Pork; A Category Leader

The Pork Checkoff has adopted a new strategy to build demand for pork. National Pork Board vice president of domestic marketing Jarrod Sutton says that effort begins by listening to our customers…

“They’re the ones that ultimately buying our products.  We need to understand how they’re thinking about our products, what motivates them to buy it in the hopes of finding ways to sell them more, and understand what those barriers to purchase might be that prevent them from purchasing more. 

“If we can, through innovation, as you say, create some new opportunities to connect with consumers, then that’s the story of demand.”

The influence of global cuisine has been beneficial for U.S. pork sales…

“When you look at Asia, when you look at Latin America, even when you look at Europe, the influence is really strongly protein and more so pork than any other protein.  Especially, in the Asian and Latin cuisine, that infiltration, here domestically in the US creates tremendous opportunities for our product. 

“The Asian consumer looks at pieces and parts as ingredients into traditional meals, flavor comes from the pork.

“The Latin consumer thinks about it a bit differently, as main entrée items, but still very much connected to the flavor of pork.

“And so, the trend and the theme across multiple global cuisines, is flavor.  So, here, domestically, that’s penetrating in retail, but it’s also penetrating in all of the various options we have available to us for food service and restaurants all across the country.”

Sutton says the Pork Checkoff works to break down barriers and create new opportunities to grow pork demand.


A native of the Texas Panhandle, Rhonda was born and raised on a cotton farm where she saw cotton farming evolve from ditch irrigation to center pivot irrigation and harvest trailers to modules. After graduating from Texas Tech University, she got her start in radio with KGNC News Talk 710 in Amarillo, Texas.