Taste, ease and convenience rank as top priorities for today’s home cooks, but cooking and family mealtime are nearly equal in importance.

That’s according to the Pork Checkoff’s new Dinner Plate Digest, which compiles the results of a survey of over 2,000 primary meal preparers.

“We wanted to learn more about people’s everyday meal planning decisions, find out what inspires home cooks, identify the obstacles to cooking better meals and understand the home cook’s aspirations,” says Ceci Snyder, assistant vice president of consumer marketing for the National Pork Board.

Most survey respondents (63%) were female, between the ages of 25 to 44 (61%).

Dinner is prepared at home an average of 4.6 times per week, leading Snyder to proclaim: “There’s no indication of the death of the family meal. These cooks are looking for inspiration, though, to create quick, easy meals the whole family can enjoy.”

That’s where the Pork Checkoff’s new “Don’t be blah” advertising campaign comes in.

Less than half the cooks surveyed (43%) cited pork’s versatility as the reason they serve pork to their families. “Don’t be blah” shows cooks how to use pork as an ingredient in a wide variety of dishes, including ethnic cuisine,” says Synder.