Focus on flavor for pork checkoff's summer grilling promotion

Focus on flavor for pork checkoff's summer grilling promotion

Pork checkoff will team up with celebrity chefs for 'grill crashing' promotion

The pork checkoff will be encouraging grillers to focus more and share about the flavor of pork in its 2015 summer grilling campaign.

"We know that Americans love to grill, but our research showed that many people aren't sharing and talking about flavor as much as they could be," said Randy Brown, chair of the Pork Checkoff Domestic Marketing Committee. "We're going to tackle Americans' 'flavor shyness' this summer and show them that getting bold flavor is as simple as choosing juicy, tender pork."

The pork checkoff officially launched its flavor mission May 19, with an unexpected cookout "crash" in one of the country's top 10 states most in need of a flavor infusion.

Pork checkoff will team up with celebrity chefs for 'grill crashing' promotion (Thinkstock/Robert Gubbins)

At a grill-out hosted by an unsuspecting Illinois couple, improv actor and comedian Anthony Courser posed among their grill-out guests, humorously sneaking pork chops on the grill to feed the crowd.

As part of the checkoff's multicultural outreach, the promotion also includes a targeted program to African Americans. The checkoff is teaming with four celebrity chefs for "DJ Grill Crashers," including comedic actor and avid griller Donald Faison, who will share how to enjoy and create bold flavors on the grill with porkchops.

"The multi-platform promotion will help us educate more consumers about the many different ways that they can enjoy pork this summer," Brown said. "Our goal is to expand long-term pork demand. This is even more important as we continue to see more pork available to consumers in the coming months."

To see where each state stands in the flavor line-up, watch Grill Crashers videos and find more pork recipes that will have summer grilling tasting great, visit the Pork Be Inspired Grill Crashers website.

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