Consumer Demands

Paulina Chávez Joins National Pork Board for “Explora Todo El Gusto” Campaign

Tue, 07 Apr 2026 18:10:37 GMT

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.

With 72% of Hispanics saying cooking at home connects them to their cultural identity, “Explora Todo el Gusto del Pork” is designed to reinforce pork’s relevance in both traditional and modern contexts.

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.”

Cuisine Over Cuts: Gen Z is Redefining the Future of Pork Demand

Fri, 20 Mar 2026 12:04:46 GMT

Forget the “meat and potatoes” model. For Gen Z and Millennial consumers, the question isn’t “What meat are we eating for dinner?” It’s “What cuisine are we having tonight?”

Whether it’s Mexican, Asian or Italian, this shift from “center-of-the-plate” to “pork-as-an-ingredient” is at the heart of National Pork Board’s (NPB) latest business intelligence.

“Consumers are multi-dimensional,” says Sarah Showalter, director of consumer and business insights at NPB. “Our goal is to provide a 360-degree view—not just understanding what they bought in the past but anticipating what they’ll crave in the future.”

The Protein Obsession

The demand for protein is growing and the way it’s consumed is evolving. According to the Numerator Protein Trends Report, 74% of millennials pay close attention to their protein intake, yet many feel they aren’t meeting their goals.

Crucially, 55% of these protein-aware consumers prefer sourcing that protein from “whole foods” like meat and dairy rather than powders or supplements, Showalter adds.

“We have a massive opportunity to show how heart-healthy cuts like pork loin and chops deliver 22 to 26 grams of protein,” Showalter says. “We’re meeting them where they are—on their phones and through social media—to make sure pork is the solution they reach for.”

The “Cuisine-First” Generation

Morgan Wonderly, an NPB member and lecturer at California Polytechnic State University–San Luis Obispo, sees this cultural shift every day on campus.

“Our students come from everywhere. Pork is central to their cultures—Filipino, Korean, Latino, Hawaiian,” Wonderly says. “Pork isn’t defined by one culture; it’s the versatile protein that fits them all.”

Flavor and nostalgia drive the love for many of these dishes, she adds.

“So how do we replicate those feelings in a college student’s world or in an on-the-go world?” Wonderly asks. “There are so many ways: carnitas or al pastor from a taco truck on campus, pork dumplings and rice takeout, or even making spaghetti with Italian sausage at home.”

Solving the “Hangry” Crisis

Convenience for these younger generations is defined by speed and “odd hours.” They are 49% more likely to use delivery apps, and they view the kitchen differently than their parents. In fact, there are now more air fryers in U.S. households than coffee makers—a major opportunity for quick-prep pork.

But convenience also extends outside the home. Wonderly, who coaches the livestock judging team at Cal Poly, often finds herself traveling with eight “starving” college students.

“If we’re in a hurry and I don’t want anyone getting ‘hangry,’ we skip the drive-thru and hit the gas station,” Wonderly says. “My go-to is a pork snack stick, cheese pack and a diet soda. My students do the same. Pork has a major opportunity to dominate the snack category with quick, high-protein options that require zero guesswork.”

The Bottom Line for Producers

The industry’s “Taste What Pork Can Do” campaign is built on this real-time data. Wonderly says investment in business intelligence is critical.

“We can be the most efficient pig farmers in the world,” Wonderly says. “We can have perfect health. We can have 12 piglets born alive on every sow and have a beautiful barn plow and produce tons of pigs. But if we don’t resonate with these younger consumers, we lose.”

Pork needs to be relatable, simple and affordable to ensure long-term demand, she adds. As the pork industry leans into these trends, Showalter believes there’s a great opportunity to innovate.

“We know that these younger consumers are not going to grow up to be their parents,” Showalter says. “They’re not going to grow up to look like Boomers and Gen X. We need to meet them where they are and show up differently to be relevant to them.”

How Blondies Butcher Shop Is Building Trust in Pork One Conversation at a Time

Thu, 19 Mar 2026 13:50:34 GMT

For Lindsey Loken, pork promotion is rooted in everyday connection. It happens across the butcher counter, through hands-on education, on social media and through conversations with customers who are curious, cautious or looking for guidance.

Through her work as founder and owner of Blondies Butcher Shop, Loken has become a trusted and relatable voice for pork, one that meets consumers where they are and invites them to learn without judgment. Loken is the 2026 Minnesota Pork Promoter of the Year , recognized for her ability to connect consumers to pork in a way that is approachable, educational and grounded in trust.

A Background Rooted in Passion and Curiosity

Loken’s passion for animals began at a young age. Growing up on her parents’ hobby farm near Wanamingo, she spent time caring for animals, and rode along with her mother, a veterinary technician, developing an early appreciation for animal health and hands-on care. After high school, she studied animal science and veterinary technology, eventually working as a veterinary technician. She spent time working on a ranch in Montana, further shaping her understanding of agriculture and helping clarify the path she wanted to pursue.

(Minnesota Pork Board)

In addition to her work as a veterinary technician, Loken also served as an emergency medical technician (EMT), a role that further reinforced her commitment to service and her ability to remain steady in high-pressure situations. While the work was rewarding, the demands of emergency response and emergency veterinary care eventually led her to reflect on what she wanted her long-term career to look like.

“I didn’t know exactly what I wanted to do, but I knew I still wanted to work with animals and food in a meaningful way,” she says.

Around that time, her parents mentioned that a local butcher shop back home in Minnesota was for sale. Loken decided to move home and take the leap. She spent time learning butchery skills, asking questions and immersing herself in the craft. In 2014, she officially took over Wanamingo Meats as the fourth owner, a business that would later evolve into Blondies Butcher Shop, a woman-owned, consumer-facing butcher shop in Wanamingo known for its bright pink exterior and welcoming approach.

Today, Loken owns and operates Blondies with a focus on education, transparency and connection. She has created an environment designed to bridge the gap between farmers and consumers, where questions are encouraged and learning happens at the counter. Through in-shop conversations, classes and digital content, Loken works to make butchery approachable, understandable and fun, whether she’s helping customers choose a cut, sharing practical cooking tips, or highlighting the farm-to-table journey behind the meat.

Building Blondies: Education at the Core

Blondies Butcher Shop officially rebranded in 2020, a year that would change the trajectory of the business in unexpected ways. Amid the COVID-19 pandemic, Loken found herself at the center of a renewed consumer interest in local food, meat sourcing and freezer stocking. What began as a small, value-driven business quickly became a trusted resource for customers seeking reassurance and knowledge during an uncertain time.

“When our family was facing depopulation in 2020, Lindsey stepped up and custom processed hundreds of hogs to help farms like ours provide protein to hungry customers,” says Mike Patterson, a local Kenyon pig farmer. “I will be forever grateful to Lindsey and her team for stepping up when it truly mattered.”

Loken leaned into education, explaining cuts, cooking methods, sourcing practices and how modern meat production works. Rather than overwhelming customers with technical language, she focused on clarity and comfort.

“A lot of people just don’t know,” she says. “And if you remove the intimidation, they’re actually excited to learn.”

Blondies became known not only for high-quality meat, but for its welcoming atmosphere. Customers were encouraged to ask questions, try new cuts, and better understand where their food comes from, including pork.

Promoting Pork Through Everyday Conversations

As a pork promoter, Loken’s strength lies in her ability to translate complex topics into everyday language. Roughly 90 percent of her customers come from urban or suburban backgrounds, many with little direct connection to farming. For Loken, that represents an opportunity.

Through in-store conversations, classes, demonstrations and social media, she helps customers understand pork production, animal care, and the role farmers play in producing safe, wholesome food. She emphasizes that pork doesn’t have to be complicated or intimidating, and that enjoying it doesn’t require expert-level knowledge.

Her approach is intentionally judgment-free.

(Minnesota Pork Board
)

“This is a no-judgment zone,” Loken says. “People just don’t know, and that’s okay.”

By creating a space where curiosity is welcomed, she bridges the gap between farmers and consumers in a way that feels authentic and lasting.

Expanding Pork’s Reach Beyond the Counter

Loken’s influence extends well beyond the walls of Blondies Butcher Shop. Through social media and television appearances, as well as educational content and collaborations with farmers and food professionals, she continues to reach consumers who may never step foot into a butcher shop but are still forming opinions about pork.

Her platforms are intentionally approachable, blending humor, practicality and clear information to demystify meat. Rather than focusing solely on product, Loken emphasizes understanding of how pork fits into everyday meals, how animals are raised, and why production practices matter. That approach has helped make pork feel accessible to a generation of consumers seeking transparency and confidence in their food choices.

“Lindsey has grown her presence on social media by sharing all things meat and consistently promoting pork, while also becoming a trusted voice on local television through cutting and cooking demonstrations,” Patterson says.

Loken also recognizes that promotion is most effective when it reflects real life. She speaks openly about convenience, budgeting and cooking realities, acknowledging that today’s consumers balance busy schedules with a desire to eat well. By meeting those needs honestly, she helps keep pork relevant and relatable.

“Lindsey has an incredible ability to connect with customers and viewers through her online videos,” says Pam Voelkel, director of events and promotions for Minnesota Pork. “She is authentic and genuine, what you see on screen is exactly who she is in person. Unafraid to tackle tough questions, Lindsey approaches conversations about how food is raised with clarity and relatability.”

Through thoughtful engagement and a consistent presence, Loken continues to strengthen trust in pork and reinforce its place at the center of the table.

A Modern Voice for a Changing Audience

Loken is helping redefine what pork promotion looks like for a new generation of consumers. As a woman in the meat industry, she brings both visibility and credibility to a space that has historically been male-dominated, while remaining deeply committed to education and connection.

In addition to her work at Blondies, Loken has also shared her expertise as a guest lecturer with the University of Minnesota, offering students a real-world perspective on meat science, retail education and consumer engagement. Together, these efforts reflect a broader shift within agriculture, where more women are leading, educating and shaping how food is discussed and where expertise, personality and leadership work hand in hand.

Overcoming Challenges with Purpose

Like many small business owners, Loken has navigated significant challenges, from COVID disruptions to the financial realities of being self-employed. She is transparent about the difficulty of building a business where “the heart goes into the work, not the margins.”

Yet she remains motivated by the impact.

“There’s a gut feeling that keeps you going,” she says. “You wake up, your stomach hurts, but you still show up because it matters.”

For Loken, success is measured not only in sales, but in moments of understanding: a customer trying pork they’d previously avoided, a family learning how to cook a new cut, or a conversation that shifts perception.

A Well-Deserved Recognition

Lindsey Loken’s impact as a pork promoter is rooted in trust. She doesn’t rely on slogans or shortcuts. Instead, she builds understanding one conversation at a time through education, transparency and respect.

In an era where consumers are asking more questions than ever, Loken provides thoughtful answers. Through Blondies Butcher Shop, she has created a modern platform for pork promotion that resonates with today’s audience while honoring the work of those who raise pigs.

One More Pound of Consumption: The $1.6 Billion Opportunity for Pork

Wed, 18 Mar 2026 20:16:19 GMT

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.”

Ruthless for Pork: Why U.S. Pig Farmers Must Change Their Thinking

Mon, 09 Mar 2026 19:59:25 GMT

No one will argue that a lot has changed since the Pork Checkoff was established by the Pork Promotion, Research and Consumer Information Act of 1985. When producers gathered to create a more unified, forward-thinking pork industry 40 years ago, they wanted to strengthen the position of pork in the marketplace.

