#United States #New York #Joshua Weissman #National Pork Board #Taste What Pork Can Do

The Return of Pork: Rediscovering Flavor with National Pork Board

The National Pork Board is making waves in the culinary world with the launch of its ambitious campaign titled Taste What Pork Can Do™, aiming to reclaim pork’s status as a staple food in American cuisine. This marks the first extensive promotion of pork since 2011, and it’s hard not to notice the excitement that surrounds this endeavor. On May 6, 2025, a series of events began transforming the way both millennials and Gen Z viewers perceive this versatile protein.

The heart of this campaign is a fresh approach that recognizes changing consumer preferences. José de Jesús, the Assistant Vice President of Consumer Marketing at the National Pork Board, articulates this shift perfectly: "We are reclaiming pork's rightful place as an everyday flavor fix, on a plate or in a bowl, and throughout the week." This sentiment echoes the evolving tastes of modern consumers, who are increasingly adventurous and curious about flavors, often seeking meals that are not only satisfying but also culturally resonant.

To kick off the campaign, a special event known as NEW PORK CITY was organized, helmed by renowned chef and culinary influencer Joshua Weissman. This one-day dining experience in New York City showcased the versatility and rich culinary potential of pork, offering a six-course pork-only tasting menu tailored to highlight diverse flavors and cooking styles. Weissman's engagement as a key figure in the event illustrates the campaign's ambition to bridge the gap between traditional pork dishes and the contemporary palate.

"Pork is the cornerstone of cuisines around the world because it's the ultimate culinary chameleon — flavorful, bold, and endlessly adaptable," Weissman remarked regarding the event. Attendees had the opportunity to enjoy various popular pork recipes while exploring iconic landmarks thus weaving together history and flavor in a unique experience. With Weissman’s passion for cooking and expertise, the campaign efficiently emphasizes pork not just as a food item but as a cultural experience.

The campaign’s strategy hinges on catering to the desires of younger consumers. Research conducted by the National Pork Board indicates that taste is a significant factor for millennials and Gen Z while choosing their meals. These generations prefer flavors that are bold and meals that are convenient and nutritious. By leveraging existing beloved cuts of pork, such as bacon, pepperoni, ham, and barbecue, the board aims to inspire younger consumers to integrate pork into their everyday meals.

"Flavorful cuts, from bacon and pepperoni to ham and pulled pork barbecue, are already beloved by millions," de Jesús stated. This reflects a strong foundation upon which the campaign seeks to further support and encourage diverse culinary usages of pork. It aims to reignite the spark of culinary creativity in home kitchens and restaurant menus alike.

In addition to the dynamic event and celebrity chef collaboration, the campaign is heavily digital and data-driven, tapping into social media channels and online platforms to engage with consumers directly. Whether through innovative recipes, cooking demonstrations, or curated content spotlighting pork-related adventures, the goal remains the same: to position pork as a go-to flavor option for daily meals across America.

As the culinary world constantly evolves, so too does the role of ingredients like pork. The National Pork Board's new campaign not only aims to redefine pork's image but also to instill a sense of pride and excitement around its use. With a focus on exploration and flavor, Taste What Pork Can Do™ is not merely a slogan— it signifies a movement, inviting everyone to rediscover the richness and versatility of pork in their meals.

Ultimately, the National Pork Board is not just selling pork; they are inviting consumers into a conversation about flavor, culture, and culinary heritage. The campaign heralds the start of an era where pork once again takes center stage in American diets, reconnecting with a younger audience eager for authentic and exciting food experiences.