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Pork Board launches Real Pork master-brand strategy

The National Pork Board has launched its new master-brand strategy celebrating pork and the people who bring it to the table.

Angie Krieger, vice president of domestic marketing at the Pork Board says Real Pork answers the questions consumers have been asking.  “Real Pork will be our effort to position pork and the pork industry as authentically as possible to consumers,” she says.  “Who might be looking for answers about sustainability, nutrition, cooking, or other aspects of the industry.”

She tells Brownfield consumers will see a first glimpse of Real Pork in September, when the Pork Board launches Pork as a Passport.  “People are tired of being stuck at home and people aren’t traveling as much,” she says.  “So this campaign, Pork as a Passport, and quite literally we’re going to take people around the world with the flavors of pork.  Pork is the number one protein in the world, but not in the US and our question is ‘why not?’.”

Some of the activities the National Pork Board has planned include matching pig farmers with global chefs to connect over pork products, highlighting globally inspired pork recipes, engaging a family psychologist to provide insight about the importance of family meals, sharing information on global recipes using pork, connecting US chefs with international chefs to cook together, and highlighting pork in the most authentic, real and delicious way possible through street food in a multicultural effort called Menu Urbano. 

All of these will be available online HERE.

Krieger says retail sales of pork have surged during the pandemic and Real Pork aims to not only retain that growth from pandemic purchasing — but extend it long-term.

AUDIO: Angie Krieger, National Pork Board