But even though there was great support for this mindset, Gordon Spronk, a Minnesota pig farmer, says he, as well as many farmers, focused almost entirely on on-farm production practices with the goal of producing more.

Now, as president of the National Pork Board, Spronk is calling on the U.S. pork industry to consider a different perspective.

“I’m challenging you to change the way you think, and think of the consumer first,” Spronk says.

The opportunity in front of the pork industry is incredible, he explains. Protein is “having a moment” that he encourages producers to take advantage of for the future.

“Consumers are recognizing that protein is more important to their diet,” Spronk says. “In addition, the overwhelming association of meat with strength, energy and overall wellness is becoming apparent, even in my own family. All of a sudden, my grandchildren, who are all athletes, don’t drink ‘milk’ anymore. They drink protein (which you and I know is milk), but the bottle is clearly standing with the granular protein in that milk.”

Where does pork fit into this protein moment? Spronk says human nutrition research has played a key role in providing scientific evidence for at least two simple points: (1) athletes recover faster and (2) pork can help turn carbohydrates into energy and supports brain and nerve function .

What Does Belief Have to Do With It?

When recapping an earlier educational session discussing the National Swine Health Strategy at the National Pork Industry Forum, Spronk recapped a producer saying: “Listen, do we believe we can really do this? Do we really believe we can eliminate endemic pathogens from our national herd?”

Spronk says this really struck a chord with him because of the word “believe.”

“To me, the key word there was believe,” Spronk says. “And here is why – that’s a human behavior issue, not a technical issue or a science issue. That’s a human behavior issue.”

He discussed metanoia, an over 2,000-year-old Greek word that he says is relevant to how the industry moves forward.

“Metanoia, at its basic meaning, says, ‘think about your thinking,’” Spronk says. “A thought becomes thoughts. Thoughts become actions. Actions become behavior. Behavior becomes character. Character becomes how I live. You have an opportunity, and your opportunity starts with changing your mind. It’s as simple as that.”

Know the Consumer

As more and more data becomes available about today’s consumer through National Pork Board efforts, Spronk challenged producers to “be ruthless in understanding the consumer.” The consumer intelligence and consumer segmentation studies all focus on understanding what consumers want and then how the pork industry can meet that demand.

“Be relentless in changing your own mind and seeking what the consumer wants and needs from us as producers,” he says. “It’s amazing what you can get when you are really purposeful in wanting to study your consumer.”

One way to put yourself in the consumers’ shoes is to go to the big stores and try out new pork cuts like the coppa pork steak or learn how to cook new recipes like pork tonkatsu.

If innovation is needed, try innovating pork yourself. Get to work in your own kitchens and find new ways to use pork, to prepare pork and to serve pork. Invite your friends over and feed them pork, he says.

“Take the posture of a seeker,” Spronk says. “Change your mind. Think about the ways you think about pork. It starts with me. It starts with you.”

Markets are “Healthy,” but Demand Will Be Key Going Forward

Thu, 22 Jan 2026 17:05:39 GMT

U.S. pork producers in 2026 can expect profitability to remain steady, at least through the third quarter, Ever.Ag Chief Livestock Economist Lee Schulz told attendees Wednesday at Iowa Pork Congress in Des Moines.

“Markets are dynamic, and things are going to change,” Schulz says. “But right now we’re at a pretty healthy spot as prices and margins reflect.”

After a relatively large hog price increase of 9% in 2025, the forecasts call for a 1% price decrease in 2026. Meanwhile, gains in productivity have supported strong supply, despite a decrease in the sow herd.

“The industry has the smallest December breeding herd since 2014,” Schulz says. “Yet – and this is a credit to all pork producers here and participants in this industry – you delivered to the market the largest September through November pig crop ever.”

The pig crop was nearly 35 million head with a record-high pigs per litter of 11.93, according to data published by USDA’s National Agricultural Statistics Service. Those results show a “tremendous” ability to compete domestically as well as in the global market, he adds.

Demand Depends on Consumer Willingness and Ability to Pay

Turning that ability to produce pork into more dollars requires consumers willing and able to pay higher prices for the product, Schulz says. Pork disappearance in 2025 is forecast slightly lower compared to 2024 once numbers are finalized. Disappearance is expected to increase in 2026.

The key will be the price consumers are willing to pay for that increased volume.

“If it’s at a high enough price, that would grow the whole pie for the entire pork industry,” he says.

The ability to maintain or increase exports is one factor that will impact domestic availability and prices. U.S. pork exports achieved record high volume and value in 2024. The forecast for 2025 exports was down 2.3% by volume but up 1.8% for 2026.

The U.S. in 2024 overtook the European Union as the leading exporter of pork worldwide. That trend is forecast to expand with the U.S. exporting 3.18 million metric tons in 2026 compared to 2.75 million metric tons exported from the E.U.

(Data Source: Iowa State University. Estimated Livestock Returns, compiled and calculated by Lee Schulz.)

Wholesale and Retail Prices Out of Sync

Strong exports since 2024 have supported strong wholesale prices, Schulz says. Packer demand has also had a positive impact on wholesale pork prices. He estimates integrated packer net margins were $16 per head higher in 2025 than 2024. Net margins where hogs are purchased improved but remained $4 per head lower in 2025 compared to 2024.

“That has brought some strength to the wholesale values,” Schulz says.

Pork cutout prices so far in January 2026 are at a record high, and they were higher for 43 of 52 weeks of 2025 compared to 2024.

Retail pork prices have increased modestly by comparison. Retail prices increased in 2025 by 1.4% and are forecast to increase by an average of 1.1% in 2026.

That pork price increase has been slower than general inflation level indicated by the Consumer Price Index released by the U.S. Bureau of Labor Statistics. This has resulted in pork being very competitive in the retail meat case. Household finances, however, are still critical to purchases. Consumers reporting improved finances, spend 17% and 28% more on food than those reporting the same or worse conditions, respectively, with the biggest difference being in away-from-home spending. That data comes from the Meat Demand Monitor maintained at Kansas State University.

“Financial Healing” Continues

At the farm gate, nominal receipts are high when compared year to year, but inflation has eroded some of the purchasing power of those receipts, Schulz said. The nominal cash receipts in 2025 of $29.9 billion can buy fewer goods and services than the cash receipts of about $28 billion in 2021.

“Keep that in mind when you look at some of the price forecast and profitability forecasts,” Schulz says. “Understand that they’re not as strong necessarily due to impact of inflation and how far those dollars can stretch for producers.”

Another thing to keep in mind about current profit per head and what it means for potential growth is that the pork industry is still r ecovering from record losses in 2023 and early 2024. Cumulative profits since 2020 hit break-even in August 2025.

“Financial healing will continue to occur,” he says. “As you think about expansion in the industry, profits drive expansion – not prices. And higher levels of risk usually require higher levels of profit. I’m not here to say at what level we start to see potential growth in the industry, especially in the sow herd, but at current forecasts it’s going to take until October of this year just to get back to the point the industry was at in August 2022. Keep that in mind when you think about the number and pace of investments in the industry.”

How Much Meat Will the U.S. Eat in 2025 and 2026?

Fri, 22 Aug 2025 15:48:45 GMT

Domestic availability of red meat, poultry and eggs is projected to increase in 2025, driven by gains in chicken and pork availability, and is expected to rise further in 2026, reports the USDA Economic Research Service (ERS). This increase stems from USDA’s forecast of per capita supply available for use on the domestic market.

How are these numbers determined? ERS says availability, also known as disappearance, serves as a proxy for consumption and includes fresh and processed meat and eggs sold through grocery stores and used in restaurants.

“The latest USDA data indicate 226 lb. of red meat and poultry and about 22 dozen eggs are available per U.S. consumer in 2025. By 2026, per capita availability is forecast to increase to 227 lb. for red meat and poultry and to 23 dozen eggs,” ERS reports.

Data for 2025 and 2026 are forecasts. Per capita meat availability serves as a proxy for consumption and does not reflect indirect uses, such as pet food or food waste.

(Data: USDA)

Chicken Projected to Be Most Consumed Animal Product
For chicken, per capita availability of broiler meat has been growing for many years and is projected to reach 102.7 lb. in 2025 and 102.8 lb. in 2026, ERS says. This will make it the most consumed animal product in the U.S.

However, availability of turkey has been falling in recent years and is projected to reach a low of 13.0 lb.per person in 2025 but increase to 13.6 lb. in 2026.

Per capita table egg availability for 2025 is projected at 21.5 dozen and is projected to increase to 22.9 dozen per person in 2026.

Pork and Beef Projections
ERS reports that pork availability per capita is projected at 49.7 lb. in 2025 and 50.9 lb. in 2026, up from 49.9 lb. in 2024.

Meanwhile, per capita beef availability for 2025 is projected to be slightly lower than 2024 at 58.5 lb., but is projected to decrease further to 56.9 lb. per person in 2026.

Consumers Confirm Protein is In: Meat Continues to Have Its Moment on the Plate

Tue, 12 Aug 2025 19:21:04 GMT

Key findings from the July Meat Demand Monitor report show an increase in consumers’ willingness to pay for meat compared to June. Both retail and food service demand demonstrated strength, with food service experiencing a particularly notable improvement.

Glynn Tonsor, Kansas State University professor of agricultural economics, describes this as “meat having a moment,” highlighting the continued popularity of protein consumption.

Tonsor shared results of the July report providing insights into the current state of meat demand across beef, pork and chicken on a recent AgriTalk with Chip Flory.

Taste Trumps Other Considerations

The conversation focused on the dynamics of meat purchasing. Tonsor says that taste and freshness are the primary drivers of consumer choices, outranking price as the most important factors. While environmental concerns, origin traceability and animal welfare claims matter to a niche market (10-20% of consumers), the majority of Americans prioritize eating experience over other considerations.

“For the typical American … taste and freshness carry the day, and importantly, those factors are more important than price,” he says. “So, price matters. No economist can tell your price doesn’t matter, but it’s actually outranked by taste and freshness.”

Taste and freshness regularly are identified in the Meat Demand Monitor as the most common factors on deciding whether or not to buy a meat protein item.

Glynn Tonsor

Price Sensitivity Varies

“We have not found new consumer resistance to price,” Tonsor says.

He emphasizes that ground beef price trends are more critical to monitor as an economic indicator compared to premium steak prices. High-end cuts like ribeye steaks are less affected by price fluctuations, primarily purchased by higher-income consumers who are less concerned about incremental price increases. In contrast, ground beef remains more sensitive to pricing, which is a key concern for many consumers and producers.

“The folks buying a ribeye steak... are much more likely to be higher income and a little bit less sensitive,” he explains.

Economic Uncertainty Hasn’t Dampened Protein Consumption

The current economic landscape presents both opportunities and challenges. Despite macroeconomic challenges like inflation and limited consumer financial improvement meat demand has held up well. Consumers are still prioritizing protein purchases, particularly in retail channels.

Tonsor says only 19% of consumers reported improved financial conditions in July, with 81% indicating stable or worsening financial situations. According to Tonsor this metric is crucial because consumers who feel financially secure are more likely to purchase multiple meat protein meals and spend more on food service.

He highlights several macro-economic concerns or challenges that loom on the horizon:

Ongoing tariff uncertainties
Recent upticks in inflation
Growing unemployment concerns, particularly among younger workers

Trends in Pork

Tonsor portrays pork as a competitive protein with potential for growth, actively working to improve its market position through marketing efforts and maintaining strong consumer appeal.

“The pork industry is trying to keep up with the beef demand story that we’ve had for a few years,” Tonsor says.

