How Pork Cultivates Culture to Reach a Bigger Audience

Jun 05, 2023

Culture is a major focus in the Pork Checkoff’s most recently introduced strategic campaigns to reach and encourage consumption among Hispanic and African American consumers.

“If you look at the changing demographics in the U.S., one-third of the population is Hispanic, African American and Asian, and it tends to skew younger. As we look at the Millennials and Gen Z in particular, they're the most multicultural generations in U.S. history,” explains Bill Even, CEO of the National Pork Board.

The Pork Checkoff has developed an intentional plan to speak directly to this group and engage in conversation about the nutrition, health, compatibility, flavor and cultural ties pork offers. By and large, the targeted age group is between 18 to 45. This reaches the GenZennials born from 1992 to 2000, a mixture of Gen Z and Millennials, and the end of the Gen Xers.

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Video: Managing Severe PRRS Outbreaks - Dr. Claire Mtezankuni

In this episode of The Swine it Podcast Show Canada, Dr. Claire Mtezankuni, Swine Veterinarian at Carthage Veterinary Service, discusses the growing severity of PRRS outbreaks in sow farms. She explains how respiratory disease and sow mortality are changing outbreak response, why necropsies and bacterial cultures can guide treatment, and how vaccination, biosecurity, pain management, and clear team communication support recovery and elimination. Listen now on all major platforms!

“Emerging PRRS strains can produce severe reproductive and respiratory disease simultaneously, creating substantial health challenges across sow farms during acute outbreaks.”

Meet the guest: Dr. Claire Mtezankuni / claire-mtezankuni-2529b1b3 is a Swine Veterinarian at Carthage Veterinary Service in Illinois, where her work includes commercial farm veterinary leadership, herd health, disease elimination, and veterinary internship coordination. She holds a DVM from the University of Wisconsin–Madison and a Master of Veterinary Science in Livestock Systems Health from the University of Illinois Urbana-Champaign. Learn more from Dr. Claire Mtezankuni on The Swine it Podcast Show Canada, available on all major platforms.