A 12-week testing period will run through July and August for recipe labels placed on packages of fresh, boneless and bone-in pork chops. For the test, the National Pork Board will be working with Tyson Foods and Wal-Mart Stores.
The new label will attach to the pricing label and will replace a standard, triangle-shaped label that is typically placed on the corner of a package.
“The new label has an advantage because consumers automatically look at the price when they pick up a product,” says Patrick Fleming, NPB’s retail marketing director for the south-central region. Now, the shopper also will see a nice entree shot and a recipe.
Consumers will be able to choose from eight different recipes on the pork chop packages. Each recipe will have one to three ingredients as well as suggested cooking times. Some of the recipes include Cranberry Onion Chops and Peachy Mustard Chops. The labels will direct shoppers to NPB’s consumer Web site, TheOtherWhiteMeat.com, for additional ideas.
Tyson will place the labels on all pork chop packages from its
“Testing this new label with Wal-Mart and Tyson provides a great opportunity to sell more pork, especially during the summer grilling season,” Fleming says. “We are hoping to see sales increase 3 percent to 8 percent.”
According to Fleming, NPB, Wal-Mart and Tyson will assess the campaign’s success to determine whether to roll it out nationally.