The National Pork Board is launching a new domestic marketing plan that will reposition pork to meet the rapidly changing consumer market for protein. National Pork Board CEO Bill Even says the changes come after conducting research the past year to define the critical needs of pork marketing. It included discussions with all sectors of the pork chain, as well as consumers.

Even says they’ll be working with pork companies to better leverage their advertising dollars.

Terry O’Neel, president of the National Pork Board says the Pork Checkoff is putting the finishing touches on the plan that will focus on millennials, mobile devices and the multi-cultural population.

O’Neel expects that the new marketing strategy will be deployed early in 2018.