The U.S. government encouraged meatpackers to sell bellies as a cheap export to the Soviet Union and as food aid to impoverished African states. “I was on a trade mission to sell bellies to Poland,” Leathers says. “We just had freezers full of bellies. There was such little demand that the U.S. was literally giving them away.”
Now, bacon generates more than $4 billion in annual sales.
I recently posted briefly about the importance of repetition in marketing messaging. The National Pork Board understands that successfully marketing a big idea is a marathon, not a sprint. (The National Dairy Council also understands that. Got milk?)