DES MOINES, IOWA — The National Pork Board (NPB) continues to promote a consumer marketing push in early 2025 with its new tagline “Taste What Pork Can Do.” Attendees of the 2025 Annual Meat Conference got a preview of a new video promoting the new campaign and slogan.

“To put it simply, we’re going to use pork to sell more pork,” said the video’s narrator during the preview. NPB is leaving behind the previous slogan that referred to pork as “the other white meat.”

The association expects to spend an initial budget of $15 million to kick off its campaign.

NPB will use its data and insights engine developed in the last several years that brings in proprietary and syndicated research to better understand consumer preferences related to protein and pork.

The research helped the Pork Board and the Pork Checkoff inform the Consumer Connect strategy, which it shared with the industry to focus on merchandising and marketing pork products.

“The Consumer Connect conversations and successful marketing test-and-learn opportunities with supply chain stakeholders created early buy-in within the industry,” NPB said. “The campaign’s overarching strategy is developed by marketing professionals in state pork associations, pork producers, packers/processors and retailers — many of whom have used the Consumer Connect insights to shape their own marketing decisions.”

With its new marketing campaign, NPB plans to highlight taste and flavor, which include many processed cuts for pork consumers.

The initiative was introduced in March during the National Pork Industry Forum. The campaign will start in May.