National Pork Producers Council: Pork: The Other White Meat campaign

While beef was the most-consumed meat in the United States, pork was by far the rest of the world's "meat of choice," with approximately a 43 percent share of the meat protein market.

National Pork Producers Council: Pork: The Other White Meat campaign

Robert Schnakenberg

Overview

While beef was the most-consumed meat in the United States, pork was by far the rest of the world's "meat of choice," with approximately a 43 percent share of the meat protein market. But the U.S. pork industry was steadily increasing its share of this vast international market. In order to replicate its global success on the domestic front, the National Pork Producers Council (NPPC) resorted to an aggressive and innovative marketing campaign.

The National Pork Producers Council was the only national membership organization representing pork producers...

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