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NPB launches Mythbusting 2.0 campaign

The president of the National Pork Board says the organization is launching a new mythbusting video series that will help protect producers’ freedom to operate.

Heather Hill tells Brownfield they are calling it ‘Mythbusting 2.0’, and it builds on their momentum from a similar campaign last year. “We live in a time where there is so much information available at our fingertips. It’s everywhere, and some of it is factual and some of it is not. I think now more than ever it is super important for us as pork producers to be out there telling our story.”

Last year’s series was hosted by Modern Family star Eric Stonestreet, who grew up on a pig farm in Kansas. Hill says a new star will help promote the industry’s story this go-round. “We will be partnering with Luke Bryan. He will actually not be featured in the video of the focus group himself. He was not there that day. We will be working with him separately to really promote those messages that are in the video, as well as the video itself.”

The new video content creates a conceptual metaphor between the modern pig farm experience and a five-star resort hotel.