Building on the success of the 2021 Mythbusting campaign, NPB is working with country music star Luke Bryan for what’s described as “Mythbusting 2.0.” Heather Hill, president of NPB, said after the success of last year they are excited to continue busting myths with the help of Bryan.
Hill; “You know, he is from a farming family in Georgia. And so, he knows firsthand how hard farming can be and the connections that we have being family farms and is really excited to work with us to help clear up those misconceptions that exist and we think you know, he connects with a lot of people.”
Continuing the short video education vignette, Bryan will share how the pork producer continues to bring a safe, nutritious product to the consumer.
“You know, all the industry programs that we have, whether it’s PQA, anything that can help get us from farm to fork to really connect with consumers from that standpoint, how we work very closely with our veterinarians and are very passionate about what we do, really the We Care ethical principles.”
Hill says there is a conceptional video with a focus group being asked questions about a five-star hotel, which in the end turns out to be a modern hog farm.
“And so, that is kind of the first step of mythbusting 2.0 And then to follow that up with having a great voice like Luke Bryan behind, it is really what is super exciting the kind of tickets to that true 2.0 next level of mythbusting.”
Pork producers are encouraged to watch the reactions from the focus group on pork.org/wecare.