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: What Successful AI Implementation Looks Like in the Protein Industry | Ben Allen, CEO of BinSentry

In this conversation, Ben Allen, CEO of BinSentry, explores what separates successful AI implementation from early experimentation across the protein industry. As producers begin integrating artificial intelligence into their operations, the most effective implementations share common themes: strong data foundations, practical use cases, and a focus on solving real operational challenges. Ben discusses why data quality and integration are essential for AI to deliver meaningful results, and why technology alone is not enough. Successful adoption also depends heavily on people, training, and company culture, ensuring teams understand how to use new tools and trust the insights they provide. Looking ahead, the conversation highlights the steps protein producers can take today—from improving data infrastructure to embracing digital tools—to position their operations for long-term success in an increasingly AI-driven industry.