The Pork Checkoff begins aggressive communications strategy in an effort to grow demand for pork.
National Pork Board vice president of domestic marketing Jarrod Sutton says the checkoff’s marketing strategy for 2018 is to drive demand and be the protein of choice.
“We’re in the business of identifying opportunities and investing to explore those opportunities. Then, we are encouraging industry to get behind them and bring those opportunities to life,” Sutton says.
Sutton says this is a bigger scale than before. For pork demand to grow, new consumers need to be added to the mix.
“Think about the generational shift from boomers to now millennials. (They) are the largest percentage of U.S. population and have the greatest buying power. With that shift, comes with a different set of expectations,” Sutton says.
For 2018, the Pork Checkoff will take on new initiatives to enhance demand.