Beginning in 2002, Weight Watchers will tout fresh pork as one of its weight-loss meal options. Every time a new person enrolls in the Weight Watchers program, they will receive a special promotional brochure called “Today’s Special”.

The National Pork Board estimates that 4.7 million people will receive this brochure featuring balanced meals and recipes. Each pamphlet includes two recipes plus a cents-off coupon for the participant to buy fresh pork products.

This promotion should help open more doors for the pork industry. It will certainly help shed a new light on pork for many consumers. The program also offers the potential for NPB to work with Weight Watchers on potential product development, retail promotions and other programs.