The Pork Price & Demand Initiative is a comprehensive program designed to turn an overabundance of pork (up 9 percent over last year) into an abundance of pork sales by increasing pork sales domestically and internationally. The following are a few examples of what the National Pork Producers Council is doing, using checkoff funding from the National Pork Board, to move more pork through market channels.

Pork. The Other White Sale

• Pork. The Other White Sale is a multitiered marketing program that will run from Sept. 20 through the end of the year. Playing off the traditional department store "white sale" and building on the pork industry's own nationally recognized brand, Pork. The Other White Meat^®, the program will consist of promotions, sampling and sweepstakes at the retail level; national and local newspaper and TV advertising and local market radio promotions and advertising. The Other White Sale will be featured at retail food stores across the country with 11 major metropolitan areas being targeted for special advertising and promotions.

Foreign Market Development

• Over the last 10 years, pork exports have made a significant contribution to the profitability of U.S. pork producers. A recent report by CF Resources indicated that in the absence of exports, U.S. pork prices would have been $6.29 per cwt. Or $15.73 per head lower.
  
  
• U.S. pork exports were up 38 percent during the first six months of 1998 compared to the same period in 1997. Substantial gains were seen in pork exports to major U.S. pork destinations in the first half of 1998. Based on carcass weight, the following increases occurred in U.S. pork exports over January-June 1997: Mexico, up 81 percent; Canada, up 18 percent; and Japan, up 15 percent. Exports to other countries, which include the Russian Federation and Hong Kong, were up 68 percent over the same period in 1997.
  
  
• The new U.S. pork seal will be the foundation of the industry's international marketing efforts. The U.S. pork industry will actively seek to build the reputation of this seal until it communicates to customers all around the globe that U.S. pork is the world's best in terms of safety, wholesomeness, quality, availability and value.
  
  
• The U.S. pork seal will be launched in the key retail markets of Japan and Mexico this fall. Other wholesale markets such as South America, Russia and China will see the U.S. pork seal as materials are reprinted and promotional programs are developed.
  
  
• As a result of greater awareness of U.S. pork in international markets, the United States exported 7 percent of its pork production during the first six months of 1998 compared to 5.7 percent during the same period in 1997. The U.S. became a net pork exporter in 1995, the first time since 1952, when it exported 4.4 percent of its production.

Consumer Advertising

• Consumers will be reminded of pork's versatility through advertisements on cable TV during September. The ads will appear during programs on: A&E, TNN, TNT, Lifetime, ESPN, VH1, Discovery, and The Family Channel. Advertisements will also appear and popular consumer magazines, including: American Health for Women, Better Homes & Gardens, Country America, Country Home, Country Living, Health, Ladies' Home Journal, Life, McCall's, Midwest Living, Martha Stewart Living, Parenting, Parents, Southern Living, Sports Illustrated, TV Guide, Weight Watchers, Bon Appetit, and Food and Wine.

Foodservice Promotions

• The National Pork Producers Council sent a letter to Ag Secretary Dan Glickman in August urging USDA to purchase pork due to the series economic conditions facing producers. NPPC requested that USDA move to initiate pork purchases through the use of Section 32 Contingency Funds for distribution to various USDA domestic feeding programs.
  
  
• As of Sept. 2, USDA had purchased a total of 20.8 million pounds of pork worth $19.9 million for the National School Lunch and other federal food aid programs. The purchases have included 5.3 million pounds of coarse ground pork worth $3.8 million and 5.6 million pounds of water-added hams valued at $6.8 million.
  
  
• T.G.I. Friday's has introduced four new entrées in a new menu segment called the "Chop House." Included are two pork chops served on a sizzling platter. The platter is similar to a fajita skillet and comes to the table with great sizzle, flavor and flare. The "Chop House" specials are being promoted via national TV ads and on the T.G.I. menu.
  
  
• Dairy Queen has added a pork entrée to its list of "Hot Eats and Cool Treats." The DQ^® Rib Baskettm officially rolled out Aug. 1 at 3,200 Dairy Queen stores nationwide. The entrée features four pieces of unbreaded, boneless pork. It will be available at 3,000 additional stores once they install equipment needed to serve it. Dairy Queen is the first major fast-food chain to put a pork item on its menu year-round. Previous pork items at fast-food chains have been limited-time offers.

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