The National Pork Board recently launched a new US brand campaign: Taste What Pork Can Do. This fully integrated, data-driven digital campaign focuses on communicating the flavor and culture of pork to consumers.

"We are reclaiming pork's rightful place as an everyday flavor fix, on a plate or in a bowl, and throughout the week," said José de Jesús, assistant vice president of consumer marketing at the National Pork Board. "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."

Taste is a critical factor in Millennials' and Gen Z consumers' meal choices. They are adventurous and culturally curious and pursue flavor, versatility, balanced nutrition and convenience, according NPB checkoff-funded research, 2023.

"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."

Tangy Grilled Back Ribs

To kick off the campaign, the National Pork Board partnered with chef, culinary influencer and New York Times bestselling cookbook author Joshua Weissman for a dining experience showcasing the flavors, diverse cuisines and culinary impact of pork. Weissman is hosting New Pork City, a one-day dining tour in Manhattan on May 6, 2025, with invited consumers 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 New Pork City tour, guests experience a six-course, pork-only tasting menu curated by Weissman from his own favorite pork recipes, aligned with iconic landmarks and pork-related history along the tour route, creating an immersive multisensory experience.

"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. aims to redefine how pork fits into the modern meal, particularly as taste and flavor, versatility, convenience and balanced nutrition take center stage.

Source: National Pork Board