National Pork Board Launches Marketing Advisory Group
The new committee will direct growth strategies for domestic pork across retail and foodservice sectors.
Updated on Oct. 20, 2026 in Marketing
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The National Pork Board has formed a new Domestic Marketing Advisory Committee to spearhead industry growth. This group will oversee marketing initiatives across retail, foodservice, and processor supply chains.
Why it matters
The board is launching this effort to boost product value and reverse declining pork consumption trends among millennial and Gen Z consumers. By aligning checkoff-funded marketing with industry priorities, the group aims to better reach younger and multicultural audiences.
The National Pork Board has established six new producer-led advisory committees to streamline operations. The board selected these members based on criteria including geographic diversity, producer representation, and specific operational practices.
The players
National Pork Board
This organization manages checkoff-funded research, promotion, and consumer information programs for the United States pork industry.
The details
The Domestic Marketing Advisory Committee will lead the Taste What Pork Can Do campaign to engage diverse demographics. This initiative serves to integrate producer interests with broader market growth tactics intended to modernize the appeal of pork products.
Timeline
October 2026: The formation of the new producer-led advisory committees was reported.
Market Landscape
This strategic restructuring attempts to counter the decline in pork consumption among domestic millennials and Gen Z. It positions the organization to reclaim market share from competing proteins by modernizing outreach efforts for younger and multicultural segments.
Consumers can expect to see updated branding and messaging through the Taste What Pork Can Do campaign in retail and foodservice settings. These efforts are designed to make pork products more relevant and appealing to the daily shopping habits of younger households.
The takeaway
The industry is shifting toward more targeted, audience-specific campaigns to regain traction with younger buyers. By prioritizing diverse producer input, the board hopes to ensure long-term value for pork products in a competitive retail landscape.
Further reading
For more on industry outreach trends, see the Marketing section.
Source note: This article includes information reported by National Hog Farmer.
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