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: Same Grit, New Name: A Conversation with Ryan Calistro of Bower Ag

Swine Leaders Live, we sit down with Ryan Calistro, President of Bower Ag, to discuss a major brand transition in the ag construction and solutions space—and what it means for swine producers. Bower Ag represents a new, unified identity, bringing together Ag Property Solutions, Dairy Specialists, and The Dairy Solutions Group under one name. But as Ryan explains, this isn’t about change for the sake of change—it’s about strengthening what already works and delivering more value to producers.

We dive into:

• What Bower Ag is and why the transition was made

• What stays the same for longtime customers

• How combining multiple businesses creates new opportunities for producers

• What today’s producers are asking for—and how Bower Ag is responding

• Key insights heading into World Pork Expo

If you’ve worked with APS before—or are evaluating partners for your next project—this conversation provides a clear look at where Bower Ag is headed and how they’re positioning themselves for the future.