Consistent with the National Pork Board’s five-year strategic plan to build consumer trust and grow consumer demand, the organization is updating its food chain outreach structure.

These changes will allow the NPB to be even more effective in collaborating with channel partners in a focused effort to stimulate pork demand. “Our strategic plan defines a blueprint for industry success by addressing the changing world facing U.S. pork producers,” says Derrick Sleezer, president of the NPB and a producer from Cherokee, Iowa. “Our marketing effort taps into the emotional connections consumers have with their food and will fuel a fresh dialogue about modern pork production and continuous improvement for the benefit of people, pigs and the planet.” Toward that end, the NPB implemented the following staff changes.

The NPB plans to expand efforts this year in product innovation to grow consumer demand. This effort will be supported by consumer research, market data analysis and channel insights, product design, market testing, channel marketing and channel communications. “We’re very excited about this new direction in leadership within our organization,” Sleezer says. “These changes will allow us to have greater focus and efficiency as we work with our foodservice and retail partners to increase pork demand.”

For information on Checkoff-funded programs, pork producers can call the Pork Checkoff Service Center at (800) 456-7675, or visit: