Pork board touts flavor-focused campaign

Jun 23, 2025

More than 10,000 World Pork Expo attendees from 32 countries snacked on more than 5,000 pork lunches at the Big Grill.

The World Pork Expo ran June 4-5 at the Iowa State Fairgrounds.

One month into a new campaign launched by the National Pork Board to tout pork’s tastiness among younger consumers, the board was at the expo promoting progress.

The campaign, called “Taste What Pork Can Do,” uses highly focused digital content. The pork industry has not had a recognizable campaign since the tagline “Pork. The Other White Meat” was established decades ago. A seminar highlighted the research behind the campaign.

“A good tagline has a call to action,” said Jose de Jesus, assistant vice president of consumer marketing at the National Pork Board. “This campaign was built on deep insights about what consumers want from their food, which is taste, balance and convenience.

According to recent research from Datassentials, nearly two-thirds of consumers have purchased a food, beverage or related product after viewing a marketing campaign or advertisement.

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Video: Four Star Pork Industry Conf - Back to Basics: Fundamentals drive vaccine performance

At a time when disease pressure continues to challenge pork production systems across the United States, vaccination remains one of the most valuable and heavily debated tools available to veterinarians and producers.

Speaking at the 2025 Four Star Pork Industry Conference in Muncie, Indiana, Dr. Daniel Gascho, veterinarian at Four Star Veterinary Service, encouraged the industry to return to fundamentals in how vaccines are selected, handled and administered across sow farms, gilt development units and grow-finish operations.

Gascho acknowledged at the outset that vaccination can quickly become a technical and sometimes tedious topic. But he said that real-world execution, not complex immunology, is where most vaccine failures occur.