The world’s largest pork producer, Smithfield, is rolling into US cities in the Northeast and Midwest this March with the “Smithfield Taste the Future Tour”, featuring a professional chef team and an 18-wheel mobile kitchen that aims to “redefine home cooking convenience and deliver mealtime solutions to American consumers”.
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The tour made its debut at Jewel-Osco supermarkets in Chicago last week and will be in the Philadelphia area exclusively at Acme supermarkets this week, where Smithfield’s Lean Generation and Premium products are available to consumers. There more than 60 appearances scheduled from March – December 2002.
With 77 million baby boomers retiring in the next decade and entire generations of time-starved Americans burnt out on fast food and takeout, home cooked family meals are on the rise. Smithfield explained that the tour therefore showcases quick and easy lifestyle-fitting meal solutions, all featuring the company’s own Lean Generation and Premium Ham brands.
During the tour, Smithfield will distribute more than a quarter of a million free 20-page cookbooks featuring recipe tips for America’s new generations of cooks. The expandable, full service mobile kitchen, and its team of professional chefs, will demonstrate these recipes with interactive cooking demonstrations and product sampling.
In its pilot year, the Tour will concentrate on fairs, festivals and retailer locations in the Northeast and Midwest – Smithfield’s fastest growing markets.
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By GlobalDataThe tour will run concurrently with a comprehensive marketing campaign that includes broadcast media and a series of print ads.
Jim Schloss, VP, sales and marketing for Smithfield Packing Co, commented: “Smithfield has designed products for the new generations of cooks in America, which include entire generations that have grown up on fastfood, restaurant take-out and ethnic cuisine.
“Our goal at Smithfield is to meet the unique convenience, cultural, lifestyle and dietary demands of all families.”
