-term strategy.
(10:25):
This isn't something that Maywe launch and in June we say,
hey, we accomplished the goals.
This is really how are we goingto set up pork for success over
the next five, 10 years.
Ann Hess (10:37):
Yeah, I was going to say that long-term strategy.
I'm sure it also must play intosome cultural cuisines there as
well, Would you say that'scorrect?
Neal Hull (10:45):
That is absolutely correct.
I mean Sarah mentioned it justbriefly, but if you think about
Hispanic consumers orAfrican-American consumers or
Asian consumers, there's acultural relevance there for
pork.
We're still the number oneconsumed protein globally and
here in the US we fall short ofthat.
So the goal is how do you bringthose culturally relevant
(11:08):
events and family get togethersand make sure we remind people
that pork is part of that?
I mean we are going to take anownable position on flavor,
because that's what we own.
I mean people have a loveaffinity with bacon, right.
So how do we then transitionthat across?
I mean you wrap bacon around apork tenderloin, and it's great.
Or you wrap bacon around aribeye chop and it's great.
(11:31):
So we're really going toleverage that affinity that
people have for flavor on theprocess side and transition that
into those authentic cuisines.
Ann Hess (11:42):
Sarah, you know I'm thinking of flavor, I'm thinking
summer grilling is coming soon.
How's National Pork Boardpositioning the product with
consumers?
Sarah Showalter (11:51):
Yeah, absolutely.
I mean I know I am excited here, as the weather's turning nicer
, to get out and fire up thegrill or the smoker, and not
only for those special occasionswith family and friend get
togethers, but also thoseeveryday occasions of having a
quick, healthy meal that I canprovide my family.
And so I think the timing isterrific for us to launch this
(12:13):
campaign and meet the needs ofthe consumers.
As Neal mentioned, we're reallyleaning on the intelligence
that we gain through ourConsumer Connect segmentation
and some of the segments that weare going out and specifically
talking to here with the launch.
Alignment with grilling is justspot on to the needs that they
(12:33):
have.
Our confident meat eaters arethose consumers that love meat.
They're the grill masters.
They love, you know, throwingsomething on the grill and
entertaining and kind of showingthe creation that they've had.
And then we've got our culinaryadventures, which are all about
exploration and versatility andreally trying to try new things
(12:57):
and really amplify that tasteand flavor through the things
that they're creating.
And so I think by launching thecampaign with grilling season,
it really highlights some of thegreat opportunities in our
portfolio, whether it's chops orribs or sausage, and really
elevates those things that weknow are most important to the
(13:20):
consumer, being taste and flavor, versatility and nutrition.
And from a consumer perspective,we also know that grilling is
something that consumers getexcited about this time of year.
It's in a lot of households.
Consumers have expertise andconfidence in grilling, but it
(13:41):
also gives them a opportunityfor exploration and to really
lean into that versatility andamplify that taste and flavor.
Same goes for the smoker.
You know it really is a way toamplify that taste and to bring
consumers together to reallylean into the pork portfolio,
(14:02):
and we also saw that smokersreally grew in consumer usage
and adoption post-COVID.
So there are more and morehouseholds than they ever were
before.
And so I think by launching thecampaign timed with grilling
season, it really gives us anopportunity to tell consumers
that we're unapologetic aboutpork.
(14:23):
We really can amplify ourentire portfolio, from the bacon
and the sausage cuts to thefresh cuts that deliver well
with those needs, and it reallyhighlights the awesome taste and
flavor that the pork portfoliocan deliver to meet their needs
and meet them where they arethey are on various different
(14:49):
skill levels there, when youtalk about all the different
summer grilling options and thedifferent kinds of consumers
there are when it comes to pork.
Ann Hess (14:56):
So, as we wrap up our discussion here today, any key
takeaways, final thoughts toleave our audience.
Neal, I'll start with you.
Neal Hull (15:05):
Well, I think the key takeaway for me is there's
excitement building for pork.
I've said many times there'salmost like the groundswell
behind this new campaign becausereally it's a call to action
for the consumer.
Right, taste what pork can do,right, and it's critical that
pork is part of that discussionbecause if it just tastes what
(15:25):
it can do, what is it?
So we're really owning, leaningin and owning the position on
pork.
It hits on taste and flavorversatility.
We've talked about that.
Sarah mentioned this idea ofsmokers and what smokers to me
allows is this new cuts to comein.
If you think about how porkbelly has been popular of late,
(15:45):
there's some different things.
I've seen braided pork loin.
So the key segments, like ifyou think about culinary
adventurers or confident meateaters, it gives them a canvas
to explore with when they're inthe backyard with the smoker,
with family and friends.
So it's an exciting time forthe industry.
We're excited to get this thingoff the ground in May, but it's
(16:06):
really just the beginning.
Sarah Showalter (16:09):
Yeah, to build on what Neal said.
You know I think there's a lotof excitement about this, and
rightfully so.
I'm really personally excitedto get this out in the market
and to really showcase all ofthe possibilities with pork and
amplifying that taste and flavor.
Neal also mentioned earlierthis is really a long-term play
(16:30):
and we're building on thedeepest base of insights that
we've ever had as an industryand we're able to know what
consumers want and what theneeds are that they have and
think about how pork can meetthose needs in many ways.
And so, with that long-termplay, I think really moving from
(16:50):
that center of the plate tomore of a recipe ingredient
option into those recipes andthose things that consumers
already love today but theymight not know that pork is a
part of that there's a hugeopportunity to go out and really
amplify that with consumers andI'm very excited for it to get
on into market and I thinkgrilling season is such an
(17:14):
awesome opportunity here toreally showcase that again.
We're unapologetic about pork.
We're a versatile protein andit's all about taste and flavor.
Ann Hess (17:26):
Very good.
Sarah Showalter and Neal Hullwith the National Pork Board.
Thank you so much for joiningus today and sharing your
insight.
Sarah Muirhead (17:34):
This episode of Feedstuffs in Focus has been
sponsored by United AnimalHealth, a leader in animal
health and nutrition.
You can learn more about UnitedAnimal Health and how they're
working to advance animalscience worldwide by visiting
their website at unitedanhcom.
I'm Sarah Muirhead and you'vebeen listening to Feedstuffs In
(17:55):
Focus.
If you would like to hear moreconversations about some of the
big issues affecting thelivestock, poultry, grain and
animal feed industries,subscribe to this podcast on
your favorite podcast channel.
Until next time, have a greatday and thank you for listening.
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