How Pork Cultivates Culture to Reach a Bigger Audience

Jun 05, 2023

Culture is a major focus in the Pork Checkoff’s most recently introduced strategic campaigns to reach and encourage consumption among Hispanic and African American consumers.

“If you look at the changing demographics in the U.S., one-third of the population is Hispanic, African American and Asian, and it tends to skew younger. As we look at the Millennials and Gen Z in particular, they're the most multicultural generations in U.S. history,” explains Bill Even, CEO of the National Pork Board.

The Pork Checkoff has developed an intentional plan to speak directly to this group and engage in conversation about the nutrition, health, compatibility, flavor and cultural ties pork offers. By and large, the targeted age group is between 18 to 45. This reaches the GenZennials born from 1992 to 2000, a mixture of Gen Z and Millennials, and the end of the Gen Xers.

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Video: Post-Weaning E. coli Control - Dr. Rodrigo Paiva

In this episode of The Swine it Podcast Show Canada, Dr. Rodrigo Paiva, DVM and PhD candidate at Iowa State University, explains how post weaning colibacillosis has changed in recent years and why pathogenic Escherichia coli has become more important in swine production. He discusses virulence factors, diagnosis, whole genome sequencing, biosecurity, and practical strategies to reduce disease risk while improving herd health. Listen now on all major platforms!

"Pathogenic E. coli now behaves like a robust, well-equipped truck carrying multiple tools for post-weaning disease."

Meet the guest: Dr. Rodrigo Paiva / rodrigo-paiva-09364355 is a veterinarian and PhD candidate at Iowa State University specializing in swine health, veterinary epidemiology, and post weaning colibacillosis. After several years working in commercial swine production in Brazil, his research has focused on understanding pathogenic Escherichia coli and improving disease prevention in modern production systems. Listen to Dr. Rodrigo Paiva on The Swine it Podcast Show Canada, available on all major platforms.