Pork Checkoff Marks 40 Years of Producer Innovation

By Blake Jackson

This October, the National Pork Board (NPB) and the Wisconsin Pork Association (WPA) are celebrating 40 years of the Pork Checkoff program, recognizing its lasting contributions to producers, consumers, and communities.

In 1985, pork producers nationwide united to establish the Pork Checkoff with a shared goal: to create a stronger, more innovative industry. Their vision was to invest in promotion, research, and outreach efforts that would enhance consumer trust, improve farming practices, and build a sustainable future for pork. That legacy of producer-driven leadership continues today.

“The original founders felt passionate about having an organization representing the industry and pork producers,” said National Pork Board President Gordon Spronk, DVM, a Minnesota producer.

“They aspired to an organization that was responsible for increasing demand for the benefit of everyone, and that remains the focus of the National Pork Board to this day.”

Over the years, producers have guided the creation of programs that directly serve the industry, including the Pork Quality Assurance Plus (PQA Plus) program.

Originally designed to prevent residues, it has expanded into a comprehensive system addressing animal care, housing, and transport.

“PQA Plus and other industry training opportunities are great examples of how the Pork Checkoff responds to industry needs,” Spronk said. “Today we’ve also turned the page to be consumer-focused, focusing on meeting demands for safety, quality and flavor.”

Marketing efforts have also evolved. The current Taste What Pork Can Do campaign leverages digital platforms and social media to engage younger consumers.

“This new campaign is modernizing how we look at pork,” said WPA President AV Roth. “Today’s consumers, specifically millennials and Gen Z, use pork differently so we are making pork resonate with them and their lifestyles.”

Spronk highlighted the critical role of 42 state pork associations in connecting national initiatives to local communities. In Wisconsin, WPA’s Wisconsin Raised program links local farmers and processors with consumers, providing fresh, high-quality pork while supporting local farms and businesses.

“We wouldn’t be here today without the dedication and vision of our producers,” added Brett Kaysen, NPB’s senior vice president of producer and state engagement. “The Checkoff continues its commitment to keep producers’ priorities front and center, as evident in the recently approved three-year strategic plan.”

Photo Credit: istock-apichsn