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.
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