National Pork Board highlights four decades of leadership
The National Pork Board is celebrating 40 years of progress for people, pigs, and the planet during October Pork Month. This milestone marks the impact of the Pork Checkoff, created in 1985 when producers voted to invest in their own future. Their vision was to build a stronger, unified pork industry based on consumer trust, improved practices, and long-term sustainability.
“The original founders felt passionate about having an organization representing the industry and pork producers,” said National Pork Board President Gordon Spronk, DVM, a producer from Minnesota. “They aspired to an organization that was responsible for increasing demand for the benefit of everyone, and that remains the focus of the National Pork Board to this day.”
Over the years, producer voices have shaped some of the industry’s most impactful programs. A key example is the Pork Quality Assurance® Plus (PQA Plus®) program, which began as a residue prevention initiative and has grown into a full program promoting animal welfare, housing, and transport. These programs continue to evolve to meet both producer and consumer needs.
Marketing efforts have also advanced over four decades, adapting to changing consumer habits. The latest campaign, Taste What Pork Can Do™, uses digital platforms to reach younger generations. WPA President AV Roth noted that this campaign helps pork resonate with millennial and Gen Z lifestyles, ensuring pork remains relevant in today’s marketplace.
Spronk highlighted the importance of 42 state pork associations in connecting national messages to local communities. These associations provide grassroots support, linking producers directly with consumers at events and on farms.
The National Pork Board remains committed to producers’ priorities through its new three-year strategic plan, which focuses on long-term demand, swine health, and empowering producers. "We wouldn't be here today without the dedication and vision of our producers," said Brett Kaysen, senior vice president of producer and state engagement at NPB.
"The Checkoff continues its commitment to keep producers' priorities front and center, as evident in the recently approved three-year strategic plan that focuses on long-term demand, swine health and empowering state associations and producers."
As the Checkoff celebrates four decades, consumers are encouraged to support pork producers and experience the flavor and quality showcased in Taste What Pork Can Do.
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