US - The US pork levy board, Pork Checkoff, has launched a new promotion, to encourage Americans to eat healthy, lean pork cuts on the barbecue.
"We know that Americans love to grill, but our research showed that many people aren't sharing and talking about flavour as much as they could be," said Randy Brown, chair of the Pork Checkoff Domestic Marketing Committee and a pig farmer from Nevada, Ohio.
"We're going to tackle Americans' 'flavour shyness' this summer and show them that getting bold flavour is as simple as choosing juicy, tender pork."
The Checkoff officially launched its flavour mission on 19 May, with an unexpected cookout 'crash' in one of the country's top 10 states most in need of a flavour infusion, where a celebrity surprised members of the public at a barbecue.
As part of the Checkoff's multicultural outreach, the promotion includes a targeted program to African Americans.
The Checkoff is teaming with four celebrity chefs for 'DJ Grill Crashers.' The campaign aims to inspire African-American consumers by encouraging them to cook and enjoy pork in creative, healthier ways.
The campaign includes a series of "crashes" across the country, with pork taking centre stage at grilling celebrations. New pork-inspired recipes and tips will be shared.
"The multi-platform promotion will help us educate more consumers about the many different ways that they can enjoy pork this summer," said Mr Brown.
"Our goal is to expand long-term pork demand. This is even more important as we continue to see more pork available to consumers in the coming months."
Follow the campaign here.
ThePigSite News Desk
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