With 64 million people and a spending power of $4.1 trillion, the U.S. Hispanic population represents the world’s fifth-largest economy. This demographic is no longer a niche market; it is a primary driver of U.S. consumption. To capture this growth, the National Pork Board (NPB) just launched “Explora Todo el Gusto del Pork,” a nationwide campaign designed to drive long-term demand by engaging Hispanic Gen Z and Millennial consumers.
Building on the momentum of the general market campaign, “Taste What Pork Can Do,” this new initiative puts cultural values at the center of the plate.
Moving from “Special Occasion” to “Every Day”
The opportunity to grow pork consumption within the Hispanic market is significant. Currently, Hispanics already over-index in the category, with 75% preparing fresh pork at home compared to 65% of non-Hispanics. However, a gap exists in how often it is served.
“The challenge is not introducing the product, but increasing the frequency of use,” says José de Jesús, vice president of market growth for the National Pork Board. “While they eat a lot of pork, much of that consumption happens on special occasions. Our goal is to move from ‘occasional’ to ‘every day’ by building around flavor and the balance of daily meals.”
While Boomers currently drive much of the volume, the NPB is focused on the “consumption load” of the future. Younger Hispanic consumers are increasingly blending heritage with modern, fast-paced lifestyles. For the 66% of Hispanics who prefer dishes inspired by family recipes, according to the Latino Donor Collaborative, NPB is positioning pork as a versatile, easy-to-prep protein that fits a Tuesday night just as well as a holiday celebration.
The Power of “Gusto”
The campaign tagline hinges on a powerful word: Gusto. In Spanish, gusto goes beyond mere taste; it encompasses passion, pleasure and emotional connection.
“For many, food is both an anchor and a canvas,” de Jesús explains. “Explora Todo el Gusto del Pork recognizes the taste, versatility and cultural relevance of pork in cherished recipes while showing how easy it is to create meals that connect generations and keep traditions alive.”
Research shows Hispanic consumers make choices that reinforce feelings of belonging and a taste of home.
A New Face for Pork: Paulina Chávez
To bridge the gap between tradition and modern influence, Mexican-American actor Paulina Chávez (known for her roles in Landman and Fate: The Winx Saga) will serve as the face of the initiative. Chávez will spotlight pork’s nutritional balance and adaptability for younger Hispanics who may be a step removed from their ancestral cooking traditions but still crave a connection to their roots.
“Food is one of the strongest ways we stay connected to our roots. Passing down traditions and recipes to new generations is beyond important,” Chávez says. “With this partnership, I’m excited to be able to share my culture, my favorite pork dishes, with others. I’m also glad to be paying homage to my grandma and the women in my family who have nurtured us with their cooking for decades.”
The partnership is a strategic move to “turn pork into influence.” By leveraging creators, NPB aims to reach consumers as they seek inspiration for breakfast, lunch, dinner and even snacking.
The timing is perfect, as 88% of Hispanic adults are interested in improving their cooking skills, compared with 79% of non-Hispanic adults, and 46% of them find cooking inspiration from friends and family, according to Mintel’s Cooking America’s Consumer Report.
Fish Where the Fish Are
While the campaign is national, the NPB is utilizing geographic precision to maximize impact. Efforts are concentrated in five key markets that over-index for Mexican-American consumers: Chicago, Dallas, Houston, Los Angeles, and Phoenix.
“Our strategy has shifted to focus more specifically on the Mexican-American consumer, who makes up about 65% of the demographic,” says de Jesús. “This is about fishing where the fish are. It allows us to be culturally relevant and execute scalable activations in the marketplace.”
Ultimately, the mission remains clear: driving demand on behalf of America’s pork producers.
“We are investing in the future by fostering relationships with one of pork’s most loyal and high-potential audiences,” de Jesús says. “We want to make sure pork stays at the center of their plates.”
