New year, new marketing plan. The National Pork Board is changing up its marketing, and shifting its messaging to focus on younger consumers, explains Nebraska farmer and board member Bill Luckey. He says pork is well-positioned to fit the needs of Millennials and Gen-Zers. He reminds farmers that they may not see the advertisements or other marketing investments is because the checkoff doesn't want to preach to the choir. Farmers already know their product - checkoff money shares that message with the consumer who is removed from agriculture.