National Pork Producers Council

The global voice for the U.S. pork industry

Bringing Home the Bacon, The Whole Hog—these idioms represent abundance. And indeed, safe, affordable, and nutritious pork products help feed the world, thanks to a complex, highly-regulated industry employing the latest science and represented by the National Pork Producers Council, NPPC. But there was ongoing confusion over its role since separating from its sister organization, the National Pork Board. The reason for the confusion was clear: similar names, histories, membership and affiliations. NPPC turned to Grafik to bring clarity to its positioning within the industry. 

NPPC had not refreshed its brand or refined its positioning since the two entities carved out their own responsibilities: advocacy to legislatures and regulators for NPPC, promotion of pork products to the public for the Pork Board. Further complicating the issue was the fact that membership in NPPC is voluntary, while participation in the Pork Board for farmers and producers is federally mandated. We began with a brand audit, interviewing NPPC leadership, pork producers and suppliers up and down the supply chain, as well as liaisons to regulators and legislators.

To make clear the Council’s primary role, Grafik elevated the existing descriptor, The Global Voice of the U.S. Pork Industry, to greater prominence in all messaging. A new logo featuring a stylized, red, white and blue speech bubble as part of the new mark, reinforces the idea of speaking for the industry. Most important, the new website was built using a UI/UX created to address member needs and wants in the fastest and simplest way possible, including the introduction of market prices updated daily. For the regulatory and legislative stakeholders, new robust pages on the impressive economic contributions of the industry were added, with drill downs to data on a state-by-state level. To bring consistency to the entire Council ecosystem, Grafik created messaging specifically on the distinction between the two organizations for use on the 40+ individual state council websites.

The result was an unmistakable branding and positioning of the Council as an indispensable aspect of the Pork Industry that matches their hard-won reputation as the leading member of D.C.’s “barnyard” associations.

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