000514 Pork as the 'Other' Option Showcased at Expo

Indianapolis, IN - The U.S. pork industry's new consumer advertising campaign, celebrating “The Other” in Pork. The Other White Meat will be at the Pork Product Showcase at World Pork Expo.

The new campaign, rolled out in New York City in April, includes new print and TV advertising, a new consumer website, and retail, foodservice and export initiatives, according to Dallas Hockman, Vice President of Demand Enhancement for the National Pork Producers Council (NPPC). The checkoff-funded advertising campaign is aimed at further enhancing the widely known Pork. The Other White Meat slogan that was introduced in 1987.

“Pork. The Other White Meat has become one of America's most successful marketing campaigns. Currently 87% of U.S. consumers recognize pork as a white meat,” said Hockman. “Our new checkoff-funded campaign is designed to take pork to the next level of becoming a real competitor,” he said.

The Pork Product Showcase will include a fully stocked meatcase with examples of the latest pork products and merchandizing techniques. Recipes and nutritional information will be available for visitors to take home.

Daily cooking demonstrations by the pork industry's Celebrated Chefs will offer producers and consumers tasty ways to prepare pork meals at home.

“The Pork Product Showcase serves two purposes,” said John Kellogg, a Yorkville, Ill., producer and National Pork Board President.

“First, it gives producers a hands-on chance to see how their checkoff- funded marketing efforts are being put in place in the field. Second, it showcases pork to Indianapolis-area consumers,” Kellogg said.

Overseas efforts promoting U.S. pork will also be featured at the Pork Product Showcase. “Attendees will see how checkoff-funded promotion programs incorporating the U.S. Pork Seal are working to build awareness and a preference for U.S. pork among the trade and consumer audiences in countries such as Japan, Mexico, Korea, China, Hong Kong, Taiwan, Russia and Latin America,” said Hockman.

“The U.S. pork industry invests 68% of its checkoff budget into promotional activities designed to influence the trade and consumers here in the U.S. and internationally,” Hockman said.

RETURN TO HOME PAGE

E-mail: sflanagan@sprintmail.com