The pork industry recently launched a new marketing campaign: “Taste What Pork Can Do.” He points out pork owns the breakfast market with bacon and sausage.

Protein Purchasing Outlets

Tonsor explains consumption varies by meal type. Consumers continue to rely primarily on traditional grocery stores for at-home protein purchases, with different protein types dominating various meal occasions.

For more details on channel specific consumption data, maps and state summaries, check out the Meat Demand Monitor.

Ongoing Market Monitoring is Crucial

The Meat Demand Monitor serves as a critical tool for understanding consumer behavior, providing insights for producers, retailers, and industry stakeholders. By tracking willingness to pay across different market segments, it offers a comprehensive view of protein consumption trends.

Tonsor’s analysis suggests that while caution is warranted, the meat industry continues to demonstrate robust consumer interest and potential for growth.

Meat demand shows resilience despite economic uncertainties. Tonsor notes that while he has maintained a pessimistic outlook throughout the year, the market has consistently performed well.

“It’s very clear beef demand has been good, and it’s mixed or good for the other proteins,” Tonsor summarizes. “But it’s not clear to me that there’s a challenge in any of them.”

America’s New Obsession: Why Meat Snacks Are Flying Off the Shelves

Fri, 08 Aug 2025 16:34:24 GMT

Consumers are obsessed with meat snacks. From teriyaki and mango jalapeno to sweet maple bacon and pineapple barbecue, the bold flavors, delicious convenience and protein punch are just want consumers are demanding.

No longer an end cap in a convenience store, meat snacks are taking up more space on shelves and nabbing prime displays. Grocery stores are also offering up more options for consumers looking for a healthy, easy-to-grab snack.

“A meat stick is a great snack for your kids, it’s a great snack for you on the go, and it’s at a good price point, too,” says Doug Hankes, meat industry entrepreneur and chief operating officer at Western Smokehouse Partners. “When we talk about what’s driving meat snack growth, It’s really about portability and our lifestyles today. Our lives are so busy, and we are going all over the place. Meat snacks deliver healthy protein on the go.”

(Lori Hays)

Between March 2024 and March 2025, Circana Syndicated data shows meat snacks delivered $3.7 billion in annual dollar sales, up 15.6% versus a year ago. Total meat snacks delivered over 48 million units, up 11% from a year ago. Perhaps the most noteworthy finding was that meat snacks accounted for 6.2% of dollar sales in the snack aisle last year, but delivered nearly 51% of the growth.

“The younger consumer today is more of a grazer,” says Morgan Wonderly, a pork producer and animal science lecturer at California Polytechnic State University in San Luis Obispo. “They snack a lot more. Getting more pork into the snacking category, and having products like pork sticks, has been super impactful for the pork industry.”

Competing in a ‘Better for You’ World
Meat snacks align with the ‘better for you’ food trend where consumers are trying to live healthier lives and are paying more attention to what they eat and drink. According to a Toluna study, ‘better for you’ means different things to different people. Generally, the term invokes a “healthier” connotation for most consumers, but others have developed more specific associations with it, such as “low in sugar,” “low in calories,” “natural,” or “less processed.”

The top claims discovered in this study were:

• Protein (39%)
• Low or no sugar (36%)
• Natural (36%)
• No artificial flavors, preservatives or sweeteners (35%)

“That consistent trade up in the ‘better for you’ world, is a win for meat snacks,” Hankes says. “Meat offers that naturally. We’re naturally gluten free, naturally no MSG, so when you combine that with basic ingredients, sometimes specific ingredients to flavor profiles, we can offer clean, healthy products to consumers. I think consumers continue to gravitate that.”

One of the newer meat snack items that’s gaining momentum is the “adult lunchable” where pepperoni, ham or any pork cut is paired with cheese and/or nuts.

“It’s that high protein fix people are looking for,” says Patrick Fleming, vice president of demand development for the National Pork Board. “Pork is the portable meat with a great flavor portfolio and unique flavors. Whether it’s ham or salami or pepperoni, it’s all different, yet it all fits in that little container that makes it easy to grab and go.”

Taste is Still King
When it comes to making a great meat snack, Hankes says it must taste good.

(Western Smokehouse Partners)

“Pork is such a good conduit of flavor, and I think that’s the real key,” he says. “Pork brings a lot of uniqueness out in the seasonings and spices. We don’t use a lot of seasonings in the products that we make, so it’s important to make sure those tones hit. Pork is awesome for that.”

As a pork producer, Hankes gets pretty excited about the opportunity pork has in this growing category.

“When you want to build a snack stick and put a flavor profile out there, having pork in that snack stick, whether it be all pork or a percentage of pork, is massively important in terms of the experience it’s going to deliver to the consumer,” Hankes says.

The evidence is in the carts. Although Hankes is not a “big social media guy,” he enjoys seeing how many times his company’s meat snacks make it into the Snapchat trend where people post pictures of their grocery carts.

“When young people are spending their own money on ‘better for you’ meat sticks, you know the change to healthier eating is sticking,” he says.

Watch The PORK Podcast with Doug Hankes here.

No One is 'Winning' in a Prop 12 World: 6 Witnesses Testify Before House Ag Committee

Thu, 24 Jul 2025 18:18:04 GMT

U.S. pork producers and American consumers are facing significant cost increases due to Proposition 12. And the data keeps proving it. In a House Committee on Agriculture hearing, “An Examination of the Implications of Proposition 12,” Committee Chairman Glenn “GT” Thompson (R-PA) said Congress must provide a fix for Prop12.

“It begs the question – if producers are paying more, and consumers are paying more, who is winning?” Thompson said during the hearing on July 23. “Thankfully, the complexity and unfairness of Prop 12 has been realized by both sides of the aisle.”

Six witnesses testified before the full House Agriculture Committee on the implications of California’s Proposition 12 for farmers and food prices.

Overregulation Hurts Farmers
Pat Hord, an Ohio pork producer and vice president of the National Pork Producers Council (NPPC), shared his family farm’s story with the Committee. He said, “Despite producing Prop 12-compliant pork, I am here to say Prop 12, and an unmitigated regulatory patchwork, threatens our farm.”

Prop 12, a California ballot initiative, bans the sale of pork that does not comply with the state’s prescriptive and arbitrary production standards. Though enacted in a single state, Prop 12 has created sweeping consequences nationwide by fueling market volatility, imposing costly new mandates on producers, and paving the way for a patchwork of inconsistent state regulations.

“Spending my entire life raising pigs in a variety of ways, I’m convinced it’s best to allow production methods and consumption demands to take shape in the open market, as opposed to arbitrarily shaping them through poorly worded and short-sighted ballot initiatives,” testified Matt Schuiteman, a farmer and Iowa Farm Bureau board member.

The data shows Prop 12 is creating economic hardship. As of the first quarter of 2025, 12% of small pork operations have exited the market or shifted production away from breeding, citing regulatory uncertainty and high transition costs.

“Prop 12 opens a Pandora’s box of state regulatory overreach that threatens family farms across the country,” NPPC shared in a statement. “This overregulation hurts farmers, increases prices for consumers, and compromises our nation’s food security.”

Unjustified Price Increases
But it wasn’t just pork producers voicing their concern at the hearing over the obstacles caused by Prop 12.

“Harm is what Prop 12 has caused, smashing like a wrecking ball the livelihoods of small restaurants and the communities we serve by disrupting supply chains and dragging up the cost of culturally vital foods like pork,” said Lily Rocha, executive director for the Latino Restaurant Association. “It’s brought economic devastation to families already stretched thin.”

Rocha said Prop 12 is a death sentence for small businesses operating on razor-thin margins.

NPPC economist Holly Cook testified that USDA research and recent scanner data confirm the impact on consumer costs.

“A study released in 2024 by economists at USDA’s Office of the Chief Economist compared retail pork prices and volumes in California and the rest of the U.S. for a period preceding Proposition 12 (October 2019-June 2023) and for 8 months after its partial implementation date (July 2023-February 2024),” Cook said. “After subtracting any price increases that were also observed in the rest of the U.S., the study attributed the following prices increases in California to the impact of Prop 12: 41% increase in pork loin prices, 17% increase in pork rib prices, 17% increase in pork shoulder prices, 16% in bacon prices, and 20% increase in fresh ham prices. Overall, the report suggests a 20% average increase in the sales prices for pork products covered by Proposition 12 and minimal impacts on products not covered by the law, such as sausage.”

Recent retail data also revealed a decline in pork volume sales in California and a 2% to 3% decline in California’s share of national fresh pork sales. Retail scanner data compiled by Circana confirms that these trends have held up over subsequent periods, Cook added.

“From July 2024 to June 2025, the second year of Proposition 12’s partial implementation, prices for popular covered pork products in California were 24% higher on average, with a range of 12% to 33% higher across covered products, than they were in the year leading up to implementation (July 2022 to June 2023),” Cook said. “This compares to an average 3.6% increase for the entire U.S. over the same period.”

In short, Californians are spending more but consuming less pork than they were before Prop 12.

A Contentious Issue
Tiffany Dowell Lashmet, professor and Extension specialist at Texas A&M AgriLife Extension, noted the importance of recognizing that there are agricultural interests on all sides of the Prop 12 debate.

“Certainly, there are agricultural producers, groups and businesses in favor of congressional action to overturn Prop 12,” she said. “Similarly, there are agricultural producers, groups and businesses strongly against Congress taking such action, many of whom have already gone to the expense to comply after Prop 12 was passed and upheld by the U.S. Supreme Court.”

Ranking Member Angie Craig (MN-02) pointed out during her comments that Prop 12 is clearly a contentious issue, and merits thoughtful, bipartisan discussion.

“We cannot ignore the questions and challenges Prop 12 raises,” Craig said. “Even the Biden administration’s ag secretary said we need to treat this issue seriously to ensure stability in the marketplace. I agree that we cannot have 50 states with 50 different regulatory frameworks because of the significant challenges it would present to producers, but I believe that there are ways to avoid that situation.”

She also shared that many pork producers have made significant financial investments to make their operations Prop 12-compliant and that Congress needs to be mindful of the voters in California who exercised their rights under their state constitution to adopt this policy.

Thompson reminded the room that Justice Gorsuch noted several times in the majority opinion that Congress would be well within its power to act. Although Thompson doesn’t agree with the Supreme Court’s decision to uphold Prop 12, he agrees that Congress can and must act to rectify the burdens Prop 12 has imposed on interstate commerce.

Travis Cushman, deputy general counsel, litigation and public policy for the American Farm Bureau Federation, said in his testimony, “When a single state can condition access to its market on compliance with production mandates that override the judgment of veterinarians, farmers and experts nationwide, Congress must act. This is not a theoretical concern. It is already harming farmers, confusing the courts and threatening the viability of a national food system.”

Cushman believes the language that the Committee passed in the 2024 Farm Bill restores clarity, restores congressional authority and interstate commerce, and protects both producers and consumers from a patchwork of conflicting amenities.

The Patchwork Problem
“When we talk about any premiums that do exist in the market today, the prospect of a patchwork threatens the certainty and the sufficiency of those premiums in the long run,” Cook said following the hearing. “NPPC is seeking to provide certainty to all producers about the environment in which we’re going to be making these decisions and investing in the future of the industry.”

Cook said it was a long day on Capitol Hill, but it was encouraging to hear producers share just how much they care about the animals they raise.

