National Pork Board Members to Experience Don’t be blah™ Marketing Program

US - The National Pork Board will meet in Philadelphia July 19-22 to get a first-hand look at one of the six national target markets for its new Don’t be blah™ marketing program.
calendar icon 14 July 2006
clock icon 3 minute read

While in Philadelphia, the board members will meet with food retailers and restaurateurs who are using the new Pork Checkoff-funded marketing program to reach out to new customers for pork. They’ll also get an opportunity to observe a consumer focus group to learn how today’s consumers view pork. Board members also will meet with importers. Importers of pork contribute to the Pork Checkoff based on the sales of their products in the United States.

The Don’t be blah campaign employs advertising, promotion and public relations tactics to reach the young consumers who are making the food purchasing decisions for their families. These consumers are primarily young women who desire to be better cooks but who feel constrained by time demands and old habits. Board members will see the impact of the new program in helping to position pork as an everyday ingredient that can make meals more satisfying and less “blah“ for these consumers.

The Don’t be blah campaign, now in its second year, is targeted at markets in Philadelphia, Atlanta, Chicago, Dallas, Denver and Sacramento. Board members also will hear the results of an analysis of the economic impact of the program by economists at Texas A&M University. Their analysis found that based on sales results from the six target markets, pork producers are getting a return of at least $1.31 for every dollar they have invested in the program.

While in Philadelphia, the board will elect a new president and vice president. Board President Danita Rodibaugh of Indiana will complete her one-year term and remain on the board. The board also will welcome new members Randy Brown of Ohio, Jeff Galle of Illinois, Gene Nemechek of North Carolina and Alan Willhoite of Indiana. Board members Craig Christensen of Iowa, Dave Culbertson of Illinois and Mark Reding of Kentucky will depart after completing six years of service. Earlier, board member Deborah Johnson of North Carolina resigned to become the executive director of the North Carolina Pork Producers Association.

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