C' ICE BULL ETI N 364 DECEMBER 1965 T CHICKEN t Hiomiemaker Resjoneto POULTRY PROMOTION .t N,.' AGRICULTURAL EXPERIMENT STATION A UB U RN E. V. Smith, Director U N IV ERS IT Y Auburn, Alabama CONTENTS Page SUMMARY AND CONCLUSIONS -- PROMOTION TEST OBJECTIVES 6 RESEARCH PROCEDURE EFFECTIVENESS OF IN-STORE PROMOTION 6 7 Homemakers' Response to In-Store Promotion Effectiveness of Posters Reasons for Buying Poultry Effectiveness of Recipes in Promotion Frequency in Use of New Foods When Decision to Buy Poultry Is Made FOOD KNOWLEDGE OF HOMEMAKERS 7 9 9 10 10 10 11 Marketing Knowledge 12 16 ADVERTISEMENTS Nutritional Knowledge EFFECTIVENESS OF FOOD 19 22 APPENDIX A APPENDIX B 29 2 AP P E ND IX C ....................................... .38 Cover - Photo of in-store poultry display and overhead poster used in study of homemaker responses. FIRST PRINTING 3M, December 1965 SUMMARY AND CONCLUSIONS Homemakers' behavioral characteristics were studied in relation to marketing practices to determine what factors brought about decisions to buy specific foods. Poultry was the commodity under study in this project conducted in Birmingham, Alabama. Important or significant differences resulted from the in-store promotion. During the test period more poultry was sold in stores that had the mass display with animated appeals than in the control stores (without displays). Stores in the lower income area of Birmingham showed a significant increase in sales. Little difference was found in the stores located in the middle and higher income areas. Colored posters with animated appeals were used to get the attention of the homemaker. A significantly higher number of homemakers recalled seeing this type of promotional display. Homemakers having a high school education or more, a per capita income of $2,500 and above, and in the age bracket of 35 to 60 years, more often observed the in-store promotion display. In general, the intermediate homemaker age group was more readily influenced by available information than were the very young homemakers and those over 60. Recipe books proved useful and popular. A significant number of homemakers in the higher education and income levels tried the recipes for poultry. Further use of poultry can be made by offering homemakers new and different recipes. The homemakers' decision to buy poultry in a cut-up form, or in pieces or parts, was increased by store display, in-store reminder, and appearance of the meat. More than one-third of the homemakers ranked low in marketing knowledge -37 per cent medium, and only 28 per cent high. This indicates a need for informing homemakers about better marketing or buying practices. While nutritional knowledge of homemakers is notably better than their marketing knowledge according to the scoring system used in this study, there is need for more information in many areas of nutrition, particularly as it relates to meat. 4 ALABAMA AGRICULTURAL EXPERIMENT STATION Both marketing and nutritional knowledge were significantly related to education, which indicates the importance of education in promotion. There is need for more consumer information, however, at all levels. There is lack of knowledge concerning nutrients and the overall contribution poultry makes to the diet. To further inform the consumer would be of great value to the poultry industry as well as to the consumer. Homemakers are seriously lacking in information about meat inspection and grades. This points up the need for further sumer education. This study revealed that homemakers do observe easy-to-read educational information, such as posters with animated appeal. The opinion many homemakers have of poultry needs to be changed. Poultry, although a highly popular food for many years in the South, should be promoted as an excellent meat selection among all income groups. Frozen poultry, while accepted by many homemakers, needs further research directed at improvement of flavor and color. Further information on food value, meal planning, food preparation, and food selection was requested by homemakers. This can be given the homemaker in promotion programs. The greatest influence on consumer buying are food advertisements in newspapers. Data from this study indicate that poultry producers and distributors can increase sales through an educational program on nutritive and economic values, and versatility of poultry on menus for all occasions. The food value of poultry as compared with other competitive meats needs to be emphasized. New forms of poultry on the market, such as ready-to-cook, small packages for the family of two, and food value information in addition to economy would be to the advantage of the poultry industry. con- Homeiaker Response to POULTRY PROMOTION MILDRED S. VAN DE MARK** Department of Home Economics Research AGRICULTURAL producers and food marketing groups have become