Luke Bryan Exclusive: Why He Stands Behind America’s Pig Farmers

Meet the new face of the National Pork Board's Mythbusting 2.0 campaign.

For country music superstar and five-time Entertainer of the Year Luke Bryan, saying yes to be the face of the National Pork Board’s Mythbusting 2.0 campaign was an easy decision.

The country legend’s agricultural roots run deep, growing up on a farm in Georgia, where Bryan learned the value of hard work and sacrifice to put food on the table.

“I have so much respect for pig farmers,” Bryan says. “I know how hard they work – from sun-up to sundown, and it’s exciting to be a part of a project helping show consumers the real care that happens on pig farms around the country.”

Bridging the Disconnect

As more people grow up off the farm and reside in urban areas, the disconnect continues to grow larger between consumers and modern livestock production practices.

“People just think food shows up at the grocery store,” Bryan says. “They don’t really understand every aspect of farming. And unless you are growing a very diverse garden in your backyard, you’re leaning on farmers every day for the survival of your family.”

Bryan wants to help build this connection between farmers and consumers and help them understand there are hardworking men and women out there raising their food – from tomatoes to pork.

“Education is critical for all segments of this country and once they have a better understanding about modern pig production, it will create an environment where they will try pork more often because they feel good about the whole process,” Bryan says.

Because the truth is, pig farming looks different these days.

“I want to help people see just how professional, ethical and well cared for pig farms are,” he says. “Not to mention the careful practices they follow to make sure they stay that way. I want to help remove any misnomers of what people may think about the process of pig farming.”

Music that Reaches People

One way that Bryan attempts to change the public perception of farming is through Farm Tour, a rural concert series held on farms throughout the Midwest in September. 2022 marks his 13th year of focusing his fall schedule on America’s farmers.

“We bring a lot of awareness to the farming communities through the Farm Tour,” he says. “Watching fans pile into these fields and come running to the stage in mid- to late-September when the air is cooling down is pretty special stuff.”

Music is one way to connect people and get stories told, Bryan says. He writes music his fans can relate to – music that takes them back to the way they grew up, the passions they care about and the emotions they experience.

“The complete magic about music is that I can stand on stage and tell my stories through songs and help heal people. I can help people relate, help their story get told, and whether it's country or rock or rap or whatever, the connection between the fan and the artist is what it’s all about,” Bryan says. “That artist is speaking the fans’ language and that's how music ties people's life and memories together.”

Country On

In Bryan’s newest release, “Country On,” he references farmers in the opening line of the song. He hopes farmers feel proud that he’s out there trying to tell the world about what they do.

“I think Country On really showcases a pure American way of life – of hardworking Americans, people that sacrifice for others. I don’t want to let them be forgotten. As society changes and grows, sometimes our policemen and firefighters and soldiers get shuffled to the back. This song really sends a sends a message of appreciation,” Bryan says. “I don’t think you can ever do that enough, certainly in country music.”

Farm to Table in a New Light

The National Pork Board’s latest campaign is showing modern pig farming in a new light. The campaign centers around a focus group video that metaphorically compares a modern pig farm to a five-star hotel. The focus group participants think they are providing feedback on a state-of-the-art hotel that includes strict cleaning protocols, well-balanced diets recommended by trained experts and reusing and recycling initiatives to use less land, water and energy. At the end of the conversation, participants realize the discussion was not about a five-star hotel, but rather the real story of what happens every day on a modern pig farm.

Bryan is featured in multiple spots promoting the video. Social media promotions will be starting soon as well as publicity during Farm Tour 2022 that begins on Sept. 15 in Monroeville, Ind. See a complete schedule here.

“I hope people who see this video take away a better understanding of how pork gets from the farm to the table and just how well thought out, safe, clean and ethical that process is,” Bryan says. “Pork is such a valuable protein source. We really want to draw more people in to have a better understanding about it.”

He understands people want to be more knowledgeable about where they food comes from. Bryan believes this campaign will help people see the process it took to get pork on their plate and feel better about it.

“Once they see this Mythbusting campaign, consumers will understand that this is all done the right way,” Bryan says.

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