Special Report
Checkoff investments help drive record domestic pork consumption
The CEO of the National Pork Board says Checkoff investments are helping improve domestic pork demand.
Bill Even tells Brownfield a new approach to marketing and promotion has been key in growing U.S. consumption to record levels.
“That’s a fantastic piece of news.”
He says NPB marketing efforts have shifted away from generic TV advertising to a digital campaign that targets consumers across the country.
“Whether it’s north, south, east, or west. Male, female. Young (or) old, rich (or) poor, or regardless of your ethnic background. We’ve been reaching out in the digital space to talk to consumers where they live, and that’s on their mobile devices.”
Even says the Pork Board recently completed its most comprehensive consumer research study since the Checkoff began 30 years ago.
“Our domestic marketing team is aggressively delivering that information to grocery stores, the food service restaurant industry, as well as packers and processors, to help them understand where today, and more importantly, tomorrow’s consumers (are) headed so we can speak more effectively to those people.”
He says Checkoff dollars are also being used to aggressively market pork in other parts of the world, especially Latin America.
Pork producers from all over will be gathering in central Iowa for the World Pork Expo June 6th through 8th, and Brownfield will be providing on the ground coverage all three days.
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