ORE-BEST FARMS - ORE-BEST FARMS CASE Ore-Bests Portland...

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ORE-BEST FARMS CASE Ore-Best Farms, a USDA-approved rabbit-processing plant in Oregon City, Oregon, markets vacuum-packed rabbit fryers to Oregon supermarkets. The company, which markets the fresh bunnies in Cryovac packaging similar to bacon packs, is betting that rabbit meat will prove as popular as fish or lamb in the next few years. They want to start marketing their product in west coast states in the United States (California, Oregon, and Washington). Company statistics show that rabbit is highest in protein of all meats and lowest in cholesterol, fat, and calories. Ore-Best is marketing it as a nutritious alternative to red meat and fowl for health-conscious consumers. Rabbit accounts for about one-half cent of the U.S. meat dollar, compared with about 15 cents in Europe, where it is a dietary staple, noted Ore-Best director of operations, Leonard Parsons. Ore-Best, aiming to reeducate American tastes, is presenting “tender country-raised rabbit” in transparent packages adorned with colorful labels and illustrated recipes. Where competitors market rabbit domestically, it is sold frozen in cardboard boxes. “Nutritious rabbit is delicious” is the tag line on the labels, point-of-purchase displays, and newspaper ads. Promotion, prepared by Ore-Best’s Portland agency, Petzoid & Associates, avoids pictures of anything resembling a cute family pet.
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