The National Pork Board is adding value to pork by focusing on multicultural consumers, as they are a growing demographic and frequent consumers of pork. Jose De Jesus, senior director of multicultural marketing, said they?re particularly focusing on misconceptions about pork?s nutritional value.
?You know, there’s a lot of consumption of pork both in the process side and in the fresh side, but there are some challenges that we’re trying to address specifically around nutrition,? De Jesus said. ?So, we know that pork is big with tastes for these consumers.?
Don?t Miss the Flavor, which is a digital campaign targeted to specific cities, focuses on pork?s nutritional value.
?It’s a platform that allows us to lean into taste and amplify, while we can amplify messaging around nutrition in a cultural relevant way,? De Jesus said. ?So, it’s our strategic platform overall and it ties it back to the culture.?
Research shows African Americans consume a large amount of processed pork in their traditional cuisine. De Jesus said this platform showcases fresh pork through iconic soul food, Caribbean, and creole dishes, especially during the upcoming comfort food season.
?They want to eat meals and proteins that are that are good for them, but they also want to eat proteins that tastes really good and meals that taste really good, and we feel we got the best of both worlds,? De Jesus said. ?We have proteins that are really good for them, that are nutritious. We have proteins that, simply, taste well we have the data to prove it.?
Visit soulfulpork.com to see recipes from the Checkoff-funded Don?t Miss the Flavor campaign.
