Global Campaign Highlights Pork's Versatility The National Pork Board has launched an integrated marketing campaign centered on pork's adaptability across world cuisines. The effort, called Taste What Pork Can Do, positions pork as a canvas for diverse flavor profiles and cooking techniques. Celebrity chef Marcus Samuelsson serves as the campaign's global flavors ambassador, developing a set of recipes that span multiple culinary traditions. The recipes include American smoked sticky ribs, Mexican crispy pork belly tacos, Japanese ham hock fried rice, and Brazil-inspired grilled pork tenderloin. "As someone who has been chasing flavors from around the world for my whole life, I love how versatile and delicious pork is no matter how you make it. Whether it's in a spicy Latin American stew or slow cooked to perfection in American barbecue, pork has the unique ability to seamlessly adapt to cuisines from around the world," said Samuelsson.
Campaign Components and Merchandise The campaign includes influencer partnerships and a promotional giveaway. A notable component features limited-edition Drip Defender bibs, available free online, designed to address a common dining concern—protecting clothing during casual eating. Samuelsson's recipes are featured on TasteWhatPorkCanDo.com. "As a chef, pork is a canvas for global flavors, and as a home cook its range means I am endlessly inspired by the world of possibilities pork brings to the table. Pork is a win every time," he added.
Why It Matters
The campaign reflects broader industry trends toward cultural cuisine appeal and cross-category promotion.
By partnering with a high-profile chef and emphasizing pork's culinary flexibility rather than price or nutrition alone, the Pork Board is positioning the protein as a premium ingredient suitable for both casual and sophisticated home cooking.
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Written by FBM Publications Editors
