Utilizing pork checkoff investments to boost domestic market development – Brownfield Ag

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Utilizing pork checkoff investments to boost domestic market development

Pictured: National Pork Board’s David Newman at the 2025 Iowa Pork Congress (Photo by Brent Barnett/Brownfield)

A leader with the National Pork Board says hog farmers have indicated they want a significant amount of their checkoff investments spent on domestic market development.

David Newman, senior vice president of market growth, says addressing domestic demand is a top priority for 2025. “The last few years have been pretty challenging. I’m glad to see a little bit of wind at our back versus where we were a year ago today. No doubt this industry has faced some pretty serious challenges over the last 36 months.”

He tells Brownfield NPB is close to launching a new consumer brand campaign to help attract more consumers to pork. “There’s really three primary non-negotiables. One of those is taste and flavor drives people to the category. Balance or human nutrition is very important to the consumer of the future. And then convenience. When we think about who that future consumer is, I’m really specially talking about Gen Z and Millennials.”

Newman says the organization will utilize digital media platforms to help connect with younger consumers.

He spoke to Brownfield at the 2025 Iowa Pork Congress.

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