You gotta hand it to the National Pork Board. The folks who brought us “The Other White Meat” have done it again, with a genius marketing campaign to convince us all that we need to eat even more pig.

As if bacon and other pork-related products weren’t already enjoying unprecedented popularity (Exhibit A: The Bacon Explosion, getting not just a mess of copy in the New York Times, but also a book deal) the Pork Board has introduced the pork breast.

That’s right, all you shoppers who default to chicken breast when wanting something healthy for dinner, just shift your reach a bit to the left in the meat case, and grab a package of pork breast (technically the pig’s shoulder) instead.

I haven’t seen the pork breast in stores yet, but it is one of four new cuts the Pork Board is pushing (the others are the Petite Tender, from the outside shoulder, the Cap Steak, said to be similar to a flank steak, and the Pocket Roast, from the rear leg.

So what’s in a name? Are you more likely to cook up something called “pork breast” than “pig shoulder”?