Commodity Group Partnerships to Promote Health Gain Traction and Industry Attention


Washington, DC, January 26, 2021-With rapidly changing shopping, cooking and eating behaviors shifting consumer preferences, key commodity groups are realizing that by working together, they have a greater chance of impacting consumer perceptions, nutrition, and their producers’ bottom lines. One such partnership between the National Pork Board and USA Pulses (USA Dry Pea & Lentil Council, American Pulse Association), has garnered both the attention and accolades of others in the food business.

In the fall of last year, the Pork Board and Pulses launched Powerful Pairings , a collaborative marketing initiative that promotes the pairing of whole foods to bring taste, balance, and nutrition to family meals. Through the innovative campaign, the organizations connected with retailers, registered dietitian nutritionists, and consumers to encourage them to try unexpected and ingenious food pairings to power up their plate with delicious and nutritious family meals. Free recipes and resources were created - including infographics, fact sheets and nutrition information are available on the website.

“Powerful Pairings makes it easy to add taste, nutrition, texture and variety to every meal,” said Becky Garrison, RDN, LD, director of domestic marketing, USA Dry Pea & Lentil Council, American Pulse Association. “With the launch of the new 2020-2025 Dietary Guidelines for Americans, our campaign can help families better understand how they can make every bite count.”

“While the health benefits of Powerful Pairings are compelling, this campaign clearly demonstrates how agricultural groups can come together through combined thought leadership, talent, and resources, to bring exceptional value and benefit to both consumers and their producers,” said Chris Jones, the Pork Board’s director of marketing promotions and partnerships.

The effort has garnered the attention of several in the industry. As a testament to its success, the collaboration is expanding this year to include the United Sorghum Checkoff Program.

“We are excited about the expanded partnership and the opportunity to promote how pork, pulses and sorghum can easily be part of great tasting, nutritious parts of family meals,” said Doug Bice, market development director, United Sorghum Checkoff Program.

In January, the FMI Foundation awarded Powerful Pairings its distinguished 2020 Gold Plate Award in the Community Collaborators category. The Gold Plate Awards shine a spotlight on programs created by suppliers, food retailers and community collaborators that encourage families to share more meals together at home.

Powerful Pairings