Turkey is on the campaign trail. The first ever generic promotion of turkey meat will roll out this May in an attempt to boost sales.
For the past several years, annual per capita turkey consumption has remained steady at 18 pounds per person. The objective of the pilot project is to increase sales in three target markets by 10 percent.
Nearly three quarters of the new one million dollar campaign will be supported by turkey processors. Eight years ago the National Turkey Federation board approved a promotional campaign, but turkey processors didn't back the idea because of concerns the promotion would compete with their brands.