In fact, Hord spoke to misconceptions that Prop 12 enhances animal welfare, citing American Veterinary Medical Association and American Association of Swine Veterinarians opposition to the law and how those pen requirements can “unintentionally cause harm” to animal welfare.

“There were some good discussions around producers caring for their animals and maximizing animal welfare, not only because it’s the right thing to do, but because they have every economic incentive to do everything they can to maximize animal welfare,” Cook reflected.

She noted there were productive discussions on the impacts of Prop 12 from the farm level through the supply chain and all the way to the consumer.

“Producer voices are so strong,” Cook said. “Being able to deliver their stories to their representatives and members of Congress on the impact these issues are having on their farms is always the strongest message lawmakers can receive.”

Ensuring Opportunities for Future Generations of Pork Producers

Fri, 13 Jun 2025 12:45:55 GMT

Supply and demand — two sides of the coin where the National Pork Board (NPB) works diligently. NPB shares updates on consumer marketing, animal welfare research and protecting freedom to operate.

New consumer marketing campaign driven by data

More people eating more pork — that’s the bottom line of the new consumer campaign, “Taste What Pork Can Do.”

“Taste and flavor are No. 1, always,” says David Newman, NPB vice president of market growth. “Then people consider, ‘Is this good for me? Is it good for my family?’ Finally, they need to know pork is versatile, that it’s something they can make quickly within their busy schedule.”

The campaign launched May 6, but the journey started more than two years ago, Newman said. He remembered participating in a panel discussion at World Pork Expo 2023, when producers were losing $30 per head and the industry’s eyes were being opened to the domestic need to complement strong export demand. Fortunately, the board had already begun collecting new domestic consumer data.

“We said, ‘If we’re going to make decisions, we’re going to make data-based decisions the same way producers do on the farm.’ We’re going to really deep dive into consumers and understand what it is that drives them, who they are, where they live, what they think about pork and what they think about competing proteins,” said Newman.

Growing domestic demand for pork is this campaign’s priority, according to the input NPB has collected from state pork associations, National Pork Forum delegates, processors, packers and U.S. pork producers. The data shows today’s younger consumers are a giant opportunity for increasing long-term domestic demand.

Instead of a blanket national campaign, NPB is focused on reaching more consumers in dense populations — California, Texas, Florida, New York, Pennsylvania, Illinois, Ohio, Georgia, North Carolina and Michigan.

The campaign intends to leverage the cultural relevance of pork among diverse consumers. By harnessing the popularity of flavorful processed meats to capture attention, opportunities for fresh cuts also open, said José De Jesús, NPB assistant vice president of consumer marketing.

Protecting freedom to operate for nation’s pork producers

“Do good things and talk about them. The research we do is only as important as the communication about it,” said Frank Mitloehner, department of animal sciences director at UC–Davis.

The NPB is doing plenty of both. Stephanie Wetter, director of animal welfare for the National Pork Board, explained that most animal welfare issues reach the United States about 5-10 years after focus in Europe. The biggest issue in the United Kingdom right now is farrowing stalls.

“We need a proactive, producer-driven response to the issues that will be on their way from Europe,” she said, adding there have already been consumer campaigns targeting housing.

This 5-year farrowing housing research plan will examine animal welfare, economics, facilities and infrastructure, labor and environmental impact. It is designed to preserve freedom to operate by anticipating policy and market shifts and maintaining housing choice with defensible, credible data.

On-farm reports are another instance where defensible, credible data shine.

When working with regulators, Lauren Servick, director of public policy, strategy and sustainability for the Minnesota Pork Board, said, “On-farrm reports make me really hard to argue with, because I can tell them and I can show them.”

In sharing data, the NPB takes a multi-faceted approach to reviewing all of the existing research, filling knowledge gaps and turning that into useable information to fuel industry collaboration.

“We work to turn science into soundbites to share the good things pork producers are already doing,” said Heather Fowler, director of producer and public health for the NPB.

It’s time to get excited

Feedback in the industry is positive after a hard two years.

“Get excited,” Newman says. “Isn’t it time to have some fun? If you’re in farming, you’ve had plenty of bad news in your life. It is always too dry. It’s always too wet. The markets are always too low. They’re never too high. What we’re trying to do is take a little bit of that low side of that roller out of it, right? So get excited and know that we have to stay in this for the long haul to make it work.”

Your next read: 6 Steps to Successful Farm Transition

3 Factors Fueling Americans' Obsession with Protein

Fri, 06 Jun 2025 15:48:09 GMT

Meat is having a moment, and the craze for more protein is benefiting protein across the board. The fact cattle prices continue to crush records is proof of that, as well as the robust demand for pork.

“I am still bullish of dairy. I’m bullish of beef. I’m bullish of pork and poultry,” says Dan Basse, AgResource Company . “I think as you think forward, I see the next two or three years as being the years of protein. It’s that side of the fence in agriculture that’s going to do very well.”

Basse’s optimistic outlook on protein hinges on one major factor: consumers’ ability to pay for it.

“I’m still bullish of protein, until we see the labor force start to shrink in the United States, and I start to see disposable income coming down. Again, there’s not a period looking backward in history that I can find where disposable income on a personal basis has risen this quickly from 2020 to 2025,” he says.

“Meat protein, not just pork or not just beef, but meat is having a moment. I’m an economist, so I have concerns on the macroeconomic front, but it is exciting to be in an era where the public’s desire for meat protein is growing,” says Glynn Tonsor, a professor in the Department of Agricultural Economics at Kansas State University.

People Are Eating More Protein Than Ever Before

Cargill’s 2025 Protein Profile found people are eating more protein than ever before. The report found 61% of consumers report increasing their protein intake in 2024, which is up from 48% from 2019.

According to Cargill, the shift in shoppers’ preferences toward whole, minimally processed foods, is giving protein a chance to shine.

“It’s really important to remember the U.S. public wants meat protein,” Tonsor says. “There are a lot of signs. We are in a pro protein environment. I don’t think there’s issues. I actually think there is a celebration about the taste and the eating experience and so forth for all the major proteins.”

A Slight Shift in May’s Monthly Meat Demand Monitor

Tonsor also authors what’s called the Monthly Meat Demand Monitor (MDM) , which tracks U.S. consumer preferences, views and demand for meat. The first half of the year, the MDM continued to show consumers’ growing demand for protein, but in the report in May, it did show a slight shift.

“The biggest takeaway from the MDM would be we have two conflicting patterns,” says Tonsor. “One is the public really wants meat protein, but the macroeconomic environment is giving us some pause. So, we continue to see strong signals people want protein. Taste is leading that decision, so that’s good and very supportive, but we also see lots of uncertainty on the macro-economic front. So, trade discussions, elevated unemployment, inflation concerns and so forth. Those are not supportive of meat demand, so those are the two trends that are fighting the way out.”

Tonsor points out the May MDM showed a pullback in consumers eating away from home, like in restaurants, but showed a boost in retail demand, which would be grocery stores.

“But part of that is a substitution away from restaurants,” he says. “And that’s across the board. It’s not just pork or beef or chicken. It’s all of them that we track, so I do think it is a headwind that is growing here in 2025.”

Tonsor says if confidence in the economy rebounds, and tariff discussions ease, the restaurant piece of meat demand could quickly recover, especially considering we’re entering the summer months, where meat demand is typically higher.

3 Major Drivers Behind the Protein Craze

And even with the pause in restaurant demand in May, Tonsor says the push for consumers to eat even more protein doesn’t seem to be going away, and it’s being driven by three major factors.

“More people are having meat as an ingredient rather than center of the plate. So, it’s coming across as more convenient. It’s an input,” Tonsor says. “Also younger folks in particular are quite physically active, and their demand for protein and that broader lifestyle is elevated.”

Those two factors are strong drivers of meat demand, especially in the younger crowd. But another supportive piece of the growing demand for protein is related to weight loss drugs.

“We have a GLP-1 effect, so Ozempic, Mounjar and so forth, in the MDM, we put out a report earlier this year, showing maybe 15% of the U.S. public is using the GLP-1,” Tonsor says. “That’s a higher end, but that’s what we estimate. And if you are on those products, you’re actually consuming beef, pork and chicken more frequently.”

He says all of those things add up to support the growth in meat demand.

“It’s the income and the future status of my finances is mainly the only headwind at the moment, and that’s why I keep reiterating that concern,” Tonsor says.

Demand is What’s Pushing Cattle Prices to New Highs

It’s not just the hog industry that’s benefiting from the strong demand, both domestically and with exports

Cattle prices continue to crush records. But according to one veteran cattle analyst, it’s not historically tight cattle numbers pushing prices higher, it’s the strong demand.

“This price increase that we’re experiencing in the industry is demand-driven,” says Randy Blach, CEO of CattleFax. “Our per capita supplies were flat last year. They’re going to be flat again this year. And yet we’ve had a market that’s gone from a $1.75 to $2.25. That’s all been demand driven with what we’ve seen throughout the industry.”

The incredible demand is pushing beef demand to its highest level in nearly 40 years.

“Beef demands that are a 37-year high,” he says. “And I think when people think about demand, obviously quality has been the key to that. We’ve seen the quality of the animals being produced has increased substantially.”

As record-high cattle prices also push the cost of beef higher, that would push consumers to eat more pork and chicken in the past. But it’s a trend Tonsor is not largely seeing this time around.

“We see some of that, but not nearly as much as you might think. So, there’s less of that adjustment than historically we would have seen,” Tonsor says. “This is 100% Glynn’s opinion, but I think habits are a little stickier. Persistence of an item in your meal is a little sticker than in the past. Meat is an ingredient, not just the center of the plate. Higher beef prices have not elevated chicken demand as people have expected, and I think it’s because the consumer substitution effects, they exist, but they’re not as strong as they were 20 years ago.”

As consumers crave more protein, it’s a bright spot for all of livestock with many hopeful this isn’t just a trend but a permanent fixture on consumers’ plates.

‘I Never Thought About Pork That Way’: Pork’s New Campaign is Surprising People

Tue, 20 May 2025 19:02:20 GMT

After a long year of prepping and getting ready, the National Pork Board’s new campaign, Taste What Pork Can Do , is doing exactly what it was intended to do – surprising people.

“Consumers have been incredibly receptive and surprised,” says Patrick Fleming, vice president of demand development for the National Pork Board. “They haven’t thought of pork in the way we’re presenting it. From the imagery, the color, the vibrance and the photography, people are saying, ‘I never thought about pork that way.’ And that’s the whole point of this campaign.”

Pork is important to many consumers, Fleming explains. But many consumers don’t realize all the pork they consume. Not only does the campaign celebrate flavor, versatility and nutrition, but just as importantly, it encourages consumers to rethink pork.

“When it comes to the processed side of the business, consumers are saying, ‘I never knew that was pork,’ that’s really that ‘aha’ moment we’re looking for,” Fleming says. “We’ve put our flag in the ground, and we’re starting the conversation in a new way.”

A New Take on New York City
To kick off the new campaign launch, Pork Checkoff organized a media tour in New York on May 6 complete with a ‘New Pork City’ bus designed to create attention and get some social buzz started.

“On our bus, we had a chef and culinary influencer, Joshua Weissman, who had prepared different pork dishes,” Fleming says. “We wanted to start capturing attention from the younger generation and make a media impact in New York. It was an event to get the campaign going as we launched our social and digital platforms.”

Ohio pork producer Jess Stevens of Carroll Creek Farms takes a ride on the New Pork City bus.

