Boosting Pork Demand with Bold New Strategy

Taste What Pork Can Do Campaign Begins

The U.S. pork industry is making efforts to increase domestic demand through a new campaign titled “Taste What Pork Can Do.” This marketing push highlights the flavor of pork and offers consumers easy recipes and cooking methods to encourage more at-home consumption. 

The campaign comes at a time when U.S. pork exports face uncertainty. In 2024, nearly one-quarter of U.S. pork was sold internationally. However, trade conflicts and reduced imports from countries like China are slowing global demand. 

Although global pork consumption is rising, U.S. per capita consumption has remained steady at around 50 pounds for the past 50 years. That is less than the yearly consumption of beef and chicken, which stands at 60 and 100 pounds respectively. 

According to CoBank, the campaign could mark the start of a “new pork” era in the U.S. To support this shift, pork producers may also consider revising hog genetics to enhance flavor and fat content. Consumer tastes are changing, and fat is no longer viewed as unhealthy as it once was. 

“If the U.S. consumer is to truly reimagine pork, some fairly significant changes may be required over time,” said Brian Earnest, lead animal protein economist with CoBank. “Recalibrating the genetic hog makeup and showcasing different cuts at retail and through food service could be in order. Utilizing pork in a new way could help find the pork equivalent of a beef T-bone or rib-eye for a richly flavored, premium-priced offering.” 

Products like bacon and sausage remain favorites among consumers. Bacon has led pork sales for over a decade, and demand for pork trim used in sausages and pepperoni has pushed prices beyond $80 per cwt. 

The industry is also focusing on convenience. While pork loins and hams are affordable, they are harder to prepare. New, easier-to-cook pork cuts may help consumers enjoy pork more often. 

With strong supply and rising grocery costs, pork offers value and flavor, positioning it well for growth in the U.S. market. 

Photo Credit: istock-srdjan-stepic