The National Pork Board has a comprehensive business intelligence team analyzing data throughout the supply chain, including consumer preference, volume, value, and purchase trends. Kiersten Hafer, NPB vice president of business intelligence and innovation, said they bring together all the information that matters most for growth in the industry.
The extensive data collected by Hafer and her team played a critical role in shaping the “Taste What Pork Can Do®” consumer brand campaign. Those data-driven consumer insights helped guide messaging, creative, retail strategy, and digital strategies to truly meet consumers where they are.
Hafer stressed how NPB honors the legacy and livelihood of producers, while creating new opportunities to connect pork with consumers in meaningful ways. Visit porkcheckoff.org/2025 to learn how consumer insights are helping to build a bigger appetite for pork.