(Carroll Creek Farms)

Speaking of which, there are many exciting things happening in the new advertising efforts, both in a digital platform and a social platform designed to connect younger consumers on an emotional level. While these efforts are designed to engage younger consumers, Fleming says no one is forgetting about pork’s current consumer base.

“We don’t want to forget about the people who are buying pork today,” Fleming says. “We are reminding them that you can do a lot of things, but you can’t forget the flavor that pork brings to all the meal occasions.”

This is the first time a pork campaign will focus both on fresh and processed pork. From pepperoni pizza to ribs on the grill to pork as an ingredient, the new imagery reveals how pork shows up everywhere.

“We want to help shift consumers’ perception of pork,” Fleming says. “We want to change the way people think about us when they’re looking for flavor, when they’re planning a meal.”

Building a Bigger Base for Pork
There’s a lot of excitement around the launch, but Fleming reminds everyone that this is a journey.

“We’ve taken the first step, and now we have to keep going. Winning hearts and minds, especially of younger consumers, is something that we must engage in long term, and we must have that conversation long term,” he says. “We have to build a bigger base for pork, so we have more pork consumers in the future.”

The results will be about reaching short-term sales goals but also making long-term attitudinal changes. That’s one of the reasons why the campaign went to market in May – it’s an excellent time to talk about pork, Fleming points out. But a big part of the campaign will focus on pork’s relevance in all seasons.

“No matter what time of year, pork shows up,” Fleming says. “We have flavor for all occasions. As people become more comfortable with pork, we become more relevant to more consumers and we’ll an impact on pork sales too, which is also the goal.”

Pork’s new message is being amplified across the supply chain, engaging channel partners (food service and retail), packers, processors and suppliers, while making sure they have everything they need to inform and equip their sales forces as they go out and talk to customers.

How Will They Know It’s Working?
“We want to make sure we’re measuring the right things,” Fleming says. “Our goal is to become more relevant by building a larger consumer base and increasing the frequency at which these consumers buy pork. It’s also about growing the value consumers attribute to pork and their willingness to pay for the true value of pork.”

Fleming values the support of U.S. pig farmers who have provided the Pork Checkoff with the opportunity to put a new marketing campaign in front of consumers.

“This has been a long time coming,” Fleming says. “We haven’t had a total consumer campaign in the field for many years, and now is the right time. We’ve done all our homework, we’ve done the research, we’ve done the consumer work, and now we have something that is right on point at the right time with the right message playing to the success of pork.”

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A post shared by Taste What Pork Can Do™ (@tastewhatporkcando)

At the end of the day, Fleming says it’s simple. Pork owns flavor, versatility, and is a product that provides great nutrition.

“When you look at what we’re playing to, it’s a campaign that is unapologetic about pork,” Fleming says. “It plays to our strengths, and to the emotional connection of flavor. The products that people love – pepperoni, bacon, ham, sausage, pork chops, pulled pork, ribs, ethnic cuisine – are uniquely pork. That is something that when we do lean into it, we will build a bigger appetite for pork, and we will taste what pork can do.”

Your Next Read: National Pork Board Says New Tagline is About You, But It’s Not For You

Packaging Impacts Bacon Color and Consumer Appeal

Mon, 05 May 2025 17:08:02 GMT

A recent study at Iowa State University showed how packaging can affect consumer choices for bacon, America’s favorite pork product.

Iowa State researchers wanted to see if natural antioxidant treatments would prevent or minimize color changes in packaged bacon. While the treatments had little effect, the packaging had a significant influence.

Stephanie Major, a senior in animal science and meat science (pictured), helped lead the research, working with Terry Houser, associate professor of animal science.

Over time, retail lighting and exposure to oxygen can cause photo-oxidation of cured meat products, causing the bacon to appear gray or brown in color.

“Bacon is increasingly offered in full-service meat cases in Iowa and throughout the country. As a result, this graying effect in bacon is no doubt off-putting to consumers even if it does not necessarily reflect a decline in meat quality or safety,” Houser stated.

The factors they looked at included two different “natural” brine solutions - rosemary green tea and smoked sugar - and two types of packaging – aerobic (oxygenated) and anaerobic (de-oxygenated, also called vacuum packed). The bacon was exposed to LED lighting typically found in retail stores.

The experiment conducted under refrigerated conditions in a lighted, retail display cooler, where Major monitored and recorded the color values of bacon using a colorimeter, a hand-held light meter that records standardized color values. She compared the color of bacon from the two brine treatments in the oxygenated and de-oxygenated packaging.

The researchers decided to measure the color of the bacon in the aerobic packaging every two hours as it faded so quickly. Bacon in anaerobic packaging was measured less frequently, as it hardly faded over the week-long study period.

The anaerobically packaged bacon slowly developed a deeper red color, a change more in line with consumer preferences. Based on studies elsewhere, the researchers hypothesize that this could be due to still active mitochondria in the meat, causing it to continue absorbing oxygen and to become more pigmented.

“Anaerobic packaging is the current industry standard, but it hasn’t been studied a lot, especially for partially heat processed meat products like bacon,” Major said. “Our research confirms that it prolongs the attractiveness of bacon on the shelf. Ultimately, that’s going to improve product sales and reduce waste.”

Your Next Read: Bacon Makes Everything Better

Grocery Store Dynamics: Make Your Product Seen in the Meat Case

Tue, 29 Apr 2025 19:19:50 GMT

The paralyzing effects of economic uncertainty, including inflation and tariffs, are leading to continued at-home meal preparation, says Anne Marie Roerink, president of 210 Analytics LLC.

According to the Circana shopper survey, 80% of all meal occasions were prepared at home in March. This share varied from 72.5% among Gen Z to 86.6% among older Boomers.

“Retail is not isolated from behavioral changes in response to economic pressure. Grocery money-saving measures are widespread,” Roerink says.

Four population groups have shown a greater propensity for seeking savings, Circana reports. These include U.S. Hispanic consumers, households with incomes of less than $50,000 annually, rural households and consumers aged 55 and up. Importantly, households in the upper income brackets, who have been critical in growing retail spending for the past few years, are showing a slowdown in retail spending, Roerink notes in Meat Merchandising Matters.

“The March Consumer Price Index (CPI) eased slightly, mostly due to a substantial drop in gasoline prices,” Roerink says. “Food prices told a different story. Food-at-home prices increased 2.4% year-over-year, while food-away-from-home prices rose 3.8%. The report landed just after a 90-day pause on reciprocal tariffs was announced. However, tariff news changes rapidly and has prompted consumer concern over prices and availability of goods.”

Marketing Matters
With all of these concerns weighing heavy on consumers now, there’s no question that it’s more important than ever to market products and build affinities in this environment.

“The meat case is a competitive space. If you want to be successful, you can never quit marketing,” says Brett Stuart, economist and founder of Global AgriTrends.

He challenges people to go into any grocery store and look at the meat case.

“It is unbelievable,” Stuart says. “The diversity compared to 15 to 20 years ago is shocking. There is an answer for every question when it comes to meat.”

Pork Competes
Pork has not seen the hyperinflation like beef has seen to date, Stuart points out.

“I don’t know if that’s good news or bad news,” he says.

For example, when a consumer goes to the grocery store, they see a beef rib eye at $18 a pound and a pork loin at $3 a pound, he says.

“You don’t see that on the menu when you’re buying tacos at a restaurant, but when consumers go into retail stores and they look and see those prices, pork is in a great spot,” Stuart says.

Despite the buzz around a recession, Stuart doesn’t think we will see that happen. However, if that were to happen, he argues pork is a very resilient product in that environment with inflation and consumer pressure.

Regardless, he says you can never quit marketing and selling your product.

“I appreciate National Pork Board and their efforts in this new campaign, ‘Taste What Pork Can Do.’ It’s a competitive space,” Stuart says. “I don’t care what business you’re in, you better have a marketing plan, and you better have a marketing budget.”

Heading into summer grilling season, optimism surrounds pork demand.

“I think it’s a good time for pork in the consumer space,” Stuart says. “Maybe I’m an eternal optimist, but I see a decent year for us in the pork industry. I don’t see any train wreck ahead. I think we’re in a good spot with supply and demand.”

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Using Pork to Sell More Pork: Can It Be That Simple?

Mon, 28 Apr 2025 21:30:32 GMT

The pork industry’s new consumer campaign isn’t a normal campaign; it’s a transformational shift. For the National Pork Board, it’s a commitment to ensure pork remains on the plate amidst evolving consumer preferences. And there’s no question this campaign will be focused on the younger consumer.

Morgan Wonderly is a genzennial – she’s right in between millennials and Gen Z. As a pork producer and animal science lecturer at California Polytechnic State University in San Luis Obispo, she brings a unique perspective to the conversation. For Wonderly, this isn’t just a conversation about food. It’s a conversation about a shared experience.

“When I think about sitting down with my friends around the table, it’s not about ‘Hey, we’re going to eat pork tonight,’” she explains. “It’s more like, ‘Who wants Mexican? Anybody want pizza?’ We make eating such an experience, versus let’s sit around a table and just eat food.”

Food carries a deeper meaning than sustenance to her generation, she says. Younger generations place great importance on the meaning of food, where their food comes from and how that food was produced.

“I have the opportunity to speak with this age group of consumers on an everyday basis,” Wonderly says. “When I ask them who has eaten pork as a pork chop with a baked potato and a green bean in the last week, maybe four out of 70 raise their hand. But if I ask who ate carnitas, meat lovers pizza or al pastor tacos in the last week, they all shoot their hands up.”

Pepperoni Pizza

(Canva.com)

Affinity Starts Early
Patrick Fleming, vice president of demand development for the National Pork Board, says there’s no question pork is a social food. Pizza is one of the greatest examples as most all of the beloved pizza toppings are pork, he points out.

“That’s where younger consumers first engage with us and fall in love with the flavor of pork,” Fleming says. There’s a lot of things you can replace, but not that unique flavor of pepperoni. And of course, bacon is our gateway pork product. Get people talking about bacon and passion comes through in their voice.”

With all of these products younger consumers have an affinity for, where does the disconnect occur? Data compiled over the past few years shows younger consumers don’t always connect that pepperoni is pork or that bacon is pork.

“The pork portfolio starts with a place where we already connected with consumers in the processed category,” Fleming says. “They already have affinity for those products. The new campaign will simply help them see that if you like bacon, then you might like pepperoni. And if you like pepperoni, you’ll like sausage. Or if you like ham, try pulled pork. If you like pulled pork, let us show you ribs.”

It’s all about moving consumers through the portfolio by referencing products that they already love and trust. They know those foods deliver flavor, he says.

“That is a great starting point to bring the whole hog back together again,” Fleming says. “And most importantly, it makes us uniquely pork. We have a variety of flavors, not just one flavor. You look at our whole portfolio, flavor is what really sets us apart.”

Meet the Generation of Grazers
When you study older consumers, fresh pork tends to be dominant and center the plate. Younger consumers see pork as an ingredient. The entry point for the ingredient usage has almost always been processed meats like bacon, pepperoni and sausage.

Try your hand at these Crispy Pork Belly Tacos by Woodfire + Whiskey.

(Marco Antonio Sanchez)

Wonderly says young consumers are grazers and snack more often than the generations before them.

“In the past, we may have had our three strict meals, no snacks,” she says. “Today, if you were to ask my students how many meals they eat a day, they’d respond with, ‘Well, I eat five snacks a day. I barely even eat a full meal.’ That blows my mind, but to them, it’s normal.”

She thinks pork needs to continue innovations in the snack category – from pork sticks to ‘adult lunchables.’ Not only is pork a high-protein food, but it’s also low-carb and fits into many of the dieting programs.

