National Pork Seeks to Expand Multicultural Market Demand

Marketing pork to new and expanding audiences has always been a priority for the National Pork Board (NPB). To capture more share in multicultural markets, the NPB has launched a “go fish where the fish are” campaign to drive pork growth in Miami, Los Angeles, New York, San Antonio, Houston and Chicago.

Bill Even, NPB CEO says it’s never been more important to market to diverse audiences, with most of the population growth over the last 20 years in the U.S. coming from multicultural consumers. The pork checkoff is studying barriers that prevent Hispanic and African American audiences from consuming pork. A key barrier discovered is that both audiences view health and nutrition as a priority. To capitalize on this, NPB is being proactive in reminding consumers how well pork plays with vegetables and that it provides a healthy and delicious protein source.

Read more on the pork checkoff’s efforts to expand diverse market share here.