Pork Checkoff supports nationwide launch of McRib

by Bryan Salvage
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DES MOINES – The National Pork Board’s Pork Checkoff played a key role in the nationwide re-introduction of McDonald’s McRib sandwich recently.

"The [Pork] Checkoff was instrumental in the first national rollout of the McRib," said Paul Perfilio, national foodservice marketing manager for the Checkoff. "This year, the pork logo will be prominently featured on special McRib tray liners at all participating restaurants nationwide."

"Each year the return of the McRib promotion in different regions of the country brings pork back to the top of consumers' minds and that is great for everyone involved," said Dianne Bettin, a pork producer from Truman, Minn., and chair of the domestic marketing committee. "The McRib has had a lot of success as a limited-time menu item."

"McDonald's McRib sandwich is truly an iconic product and for many of our customers it's more than just a sandwich, it's an experience," said Neil Golden, senior vice president and chief marketing officer, McDonald's USA.

McDonald's has also launched "The Legends of McRib" Web site, www.McDonalds.com/McRib, to publish McRib stories and tall tales submitted by consumers.
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