The Vision Behind Surprisingly Pork

During Pork Month this October, many pork producers are facing extremely challenging business conditions.

At NPB, we know times are tough, and we’re here to support you. We are working diligently to ensure that brighter days are on the horizon. 

As part of our commitment to revitalize the pork market, we proudly introduce Surprisingly Pork.

This isn’t just another marketing endeavor. It’s a vision to showcase pork in a new light, emphasizing that it is good for you and good for the planet. 

By investing Pork Checkoff funds in this platform, we aim to rewrite the pork narrative, positioning it as a staple for families now and for years to come.  

Why Surprisingly Pork? 

Repositioning Pork in the Market: For too long, pork has been in the shadows when it comes to its nutritional benefits. There’s a gap between the reality of pork’s nutritional benefits and the consumer perception. Surprisingly Pork aims to bridge this gap. 

Targeting High-Value Segments: Millennials, particularly millennial moms, have emerged as a critical demographic. With research showing their increasing inclination toward pork, targeting this segment is a strategic move. Their buying habits not only influence their families but also set trends for the wider consumer base. 

Evolving Market Dynamics: Today’s consumers demand transparency, health benefits and sustainability. By emphasizing the unexpected advantages of pork, from its nutritional content to its versatility, we’re meeting the market’s evolving demands head-on. 

How This Translates to Demand

Educate and Engage: Through a mix of social media content, targeted ads, recipes and in-store activations, we aim to be present in every step of the consumer’s journey, sharing pork’s benefits. 

Change Perceptions: The platform’s focus is to disrupt outdated notions surrounding pork. With compelling language and relatable content, we anticipate creating a positive and lasting shift in consumer sentiment.

Drive Purchases: By being where our consumers are, especially on e-commerce platforms like Instacart and through in-store signage, we’re ensuring that pork isn’t just considered but also purchased.  

Times are hard, and with Surprisingly Pork, we’re hoping to make them better. Learn more about this work in an article by David Newman, NPB’s senior vice president of market growth. 

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