While the aroma of bacon and baby back ribs filled the air at the Iowa State Fairgrounds at the 2025 World Pork Expo, the hungry crowds weren’t just there to be delighted by the culinary faire on display. They were also hungry to learn, network and collaborate about the third most consumed meat in the United States: pork. According to the Pork Checkoff program, the U.S. produces 11% of the world’s pork. In addition, in 2024, U.S. pork exports surpassed $8.6 billion in value.

The World Pork Expo is held over two days every June at the Iowa State Fairgrounds in Des Moines, Iowa, and is sponsored by the National Pork Producers Council (NPPC). Thousands of producers, processors, and pork industry professionals gathered at the annual Expo, where the latest in swine genetics, feed innovation, and sustainable farming practices took center stage in a celebration of modern hog production.

The world’s largest pork industry-specific trade show brings together pork producers and industry professionals from around the world, for pork industry innovations, educational insights and networking opportunities. But the World Pork Expo isn’t just a trade show—it’s the gathering point for all things pork.

“World Pork Expo is always a great place to share ideas and recharge,” said Doug Fricke, director of trade show marketing at NPPC. “This year, the energy was incredible — from both attendees and exhibitors. Everyone was excited to connect, learn, and be part of the conversations shaping pork’s future.”

The 2025 World Pork Expo was a powerhouse of innovation and energy, featuring nearly 700 booths sprawled across more than 300,000 square feet of exhibit space. Sixty Hospitality Tents offered the perfect setting for meaningful one-on-one conversations, while over 10,000 attendees from 32 countries flocked to explore the very latest in pork innovation—from breakthrough technologies to advances in animal health and production—all driving the future of the industry forward

UC Davis Swine Facility Manager, Shelby Sopocy attended the Expo along with a handful of her students and the CLEAR Center had a strong presence at the World Pork Expo too, with students and staff in attendance.

“Attending the World Pork Expo was an incredible experience. It gave me the opportunity to connect directly with producers and learn about the latest innovations in swine sustainability, and “it was exciting to see how my research can make a real impact in the industry,” said Briana Morales, who is a graduate student in Dr. Mitloehner’s lab at the CLEAR Center and helped to create the UC Davis Swine Club alongside Sopocy.

Nationally, there are more than 60,000 pork producers who market more than 149 million hogs annually. U.S. pork production contributes more than $62 billion gross domestic product each year. And it’s no coincidence that the World Pork Expo is held in Iowa—approximately 46 million pigs are raised in Iowa annually, making it the number one pork-producing state in the nation.

Educational Sessions Take Center Stage at Expo

Educational sessions remained a key part of the Expo experience, with Pork Academy seminars offering practical value to attendees. Free seminars, presented by the National Pork Board and Pork Checkoff, were held throughout the event. Attendees had the opportunity to gain insights into useful information for their farms and learn more about how the industry is working to build a bigger appetite for pork.

Lori Stevermer, past president of the NPPC moderated a spirited panel discussion entitled, “Fighting for the Future of Agriculture: Everyone’s Role in Shaping the Narrative.” The conversation explored the challenges of defending agricultural stories in the face of opposition, with insights from Susanna Elliott from Alltech, Andy Curliss, from the NPPC and Kylee Deniz from the Oklahoma Pork Council. The panelists discussed, in length, how to strengthen agriculture’s message and its long-term impact.

Pork producers are often encouraged to “tell their story.” But in today’s ever changing media landscape, panelists discussed why that’s only part of the equation. For agriculture to have the strongest impact when speaking beyond its own circles, producers need more than just authenticity—they need coordination, clarity, and the ability to connect values with facts. Storytelling isn’t just about sharing what farmers do—it’s about showing why it matters and doing so in a way that builds trust with people who may never set foot on a farm.

Speakers emphasized that while authenticity remains important in agricultural storytelling, it may not be enough. They argued that effective communication now requires coordination across the industry, clear messaging, and the ability to link facts to shared values.

Panelists discussed what all of this could mean for the pork business, how to build on the positive image that farmers have and why it’s important for consumers and pork producers alike that those in agriculture continue telling our story.

Elliott, who is the Chief Marketing and Communications Officer at Alltech—a company focused on developing agricultural solutions for both livestock and crop production—spoke about the importance of making agricultural science accessible and made clear.

