suggested that the industry employ hone ecooomists to give demonstra- 

 tions before women's groups, institutions, etc. to better acquaint the 

 consumer with the versatility of canned tuna^ the various types of 

 pack, and the ways in which each may be used to prepare tasty and econ- 

 omical dishes. This would augment brand-name advertising. 



Very few brokers felt that a cooperative promotion system would 

 obliterate the identity of individual brand labels and destroy compe- 

 tition to put out a quality product. A happy medium of both product 

 and brand prcniotion appears to be desired. Some distributors of the 

 domestic canned product stated that a large-scale promotional program 

 might have a serious drawback. They believed that consumers who 

 would be educated to eat more tuna might well turn to the imported 

 product as a matter of price, and the dcnestic packers would have 

 gained nothing. This would be especially true of the institutions 

 who use large quantities of tuna and who must buy at a low cost. In 

 their opinion, any promotional program would have to emphasize domes- 

 tic tuna and offer good incentives for buying it. 



On the other hand, from the point of view of all firms partici- 

 pating in the United States canned tuna market, a cooperative product 

 promotion program, without emphasis on any particular product cr source^ 

 would appear to be desirable. The effort required to expand the domes- 

 tic market for canned tuna on the basis of such a program could be made 

 cooperatively by both domestic and foreign firms. A program along 

 these lines is cm^rently operated in the shrimp industry by an associa- 

 tion composed of producers in Texas and Mexico. 



A phase of product promotion that some feel could be exploited to 

 a greater degree is that of recipe development. The bland and deli- 

 cate flavor of tuna lends itself to preparation in an unlimited vari- 

 ety of ways and many believe that greater advantage can be taken of 

 this inherent quality. Perhaps the most effective type of advertis- 

 ing, so far as the housevdfe is concerned,, is an attractive ^ colorful- 

 ly illustrated recipe. With this thought in mind, it has been urged 

 that the industry include a recipe, preferably illustrated, with every 

 advertisement and on every can labe} , 



In general, it is believed by the trade that quantity food pur- 

 veyors use far too little fishery products in their menus. The Fish 

 and '.Vildlife Service has been conducting fish cookery demonstrations, 

 especially in connection viith the National School Lunch Program. One 

 of the recipes used in this program utilizes canned tuna. It has been 



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