Q&A with Dr. David Newman— Senior Vice President of Market Growth

In this installment of A Showman Currently in the Field, we catch up with Dr. David Newman to talk about growing up in the pig business, how meat science shaped his career, and why he's passionate about pork’s global impact.

Q: ShowPig

Dr. Newman, thanks for being here! Let’s start with your current role. What does your job at the National Pork Board involve?

A: Dr. David Newman

Thanks for having me! My role is Senior Vice President of Market Growth at the National Pork Board. That means I lead teams focused on both international and domestic marketing.

Internationally, we work with partners like the U.S. Meat Export Federation to get pork on plates around the world. Domestically, we’re behind initiatives like our new campaign, Taste What Pork Can Do. I also work with our human nutrition and business intelligence teams—so if it touches pork and has global implications, our team likely has a hand in it.

Q: ShowPig

Before your current role, where did your journey in agriculture begin?

A: Dr. David Newman

It’s a pretty classic farm-kid story. I was born and raised in the hog business in southern Missouri, where my family still runs a farrow-to-finish and cattle operation. We’ve been in the pig business for generations, so I grew up surrounded by livestock.

I was active in FFA in high school and served as a state officer, which really opened doors for leadership and growth. I went on to the University of Missouri—go Tigers!—and earned an undergrad degree in animal science. I originally thought I’d be a veterinarian, but I discovered meat science and became fascinated. That led me to a PhD at North Dakota State, where I also completed a minor in international agriculture.

Since then, I’ve worked in private business, consulting, and spent 13 years as a professor. But through it all, pork has always been my passion. It’s an honor to represent producers in the role I have today.

Q: ShowPig

You mentioned growing up in a pig family—did you also grow up showing pigs?

A: Dr. David Newman

Yes, we exhibited pigs, but it looked a little different than the show circuit today. Our operation was fairly large, and we focused on things like the Barrow Show and showing breeding stock. We raised and exhibited a lot of Berkshires, and we were involved in the purebred side of the industry.

We weren’t on the road every weekend showing pigs, simply because there was so much work to do at home. But livestock evaluation, judging, and exhibiting have always been a big part of my life—from high school through college.

What I love most is the way this industry introduces young people to agriculture. Not every kid grows up on a big hog farm, but opportunities like showing pigs give them a powerful way to learn about livestock and leadership.

Q: ShowPig

Speaking of Berkshires, would you call them your favorite breed—or do you have another?

A:  Dr. David Newman

I’m going to pick a berk! Our family has been involved in both the commercial and purebred sides of the business, and our focus has always been on meat quality. That’s been a cornerstone of our operation for years. If I’m going to eat it or champion it, I’m going to go with a Berkshire.

That said, I’m not saying it’s the best breed for everyone or for every part of the business—it’s just my personal favorite. It’s like the age-old debate about truck brands or tractor colors. Everyone has their preference!

Q: ShowPig

Let’s fast forward to today. You mentioned the new campaign Taste What Pork Can Do. Tell us more—what’s the story behind it?

A: Dr. David Newman

It’s a really exciting time in the pork business, not just at the National Pork Board but across the industry. We officially launched the campaign in early May, but the work began nearly a year ago.

When I joined the organization in June 2023, the pork industry was facing one of its lowest economic points in recent history. That sparked an internal conversation: how do we think bigger? How do we think differently? The board and our CEO challenged us to be bold, and this campaign is the result of that challenge.

Taste What Pork Can Do is more than a tagline—it’s a new way of presenting pork to the public. It’s replacing all other campaign efforts at the checkoff level and is designed to reflect the long-term vision and value of pork in the U.S. We’re proud of the work that went into this, and even more excited about where it’s going.

Q: ShowPig

We’re all pork producers, but it sounds like this campaign isn’t directed at us. Who is your target audience?

A: Dr. David Newman

Great question—and you’re right. While we support pork producers every day, this campaign is all about the consumer. At the end of the day, it all comes down to consumption. Consumers have choices, and we need to make pork their top pick.

This campaign is focused on domestic consumers—specifically, those in high-population states who don’t live near pork production. Most of the country doesn’t experience pigs the way we do in the Midwest, where pigs often outnumber people.

Beyond geography, we also looked at generational gaps. Older generations—like baby boomers and the silent generation—ate a lot more pork than younger generations do today. Gen Z and millennials consume significantly less fresh pork. That’s partly because there’s been a gap in pork promotion for years, so these consumers just aren’t as familiar with it.

This campaign is about regaining that audience. We're in-market now, building demand and working with partners to help make pork relevant again to younger consumers. It starts by recognizing we had a problem, fixing it internally, and now—we’re out sharing pork’s story with the world.

Q: ShowPig

Can you describe the feel of the visuals from Taste What Pork Can Do?

A: Dr. Newman 

I can sum it up in two words: fun and relevant. If you look at the campaign materials—ads, tents, what you saw at Expo—it’s fresh. These are colors and designs you haven’t seen before in pork marketing.

Traditionally, ag marketing is very structured. We like to color inside the lines. But today’s platforms—Instagram, TikTok, Facebook—are all about coloring outside the box. Consumers want fun, cool, visually engaging content. And that’s exactly what this campaign delivers.

We also didn’t guess. We did a lot of consumer testing—colors, palettes, videos, creative. It’s all data-driven. We wanted something modern, something that resonates with Gen Z and millennials. Even our Expo shirts were this vibrant salmon color—not the traditional muted blue. That color choice alone made a statement.

Q: ShowPig

Where can people go to find more?

A: Dr. Newman 

Head to tastewhatporkcando.com. It’s our go-to resource for all things consumer-facing. The Pork Checkoff still plays a huge role in research and education—like PQA Plus and sustainability—but Taste What Pork Can Do is our platform for engaging consumers directly.

On the website, you’ll find recipes, creative content, and you can even sign up for our weekly newsletter. That way, you stay in the loop on marketing updates, retailer partnerships, and foodservice initiatives.

Q: ShowPig 

As we wrap up, what advice do you have for young people in the show pig industry who aren’t quite sure what the future holds?

A: Dr. Newman 

I used to teach at the university level, and students would often say, “Dr. Newman, I don’t know what I want to do.” I always told them: use your critical thinking skills. That’ll carry you far. But more importantly, do something you're passionate about.

Yes, I know it sounds cliché. But passion shows. If you’re excited about your work, you’ll put in the time. Just like you do with a show pig—it takes commitment. When you love what you do, that energy becomes contagious. You can create momentum. A movement, even.

There’s more opportunity now than ever before. If you apply both brains and passion, and you combine that with critical thinking, the world is yours.

Want to Learn More?

Visit tastewhatporkcando.com to explore campaign visuals, get inspired with pork recipes, and subscribe to updates. 

This interview is part of Showmen Currently in the Field, a content series made possible through the strategic partnership with the National Pork Board. Stay tuned for more inspiring stories from leaders shaping the future of the pork industry.