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Missouri Pork Producers Step Up to the Plate

by 5m Editor
13 August 2010, at 10:35am

MISSOURI, US - While baseball cards have promoted everything from tobacco to bubble gum through the years, Missouri farmers on baseball cards became fan favorites this summer at St. Louis Cardinals games. The project, part of the "Farmers Feed US" campaign, promoted farmers and educated consumers about modern agriculture.

The Missouri Pork Association (MPA) teamed up with other state ag groups to work with the Cardinals to promote the "Missouri Farmers: Stepping Up to the Plate" marketing campaign. To show the face of agriculture, various promotions have featured pork producer and MPA board member Rick Rehmeier, Augusta, Missouri, in addition to beef, dairy, corn, soybean and poultry producers. Their pictures have been showcased on baseball cards and on in-store signage at more than 100 Schnucks supermarkets.

Mr Rehmeier, who serves on the MPA board, operates a farm that has been owned by his family for generations. He had the opportunity to interact with Cardinals fans at Busch Stadium in late July during a Busch Bash tailgate on Ford Plaza.

With support from the Pork Checkoff, MPA also teamed up with Schnucks supermarkets in the St. Louis area to drive pork sales for the summer grilling season. Schnucks featured a "buy-one-get-one-free" Cardinals ticket offer when consumers purchased five or more packages of pork. Schnucks stores displayed point-of-sale posters and meatcase signs featuring Rehmeier and Cardinals left fielder Matt Holliday to catch consumers' attention, as well as sponsored two 30-second radio spots during each Cardinals' home game.

To keep the momentum going, Rehmeier recorded "Missouri Farmers: Stepping Up to the Plate" radio advertisements that ran in 10 states through the Cardinals' radio network. A video crew also visited Rehmeier's farm and filmed him with the Cardinals' beloved mascot, Fredbird, who portrayed a new employee on the hog farm. The video, which has been broadcast on the Jumbotron in Busch Stadium during games, has offered a fun, engaging way to teach consumers about pork production.

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