Bill Even has been CEO of the National Pork Board a little more than two years, and he’s feeling comfortable in the role. Farm Journal’s PORK had heard Even’s comments at the National Pork Forum, and wanted to know more about the direction NPB was taking in regard to promotion.
Even indicated the Pork Board was “changing course” in terms of how the money would be allocated in an effort to determine how to most effectively use check-off dollars. To that end, the Pork Board is moving away from consumer-direct, generic advertising, and taking on more of a business-to-business consulting role.
“We’re still going to connect with consumers on a digital level,” he says, “But the line is blurring between pork as a food and pig production.” Consumers want to know what’s in their food and how it’s raised, he says.
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