NPB launches Explora Todo El Gusto Del Pork to inspire Hispanic Gen Z and Millennials to enjoy pork as a tasty, versatile, and cultural staple.
The National Pork Board (NPB) has launched a new campaign, Explora Todo El Gusto Del Pork™, aimed at engaging Hispanic Gen Z and Millennial consumers. This group represents roughly 40% of the 68 million Hispanic population in the U.S. and is a fast-growing segment for pork consumption.
Hispanic purchasing power reached $4 trillion in 2025, and younger consumers are shaping food trends that combine heritage with modern lifestyles. For the 66% of Hispanics who prefer dishes inspired by family recipes or childhood favorites, this campaign highlights pork as a culturally relevant, easy, and everyday protein.
The initiative emphasizes pork’s flavor, versatility, and simplicity in modern cooking habits.
“Hispanic consumers are among the fastest-growing segments in the U.S. and have a deep-rooted connection to pork that spans cultures and generations,” said Santiago Vazquez, a North Carolina pork producer and NPB board member.
“With 'Explora Todo El Gusto Del Pork™,' we are proud to celebrate those traditions by honoring the role pork plays in Hispanic kitchens across the country while highlighting its great flavor and ability to meet the needs of today’s consumers,” said Vazquez.
Mexican-American actor Paulina Chávez, known for her roles in The Expanding Universe of Ashley Garcia and Fate: The Winx Saga, serves as the face of the campaign. She will share recipes, highlight pork’s taste and nutritional benefits, and engage audiences through social media and influencer collaborations in key markets such as Chicago, Dallas, Houston, Los Angeles, and Phoenix.
“Food is one of the strongest ways we stay connected to our roots. Passing down traditions and recipes to new generations is beyond important,” said Chávez. “With this partnership, I’m excited to be able to share my culture, my favorite pork dishes, with others. I’m also glad to be paying homage to my grandma and the women in my family who have nurtured us with their cooking for decades.”
Research shows 88% of Hispanic adults want to improve cooking skills, with 46% finding inspiration from family and friends. By connecting tradition, convenience, and flavor, Explora Todo El Gusto Del Pork™ aims to strengthen pork’s position as a preferred protein and ensure lasting engagement with a loyal and high-potential audience.
“For many, food is both an anchor and a canvas, something to appreciate, remember, and adapt. ‘Explora Todo El Gusto Del Pork™’ recognizes the taste, versatility and cultural relevance of pork in cherished recipes while showing how easy it is to create meals that connect generations and keep traditions alive,” said José de Jesús, vice president of market growth, National Pork Board.
“At the same time, we are investing in the future by fostering relationships with one of pork’s most loyal and high-potential audiences, ensuring it stays at the center of their plates,” said José de Jesús.
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