“I’m on the road a lot,” Wonderly says. “Going into gas stations five years ago, you’d only see beef sticks. We’ve seen a huge shift. Adult lunchables are not only something that I grab all the time, but my students on my judging team do the same. Plus, it’s easy to make your own by grabbing a slab of salami and cutting it up with cheese and crackers or whatever they want. I think we’re continuing to grow in that space as well.”

Stay Tuned
Starting in May, the National Pork Board will be releasing its new campaign bit by bit. Fleming encourages producers to remember this is a long-term play. It’s not about a single ad or a single statement. It’s about engaging with customers for a long period of time to change how they think about pork.

“I’m just a pig farmer,” Wonderly says. “I’m not a marketing guru, so I think that’s where Patrick and his team really comes in – this is their place to play. I’m excited about the future to see what they can do. Demand is important. We must be able to market this product.”

Building a larger customer base is a long-term conversation, Fleming adds.

“We must keep showing up, mentioning and reminding people of why pork is so important,” he says. “We deliver flavor, nutrition and versatility every day. As we build, we will have a larger base of pork consumers, and that will support better footing for the future from both a consumer perspective and a profitability perspective.”

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Be Ready to Pivot to Meet Changing Consumer Needs

Fri, 25 Apr 2025 17:39:45 GMT

Global population growth and increasing wealth have created a steady rise in consumers with greater purchasing power over the past few decades. This predictable growth has benefited suppliers of goods and services across industries and continents. However, we now face a shifting landscape where the number of pork consumers is declining at an accelerating rate. This trend alone is concerning, but when paired with President Trump’s recent “Liberation Day” tariffs, which have disrupted the global economy, the situation becomes even more worrisome.

While the full short-term effects of the new tariffs are still unfolding, they could range from considerably higher costs for many goods, to ushering in the end of the era of globalism. As costs rise and global trade becomes more strained, consumers will have less disposable income, leading to more budget-conscious eating choices. If a recession occurs, this effect will be even more pronounced.

The good news is that pork prices have historically been relatively unaffected by economic downturns, as shown during the last three recessions (see Figure 1). However, before we breathe a sigh of relief, research from Kansas State University’s Meat Demand Monitor reveals that economic challenges do have an impact on the quantity of pork consumed. As economic conditions worsen, people eat less and less meat. Additionally, if inflation drives pork prices higher, consumers may abandon higher cost cuts altogether as they seek out cheaper alternatives. Should reduced demand lead to an oversupply of pork, expect prices that are no longer immune to economic downturns.

Figure 1: Highlighted areas are recessionary periods.

(Lance Mulberry)

A Shift Toward Non-Traditional Pork Products
Despite these challenges, there are opportunities in the market. Consumer demand is shifting, with an increasing interest in what could be called non-traditional pork products. Millennials and younger generations, in particular, are willing to pay more for these products. The National Restaurant Association’s annual report on industry trends highlights pork as a key player in these changing preferences year after year. Consumer desires range from more flavorful cuts and pork that suits ethnic cuisines to products that are locally raised and environmentally friendly.

To better meet these evolving demands, the National Pork Board has launched initiatives aimed at understanding consumer preferences. While this is a step in the right direction, more needs to be done to connect consumers with producers. Effective solutions will include better data flow through the pork supply chain, resources to help producers reach various consumer segments, and greater collaboration between producers, packers, and retailers such as restaurants and grocery stores.

By embracing these changes, it becomes easier to identify emerging opportunities and target new demand segments that might have previously been overlooked or underserved and do so with speed and precision. In these uncertain times, one of the keys to success will be diversification and adaptability. Those who rely solely on low-cost production to maintain profitability may find themselves underequipped to handle the challenges of the future. The ability to pivot and meet evolving consumer needs will provide additional tools to achieve and maintain a competitive edge that will keep the industry successful.

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Pork Producers Resist Urge to Panic, Respond to New Tariffs

Fri, 04 Apr 2025 21:04:08 GMT

Despite temptations to panic, U.S. pork producers are handling the news better than some might expect of China slapping an additional 34% tariff on U.S. pork , bringing the total among to an 81% tariff on U.S. pork.

“At this point, I am not in panic mode,” says Chad Leman, an Illinois pig farmer. “As producers, we knew the tariffs were coming and we had time to get hedged up for the potential implications. It is going to be a bumpy ride in the near term, but I am willing to be optimistic yet on the eventual outcome.”

For Kevin Stuckey, an Ohio pig farmer, there are so many unknowns right now that it’s hard to know what to think about it.

“As pork producers, we’re used to cycles. You go through good years and bad years, and we have a lot of things thrown at us that are out of our control,” Stuckey says. “Ultimately, the president is doing what he thinks is going to be best for us in the long term, but we just don’t know yet. I think we have to trust the process and see how the process unfolds.”

But that’s not to say Stuckey isn’t concerned. China is a very important market to the U.S. Not only are they a major pork consumer, but they are a major player in the world, he adds.

“I think we all were expecting there to be issues with tariffs,” Stuckey says. “I don’t want to panic or jump to any conclusions too quickly, but there’s obviously reasons for concern.”

Iowa Pork Producers Association president Aaron Juergens says the tariff news has been disappointing to Iowa pork producers who rely on certainty and stability.

“More than 25% of U.S. pork production is exported to high-value markets around the world,” Juergens says. “Since Iowa supplies about one-third of the nation’s pork, market access is crucial to us and to our state’s economy. U.S. Secretary of Agriculture Brooke Rollins was in Iowa on Monday, and we urged her and the Trump Administration to support U.S. pork exports by negotiating new market access for U.S. pork, and the elimination of all tariff and non-tariff barriers to trade.”

How Will This Impact U.S. Pork?
“There’s a lot of uncertainty out there, and markets don’t like uncertainty,” says Altin Kalo, chief economist for Steiner Consulting Group. “That certainly has been reflected when you see futures trading like they’ve been.”

In his mind, the biggest impact from the tariff increases on pork up to this point is the potential for damaging the economy down the road.

“You can get into the politics of it, and certain people fall on either side as to how much it’s going to affect the economy and when, but that doesn’t matter,” Kalo says. “Right now, that’s what the market is afraid of, and that’s what it’s reacting to. If you’re a pork producer and you’re thinking about pork down the road, tariffs are part of it.”

History offers some perspective on demand during a recession, he says. In 2008-2009, the Great Recession struck. During this time, the demand index for pork, what consumers are willing to pay for a given amount of product, went down about 16% between 2007 and 2011.

“Is that going to be the same this time?” Kalo asks. “We don’t know. The economy is in a different spot now. Other things are playing out. But again, that fear is out there.”

More recently, consumers had more money in 2022, and the result was more dollars spent at retail, which tends to benefit pork. Between 2022 and 2024, pork demand went down about 11%, Kalo says.

“That’s been the reason why pork prices haven’t really seen a whole lot of support, even though the overall supply itself has been somewhat constrained,” he adds. “I think the demand side of it holds a lot of uncertainty and fear right now.”

What Can Producers Do?
In the short term, Kalo says he’s not sure there’s a lot that pork producers can do.

“You’ve got a farm to run, sow barns that you need to take care of and animals to feed,” he says. “Don’t overreact to these markets right away. I think there’s been some overreaction in terms of the futures. I don’t know that you want to chase the market down, but be realistic about the future and recognize we’re facing more headwinds.”

Leman says he will be focused on managing through the volatility.

“Many producers will use this opportunity to take profits on short positions, secure cheaper feedstuffs and set new targets for making sales,” Leman says.

For now, Kalo reminds producers that the U.S. economy is still in pretty good shape.

“Pork is still relatively inexpensive, and consumers are going to be looking for inexpensive proteins, especially going to the summer months,” he says.

Speaking of pork demand, Stuckey says he’s excited about the new “Taste What Pork Can Do” campaign .

“I love that the tagline is like a challenge,” he says. “I was at Pork Forum when they released the tagline, and the whole room was a little quiet taking it in at first. But as I sat there, it hit me that this is a challenge. Everybody should be challenged by this new slogan to see what pork can do for you and what you can do to get other people to embrace pork.”

Pork producers are motivated by challenges, Stuckey says.

“This is just a new chapter with the tariffs,” he says. “It’s one more challenge we’re going to find a way to overcome. We always do.”

However, Leman says it’s hard to know what a new week will bring. He says he reserves the right to change his mind about all of it.

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More Meat, Less Money: What Does This Mean for Future Demand?

Tue, 01 Apr 2025 19:34:38 GMT

The March Meat Demand Monitor shows there’s a slow upward tick in people who are self-declaring that they regularly consume animal products, Glynn Tonsor told AgriTalk host Chip Flory.

The Meat Demand Monitor is an ongoing survey of over 3,000 U.S. residents every month since February 2020.

“We ask folks every month, are you a flexitarian, a vegan, a vegetarian? Do you regularly consume meat?” says Tonsor, professor in the Department of Ag Economics at Kansas State University. “That’s real important because it’s consistent across different reports (like the Power of Meat study ) that the public wants meat. They’re declaring they’re a meat consumer, and that’s great for all species.”

Specific to the March report, Tonsor says the gray cloud on the macroeconomic front is weighing heavy on consumers.

There’s no question the U.S. public in general likes meat, he says. That’s critical to purchasing decisions. But the reality is that consumers must have the financial ability to pay for it.

“Simply having the ability isn’t sufficient,” Tonsor adds. “You’ve got to have the financial sentiment, or the comfort, to let that dollar go. So being employed and having good jobs that keep up with the cost of living is a necessary part of this, but it’s not sufficient on its own. You’ve also got to have the comfort to let those dollars go.”

With more and more discussion centering on tariffs and inflation rising back up in the economy, he points out that the willingness to let that dollar go might turn into an inability to actually do it.

Consumer Finances Are Getting Worse
Although he’s not seeing any pullback in demand, yet, Tonsor says he has concerns about what’s ahead.

“We are seeing self-reported financial sentiment. I ask folks every month, are your finances better? The same or worse than last year? In March, I actually see more people telling me their finances have deteriorated than I did just in February,” Tonsor says.

He notes the big differences between this group and those who say demand is getting better because of what they spend on food, both at home and away from home.

“To be clear here, we don’t see that demand pull back yet, but we do see the canary in the coal mine barking that it might be coming,” Tonsor says.

To keep attracting the younger consumers, he recommends the pork and beef industry stay focused on taste.

“Working backwards from the consumer, there’s this clear signal that taste and freshness are paramount,” Tonsor says. “I would argue that all three major protein species have made headways, and I suspect we’ll continue to do so in helping the U.S. public have access to those tasty, fresh, convenient products.”

Editor’s Note: The Meat Demand Monitor is supported by the Beef and Pork Checkoff.

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Prairie Fresh Responds to Consumer Demand with New Ground Pork Chubs

Tue, 25 Mar 2025 15:01:22 GMT

Prairie Fresh introduced several ground pork innovations on March 25. According to the company, the chub-style products show consumers that pork doesn’t have to be the center of the plate but can be a high-quality meat ingredient for dishes they love most.

Prairie Fresh Ground Pork and Prairie Fresh Pork Sausage will be available for store shelves this spring in a 16-oz. package.

“Ground pork and sausage roll sales have grown tremendously over the last few years,” Ryan Barnett, market insights manager at Prairie Fresh, said in a release. “We’re consistently tracking industry trends and are especially excited to bring these convenient offerings to the category and show consumers how they can use pork in everyday meals.”

