Supporting Retailers Through Technology, Food and Emerging Opportunities

Supporting Retailers Through Technology, Food and Emerging Opportunities

On this page:

• Happenings at Fall RAC
• Smart Marketing Moves Ahead
• Final Thoughts

The National Pork Board's Retail Advisory Committee (RAC) serves as an important link between pork industry leaders and the retail community. At the recent fall meeting hosted by National Pork Board (NPB), more than 100 total attendees from 44 different companies gathered and voiced insights for important strategies to make pork more relevant to more Americans.

Happenings at Fall RAC

RAC is an opportunity to share what has been successful and learn what can be done together to further appeal to consumers. With the packer/processor community and allied industry partners also in attendance, we focused on delivering information and insight on the most top-of-mind topics in the industry. In that vein, we started the meeting with a discussion on food technology featuring perspectives from Dr. Jayson Lusk of Oklahoma State University, Charlie Arnot with the Center for Food Integrity, and Banks Baker of Pig Improvement Company (PIC). After their presentations, Iowa pig farmer and microbiologist Dr. Mike Paustian facilitated a panel with the speakers and NPB's Chief Veterinarian Dr. Dusty Oedekoven, which discussed multiple facets of technology's role in food and food production.

Additionally, a Chairman's Lunch was hosted by RAC chairman, Tony Manker, to discuss important issues and opportunities for the industry. Those in attendance left with confidence in the pork industry's direction and a clear understanding of the opportunities available. "The work we do with NPB gives us the competitive edge as retailers that we need to be successful," said Tony Manker, RAC chairman.

The afternoon featured breakouts with retailers and food service operators. NPB shared an update about the Taste What Pork Can Do™ consumer campaign, provided an overview of a new volumetric and flavor trends study for food service, and received an engaging nutrition update from Dr. Kristen Hicks-Roof.

Smart Marketing Moves Ahead

The insights shared at the event help make pork an easy, appealing choice in the meat case. There is steady momentum and engagement behind the Taste What Pork Can Do™ consumer brand campaign that launched in May 2025. Our partners understand the opportunity pork has, and the supply chain has been supportive.

Looking ahead to 2026, the campaign has a focus for three identified seasons for extending messages and sharing them more effectively.

1. Flavor and Nutrition: From January to Easter, we're focused on how pork includes all the essential amino acids. There will be a strong focus on ground pork and its flavor profile. Consumers continue to search for complete proteins with an emphasis on GLP-1 and we will be proactively sharing lean pork messaging around Heart Month in February.

1. Grilling: Easter to Labor Day spotlights pork's versatility with summer gatherings. Whether it's pork chops, pulled pork or ribs on the grill, this season focuses on pork's versatility and its full portfolio of options. The pork burger will also be making its debut in the summer.

1. Gatherings: Labor Day through December takes into account tailgates and the holidays. From breakfast sausage to bone-in pork roast as the dinner table's centerpiece, pork is ready for all the celebrations.

Final Thoughts

RAC is an opportunity to share how our work amplifies what is being done in the retail community. In the supply chain, both retail and foodservice play a critical role. As a support system for our supply chain partners, we want all of them to succeed because if they are successful, we are helping to sell more pork. We want to leverage Checkoff dollars to support retail partners the best we can to drive incremental sales together.

At the end of the day, RAC is more than a meeting. It's a sign of where the industry is heading and how we can get there together.