increasingly interested in whether demand for a food product can be increased through advertising and promotion, and whether demand for a product differs according to its place in the American diet. The study herein reported is concerned with an analysis of the effectiveness of in-store point of sale promotion for poultry. Clearly defined research analyses that indicate the effectiveness of food promotion programs are relatively few in number and have been made with only a few commodities. For this reason drawing conclusions and guide lines for general use in promotion is difficult because of insufficient information. The research reported here represents a single phase of a regional research program designed to learn more about the effectiveness of promotion as related to various classes of food products. Emphasis in this research is primarily on the promotion potential of a food already well accepted by the public, but which could be produced and used to an even greater extent. It is known that more poultry is consumed if the price is reduced. It is equally well known that food markets cannot always lower the price. Therefore, an attempt is made in this study to test the effectiveness of other advertising media and to learn more about what catches the homemaker's attention and thereby provides a basis for recommending a particular type of promotion for a given product. * This study was supported by funds provided by the Agricultural Research and Marketing Act of 1946 and by State research funds. Carried out as Alabama Research Project 594, it is a contributing study of Southern Regional Food Marketing Project SM-13 (Second Revision), "Why Consumers Buy Specified Foods," in which seven Southern States are cooperating: Alabama, Georgia, Kentucky, Mississippi, South Carolina, Texas, and Virginia. **0The author gratefully acknowledges the cooperation of the Alabama Poultry Industry Association and the National Broiler Council, who furnished materials for the research study; the officials of Winn-Dixie Food Stores, who granted permission for the use of their stores in the study; and the managers who assisted with the in-store promotion displays and controls. Acknowledgement is also due members of SM-13 Technical Committee for their cooperation. 6 ALABAMA AGRICULTURAL EXPERIMENT STATION PROMOTION TEST OBJECTIVES The two specific objectives of this study were: (1) to determine the nature and characteristics of consumer responses to the selected food product (poultry) resulting from an exclusive meat promotional program through use of in-store display; and (2) to determine whether sales of poultry increased by mass display using two animated appeals directed to (a) stretching the food dollar, and (b) nutritional knowledge of the product. RESEARCH PROCEDURE Birmingham, Alabama, a city with a population of 521,830 in 1960, was selected for the research study. Sixteen of the WinnDixie food stores were used in the study. Stores were paired for the pre- and post-study on the basis of low, medium, and high family incomes of consumers in the trading area as determined by the store management. Each group contained two low income, four medium, and two high income consumer level stores. To obtain the initial samples, enumerators interviewed every third person who entered each store in a 60-day period until 400 names were listed. Every third name was taken from the master list for the three-part sample, one to be used for the pre-study, one for the post-study, and the third to be used for a reserve. Interview schedules were obtained from 468 homemakers in the pre-study and 470 in the post-study by enumerator visits. The two groups were combined for basic information, and studied separately as it concerned effectiveness of the in-store promotion. Only homemakers in the post-study were subjected to the instore (controlled) promotion. Commodity sales in pounds and dollars were obtained from the 16 stores in a period of 2 weeks prior, 2 weeks during, and 2 weeks following the study. Within the store during the promotion periods which extended 3 days (Thursday, Friday, and Saturday) for each of the 2 weeks, a young lady was stationed at the display to distribute leaflets that repeated the promotion theme and contained a number of good poultry recipes (Appendix C). Post-schedules were collected within 2 weeks after the last in-store promotion. Data were collected during July and August 1963. HOMEMAKER RESPONSE TO POULTRY PROMOTION 7 EFFECTIVENESS OF IN-STORE PROMOTION The controlled in-store promotion, designed to measure effectiveness in consumer buying, consisted of a 12-foot mass display of poultry over which hung a three-panel poster. This was suspended from the ceiling displaying a color picture of fried chicken and the two appeals, stretching the food dollar and nutritional information. The poster was surrounded by colorful balloons that moved by air currents. To the back of the mass display, three large colorful poultry pictures were used. Homemakers' Response to In-store Promotion Chi square analysis showed there were some significant differences in sales resulting from the in-store promotion. Effective- FIG. 1. Total pounds of poultry sold in test and control stores during the three periods under study, Birmingham, Alabama, 1963. 