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National Pork Board renews focus on human nutrition

The National Pork Board has earmarked $18 million to educate consumers about the role of pork in a healthy diet.

CEO Bill Even tells Brownfield the strategy falls into three buckets: science and research, working with dieticians and consumer messaging.

“This will look at what the current science says about the role of red meat in the diet, what communication or endorsements we need to get from the dietician community so they understand it and how we tell this story to the consumer. This is a big multi-year effort on the part of the pork checkoff.”

He says the board has had a low profile in the human nutrition space for the past 20 years and decided this is an area that needs a greater focus and deserves more checkoff funding.

Brownfield interviewed Even during the Illinois Pork Expo in early February.