The food and beverage industry is focused on interesting flavor combinations, explains Eric Hamilton, director of product innovation at Prairie Fresh.

“With this in mind, we thought why not enhance the ground pork category with some new and bold twists?” Hamilton said in a release.

The new product innovations include:
Prairie Fresh Pork Sausage:
Nashville Hot — An irresistible blend of heat and robust spices, combined with premium ground pork.
Italian — A perfect blend of Italian herbs and spices, paired with premium ground pork.
Original Recipe — Crafted with our original recipe seasoning blend.
Vermont Style Maple — Made with real Vermont maple syrup for premium taste.
Unseasoned ground pork — 85% lean/15% fat blend of all natural, unseasoned, premium ground pork.

A New Concept to Packaging
In addition to new flavor concepts, Prairie Fresh said the products are packaged in unique formats, with each package displaying a QR code leading to online recipes that are exclusive to the brand.

“When it came to the packaging, we surveyed consumers and tested concepts based on attributes like versatility, uniqueness and readability,” Ozlem Worpel, vice president of marketing and innovation at Seaboard Foods, said in a release. “In the end, we’re thrilled to be delivering eye-catching products that offer consumers both a premium feel as well as the high-quality and flavorful product they’ve come to expect from our brands.”

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What’s The Risk of Doing Nothing About Pork Demand?

Fri, 07 Mar 2025 22:53:08 GMT

It’s all about the consumer. Whether you work in pork production, sustainability, health, nutrition, efficiency, genetics, or meat processing, it doesn’t matter, says David Newman, National Pork Board senior vice president of market growth.

“All of the work we all do is for nothing if you don’t have a consumer on the back end who desires to purchase, eat and repeat purchase your product,” Newman says.

Demand leading up to the COVID-19 pandemic and throughout the pandemic was strong. In addition, exports were on fire in a good way, says Chad Groves, National Pork Board director.

“We had good demand coming out of Asia, markets developing in Central and South America, and all of that led to good pork markets,” Groves says. “However, we lost sight of the domestic side because markets were so good, and we were focused on other challenges like foreign animal disease preparedness and prevention.”

When pork demand came crashing down after the pandemic, everyone shifted their attention to domestic pork demand, Groves says. The National Pork Board conducted a consumer segmentation study that showed the consumer is changing and the consumer of the future radically different than the consumer of the past.

For every $1 invested in the Pork Checkoff, $14.20 is returned to the producer in profit, according to a Cornell University economic analysis of the National Pork Board Checkoff program.

(Lori Hays)

So, the question remains, what is the pork industry going to do?

“This is a transformational time,” Newman says. “We have a great opportunity to reposition pork. Successful brands require risk. What is the risk of doing nothing? The risk of doing nothing is that we continue to decline in consumption. We continue to be less relevant with future consumers like Gen Zs and Millennials, and less relevant than other proteins that are innovating and rising in popularity.”

No More Apologizing
During the National Pork Industry Forum, the National Pork Board will reveal the pork industry’s new tagline. The tagline will speak to pork’s future consumer and be unapologetic about pork, focusing on a whole hog approach (fresh and processed). The full-scale launch to the world will take place in early May.

“We aren’t the ‘other’ anything,” Newman says. “We know consumers are driven by flavor. Taste and flavor will be at the forefront of the campaign we launch as a brand. Also, there are segments of the population who are very concerned about nutrition so it will also address how pork plays a role in a balanced diet. Finally, it has to be convenient for the consumer of the future. Pork is no longer just the center-of-the-plate item that I grew up with.”

Future consumers are asking different questions when it comes to what’s for supper. They are thinking about pork as food categories, Newman says. Who wants Italian? Mexican? Or should we make Asian?

“If you look at our consumption data, a third of all consumption of pork in the U.S. is done in just four states: California, Texas, Florida and New York*,” Newman says. “The good thing about having data is that it tells you where the fish are, and you’ve got to fish where the fish are. Casting that broader net, or taking a shotgun approach to the market, is what we used to do. Today, we can take a very targeted approach to the market that can drive better results.”

A Rally Cry for Pork
The National Pork Board has been working closely with retailers, allied industry, stakeholders and other partners drive business.

“The time is now, and working with those partners is a great example of how the National Pork Board can be a catalyst,” he says. “The National Pork Board is an information hub. We don’t own a pig. We don’t own a pound of product. Our product is information, and that looks like our consumer segmentation data, the subject matter experts we have on staff at National Pork Board, and the relationships we maintain through the entire value chain.”

This campaign must be something the entire industry unifies around, Newman adds.

“It can’t just be a feel-good campaign that’s glitzy and sexy. It’s something we need to be able to capture ROI,” he says.

Launching a brand campaign is a monumental task, he admits. But from his perspective, being a third-generation pig farmer, it’s time for a rally cry.

“We need something we can all rally around,” Newman says. “The entire pork industry revolves around one simple concept: a consumer walks into a retail store and purchases pork, takes it home and cooks it, or a consumer walks into a restaurant, buys pork and eats it, and likes it enough to repeat the process.”

And if that doesn’t happen? The business won’t work.

“It doesn’t matter whether you sell breeding stock, feed or grain bins, build buildings, or are in the processing community, if we don’t have a consumer base who wants to eat the only thing we make, that creates a scenario for long term decline,” Newman says. “If we can’t rally around that, I don’t know what we can rally around.”

*Source: U.S. Census (3-year population trend by region), Circana (3-year trend of pork consumption [lbs])

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How Two Pig Farmers Are Winning People Over to Pork Now

Fri, 27 Sep 2024 14:48:11 GMT

Surprises can be good or bad, says David Newman, senior vice president of market growth for the National Pork Board .

“The current economic situation of the U.S. pork industry is certainly in the latter category,” he says.

The industry is well off the peaks for 2022 in both market channels, explains Glynn Tonsor, professor in ag economics at Kansas State University .

“A lot of the challenges domestically that pork demand is facing have to do with macroeconomic forces that honestly are beyond the realm of influence for those of us in the pork industry,” Tonsor says. “The net effect of historically high inflation and wages that increase, but didn’t increase at the same rate, means a lot of people are tightening their financial budgets.”

According to Iowa State University’s Model for Profitability, farrow-to-finish operators in Iowa aren’t just losing money, forecasted 2023 margins look to be record-low, says Lee Schulz, an Extension livestock economist at Iowa State University who manages the Model for Profitability.

“This is the worst annual year pork producers will ever have,” Schulz says. “We always talked about 1998 as the worst year ever, but 2023, collectively, will be worse than in 1998.”

In response, the National Pork Board has reallocated funds to support market growth initiatives and further sharpen its focus on market growth — particularly enhancing long-term demand.

It’s Time for Something New

“We have to win more households, more consumers and more eating occasions – we need a penetration strategy that helps us grow the base of consumer,” explains Kiersten Hafer, vice president strategy and domestic market development for the National Pork Board. “We need a buy rate strategy – we need them buying more often and growing the share. We need a consumption strategy that grows their use and reminds them there is more to pork and a particular cut than they realize and have been raised with.”

In short, it’s not just about selling more pork. It’s about creating long-term demand and connection to pork that will sustain the pork industry and create a more stable base of sales, Hafer says.

“If you think about that, there’s really a spectrum. On the left is shopper marketing, and on the right is consumer marketing. Shopper marketing is about influencing and impacting the consumer at the time of purchase. It’s the opportunity to drive immediate sales, it’s the opportunity to go after share and buy rate and drive volume,” she says.

The National Pork Board is working to bring pork into the forefront to talk about easy meals tonight or cross-selling within the portfolio of getting people from processed pork over to the fresh pork case, she adds.

To the far left of the spectrum, brand-driven programs are working to change perceptions of consumers in market through a longer-term proposition and plan. We are thinking about both long-term and short-term and balancing of efforts to ensure they are growing simultaneously, she says.

Perhaps most importantly, all of National Pork Board’s messaging in retail will lead with taste and flavor.

“That’s our opportunity to disrupt everything else out there, to break through in a busy time of year, and help consumers realize pork could bring them something they may have been missing, or might be craving,” she says.

Listen to the Consumer

Some of the ways National Pork Board plans to meet the consumer where they are include:

Tie cuts and recipes to cooking methods (appliances) they are using.
Give them confidence they can cook pork and it will be a great meal and eating experience.
Help them cook with confidence and make their meal.

Gene Noem, Iowa pork producer and past National Pork Board president, says, “A person in the food industry told me one time that the biggest mistake you can make in food is to imagine that people like the same thing that you do. You’ve got to listen to what people are saying. And you’ve got to listen to why they’re making the choices that they are.”

Pulling the Curtain Back on Pig Farming

Phillip Hord, a fifth-generation farmer born and raised on his family’s farm in Bucyrus, Ohio , wasn’t always sure if farming was his true calling. However, it didn’t take too many years being away from the commercial swine operation in north-central Ohio for Hord to determine he wanted to follow in his family’s footsteps.

What brought him back to the farm? Hord credits his time away with giving him the clarity of what tremendous opportunities truly exist in today’s pork industry. Whether it is making incremental improvements in on-farm live production statistics, working on integrating new ways to improve sustainability, or focusing on how to improve consumer pork demand, Hord says this was where he was meant to be.

When he first came back to his family’s operation, he focused heavily on the production side of the business. That is until he carved out his own specialty. One of his specialties became finding ways to serve up more demand for pork. 

“In an industry where few producers are vertically integrated, it’s extremely important we know where our products are going and what that product looks like,” he adds. 

Connecting with Food Service, Retailers and Consumers

Hord says anything he does on the farm has to provide value through the entire pork chain. Over time, he says that has meant going straight to the next link in the chain: retailers and food service. 

“Talking directly to retailers and food service individuals who are out there making decisions about where our product goes is very important because without them and their work, our product may not get on shelves or served in restaurants, which would make our industry unviable. There would be no need for our pig farm or any others,” Hord explains. 

Whether it’s having conversations with retailers or bringing groups out to their farm, Hord is a true believer in pulling back the curtain
on their operation. 

“Our perspective is, ‘why not be connected?’ and, ‘why not be a resource to answer questions while giving opportunities for others to visit the farm?’” Hord says.

Hord’s passion is evident about growing demand for U.S. pork whether that’s through their farm’s efforts in creating connections or sharing the farm’s story.

“The people in retail and food service we talk to are genuinely curious to find that a lot of our farms, we believe, are going to be carbon neutral, if not carbon negative. That is an awesome story to be able to tell,” Hord says. 

Not only can he tell them about their farm’s journey to carbon neutrality, but he can also put numbers behind that story. Success in this area has come through big, long-term commitments, as well as small everyday changes around the farm. 

“When it comes to reducing our carbon footprint, we’re implementing practical changes such as adopting LED lighting on our farms, and in the birthing areas, converting away from heat lamps. “We’re using baby pig heat mats instead of a heat bulb because they use less electricity and actually provide a better environment for small pigs,” Hord adds. 

While progress and innovation are essential for the Hords, they aren’t doing a complete overhaul in everything they have been doing. In some cases, the family isn’t making any changes. However, they are carefully quantifying the farm’s impact by capturing data and communicating what it means to the farm’s overall sustainability picture. 

For many consumers today, Hord says simply going back to the basics of telling them how pig farmers are the original recyclers and re-users of nutrients is a critical step to getting them to view farmers as true champions of sustainability.

