NZPork chairman Ian Carter has challenged those attending the industry's annual conference to recognise themselves as "the best little pig industry in the world".
"Pork is the world leader in animal protein, but only number three in New Zealand.
"Our target must be first place," Mr Carter, a North Otago farmer, said.
New Zealand had the Pigcare animal welfare certification and the industry was a leader in product quality and environmental performance.
Anonymously imported pork products did not face the same concerns.
Productivity was increasing with genetic advances and pork's market share in New Zealand was increasing, despite meat consumption falling overall, he said.
Mr Carter identified two main potential barriers to success - biosecurity threats and the need to promote new products for young consumers.
"Porcine reproductive and respiratory syndrome (PRRS) is the number one disease we don't want in this country, and we will continue to fight it through the media, Parliament and in court."
Butchers were being trained in how they could present pork in different forms, while engaging with consumers through the Extraordinary Kitchen marketing campaign, he said.