What would happen if every American ate just one more pound of pork per year? David Newman, chief executive officer of the National Pork Board, says it’s worth approximately $1.6 billion of U.S. retail value.
“Do you believe that that’s possible?” Newman challenged delegates at the National Pork Industry Forum.
The math is straightforward. With approximately 345 million people in the U.S. and an average per capita consumption of 50 lb., he calculates that an incremental 1-pound increase—priced at the average retail rate of $4.70 per lb.—would result in a $1.6 billion surge for the industry.
To get there, Newman says the industry must stop thinking “one pig at a time” and start thinking “one pound at a time.” While U.S. producers are world leaders in production efficiency, Newman argues the next great horizon is domestic demand.
From “Push” to “Pull”
Newman points to South Korea as the “dream” benchmark. In South Korea, per capita consumption is 70 lb., representing a massive gap in untapped potential for the U.S. pork industry.
To achieve greater consumption in the U.S., he says the industry must move from a “push” strategy where the industry liquidates supply via low prices to a “pull” strategy where it creates a high desire for pork so consumers seek it regardless of price.
“You’ve got to increase the units per household,” he says. “We need more households buying more pork. It means you have to get more trips per year. Trips — literally trips — where they drive to the store, choose to buy pork and choose to drive back again.”
Currently, the average U.S. household makes fewer than 10 trips to the store per year to buy pork. One additional trip per household and consumers spending more money on pork can change the economic landscape. Not just for retailers, but for producers.
Is the New Campaign Working?
The “Taste What Pork Can Do” campaign is the engine behind this “pull” strategy. Launched in May 2025, early data show an incremental return on ad spend (I-ROAS) of $83. For every $1 of Checkoff investment, the campaign returned $83 in retail sales through December 2025, according to Numerator.
“As someone who has been in the business and looks at these numbers every day with our team, I’m also very cautious,” he says. “A one-to-four return is considered very good. $83 is a big number, a great start in our long-term demand efforts.”
To ensure these gains translate to the farm gate, the National Pork Board is developing the Pork Power Index, a new ROI measurement designed to tie retail success directly back to producer value. While the campaign is only 10 months old, Newman stressed that economic experts emphasize 40 months of data are needed to establish firm long-term trends.
The Hispanic Growth Engine
While the national campaign gains steam, a new parallel effort is launching to capture the Hispanic market—a $4 trillion demographic where pork is already a cultural staple. The campaign, “Explora todo el gusto del pork,” will target major hubs like Houston, Chicago, Phoenix, Dallas and Los Angeles with culturally specific messaging. It loosely translates to “explore all the flavors of pork,” which aligns with messaging around taste and flavor and the Taste What Pork Can Do campaign.
With a $4 trillion market and pork already at the cultural center of the community, the Hispanic population is viewed as the primary driver for future domestic growth, he adds.
A Transformational Time
Although the opportunity ahead of the pork industry is historic, Newman reminds producers it requires patience.
“It’s like trying to turn an aircraft carrier with a canoe paddle,” Newman says. “It takes time to shift this piece, but we have to believe we can do it.”
He urges producers not to radically shift strategies based on headlines but to allow the current data-driven campaigns time to work.
“Let’s encourage people to get fired up and believe in what we’re doing,” Newman says. “When we invest together, we can show the world exactly what pork can do.”
