The U.S.-Canadian hog market is facing a decline due to tariff threats, with U.S. lean hog futures decreasing significantly. Despite the potential for tariff winners, the outlook is grim for both U.S. and Canadian hog producers. In a positive development, the National Pork Board has launched a new marketing campaign, "TASTE WHAT PORK CAN DO," emphasizing the importance of flavor in pork. However, concerns have been raised about the quality of pork cuts, with many being flavorless due to the industry's focus on leanness. The success of this new campaign will hinge on the pork industry's ability to deliver on the promise of flavor.