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Say goodbye to 'The other white meat'
by
Tony Hall
Текущий рейтинг: 4.0
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%20%E2%80%94%20%E2%80%9CThe%20other%20white%20meat%E2%80%9D%20has%20another%20slogan.%20The%20National%20Pork%20Board%20on%20Friday%20replaced%20the%20decades-old%20ad%20campaign%20with%20a%20new%20message:%20%E2%80%9CPork:%20Be%20Inspired.%E2%80%9D%3C/p%3E%3Cp%3EBoard%20officials%20said%20after%20nearly%2025%20years,%20it%20was%20time%20to%20move%20on%20from%20the%20old%20message%20that%20compared%20pork%20to%20chicken%20and%20instead%20try%20to%20increase%20sales%20by%20focusing%20on%20the%20estimated%2082%20million%20Americans%20who%20already%20eat%20pork.%3C/p%3E%3Cp%3E%E2%80%9CThe%20overall%20goal%20is%20to%20move%20sales%20of%20our%20product,%E2%80%9D%20said%20Ceci%20Snyder,%20the%20Des%20Moines,%20Iowa-based%20board%E2%80%99s%20vice%20president%20of%20marketing.%20%E2%80%9CWe%20want%20to%20increase%20pork%20sales%20by%2010%20percent%20by%202014.%20To%20do%20that,%20we%20needed%20to%20make%20a%20stronger%20connection,%20a%20more%20emotional%20connection,%20to%20our%20product.%E2%80%9D%3C/p%3E%3Cp%3EPork%20sales%20totaled%20about%20$117%20per%20person%20in%202010.%20Pork%20consumption%20averages%20about%2050%20pounds%20per%20person%20per%20year,%20according%20to%20data%20from%20the%20U.S.%20Department%20of%20Agriculture.%3C/p%3E%3Cp%3ESnyder%20said%20research%20done%20by%20the%20Pork%20Board%20shows%2028%20percent%20of%20U.S.%20households%20make%20up%20nearly%2070%20percent%20of%20the%20nation%E2%80%99s%20at-home%20consumption%20of%20fresh%20pork.%20The%20new%20campaign%20is%20aimed%20at%20getting%20existing%20pork%20consumers%20to%20think%20more%20about%20how%20they%20can%20incorporate%20it%20into%20their%20meal-planning.%3C/p%3E%3Cp%3E%E2%80%9CWe%20want%20to%20move%20that%20needle,%20go%20after%20that%20core%20group%20of%20consumers,%E2%80%9D%20she%20said.%20%E2%80%9CThese%20people%20love%20pork,%20know%20how%20to%20prepare%20it%20and%20are%20eager%20to%20share%20recipes.%E2%80%9D%3C/p%3E%3Cp%3ETimes%20have%20changed,%20and%20with%20consumption%20continuing%20to%20be%20flat,%20Snyder%20said%20it%E2%80%99s%20time%20to%20take%20pork%20in%20a%20new%20direction.%3C/p%3E%3Cp%3EPork%20remains%20behind%20beef%20and%20chicken%20in%20consumption,%20according%20to%20the%20USDA.%20Americans%20ate%20about%2061%20pounds%20of%20beef%20per%20capita%20last%20year%20and%20about%2080%20pounds%20of%20chicken.%20While%20beef%20consumption%20has%20been%20gradually%20declining%20and%20pork%20consumption%20has%20remained%20flat,%20chicken%20consumption%20has%20increased%20in%20the%20past%20two%20decades,%20the%20USDA%20data%20show.%3C/p%3E){kind=link}