DES MOINES, lowa
recently completed study by the
National Pork Producers Council
shows that consumer attitudes
about pork are continuing to im
prove. The study shows a direct
correlation between recall of pork
advertising and improvement in
consumer attitudes about pork.
This research project is the third in
a series of annual studies designed
to benchmark progress in creating
a positive image for pork.
During 1982, the primary em
phasis of pork promotion was in
the theme,, “America, you’re
leaning on pork.” All ports com
munications stressed that the
product is leaner than ever, high
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Research says pork’s image
in protein and vitamin content ana
not high in calories or cholesterol.
Significantly, this latest study
shows that the percentage of
Americans eating little or no pork
has dropped from 40 percent to 36
percent. This gives pork 9 million,
new users. In addition, seven
percent more people no longer feel
pork is fatty or high in calories.
Other significant results are
large gains made by pork relative
to its image in areas of cholesterol
content, calories, and leanness, for
example, since 1980, pork has
improved its image with regard to
cholesterol by 12 points in com
parison to other meats by 20 points
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with respect to calorie content, and
by 21 points on the matter of
leanness. These gains in image are
important since NPPC’s ad
vertising is largely directed at
dispelling the myths that create
image problems for pork.
According to Russ Sanders,
NPPC director of consumer
product marketing, the Council is
encouraged by these gains because
it believes promotion can change
pork’s image, strengthen demand
and keep producer profits at ac
ceptable levels.
“These latest research findings
show us that our advertising is
improving pork’s image and
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dispelling those myths that have disadvantage to other meats
kept pork demand from being as relative to image problems,
high as it could be,” Sanders said. “Much more work must be done
Sanders pointed out that with to correctly position the product in
research showing advertising is the consumer’s mind We’re
paying off, NPPC launched its winning a few battles, but the war
biggest effort ever in 1983 with is' far from over —we must con
near ly $4 million allocated for sistently aim our efforts at ex
promotion. Sanders cautioned ploding myths before the con
however that while progress is sumer becomes generally corn
being made, the study also showed fortable with pork,” he said,
that pork remains at a substantial
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