8 ALABAMA AGRICULTURAL EXPERIMENT STATION 5635 bLO . 01 .CV E '- 3099 lb. INCOME O N 419 lb.MIDDLE 4350 lb. 2924 Ib.HIGH 3295 lb.INCOME 6623.5 lb. 2956.5 lb. INCOME LOW INCOME S4465 0 lb.MIDDLE .::::::::::: 4492 lb. INCOME 3421 Ib.H 3818.5 Ib.INCOME C .2 O NZ 7701 lb. LOW sD....................4071 )n lb. INCOME 5364 l.MDL 5356 lb. 4466.5 lb. 4158 lb. INCOME HIGH INCOME ara ii 0 I Promotion No promotion FIG. 2. Total pounds of poultry sold in test and control stores related to high-, middle-, and low-income families, Birmingham, Alabama, 1963. ness of the promotion program differed from higher to lower income. There was significant difference in promotion compared with the controlled stores at a high level. Interaction of income and promotion was also significant at a high level, the lower income group being affected more by the promotional program than were the middle and high groups. There was no difference between the latter two income groups, Figures 1 and 2. HOMEMAKER RESPONSE TO POULTRY PROMOTION 9 Effectiveness of Posters The effect of poster information on homemakers was studied to determine the value of this media for reaching the consumer. Forty-one per cent of the homemakers in the post-study who had been subjected to the in-store promotion recalled seeing the poultry display with the posters and the two animated appeals. The larger picture of chicken in color was remembered by 33 per cent of the homemakers, Appendix Table 1. Of those who saw the display, approximately 70 per cent remembered both the economy and high protein value statements, and about half recalled the low calorie statement. The part of this display that actually appealed most to homemakers was with reference to the high protein value of poultry, as indicated in table. Display Poultry-high protein -36 Homemakers Pct. Low calories Stretching food dollar General attractiveness -- 25 18 17 D id not recall.... ... ... ... ... ... ... ... ... ... 4 Homemakers indicated a strong reaction for food value in contrast to economy when asked which display appeal was more important in providing for the family. Animated Appeals Nutritional value of food Stretching food dollar Homemakers Pct. 76 -24 More observant of the in-store promotion display were homemakers with a high school education and above, a per capita income of $2,500 or more, and in the age bracket of 35 to 60, Appendix Table 2. Reasons for Buying Poultry While family preference for poultry and economy were reportedly two main reasons why homemakers purchased poultry, significant differences were found between the pre- and poststudies. During the in-store promotion period, food value information was given on an animated poster in each test store. Nine per cent more homemakers in the post-study reported food value as an important consideration in buying poultry than was true of those in the pre-study. Seven per cent more selected 10 TABLE 1. ALABAMA AGRICULTURAL EXPERIMENT STATION HOMEMAKERS' REASONS FOR BUYING BROILERS, 933 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Before promotion After promotion First Second First Second mention mention mention mention Pct. Pct. Pct. Pct. Preferred by family members -836 37 25 27 Price, economy. 33 20 28 33 Food value -----------------------------11 13 20 13 Can be cooked many ways .. _-----------11 13 18 19 Easy preparation .---------------------------6 11 6 18 Other, don't know -----------------------83 6 3 0 Reason for broiler use - poultry because of variety in. preparation. Food value and versatility were more often mentioned by homemakers following the promotion period and family preference less frequently, Table 1. Effectiveness of Recipes in Promotion Recipe books for poultry were given to the homemakers at the mass display. These proved useful and popular. Fifty-four per cent of the homemakers reported receiving a copy and about 37 per cent had tried 1 to 2 recipes within the month following the promotional program. One half considered the recipe book excellent; 42 per cent thought it good. Homemakers using the recipes were mainly those having a high school education or above. Per capita income was importantly related to homemakers who tried the more complicated recipes. As income increased from the $1,200 level, so did use of recipes and interest in collecting them. Frequency in Use of New Foods It was assumed that information concerning the frequency homemakers made use of new foods would to