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veal, the other white meat.

“Pork, the Other White Meat” is a marketing slogan launched in 1987 to promote pork as a lean, versatile alternative to chicken, despite pork being scientifically classified as red meat.
Origin and Purpose
The slogan was created by the advertising agency Bozell, Jacobs, Kenyon & Eckhardt for the National Pork Board in 1987. Its primary goal was to increase consumer demand for pork and reposition it as a healthy, lean protein comparable to chicken or turkey, especially at a time when beef consumption was declining and chicken was rising in popularity. The campaign included television, print, and later restaurant-focused promotions, showcasing pork in dishes like cordon bleu, kabobs, and pork à l’orange.
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Marketing Impact
The campaign was highly successful. By 1991, pork sales in the U.S. rose 20%, reaching $30 billion annually. The slogan became one of the most memorable advertising taglines, ranking fifth in a 2000 Northwestern University study. It helped consumers perceive pork as a lean, versatile, and easy-to-prepare meat suitable for any meal.
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Nutritional Context
Although the slogan implies pork is white meat, the USDA classifies pork as red meat due to its myoglobin content. Modern pork, however, has become leaner over the years. A 2006 USDA study found that six common cuts of pork are 16% lower in total fat and 27% lower in saturated fat compared to 15 years earlier, with pork tenderloin being as lean as skinless chicken breast. A 3-ounce serving of pork tenderloin contains about 2.98 grams of fat, slightly less than the 3.03 grams in a comparable serving of skinless chicken breast.
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Legacy and Revival
The slogan remained in use for decades, with variations like “The Other White Meat. Don’t be blah” appearing in 2005. In 2011, it was replaced by “Pork: Be Inspired,” but the original tagline was briefly revived in 2021 to appeal to nostalgic Gen X consumers. Despite some criticism for being misleading, the campaign successfully repositioned pork as a diet-friendly, lean protein and significantly boosted its popularity in the U.S. and worldwide.
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In summary, “Pork, the Other White Meat” was a strategic marketing effort that reshaped public perception of pork, highlighting its versatility and lean qualities, even though it remains scientifically classified as red meat.

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