John Mabry, the director of the Iowa Pork Industry Center at Iowa State University, said the "Pork: The Other White Meat" campaign helped pork overcome an image that it was fatty and has helped increase the ways in which pork is used.
"I can see them trying to expand on the market," he said. "We are exporting 25% of the product now and we need to maintain the export market but also need to ramp up consumption here in the U.S."
He said targeting a specific audience may give the Pork Board the "biggest bang for its buck."
Through the national Pork Checkoff program, pork producers invest 40 cents per $100 value of hogs sold to fund research and promotion of pork.
Copyright 2011 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
—For the best rates on loans, bank accounts and credit cards, enter your ZIP code at BankingMyWay.com.