PORK COUNCIL OPENS DRIVE

DES MOINES, Iowa -- A new advertising campaign for pork that builds upon the industry's generic theme, "Pork. The Other White Meat," was launched on Super Bowl Sunday.

ging from an outdoor barbecue to a white linen restaurant, with pork as the centerpiece. Two New Orleans restaurant chefs, Susan Spicer and Emeril LaGasse, were also featured in the spots.

"Right now pork is the No. 1 meat around the world, and our goal is to make pork the most-consumed meat here [in the United States], as well, by the year 2000," said Bob Ruggle, vice president of the National Pork Producers Council here.

Per capita consumption of pork was 49.5 pounds in 1994, while per capita consumption of beef was at 63.7 pounds. Chicken was 48.2 pounds per capita and turkey was 14.3 pounds per capita, according to the U.S. Department of Agriculture.

The new campaign will include print ads in the March issues of some leading national magazines.

According to the National Pork Producers Council, 80% of Americans are aware of the pork generic campaign theme, which was introduced in 1987.