Pork Industry Marks 40 Years of the Pork Checkoff
As October Pork Month comes to a close, the National Pork Board and state pork associations are celebrating a milestone — the 40th anniversary of the Pork Checkoff. For four decades, the program has driven marketing, research, and education efforts to promote U.S. pork and support producers nationwide.
Approved by pork producers in the early 1980s, the Pork Checkoff became one of the most recognized initiatives in American agriculture. Iconic advertising campaigns like “Pork. The Other White Meat.” launched in the mid-1980s helped reshape the public’s perception of pork, highlighting its versatility and nutritional value while boosting demand across the country.
Evolving Campaigns for a New Generation
Forty years later, the pork industry is embracing digital strategies to reach millennials and Generation Z. Modern campaigns such as “Taste What Pork Can Do” are utilizing social media platforms, radio, and television to connect with younger consumers and showcase pork’s role in today’s kitchens.
The National Pork Board emphasizes that continued innovation in marketing will remain key to the checkoff’s success as consumer preferences evolve and producers look ahead to the next 40 years of growth.
Market Update: December Lean Hogs Hold Above Key Support
On the market side, December lean hog futures reached $91.52 on September 26, but have since fallen by nearly 10 cents. Analysts are closely watching the $80 level as an important area of support for December contracts — a threshold that hasn’t been breached since mid-July.
While seasonal factors and export demand continue to influence prices, stability near $80 suggests solid underlying support for hog markets heading into the final quarter of 2025.
Economic Outlook: Rate Cut Expected This Week
In broader financial news, Wall Street and CME FedWatch indicate a 99% probability of a Federal Reserve interest rate cut this week. Markets have largely priced in the move, expecting it to provide short-term economic support and potentially bolster consumer spending — a factor that could indirectly benefit protein demand, including pork.
The Bottom Line
As the pork industry reflects on 40 years of progress, the focus remains on innovation, market stability, and consumer engagement. With fresh marketing campaigns and continued producer investment through the Pork Checkoff, the industry is poised to build on its rich legacy while navigating the challenges and opportunities of a changing marketplace.
Audio Reporting by Mark Oppold for Southeast AgNet.