National Pork Producers Council
The National Pork Producers Council conducts public-policy outreach on behalf of its 43 affiliated state associations, enhancing opportunities for the success of U.S. pork producers and other industry stakeholders by establishing the U.S. pork industry as a consistent and responsible supplier of high-quality pork to the domestic and world markets.
The National Pork Board was created by an Act of Congress that established the pork Checkoff. The Pork Promotion, Research and Consumer Information Act of 1985 is commonly known as the Pork Act. Pork producers asked Congress to make the Checkoff a mandatory, national program and, in a vote in 1988, affirmed the continuation of the pork Checkoff. The Pork Act outlines how Checkoff funds must be used. The National Pork Board collects checkoff on all U.S. produced market hogs, feeder pigs, breeding stock, imported hogs and pork products. The National Pork Board administers programs and allocates Checkoff funds according to priorities determined by those who pay the checkoff. Producer priorities are determined through various methods to identify and prioritize key issues affecting the pork industry. At the national level, programs are administered by the National Pork Board. The Pork Act requires that a percentage of the Checkoff funds collected each year be returned to state producer associations. The National Pork Board is responsible for communicating with pork producers and the public. Communications tools include a quarterly magazine, newsletters and websites to keep people who pay the checkoff informed about the programs their investments support.
The goal of the Pork The Other White Meat® campaign was to increase consumer demand for pork and to dispel pork’s reputation as a fatty protein. The Other White Meat campaign was developed to position pork as a good tasting, versatile and nutritious meat that is easy to prepare and appropriate for any meal.
Since its inception, The Other White Meat campaign has gained tremendous recognition with consumers. In 2000, a study conducted by Northwestern University found The Other White Meat brand to be the fifth most memorable promotional tagline in the history of contemporary advertising.
Today, the campaign has been successful in positioning pork as a lean protein and an excellent choice for all meal occasions.