National Pork Board shifting focus to domestic demand

In a move to address recent financial challenges and ensure a stronger future for the pork industry, the National Pork Board (NPB) is rolling out a new strategic plan centered on the needs of producers.

The plan - announced at the 2025 Pork Industry Forum in Orlando last month - was developed with extensive input from pork producers and industry stakeholders. It aims to drive demand, strengthen state and national partnerships, and improve swine health.

"The task from our board of directors last July was pretty straightforward. Coming off of two years of a really difficult financial situation, the board said, 'Let's really focus on … what (the producers) are in need of,'" said Bill Even, CEO of the National Pork Board.

He noted this marks a shift from the board's previous strategic plan, which had an internal focus.

The plan includes three goals and is expected to be in place for three years.

1. Drive and increase the long-term value of pork - Advance pork's position, presence and consumer appeal by promoting pork in the marketplace globally and reposition pork to become more relevant to more Americans.

2. State pork associations and their producers are better able to anticipate and adapt to continuous change - Strengthen state and national organization relationships and foster stronger partnerships between state and national organizations.

3. Improve the lives of our pigs and our people - Leverage swine health research into action and develop a collaborative, producer-led, national swine health strategy for the U.S.

Producer-centered

A key element of the new strategy is its emphasis on listening to and addressing the needs of pork producers.

"The marker that the board put down was to stay very focused, listen to producers and make good decisions. Then bring that back to the board," Even said.

To ensure a wide range of perspectives, the board assembled a task force comprising individuals from across the pork supply chain, including pork producers, representatives from vertically integrated industries, the show pig sector, processors, food service and state associations.

"Every strategic plan the National Pork Board has done looked outside of our own echo chamber and brought in other people from the supply chain to ensure that we were hearing from everyone from the genetic side all the way down to the end consumer," Even said.

Reaching consumers

A central pillar of the strategic plan is a focus on driving demand for pork products.

"Our first goal that we focus on is our demand goal," however, the board recognizes that maintaining and growing demand requires adapting to changing consumer preferences, Even said.

To this end, NPB also announced a rebranding effort at the Pork Forum which uses data to target likely pork consumers.

"I am extremely excited about the work that we've been doing in the last few years with data and insights," said Alayne Johnson, NPB treasurer. "It's something we've never had access to before…It's really allowed us some insight into what our consumers really want."

Even continued, "The people who are buying pork are baby boomers and the silent generation," but not as much is purchased by younger people. "Millennials, Gen Z, they are not buying our product. It's critical to get to them if we're going to have a future as an industry."

"We have been able to identify those things and tactically and surgically go in there and figure out who we need to speak to and what we need to say to them," noted Johnson.

Improving relationships

The strategic plan also emphasizes the importance of collaboration to address key challenges facing the industry.

"The strength and vision of our state organizations is foundational to the success of the National Pork Board," said NPB Board Member Jesse Heimer. "It's imperative that we work together with our state partners, all 42 of them, to ensure success."

Heimer added that each of the goals within the strategic plan requires support from every level of production, from state organizations to the farmer at home caring for the animals.

"We want to make sure our state pork associations and their producers are better able to anticipate and adapt to continuous change in the industry," Heimer said. "That may sound simple, and it's supposed to be. We need to work together to identify opportunities and tackle challenges."

Healthy hogs and people

Finally, goal three is to maintain focus and resources on swine and producer health concerns.

"Swine health, it's been an issue for a long time, and it'll be a topic long into the future," said NPB Board Member Bill Luckey.

He said the plan aims to "improve the lives of our pigs and our people," by focusing on developing healthier swine and better livability, as well as continuing to improve the well-being of those working in the industry.

"The National Pork Board and the National Pork Producers Council (NPPC) are going to be the drivers of this whole program," Luckey said. "We're also going to bring in other people and organizations, including veterinarians and researchers to help us. But the producers are going to be the people who really make this whole program work."

Looking ahead

The NPB has approved the high-level goals of the strategic plan and is now working to develop metrics, budget ideas, and key performance indicators (KPIs) to measure its success.

"Our staff now has to put in metrics … they're going to look at it again in June and make some judgment calls," Even said.

The board aims to finalize the plan in June. "(Then) we'll have to make some tough decisions. And that's okay," Even said. "The old adage is that you make better decisions when the money's tight than when the money's loose."