Meat Benefits Matter to Latinos

by Jose deJesus, Director of Multicultural Marketing When the National Pork Board embarked on this journey to learn as much as possible about pork consumers – Latinos included – through a comprehensive research project, I suspected the data would confirm what we have always known – mainly, that Hispanics’ affinity for pork is unparalleled. It […]

U.S. Pork Exports: September Trade Update

In mid-October, the U.S. Trade Representative announced intent to negotiate bilateral trade agreements with Japan, the European Union, and the United Kingdom, thus creating optimism for agricultural trade. After the October 1st announcement of the United States, Mexico, and Canada (USMCA) trilateral trade agreement, direct impacts for the U.S. pork industry remain to be seen […]

Pork 2040 RFP: Understanding the International Marketplace

China Market Assessment and 20-Year Foresight Analysis of Pork and Processed Pork Product Consumption are the Focus of NPB’s International Marketing Research Initiative The National Pork Board and the U.S. Meat Export Federation (USMEF) are collaborating on a foresight marketing study called Pork 2040. The goal of this study is to investigate changing consumer attitudes […]

Colombia: Continued Growth for U.S. Pork Exports

by Clay Eastwood, Manager of International Marketing Monthly Market Highlight Colombia continues to be at the forefront of rapidly expanding U.S. pork export markets. In 2017, U.S. pork and pork variety meat exports to South America were up 57 percent by volume and 58 percent by value. Specifically, U.S. pork and pork variety meats to […]

Hispanics’ Strong Affinity for Pork in Phoenix

by Jose deJesus, Director of Multicultural Marketing The National Pork Board recently closed out the final rounds of qualitative work in the U.S. by conducting a set of focus groups with Hispanic pork consumers in Phoenix. Late in 2017 and throughout 2018, we conducted qualitative research in key Hispanic markets – Chicago, Dallas, New York, […]

Making Pork Famous

by Jenna Bieri, Social Strategy Manager YouTube Creators engage, educate and entertain in the name of pork Expanding on a larger partnership with Google, the National Pork Board has partnered with YouTube’s FameBit to engage in influencer marketing. FameBit is a YouTube marketing platform where brands such as NPB can easily collaborate with YouTube social […]

Importance of U.S. Export Markets Seen on International Mission

by Derrick Sleezer, International Marketing Committee Vice Chair I recently returned home from the National Pork Board’s International Marketing Committee Asia Mission that included stops in Singapore, Vietnam, Hong Kong, and Macau. As my first trip to Asia, I really had no idea what to expect. Before the trade mission, I fully understood that the […]

It’s A Small World, After All

by Glenn Stolt, President and CEO, Christensen Farms I recently participated in the National Pork Board’s International Marketing Committee ten-day immersion mission to Asia. While in Hong Kong we met with forty of their largest importers—the people that decide whether our U.S. pork and pork products are the ones that will be sold in retail […]

South Korea: A Bright Spot for U.S. Pork Exports

by Clay Eastwood, manager of International Marketing Monthly Market Highlight South Korea is a booming and rapidly expanding market for U.S. pork exports. In 2017, U.S. pork and pork variety meat exports to Korea increased 28 percent by volume and were valued at $457 million – up 30 percent year-over-year and the second highest year […]