After 23 years of serving as the official and iconic slogan for the pork industry, “Pork. The Other White Meat” will soon be replaced. Chris Novak, CEO of the National Pork Board, recently announced the slogan's upcoming retirement at the annual Iowa Pork Producers Association meeting.  

The Iowa Farmer Today reports that the new campaign will be made public at the Pork Industry Forum on March 3-5 and will be launched across the nation in April.

Novak said that although the “Other White Meat” slogan has helped the pork demand stay constant for 23 years, now is the time to change.

“This is all about brand positioning,” Novak said. “Like the saying goes, if you do what you have always done, you are going to get what you have always got. We want to grow domestic demand of pork by 10 percent in fresh pork eating experiences.”

The new campaign will focus on current pork consumers.

“Our best customers today are our best prospects for tomorrow,” Novak said. “We estimated that 28 percent of U.S. households are consuming two-thirds of our product. Those are the people we are going to target.”

Novak hopes that the new campaign will cater to today’s consumer and inspire them to learn more about pork products.

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