Patrick Fleming is the vice president of demand development for National Pork Board. Fleming leads the marketing and domestic demand team on a revolutionary, data-driven approach to make pork more relevant to more Americans. His return to NPB coincides with the culmination of an 18-month effort funded by the Pork Checkoff to develop and deploy new consumer market research and insights across the pork industry.

Fleming and his team focus on developing a consumer-facing campaign designed to win more hearts and minds for pork, in particular Millennial and Gen Z Americans, whose consumption of pork continues to decline. Fleming guides his team day-to-day on priorities related to consumer demand, multicultural marketing, food service and retail support, packer/processor collaboration and human nutrition strategies for NPB with input and direction from the producer-led board of directors.

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• How pork can be the “best-kept secret” in the protein world, offering more than 110 flavor nuances.
  
• The importance of modern consumer segmentation and how it helps in targeting the right messages to the right people.
  
• Why pork’s versatility makes it a “one size fits all” option for meals, whether it’s breakfast, lunch, dinner, or snacks.
  
• The impact of new cooking methods like air fryers on the way younger generations prepare and enjoy pork.
  
• Patrick’s “golden nugget”