“There has to be an understanding, there has to be a listening involved and not just a broadcasting,” Elliott said. “And I think we realize that in order to continue to be successful and to not face challenges because of misunderstanding, we have to have that communication. We have to have that understanding. It comes through authenticity, but even more so, it comes through trust building. And the good news is that producers, those who are on the front lines, the farmers are trusted, and we see that poll after poll after poll. So, there should be confidence in the farmer and telling their story.”

While at the Expo, there was also a screening of the Alltech-produced documentary, “World Without Cows,” which takes a look at the effect cows have on our world.

“Alltech is always at the World Pork Expo, because we work closely with pork producers on improving the efficiency and the health and performance of their animals. But this year, it was special to bring ‘World Without Cows’, and to have a conversation around it at the World Pork Expo,” Elliott said. “Because it may sound interesting that we are bringing a film talking about cows to a pork event, but really, it's a conversation about animal agriculture and its importance. Perhaps well beyond ways in which we may think of it just simply as nutrition, but livelihoods and ecosystems and environments and so much more”

The panel spoke about farmers telling their story and building trust with authenticity. Elliott also mentioned the importance of companies and associations having the responsibility to offer a platform for those producers who want to tell their stories.

“And so, we want to make sure that there is fact-based information that is there, but then we also want to build a community, because agriculture needs more collaboration,” Elliott added.

Another session that drew a large audience was the “Protecting Pork’s Freedom to Operate through We Care” panel that featured CLEAR Center Director, Dr. Frank Mitloehner as well as  Dr. Heather Fowler and Stephanie Wetter, both from the National Pork Board Sustainability Team and part of the We Care® Team and Lauren Servick, public policy and sustainability director, from the Minnesota Pork Board.

The We Care® initiative, launched by the National Pork Producers Council and the National Pork Board, aims to highlight the pork industry’s efforts in responsible farming and its ongoing commitment to improving production practices.

Each speaker on the panel offered the latest information about their specialty and audience members were able to ask questions about current efforts focused on animal welfare, public health, and stewardship. Attendees were also able to hear about ongoing swine research by the CLEAR Center and how state pork associations are using data provided through NPB programs to benefit their producers.

Dr. Mitloehner underscored the importance of highlighting the successes and progress being made in animal agriculture.

“We do good things, and then we shut up, and we shouldn’t, because there's a growing number of people out there in the real world who's interested in what we do and how we do it. And it is important for us to keep our permission to operate, to share that information,” Dr. Mitloehner said. “So do good things and talk about them is more than just a little saying that I learned from my father. It has become extremely important to all the work that we do at the clear center. The research we do is as important as the communication that results from it.”

A range of other informative sessions at the Expo highlighted key issues shaping the future of pork. From updates on the National Pork Board’s Taste What Pork Can Do™ consumer campaign and the We Care® initiative to insights on pork demand, profitability, and market influences like grain prices, attendees gained a comprehensive view of the industry. Panels also addressed the National Swine Health Strategy, featuring expert perspectives on protecting herd health, and explored global protein trends, with U.S. Meat Export Federation leadership offering a look at export opportunities in an increasingly complex international market.

Since 1988, the NPPC has presented the World Pork Expo – which has provided a platform to exchange knowledge, showcase the latest technologies, and discuss pressing issues such as animal health, sustainability, and global market trends. As the pork industry faces increasing demands for efficiency and environmental responsibility, the expo remains a key driver in shaping the future of pork production through collaboration and education.

The World Pork Expo also showcased the industry’s ongoing commitment to sustainability.

Increasingly, sustainability is taking center stage in the pork industry.  From reducing greenhouse gas emissions through improved manure management and feed efficiency to implementing renewable energy systems and water conservation practices, the pork industry is actively working to lessen its environmental impact. Exhibitors and speakers highlighted innovations in environmental stewardship, animal welfare, and responsible resource use—all aimed at ensuring pork production remains efficient and resilient for generations to come.

As Dr. Mitloehner pointed out in his panel discussion, “Sometimes people are hesitant when they hear words such as sustainability. Many farmers think it's part of some campaign against them. But it really shouldn't be viewed as such. In fact, sustainability is much the same as stewardship is. And most farmers, I think, would agree that they are the best steward of their land, of their soil. The best steward of things such as animal welfare and health, the best steward of the product quality and safety, the best steward of their workers, and the best steward of the financial resources.”

He added that, “It's yours, it's your legacy. And I mean that. We Care® is more than just a motto. It is a lifestyle. It is your legacy.”

The CLEAR Center receives support from the Pork Checkoff, through the National Pork Board.