The Pork Checkoff is serving up a new “eat lean for less” message for consumers who have ditched their New Year’s resolutions and are finding it difficult to stick with a new, healthy regime.
“In Domestic Marketing, we’ve divided 2010 into five distinct marketing promotions, and we’re promoting the ‘eat lean for less’ theme through February,” says Pamela Johnson, director of consumer communications for the Pork Checkoff. “We’re reminding people that lean, versatile pork is not only perfect for the waistline, but it’s good for the wallet, too.”
The Pork Checkoff is integrating the “eat lean for less” theme through the Pork Information Bureau public relations program, pork retail promotions and advertising. The budget-and-health message is appearing in advertisements online, including Allrecipes.com and WeightWatchers.com, along with print ads in national magazines ranging from Cooking Light to Every Day with Rachael Ray.
Soybean producers recently underwrote an aggressive USMEF initiative to
bolster U.S. pork exports in an effort to help improve the economic outlook
for one of its most valuable customers, the U.S. pork industry.
With pork supplies mounting in cold storage facilities and hog prices stuck below break-even levels, soybean producers from Minnesota, Nebraska and South Dakota, as well as the United Soybean Board, stepped up to the plate last fall with an additional $1.35 million in checkoff funding to support USMEF’s pork marketing programs in the key international markets of Japan, Mexico and South Korea.
The Minnesota Soybean Research and Promotion Council (MSR&PC) got the ball rolling by investing an additional $800,000 toward USMEF promotions in Japan and Mexico at the end of 2009 and the first quarter of 2010. The Nebraska Soybean Board soon stepped forward with a commitment of $200,000 toward the same Japan/Mexico effort. The “Pork Stimulus Package” gained further momentum when the United Soybean Board (USB) invested $250,000 in pork marketing programs in South Korea and the South Dakota Soybean Research and Promotion Council made an additional investment of $100,000.