Minnesota pig farmer Maddie Hokanson recently traveled to Napa, California, to take part in the national launch of the Taste What Pork Can Do™ campaign, an initiative led by the National Pork Board to spotlight pork’s flavor, versatility, and value in today’s retail and foodservice environments.
The event brought together key players across the pork supply chain, including retailers, packers, foodservice leaders, and industry partners, during the annual Retail Advisory Committee (RAC) and Packer and Processor Industry Council (PPIC) joint conference. Sessions focused on consumer perceptions of pork, trending flavors, and domestic and global market insights, all with an eye on improving demand and collaboration across the pork community.
Farmer Panel
One of the event’s standout moments was a panel featuring four farmers from across the country, including Hokanson, who represented Minnesota alongside producers from North Carolina, California, and Iowa. Together, they offered attendees an authentic look into daily life on their farms, their approaches to animal care, hopes for generational transition, and the values that drive their work.
“Retailers play a pivotal role in the success of the pork industry,” Hokanson said. “Having an opportunity to engage with them at the Retail Advisory Committee not only allowed us to share the story of what happens on our farms, but it also allowed them to share what we as an industry can do for them to be more successful with our consumers.”
Hokanson emphasized that events like this are critical for strengthening the connection between those who raise pigs and those who bring pork to the consumer.
“Pig farmers are the backbone of our pork industry, but it takes partners at each step from farm to fork in order to be successful,” she said. “Attending RAC was a unique opportunity to collaborate with our partners that interact directly with our consumers, and it was such an eye-opening experience that I’m truly grateful for.”
Looking Ahead
As the U.S. pork community looks ahead, Hokanson is optimistic about the momentum building around consumer connection and collaboration.
“We are at a turning point in the pork industry regarding domestic demand,” she said. “Interacting with our partner retailers at the Retail Advisory Committee makes me so excited for what’s around the corner.”
To close out the event, attendees got a taste of pork in action by stepping into the kitchen at the Culinary Institute of America, cooking pork dishes alongside chefs and industry peers. The hands-on experience was a flavorful way to cap off a campaign launch focused on reintroducing pork to the plate.
As the Taste What Pork Can Do™ campaign rolls out nationally, stories like Maddie’s are an important reminder that pork’s journey begins on farms like hers—with people passionate about producing high-quality, delicious pork and partnering across the food system to ensure its future.
