Results of a consumer tracking study released by the National Pork Board found that more American consumers rate their enjoyment of pork higher than in previous studies. Iowa Pork Producers President Elect David Struthers who farms in Story County says consumers are eating more pork because of its value, flavor and versatility.
The tracking study indicates the size of the Pork Checkoff’s consumer target market has grown to 43 percent of U.S. households up seven points from 36 percent in 2013. Struthers says they were able to build on the success of their former Pork the Other White Meat program with their Pork Be Inspired Campaign and it’s paid off.
Struthers says while pork producers need export markets they also need increasing share of the domestic market and this tracking study is very encouraging.