Supermarket Perimeter - October 2020 - 6

WIRE
Pork Board's new
strategy celebrates
authenticity of pork
Through a new masterbrand strategy called
Real Pork, the Des
Moines-based National
Pork Board is celebrating
the authenticity, flavor
and ability to bring
people together that pork
provides.
The new strategy
comes in a time in
which consumers are
increasingly questioning
which brands and
products they can

6 - OCTOBER 2020

SP_Oct20.indb 6

trust and searching out
information about the
products they consume,
according to the board.
Since coronavirus hit
the scene, pork sales
have surged over the last
several months. The new
initiative aims to sustain
that growth beyond the
pandemic by highlighting
pork's advantages.
"Real Pork not
only celebrates the
authentic flavors of
pork, it encompasses
the values and beliefs
of the pork industry

as a Passport, which
celebrates pork's position
as a culturally relevant
protein around the world
and showcases pork
dishes from cuisines
across the globe.
A few planned Pork
as a Passport activities
include:
*	 Matching pig farmers
with global chefs
to connect over
pork product
*	 Highlighting globallyinspired pork
recipes with modern
photography

on a new landing page,
www.pork.org/realpork,
and on the National Pork
Board's social media
accounts.

COVID-19
accelerated
e-commerce five
years forward
Industry innovations and
consumer acceptance
of new technology
are surging thanks
to the effects of the
coronavirus.
"We've probably
leapt five years ahead

Older consumers
are the fastestgrowing adopters of
e-commerce this year.
*	 Engaging a family
psychologist to
provide insight about
the importance of
family meals
*	 Sharing information
on global recipes and
flavors using pork
through social media
influencers
*	 Connecting US chefs
with international
chefs to cook and
together, create
rich sharable videos
for online and
social media
*	 Highlighting pork in
the most authentic,
real and delicious
way possible, through
street food in a
multicultural effort
called Menu Urbano
Updates on the
activities will be posted

into the future in a very
short period of time,"
said David Portalatin,
vice president and
industry adviser for The
NPD Group, Inc., in the
"Trends and Innovation
Seminar," a virtual event
hosted by Food Business
News on Aug. 26. "Many
of the things that we
were talking about before
have really intensified
and come into focus.
The future really is now
in terms of how we go
to market differently
both in stores and in
e-commerce, truly the
omnichannel concept of
the future."
Before COVID-19, 19%
of Americans purchased
edible groceries online
in the past three months,
according to The NPD

PORK BOARD, MERCATUS

the

from farm to fork," said
Angie Krieger, vice
president of domestic
marketing at the Pork
Board. "Our work began
on this master-brand
strategy before the
coronavirus appeared
in the United States,
but the shift in buying
and cooking habits
the pandemic created
certainly accelerated our
efforts. Six months in,
consumers are weary of
meal preparation, they
want new experiences
and to travel."
Transparency is an
important factor to
many consumers, so
Real Pork starts off telling
authentic stories about
the pig farmers and pig
farms producing the pork
going on their family's
dinner table.
Real Pork makes its
first big entrance in
September with Pork

www.supermarketperimeter.com

9/25/2020 9:13:27 AM


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Supermarket Perimeter - October 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - October 2020

Supermarket Perimeter - October 2020 - 1
Supermarket Perimeter - October 2020 - 1
Supermarket Perimeter - October 2020 - 2
Supermarket Perimeter - October 2020 - 3
Supermarket Perimeter - October 2020 - 4
Supermarket Perimeter - October 2020 - 5
Supermarket Perimeter - October 2020 - 6
Supermarket Perimeter - October 2020 - 7
Supermarket Perimeter - October 2020 - 8
Supermarket Perimeter - October 2020 - 9
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