Pork Returns as Top Protein in New "Taste What Pork Can Do." Campaign
For the first time since 2011, pork is reintroducing itself to the public with a bold new U.S. brand campaign: Taste What Pork Can Do.
The National Pork Board has launched this fully integrated, data-driven digital campaign, designed to show that pork is no longer just a secondary option. It is now a standout, rich in flavor, deeply rooted in culture, and perfectly suited to the tastes of younger consumers who crave boldness and authenticity in their meals.
“We are reclaiming pork’s rightful place as an everyday flavor fix, on a plate or in a bowl, and throughout the week,” said José de Jesús, assistant vice president of consumer marketing at the National Pork Board.
"Taste What Pork Can Do. is about connecting with the modern consumer where they are today: craving authentic flavors, eager to discover something new with every meal, and exploring ingredients and cuisines that reflect who they are and how they want to eat.”
Millennials and Gen Z consumers prioritize taste in their meal choices, seeking adventure, cultural curiosity, versatility, balanced nutrition, and convenience.
“Flavorful cuts, from bacon and pepperoni to ham and pulled pork barbecue, are already beloved by millions,” de Jesús said. “Pork will prove all the ways it opens the floodgates of flavor and inspire a new generation to find flavorful moments in their everyday life, in every meal occasion.”
To launch the campaign, the National Pork Board has teamed up with chef and culinary influencer Joshua Weissman for a unique dining experience. Weissman will host "NEW PORK CITY," a one-day dining tour in Manhattan on May 6, featuring invited fans and media.
"Pork is the cornerstone of cuisines around the world because it’s the ultimate culinary chameleon flavorful, bold and endlessly adaptable," Weissman said. "I’m thrilled to be hosting NEW PORK CITY to celebrate the tradition and innovation of pork, especially within NYC’s diverse neighborhoods that highlight all of pork’s possibilities."
During the tour, guests will enjoy a six-course, pork-only tasting menu curated by Weissman, featuring his favorite pork recipes and aligned with iconic landmarks and pork-related history.
"Joshua’s passion and knowledge about pork’s flavor and versatility, paired with the innovation of New York City, will undoubtedly showcase the impact pork has had on cuisines around the globe," de Jesús said. "We hope guests on the NEW PORK CITY tour walk away with a new appreciation for all the ways pork can be enjoyed."
"Taste What Pork Can Do." is more than just a campaign; it’s a bold step forward in redefining pork's role in modern meals. With a focus on taste, versatility, convenience, and balanced nutrition, pork is set to lead a new era of food culture, encouraging younger generations to explore and enjoy its diverse offerings.