When the National Pork Board (NPB) launched the Taste What Pork Can Do® consumer brand campaign last year, the goal was simple: Get more Americans to eat more pork more often.
And, for the past year, we’ve been working hard to do just that. We’ve reviewed data to determine if marketing dollars are making a difference and have taken steps to develop a new economic tool — the Pork Power Index — to evaluate the campaign and demonstrate producer return. But perhaps the most promising numbers are those that show movement — and opportunity — in the meatcase.
Because we’re ready to turn opportunity into increased demand for producers.
Opportunity Is Knocking
One of the easiest proteins to incorporate into the diet is ground meat. Playing a dual role, ground meat can be the main course in burgers or meatloaf, but it can also be a team player as a versatile ingredient in dishes like chili, pasta sauces or cultural favorites like tacos.
Ground pork is an opportunity aligning with the Taste What Pork Can Do® consumer brand campaign.
NPB has focused the campaign on millennial and Gen Z consumers to build long-term demand. In fact, millennial and Gen Z shoppers accounted for 67% of all unit growth in the meatcase in 2025.
But what does that have to do with ground pork?
First and foremost, Gen Z shoppers are spending more dollars per trip on ground pork than any other generation. What’s more, the days between purchases of ground pork are fewer for both millennial and Gen Z shoppers.
On the retail side, ground pork volume is outpacing fresh and total pork, and there has been an 18% growth in 90/10 ground pork. In the long run, that turns into increased demand and increased value for producers.
Strike While the Iron is Hot
Of course, growth doesn’t necessarily equal success, or at least sustained success. However, we’ve seen ground pork volume increase, and it’s primed for continued growth as consumers seek taste, flavor, versatility and a balanced diet. We know that millennials are the most health-conscious generation, and 55% of protein-aware consumers prefer to source protein through whole foods like meat and dairy. Ground pork delivers what consumers are looking for.
Data also shows that adding variations to ground pork drives significant category growth. And, with millennial and Gen Z shoppers spending nearly $5 more per year on ground meat than average shoppers, additional ground pork SKUs could be an opportunity.
Retail Partnerships are Key
To execute on the opportunity, NPB is working with retail partners to add ground pork items to store shelves. Along with in-store and digital retail activations, NPB’s Taste What Pork Can Do® consumer brand campaign has a year-round focus on ground pork.
Ads focusing on the flavor, versatility and affordability of ground pork hit websites, mobile applications and in-store advertising to pique millennial and Gen Z consumers’ established interest in cultural dishes while capitalizing on seasonal ground meat sales spikes like summer grilling season and winter holidays.
One of our retail partners, Fareway® Stores, Inc., is working with the Iowa Pork Producers Association (IPPA) and the National Pork Board to bring additional awareness to the versatility of ground pork. Fareway recently launched a Boston Butt Pork Burger in all store locations in seven states. These burgers are made from fresh, in-store ground boneless pork butts and formed into 6 oz patties. Fareway will be promoting the new item throughout the summer grilling season and into fall tailgating season with in-store signage, social media, email and influencer content. IPPA is supporting Fareway’s work with social media for both IPPA and Fareway.
Retail Opportunity, Producer Demand Driver
Three years ago, NPB set a goal of growing ground pork sales to $300 million by 2029. Ground pork sales have grown steadily since then, and we’re actively partnering with retailers to capture the remaining $80 million opportunity.
With the help of retailers and the ongoing work of the Taste What Pork Can Do® consumer brand campaign, we’re knocking on the door of reaching ground pork’s full potential, meeting the needs of the consumer, bringing opportunity to retailers and driving demand for producers.
Visit porkcheckoff.org/flavor to see how the research-backed Taste What Pork Can Do® consumer brand campaign is introducing more Americans to ground pork.
Sarah Showalter, director of consumer and business insights, NPB
Sarah Showalter is the director of consumer and business insights for the National Pork Board. She implements consumer-focused, producer-led strategy by leading qualitative and quantitative research to answer business questions and identify opportunities.
Prior to her role at NPB, Showalter attended Iowa State University and has experience in developing strategic insights through research at Circana (formerly IRI), Conagra Brands and Hallmark Cards, Inc.