some extent determine effectiveness of new recipes or different food combinations. Data revealed that frequency in use of new foods was related significantly to the per capita income of $1,200 to $2,499 in both the pre- and post-studies, diminishing to each extreme of under $600 and $3,200 or above. A higher percentage of homemakers having a high school education tried new foods. Homemakers having families of three to four members were more adventurous than those with larger or smaller families. When Decision to Buy Poultry Is Made The decision to buy whole broilers was most often made before going to the store, whereas pieces or parts such as legs, thighs, HOMEMAKER RESPONSE TO POULTRY PROMOTION 11 or breasts were most often an impulse purchase. The locale of the decision for purchase of major broiler forms is shown below: Broiler form Whole Cut-up--------------Parts Purchase decision made At home Pct. 53 27 18 In store Pct. 28 81 40 Miscellaneous 2 1 Factors affecting buying Factors most effective in influencing the homemakers' decision to buy poultry before entering the store included food advertisements in newspapers and habit. The decision to buy poultry after entering the store was significantly influenced by store displays, in-store reminders, and even more greatly, the general appearance of poultry and competing meats. Attractive displays were important in making sales, particularly for those who buy poultry parts. Influences on broiler from store purchases ,away Promotion period After Before Pct. 56 26 6 7 5 Pct. 48 38 7 4 3 Usually buy poultry------------------Food ads in newspapers Food articles in newspaper Programs or ads on radio or television --Miscellaneous influences.----------Influences on broiler purchases within store Appearance of other meats Attractive store display--------------------Tie-in sale or price--------------- --------- Promotion period After Before Pct. Pct. 43 51 25 19 26 5 Usually buy poultry 8 14 3 0 Miscellaneous reasons In-store reminder--------- -------- ---------- 5 1 FOOD KNOWLEDGE OF HOMEMAKERS Assumption was made that the homemakers' previous marketing knowledge and nutritional knowledge would influence her food buying practices. For the purpose of classifying the homemaker in these two areas, questions were prepared to identify the extent of the homemaker's knowledge. A scoring procedure was designed by which homemakers could attain a score between 0 and 9, then ranked low, medium, and high for marketing knowledge. For nutritional knowledge, the homemaker could score 12 ALABAMA AGRICULTURAL EXPERIMENT STATION 12 from to 36. These scores were ranked to provide a range from 1 to 5. Seventy-three per cent of the homemakers ranked medium to low in marketing knowledge. Rank Low - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Medium ----------------H igh --- - --- - - -- - - -- - - - --- - -- - - - --- - -- TOTAL 0 ALABA~A AGZRICULTUA XEIMN TTO Homemakers Pre-study Post-study Pct. Pct. 36 33 8-----------440 30 27 100 100----------- Homemakers were better informed on nutrition than on buying, 62 per cent attaining a rank of 4 or over. Rank Ran k Ran k Ran k Ran k 2-- - -- - - - -- - - - -- - - - --- - - --- - - --- 8- - --- -- - -- - -- - -- - --- --- -- - -- - -- - -4 -- - -- - - -- - - - -- - - --- - - -- - - -- - - - --- - 5--- - --- - -- - - - -- - - -- -- -- -- - --- - ------------ Pre-study Homemakers Post-study Pct. 13 25 25 100------ - TOTAL Pct. 18 22 4287 18 100 Marketing Knowledge All homemakers were. asked about their knowledge of federal food inspection labels, meat and milk grades, sizes and grades of eggs, and comparison of package size and price. On the basis of a scoring system, homemakers were placed in low, medium, and high knowledge groups. About a third of the were in each of the three groups. Three-fourths of those with grade school education had little knowledge of the marketing practices studied, whereas three-fifths of those who were college graduates scored high in recognition. The relationship of marketing knowledge and years of education of the respondents is given in Table 2. Per capita income of the homemaker was also related to mar- homemakers TABLE 2. RELATIONSHIP OF EDUCATION OF THE HOMEMAKER TO MARKETING KNOWLEDGE SCORES, 910 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1968 Education of homemaker, years Marketing knowledge score LoMdim Hg Pct. Under 9 years---------------- -----9-11 years-------------------------12 years-------------------- ------13-15 years------------------- ----16 years or Pct. 24 36 43 37 31 Pct. 8 9 24 41 58 more--------------------- - 73 55 38 22 11 AVERAGE- -------------------- 34 37 29 HOMEMAKER RESPONSE TO POULTRY PROMOTION 13 keting knowledge. Fifty-seven per cent of the homemakers with a low score had a per capita income below $1,200 per year. Fortythree per cent who ranked high in