National Pork Board Celebrates Accomplishments with 25th AnniversaryFri, 18 Nov 2011 16:32:10 CST
The National Pork Board celebrated the mark of their 25th anniversary and this week in Des Moines, Iowa. And as Chris Novak, CEO of the National Pork Board, points out, the board has a lot to celebrate over the past 25 years.
The National Pork Board has worked since 1986 with the launch of the Pork Checkoff to improve the pork industry and invest in the industry. While the number of pork producers in the U.S. is down, Novak says the industry has worked and succeeded at improving the quality of the product by tackling specific disease issues.
Novak also says the industry has improved when it comes to global exports. Twenty-five years ago, the U.S. was importing more pork from overseas than we were exporting. Today, the U.S. has about 37% of the global market share and trade and we are the number one leading exporter of pork says Novak.
The National Pork Board has also faced some changes when it comes to marketing to consumers. The Other White Meat campaign was created to increase pork consumption in the U.S. while it was falling fairly dramatically says Novak. The Pork Checkoff has continued this concept with a new campaign called Pork Be Inspired.
The Pork Be Inspired campaign is helping to share the message of convenience, affordability and value of pork. With 1,700 different recipes listed online, Nocak says they are working to reach 330 million consumers through different approaches of advertising.
Click on the LISTEN bar below to hear the rest of Ron Hays and Chris Novak's conversation on the 25th anniversary of the National Pork Board and the Pork Checkoff.
Click here to visit the Pork Checkoff website.
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