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NPB focuses on young consumers, swine health in new strategy
Pictured: NPB’s Dr. Brett Kaysen at the 2026 Iowa Pork Congress (Photo by Brent Barnett/Brownfield)
An official with the National Pork Board says their new three-year strategic plan has officially launched, an effort to help drive the industry forward.
Dr. Brett Kaysen, senior vice president of producer and state engagement, says the long-term value of pork is the biggest priority.
“We know that gen Z and millennials are walking away from the pork category. That’s a concern. The baby boomers have been really good to us in the pork consumption space, but as you know they are getting older and we need to bring that younger generation into the pork selection set, so there’s a big focus.”
He tells Brownfield swine health is another area of concern.
“These endemic diseases continue to challenge us. Things like PRRS and PED. Our board of directors said let’s get around this, we’ve got to do better, and we will.”
Kaysen says their third goal is to build strong and resilient partnerships with their 42 state pork associations.
“My belief is we can’t drive domestic demand we can’t solve for these diseases without the help of the grassroots of our producers in those 42 state pork associations. Those state pork associations are the closest to the farmer.”
NPB’s strategic planning process began in August 2024 and brought in insights from a wide range of producers and industry stakeholders.
Kaysen says the strategic plan went into effect on January 1st.
He spoke to Brownfield at this year’s Iowa Pork Congress. LISTEN BELOW:
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