NPB’s new VP suggests volunteerism and talks about priorities –


Strengthening the pork industry through volunteers. It happens on This Land of Ours.

The involvement of volunteers will strengthen any organization. Bob Ruth, the newly elected Vice Chairman of the National Pork Board (NPB), was thrilled to share why producers should get involved at the local, state or national level. He says the passion one has for the industry magnifies the story.

Robert Ruth
Member of the board of directors / Vice-president of the National Pork Office – 2022-2023
Courtesy of National Pork Board, Des Moines, Iowa

“I encourage all producers who might listen to this message to get out there, get involved and work for the industry. I’ve always said the pigs are very good to me and they’re good to all this industry. Payback, pay forward to help the industry keep moving forward,” he said.

The industry’s return on investment is driving demand for pork.

“How do we rebuild the trust that we have with society regarding our right to raise pigs, people’s attitudes towards the consumption of our products, and therefore, we have a lot to do with the WeCare® aspect that is so important to me in helping us regain the trust of our consumers,” he said.

Ruth says there are priority issues for the board as new leaders are appointed.

“African swine fever and making sure we keep it out of the United States, making sure we sell our products, so what we do domestically and what we do in the international export market is always essential,” he said. “And, in my mind, probably the most important thing that we do as a board is how we drive demand for all of our products.”

The Board of Directors has ultimate responsibility and accountability for Pork Checkoff’s national fundraising. The council is responsible for payments to state organizations and investments in industry promotion, research and consumer information programs to improve the marketing of American pork and pork products.

Listen to Sabrina Halvorson’s This Land of Ours program here.

NPB’s new VP suggests volunteerism and talks about priorities

Sabrina Halvorson
National Correspondent / AgNet Media, Inc.

Sabrina Halvorson is an award-winning agricultural journalist, broadcaster and speaker. She hails from the agriculturally rich Central Valley of California.


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