The Brazilian pork production chain, increasingly competitive, occupies the third position in the world, exports 23% of its total production and sends 77% to the domestic market, demonstrating an increase in national per capita consumption. This increase is related to the low price in the sale of live animals and also in the economic scenario of budgetary restriction, leading pork meat to compete with other proteins of animal origin. However, myths passed down for generations reflects on the consumption of pork, for cultural or religious reasons, which has been demystified, but little is known about the reflection of these ancient beliefs in the Brazilian population of the 21st century. The objective of this study was to identify the main prejudices related to the consumption of pork in natura that still persist in Brazil, even after years of genetic improvement, management, development of techniques and technologies within swine farming. Data were collected online using a questionnaire via Google Forms, available on social platforms. It was found that pork is still surrounded by myths, however, these have less interference in consumption, demonstrating better acceptance by the Brazilian population. The lack of information/disseminations through marketing and advertisements can be considered a weak point in this process, therefore, requiring a meeting of activities and actions that try to persuade the consumer and leverage the demand for pork.
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