So as far as marketing pork, the pork checkoff dollars, what types of activities do you do to better market pork to Americans as well as outside our borders?

Yeah, we could spend the whole podcast just talking about marketing efforts.

But really, when we think about marketing, I bucket it into three or four different categories.

First, domestic marketing.

So obviously, we're working with promoting pork to consumers.

The National Pork Board just launched a new brand campaign called Taste What Pork Can Do that launched back in May of 2025.

Here in Nebraska, we won't see quite as much of that because they really are strategically trying to fish where the fish are.

Is there a significant gap between what consumers perceive as it relates to animal welfare in the pork industry versus actually what happens on the ground?