Written by the National Pork Board
The National Pork Board and Texas Pork Producers Association are proud to recognize 40 years of progress for people, pigs, and the planet thanks to the vision and support of producers through the Pork Checkoff.
In 1985, pork producers across the country came together with a shared vision: to create a more unified, forward-thinking pork industry. They voted to establish the Pork Checkoff to invest in their own future — to strengthen consumer trust, improve on-farm practices, and ensure long-term sustainability. The legacy of producer leadership remains the foundation of the Pork Checkoff 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 producer from Minnesota. “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.”
Producers led the development of some of the industry’s most impactful programs, aligning with the Pork Act & Order mandate to support the industry with promotion, research, and outreach. Through local efforts and state collaborations, producer voices have shaped initiatives like the Pork Quality Assurance® Plus (PQA Plus®) program. This began as a residue prevention program and evolved into a comprehensive focus on animal welfare, 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 evolved in the past 40 years to meet changing consumer habits. The latest campaign, Taste What Pork Can Do™, uses data-driven strategies to connect with younger generations through social media and digital spaces.
“Forty years ago, you may have seen pork ads in newspapers, on the radio or in magazines,” Spronk said. “Today, to reach the next generation of consumers, specifically millennials and Gen Z, we must show up where they are. This campaign is doing just that.”
Spronk also emphasized the essential role of the 42 state pork associations.
“The state associations are the grassroots connection for the entire industry,” he said. “They take the national message and efforts and bring them directly to producers and local consumers. That is where the story really connects — in our communities, at events, and on our farms at the local level.”
As the Pork Checkoff marks four decades of impact, its mission remains clear: to support producers who invest not only their resources but also their time and leadership in driving the industry forward.
“We wouldn’t be here today without the dedication and vision of our producers,” said Brett Kaysen, senior vice president of producer and state engagement at NPB. “The Checkoff continues its commitment to keep producers’ priorities front and center, as evident in the recently approved three-year strategic plan that focuses on long-term demand, swine health and empowering state associations and producers.”
Stay up to date on how your Checkoff dollars are working for you by signing up for NPB emails at porkcheckoff.org/email.