How One Extra Pound Per Consumer Would Change the Pork Industry

The U.S. pork industry is at a crossroads — efficiency isn’t enough anymore. David Newman, CEO of the National Pork Board, says it’s time to change how we think about the plate. The opportunity to grow pork demand has never been greater.

“We know with confidence that meat is ‘in,’” says Glynn Tonsor, an agricultural economist at Kansas State University. “Fewer people declare themselves a vegan or vegetarian than they did 5 years ago. That should get you excited if you’re in the meat and livestock space.”

The “One More Pound” Challenge

The National Pork Board recently unveiled a radical but simple vision: increase annual U.S. pork consumption by just one pound per person. Newman says this one-pound increase translates to roughly $1.5 billion in retail value.