"Taste What Pork Can Do. is about connecting with the modern consumer where they are today: craving authentic flavors, eager to discover something new with every meal, and exploring ingredients and cuisines that reflect who they are and how they want to eat.”
Millennials and Gen Z consumers prioritize taste in their meal choices, seeking adventure, cultural curiosity, versatility, balanced nutrition, and convenience.
“Flavorful cuts, from bacon and pepperoni to ham and pulled pork barbecue, are already beloved by millions,” de Jesús said. “Pork will prove all the ways it opens the floodgates of flavor and inspire a new generation to find flavorful moments in their everyday life, in every meal occasion.”
To launch the campaign, the National Pork Board has teamed up with chef and culinary influencer Joshua Weissman for a unique dining experience. Weissman will host "NEW PORK CITY," a one-day dining tour in Manhattan on May 6, featuring invited fans and media.
"Pork is the cornerstone of cuisines around the world because it’s the ultimate culinary chameleon flavorful, bold and endlessly adaptable," Weissman said. "I’m thrilled to be hosting NEW PORK CITY to celebrate the tradition and innovation of pork, especially within NYC’s diverse neighborhoods that highlight all of pork’s possibilities."
During the tour, guests will enjoy a six-course, pork-only tasting menu curated by Weissman, featuring his favorite pork recipes and aligned with iconic landmarks and pork-related history.
"Joshua’s passion and knowledge about pork’s flavor and versatility, paired with the innovation of New York City, will undoubtedly showcase the impact pork has had on cuisines around the globe," de Jesús said. "We hope guests on the NEW PORK CITY tour walk away with a new appreciation for all the ways pork can be enjoyed."
"Taste What Pork Can Do." is more than just a campaign; it’s a bold step forward in redefining pork's role in modern meals. With a focus on taste, versatility, convenience, and balanced nutrition, pork is set to lead a new era of food culture, encouraging younger generations to explore and enjoy its diverse offerings.