“To tell how we’re using manure from the animals in the fields, which then helps grow the grain to feed back to the animals in the same area, is a really cool thing to talk about as a recurring cycle,” he says. “A lot of people aren’t aware of how that process works until you tell them and it’s up to us to do that.”

Hogs, Hope and Trust: How One Pig Farmer is Reaching Consumers

“With hogs and hope” is how first-generation Ohio farmer Jessica Stevens built her pork operation from scratch in 2013.

Carroll Creek Farms , located in Waynesville, Ohio, is not your typical hog farm, she explains. Her niche operation offers 11 acres for her pigs to roam, in addition to a barn they can go into whenever they want. She’s focused on raising primarily Berkshire and Duroc swine.

Although Stevens is passionate about how her operation functions, she’s the first to point out that she doesn’t believe all pigs need to be raised one way or another.

“With our location between Cincinnati and Dayton, I knew if I was going to be an operational farm for more than just my generation, I needed to have it work with the ecosystem here, which is ever urbanizing,” Stevens says.

A Unique Way to Sell Pork

It’s not just how her pigs are raised that some call unique, but also how the meat is sold. Stevens decided to go direct to consumer, while also finding a way to be part of the community. She says she wanted her farm to be viewed as a partner.

“There’s a variety of different ways that people can buy from Carroll Creek,” Stevens says. “The first is the ‘Meat Retreat.’ We have our home farm open to the public every day, seven days a week, where we just trust people. They come down our driveway, and we have the honor system where they can check themselves out and grab whatever meats they need for the day, and then take off.”

Carroll Creek also sells products at a few farmers markets and even online. No matter where the pork products are being sold, she wanted to make sure the products they offered consumers were done so in a convenient way.

As an ag lender and mom of three, Stevens says her time to cook is limited. That’s why she sees ground pork as a huge opportunity for growth.

“I think moving into that space where it’s more ready-to-eat and quick and easy is going to provide a world of opportunity for the future,” she says.

From chorizo to other ground pork specialties, Stevens sees ground pork as a convenient option for shoppers, and one that will help boost demand for pork. Building that confidence among consumers could live on for generations, even on their own farms.

“When we’re out there doing the hard work and building this business from scratch, it’s really not as much about our generation, but setting up the next generation, and ensuring that they have a viable operation to come back to,” Stevens says.

The Empathy Gap: Why We Need to Connect With Our Audience Better

Wed, 14 Aug 2024 17:09:07 GMT

The empathy gap in our country is widening. According to PWC, 64% of U.S. consumers believe that companies have lost touch with the human element of consumer experience.

Why is this so dangerous? Andrew Blackburn, a master writer for Hallmark, said it’s simple. People remember what they feel. And ultimately, when you have a good memory around a product, you’re going to be more likely to buy it over and over again.

Although Blackburn was discussing empathy at a writing workshop during the Ag Media Summit, it wasn’t lost on me that he was talking about a lot more than writing.

Empathy Drives Action

Empathy is something we all need more than ever right now, he said.

“Empathy is feeling ‘with,’ while sympathy is feeling sorry about someone’s situation,” Blackburn explained. “We all have empathy, but we have to choose to use it.”

To be effective in business, what we do has to resonate with someone. For it to resonate, Blackburn said it has to connect with the audience’s needs. When this is done in an authentic way, it drives people to action.

Know Your Audience

The same can be said about pig farming. It doesn’t matter how great the pork we produce is if it doesn’t connect with the people buying it. That’s why it’s so important to know your audience.

For example, if you want to sell more pork, spend time understanding what consumers want and need. We need to have a knowledge and appreciation for what drives them, for what motivates them to take action. It’s exciting to see the work being done right now to better understand consumer types and motivation.

“It’s hard to advocate for someone you don’t understand,” Blackburn said.

Empathy is a powerful tool to help us continue to bridge gaps. How can putting yourself in someone else’s shoes be the difference maker?

No, Don’t #BreakUpWithBacon: Campaign Targets D.C. With Bad Science

Thu, 13 Jun 2024 00:12:08 GMT

Misinformation is again waging war against bacon. A quarter-million-dollar ad campaign that launched this fall on TV, radio and bus kiosks in Washington, D.C., claims there are health risks to eating bacon and other processed meats.

The campaign is being paid by the Physicians Committee for Responsible Medicine —a D.C.-based nonprofit that does research and advocacy work, according to The Washington Post . The ads include the slogan #BreakUpWithBacon.

How Can You Compare Bacon With Cigarettes?

Neal Barnard, founder of Physicians Committee, compared people’s weakness for bacon to cigarettes, and tobacco’s contribution to lung cancer, the leading cause of cancer deaths in the U.S.

The campaign references a 2015 report from the World Health Organization that lists the carcinogenicity of various products—from bacon to paint and sunshine—and has widely drawn criticism from other health organizations.

Still, that doesn’t change the tactics from activists. “Cigarettes taste good, but we grow up and realize it’s not healthy,” Barnard told the Post . “We have to grow up and set aside these adolescent behaviors that are not great for us.”

Colorectal cancer, the second-leading cause of cancer deaths, is on rise for people under 55 years old. Barnard and supporters say the main reason is eating processed meats such as bacon, sausage, ham and pepperoni.

As Humane Watch reports, “No sensible person would claim that eating bacon is as likely to cause cancer as smoking. According to the New York Times , smoking “raises a person’s lifetime risk of developing lung cancer by a staggering 2,500 percent.” Consuming bacon on the other hand—according to the WHO’s standards—translates to less than a one percent increase in the lifetime risk for colorectal cancer. That also means cutting bacon from your diet likely won’t have a huge impact on your cancer risk.

Food Inflation Outlook for 2023 Drops Below Previous Projections

Wed, 26 Jul 2023 20:34:01 GMT

USDA expects food price inflation for 2023 to be slightly lower at 5.8% compared to the previous projection of 5.9%.

The grocery store price inflation forecast has been significantly reduced by a whole percentage point to 4.9%. Food price inflation for 2024 is expected to considerably decrease compared to 2023, with an expected rise of 2.4%.

Restaurant prices are predicted to increase slightly less than before, now at 7.5% as compared to previous 7.7%. For 2024, a 6.1% rise in restaurant prices is anticipated.

Interestingly, some food categories are expected to experience price declines in 2024, including pork, eggs, and dairy products. Notably, egg prices have shown significant volatility, escalating by as much as 37.8% in February 2023, yet ultimately expected to only rise 2% over the year.

USDA’s initial forecasts often undergo revisions, as seen in the fluctuations in 2023 food price inflation predictions beginning from July 2022. This dynamic forecasting, which includes various inputs like energy, labor, and maintenance costs, particularly affects restaurant prices.

For 2024, USDA projects that food price inflation will be lower than that seen in 2023 and significantly lower than the rise seen in 2022, though these are initial forecasts and subject to changes as more data comes in. However, despite the reductions, consumers will continue to pay more than the 20-year average for all types of food, marking a four-year trend. The anticipated reductions have been tied to interest-rate increases initiated by the Fed.

3 Trends that Will Drive the Food System of the Future

Thu, 20 Jul 2023 18:30:46 GMT

These three tenets will drive the industry and impact farms

The food system is being reimagined today and farmers can benefit by thinking about how to improve their ability to take advantage of opportunities in the process, says Rob Dongoski, partner and food and agribusiness leader at Ernst and Young. He says the food system will be based around the following three tenets.

1. Consumer Centric
This transition was underway and received a big boost from the COVID-19 pandemic. Dongoski anticipates the transformation will be significant in the next five to 10 years.

Consumers are increasingly listening to what product marketers are telling them rather than scientists.

“Marketers are winning the communication battle because they are better funded,” he says.

Part of what’s at play is significant changes in consumer demographics. Dongoski says the most populous generations in the workforce today are Millennials and Gen Z.

“While Boomers and Gen Xers think about cars and houses as status symbols, Gen Z and Millennials think, ‘I grocery shop at Whole Foods. I cook at home. I go to the farmer’s market.’ Their experience with food is very different,” he says.

2. Planet Friendly

“Farmers are land stewards as land continues to be the largest asset on their balance sheet,” Dongoski says. “As their stewardship practices become more understood by consumers, I think it will bring new light to the definition of sustainable food.”

Still, he does believe farmers have opportunities to be more conscious of practices that are planet friendly.

“There are many opportunities to care for livestock differently, for example,” he says. “The pendulum can shift to extremes, but I do think we can be smarter.”

3. Connected System

“When I think about the future of food, I believe the food system will look retro,” Dongoski says. “The future is a place farmers and consumers have been before.”

Decades ago, he says, consumers had a butcher and a baker on the corner, and milk was delivered to their home. Consumers knew their food producers and processors.

In the future, that personal connection won’t be based on geography, instead it will be based on data.

Today consumers get glimpses of farmers’ production practices in grocery store aisles and on menus, as stores and restaurants feature names, photographs and information on the farmers who produced the food.

“That’s how consumers will have insights into your operations and practices, which will influence consumers,” he says.

Listen to Rob Dongoski share trends on the “Farming the Countryside” podcast:

Read more stories from the 2023 Top Producer Summit:

Preventative Maintenance for Your People: How to Reduce Turnover and Boost Morale

How to Run An Innovation Sprint on Your Farm

Nominate Outstanding Farmers for Awards from Top Producer

Take Time to Celebrate Accomplishments

5 Business Principles That Define Success

Farming Boom or Bust in the Decade Ahead? How to Manage Price Cycles

Be Inspired by Five Remarkable Farm Operations

Ideas Big and Small: Create a Culture of Creativity on Your Farm

Prop 12: A Different Kind of California Wildfire

Fri, 12 May 2023 15:42:08 GMT

Proposition 12 legislation took effect in California on Jan. 1, 2022. National Pork Producers Council (NPPC) assistant vice president and general counsel Michael Formica predicts Proposition 12 repercussions will be seen in California as early as this morning.

The law requires egg-laying hens, calves raised for veal and breeding pigs (sows) to be able to lie down, stand up, and turn around in the spaces in which they are housed, without touching the sides of the stall, or another animal.

Most sows are housed in individual pens. Proposition 12 prescribes sows must have at least 24 square feet of floor space to move around, which would effectively require large group pens.

California’s Position

California raises about 8,000 sows—only 1,500 in commercial production—while maintaining a market demand of roughly 700,000 sows. California’s pork needs are generally met through states like Iowa, Minnesota and others in the Midwest.

Formica says only 4% or 5% of U.S. pork production is currently compliant with Proposition 12 legislation.

Various retailers have pleaded with the California Department of Food and Agriculture (CDFA) to rewrite the timeframe for enforcing Proposition 12. CDFA says they lack authority to delay the compliance deadline.

Formica explains that 28 months of unsuccessful compliance delays with the CDFA and the Animal Care Program has put retailers in an “impossible” position that could lead to criminal charges for the sale of uncertified meat.

Lessons Learned

Californians didn’t clearly understand what was being voted on, Formica adds.

“They didn’t know the impact this was going to have,” says Formica. “They were presented the question, ‘Do you think farm animals should be protected from cruel treatment?’ I would have voted the same way.”

Pro Farmer policy analyst Jim Wiesemeyer says before this legislation made its way to the proposal stage, “it should have been battled with questions,” to better educate voters.

NPPC and the American Farm Bureau have filed a joint petition on Proposition 12, scheduled to be addressed by the Supreme Court on Jan. 7, 2022.

Related Articles:

> California’s Prop 12 Took Effect Jan. 1

> Prop 12 Countdown: California Food Industry Leaders Fight Back