Pork in the News

Achieve Pork Chop Perfection.  Busy Americans Starved for Simple, Healthful Food Solutions. Holiday Entertaining. Ham 365: Ham It Up All Year.  These are a few of the headlines that the Pork Checkoff’s Pork Information Bureau (PIB) has secured in the media throughout the years to reach consumers.

“We have become the one-stop source for pork-related information for consumers,” said Ceci Snyder, assistant vice president of consumer marketing for the Pork Checkoff.  “Through the years, we have been able to reposition pork as more desirable to consumers and have had continued success with media coverage.”

Technology has impacted the way we reach media, Snyder said. 

“For example, the winter grilling satellite media tour produced over 16 million impressions,” she said.  “By linking via satellite with TV stations nationwide, we can reach millions of  consumers cost-effectively in one day.”

From utilizing the Checkoff’s Celebrated Chefs to developing a Pork 101 for food editors, the PIB is working to increase demand. 

“Because consumers are more open to pork today, we have more opportunities,” Snyder said.  “We try to enlist well-known food authorities to publicize unique pork recipes and generate excitement about pork.”

Pork can play a role in a healthy diet, and the Pork Checkoff’s PIB team works with registered dietitian spokespersons to deliver that message. 

“As a registered dietitian, one of my favorite handouts was the eight cuts of pork that are less fat than a chicken thigh,” said Chere Bork, a registered dietitian in Minneapolis, Minn.  “I find the PIB to be a credible resource for myself and clients.”

All of the PIB’s media efforts drive consumers to TheOtherWhiteMeat.com, which started as a basic recipe Web site in the early ’90s and is now a destination for busy consumers.  The site averages over 200,000 monthly visitors.

“The Web site is our number one means of engaging consumers,” Snyder said.  “It has come a long way, and we will continue to make it even more interactive for our young consumer target.