DES MOINES, Iowa — The 2025 World Pork Expo, the world’s largest pork industry-specific trade show, is proof that focusing marketing efforts on attracting the right attendees results in big ROI for exhibitors.
The June 4-5 show at the Iowa State Fairgrounds, which was presented by the National Pork Producers Council (NPPC), is now in its 37th year. This year’s event attracted more than 10,000 attendees from 32 countries, with a show floor featuring 700 booths across more than 300,000 square feet of exhibit space, along with 60 hospitality tents.
While attendance was in line with recent years, the level of engagement stood out, Doug Fricke, Director of Trade Show Marketing at the NPPC, said. “Exhibitors consistently reported high-quality interactions and strong leads, reflecting the value of the audience we were able to attract through focused marketing efforts.”
Among the marketing strategies he shared was a full funnel advertising approach beginning three months ahead of the show, using social media advertising on Instagram and Facebook to excite audiences and remind them of registration dates. They still relied heavily on trade media engagement, using both earned and owned media opportunities to reach readers of American and international swine industry publications.
“We also used multiple other tactics like radio, print, digital display and email to engage previous attendees and our key pork producer audience,” he said.
Another successful strategy for the show has been to embrace young audiences with events such as the Young Pork Advocates Issues Meet. Now in its second year and open to youth ages 18 to 22, the two-day event encourages thoughtful, solutions-driven discussions on key industry issues. This year, 15 participants from across the U.S. presented their ideas to a panel of judges, and four finalists received scholarships to advance their educations.
A first-time Collegiate & Industry Networking Breakfast was also added before the trade show floor opened to bring together students, young professionals and pork industry leaders.
“We want to engage more young people and provide a link to future involvement in the pork industry,” Duane Stateler, NPPC President, said. “Between the seminars, the conversations and interacting with industry youth, there is tremendous energy and positivity as we look to the future of pork production.”
Reach Doug Fricke at fricked@nppc.org
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