September 9, 2020

 

US pork farmers' group launches marketing campaign among consumers

 

The US National Pork Board has launched a new consumer marketing campaign that aims to elevate the at-home cooking experience by highlighting the common love for pork across a number of global cuisines.

 

The Pork Board, which represents some 60,000 US farmers, introduced the campaign called "Pork as a Passport" in an effort to encourage quarantine cooks to get adventurous with their meals by showcasing delicious pork dishes from across the country and around the world.

 

"Pork as a Passport celebrates the authentic flavors of pork and shows consumers how to take at-home recipes to a new level", said Angie Krieger, vice president of domestic marketing at the Pork Board. "Six months into the pandemic, consumers are ready for mealtime variety, and this campaign helps cooks start that journey in their kitchen with flavorful and authentic options."

 

According to Krieger, during the pandemic-when consumers are forced to cook more at home, try new recipes and purchase new products-pork perfectly meets two key motivators for consumer purchases: comfort and authenticity.

 

"With the increasing diversity in the US, many households come from one or more cultures - think Latin, Asian and Eastern and Southern Europe - where pork is the staple protein in those familiar, favorite dishes", said Krieger.

 

Desire for traditional comfort foods

 

Krieger added: "There's a strong desire for those traditional comfort foods. Those same dishes also appeal to those who haven't been able to travel because of the coronavirus. Pork allows them to create those authentic flavors in their own kitchen and helps satisfy a bit of their wanderlust."

 

Dr. Brett Kaysen, vice president of sustainability for the Pork Board, also said the campaign "will help consumers make informed decisions and feel confident choosing pork".

 

"A growing number of consumers - especially Millennials and those in Generation Z - are asking questions about their food, how it was raised and the environmental impact of getting it from the farm to their plate…. As we share our story more broadly with people, it will help consumers make informed decisions and feel confident choosing pork", he explained. 

 

Activities for the Pork as a Passport campaign will include, among others:

 

-- Featuring pork as the first challenge dish in the World Food Championships, airing Oct. 3 on the Cooking Channel;

-- Engaging a family psychologist to provide insight on the importance of family meals during and post pandemic;

-- Matching US pig farmers and global chefs in a video series connecting them over their favorite pork dishes;

-- Linking US chefs with international chefs to cook together and sharing the resulting videos and recipes on social media; and

-- Highlighting pork in the most authentic, real and delicious way possible, through street food, in a three-city multicultural effort called Menú Urbano.

 

Activities, as they come, will be posted on www.pork.org/realpork and the National Pork Board's Facebook, Instagram, Twitter and Pinterest accounts.