Why is Pork Called The Other White Meat? The History Behind This Famous Slogan

Pork has been a dietary staple for centuries across many cultures around the world. From bacon and ham to pork chops and ribs, there are so many delicious ways to enjoy the taste and versatility of pork. But in the 1980s, the pork industry felt it needed a boost to compete with the marketing juggernauts of the beef and chicken industries. The solution was a catchy and memorable slogan that positioned pork as a healthy, lean protein source – “Pork. The Other White Meat.”

The Origins of The Other White Meat Campaign

In 1987 the National Pork Board launched a $30 million advertising campaign centered around The Other White Meat slogan. It was created by the New York ad agency Bozell, Jacobs Kenyon & Eckhardt. The goal was to increase consumer demand for pork at a time when beef consumption was declining.

By marketing pork as “the other white meat,” the campaign aimed to paint pork as a nutritious alternative to chicken. Calling pork white meat was a bit of a misnomer, since the USDA officially classifies it as red meat. However, the lower fat content of modern pork compared to beef allowed the National Pork Board to promote it as a lean, healthy option that could be incorporated into any meal.

Why the Slogan Was So Effective

The Other White Meat campaign was a game changer for the pork industry. Here are some of the factors that made it so successful:

• Memorable and catchy: The slogan was short, snappy, and easy to remember. This sticky messaging helped cement pork as white meat in the minds of consumers.

• Health positioning By aligning pork with white meat and away from red meat the campaign spoke to growing health concerns over red meat consumption. Leaner pork was touted as heart healthy.

• Versatile messaging: Advertisements showed pork being used in a wide range of international dishes, from kabobs to pork à l’orange. This flexibility gave pork mass appeal.

• Fitting pork into any meal: Print ads focused on using pork for breakfast, lunch, and dinner as a replacement for things like casserole and tuna meals.

• Alternative to chicken: With the rise of chicken in the 1980s, the slogan specifically called out pork as another white meat option besides chicken or turkey.

The Impact and Evolution of The Other White Meat

The impact of The Other White Meat campaign on pork sales and consumption was significant:

• Pork sales rose 20% to $30 billion annually by 1991

• Per capita pork consumption increased from 45.6 pounds in 1987 to 49.3 pounds in 1999.

• Beef consumption declined from 69.5 pounds per person in 1987 down to 62 pounds in 2003.

In the late 1990s and 2000s, the National Pork Board introduced new slogans like “Taste What’s Next” and “Don’t Be Blah,” but The Other White Meat remained its tagline until 2011. After decades of success, the slogan was finally retired and replaced with “Pork: Be Inspired.”

While some pork producers felt the white meat spin was misleading and incompatible with the red meat qualities of pork, there’s no question the slogan gave pork a nutritional halo and significant boost over major competing meats for over 20 years. This campaign is still considered one of the most effective in advertising history.

WhyPork Doesn’t Actually Qualify as White Meat

While clever marketing positioned pork as a white meat alternative to chicken, scientifically speaking pork is still defined as red meat:

• The USDA labeling guidelines classify pork as red meat because it contains higher levels of myoglobin than chicken or fish.

• Myoglobin is the protein responsible for meat’s red pigmentation. The more myoglobin, the redder the meat.

• Red meat has more than 4 grams of saturated fat per serving. Pork fits this definition with around 5 grams per 3 oz serving.

• Nutritionally, pork contains more fat, cholesterol and calories compared to white meat options like chicken or fish.

So while pork was branded as “the other white meat” due to its comparatively lean profile among red meats, it does not meet the technical or nutritional criteria to be a true white meat. The slogan capitalized on changing health trends even though it bent the truth a bit.

Health Benefits of Pork as a Lean Protein Source

While not technically a white meat, pork today is quite different than the higher fat pork products of the past:

• Through selective breeding, pork is now much leaner, with cuts like tenderloin and chops containing less marbling.

• Trimming excess fat from pork prior to cooking can further reduce its fat content.

• Ounce for ounce, many cuts of pork are comparable to chicken in calories, fat, and cholesterol.

• Pork is rich in protein, thiamine, vitamin B6, phosphorus, zinc and other essential nutrients.

• When consumed in moderation as part of a vegetable-heavy diet, lean pork can be part of a healthy lifestyle.

The Other White Meat campaign brought these health attributes of pork to light for consumers looking for nutritious protein sources. While pork may never be considered a true white meat, the slogan made a compelling case for pork’s merits that still resonates with consumers today.