National Pork Board's Slogans & Taglines

The National Pork Board is an agricultural commodity checkoff program sponsored by the United States Department of Agriculture (USDA), established to promote pork consumption and support the American pork industry. Its most iconic and transformative moment came in 1987 with the launch of the advertising campaign "Pork. The Other White Meat"—widely celebrated as one of the most successful food positioning campaigns in marketing history. The campaign was designed to reposition pork as a lean, healthy alternative to beef and chicken, successfully altering decades of consumer perception and skyrocketing demand. For over three decades, this slogan became synonymous with the brand, helping to shift pork from a perceived fatty red meat to a versatile, nutritious protein choice for American families. Today, the board continues to drive innovation in pork marketing, nutrition education, and sustainability initiatives, serving producers and consumers across the United States.