marketing knowledge had a per capita income of $2,500 to $3,199, Appendix Table 8. Homemakers' knowledge of meat inspection symbol and grade When shown an outline drawing of the shield placed on federally inspected foods, 77 per cent of the homemakers in the prestudy and 86 per cent of those in the post-study remembered seeing such a symbol. A few homemakers thought it indicated other inspections or meat grades, but the remainder had no knowledge as to the purpose of the symbol. Grades of meat are not well understood by homemakers. Less than a fourth knew two grades. More than half knew none. Meat Grades Grades recognized by homemakers 1 grade 2 grades 3 grades Pct. 10 22 11 4 grades Did not know any 3---------54 Homemakers between the ages of 35 and 44 with a per capita income of $1,200 to $2,499, were the best informed about the meat symbol and grades. Level of homemakers' education did reveal a significant difference in knowledge of the U.S. meat symbol. As education level increased, so did recognition of the meat inspection symbol and an understanding of its meaning, Appendix Table 4. Homemakers with the higher educational levels also knew more meat grades, Appendix Table 5. No significant trend was established with other variables. Factors governing homemakers' food selection Family preference was more often mentioned first as a factor in food selection. Price or economy was also frequently mentioned first. Nutrition or diet needs were seldom a factor in food selection among the homemakers under study, Table 3. In all factors governing homemakers' purchases, per capita income affected food buying mostly at the level of $1,200 to $2,499. Homemakers in the lower educational levels were apparently 14 14 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 3. FACTORS THAT INFLUENCE FOOD SELECTION, 933 HOMEMAKERS BIRMINGHAM, ALABAMA, 1963 Factors influencing food selection First mention Second Pct. 32 19 9 6 3 1 28 920 Third Pct. 18 16 4 3 1 1 36 735 mention mention No. Quality or quantity-.----- ------------Price---------------------------- -----693 574 Pct. 27 22 17 428 Family preference----------------------------. 4 109 Regular needs----------------------------------3 84 Nutrition or diet-------------------------------. 1 37 - ----------Variety ------------------- ---------------- 26 Miscellaneous' ___________________ 661 NUM BER --------------2,586 _----------------------- Pct. 24 26 33 3 5 2 7 931 'Examples: Food specials, trade stamps on foods, seasonal foods, time element for shopping. more concerned about economy and price, whereas those with higher education were more anxious to buy according to family preferences. Homemakers from families in which only the head of the house worked were more than twice as anxious to buy food according to family preference as were those from homes where both worked. All other major factors governing shopping were also of greater importance to the homemaker where only the head was employed, Appendix Table 6. Marketing knowledge was found not to be related to family preference. Poultry characteristics preferred One-half of the homemakers preferred broad breast broilers. Color, size, or weight affected the -decision to buy poultry. Homemakers Pct. B road, full b reast---------------------------------49 Firm hreast hone------------14--------------------A 3 Heavy layer of fat ------------------------------9 Y ellow skin -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Particular size or w eight---------------------------7 1 Othe r --- - - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - - - -1 Preferred characteristics Forty-seven per cent preferred to buy whole poultry, 28 per cent cut-up, and 25 per cent pieces or parts. Small families more often purchased poultry in pieces or parts. serving poultry and Frequency preparation method of of More than one-half of the homemakers studied served poultry once a week, and mnore than one-fourth served poultry two to HOMEMAKER RESPONSE TO POULTRY PROMOTION 15 three times a week. There was a 5 per cent increase in poultry served two to three times a week in the post-study, as compared with the pre-study data. Frequency of serving poultry Once a week-2 to 3 times per week Once each 2 weeks Less frequently Pre-stHomemaker-study Pct. 55 25 15 5 Pct. 51 30 15 4 Preferred method of preparation Fried chicken was the preferred method of preparation by about 68 per cent of the homemakers; broiling ranked second and baking third. The homemaker with a high school education or above is more versatile in her preparation of poultry in contrast to those of a lower education level. This was also evident among homemakers who had a per capita income of $1,200 or more. Per capita income of more than $2,500 did not greatly affect quantity of poultry purchased at one time. More than 60 per cent of all homemakers bought between 2 and 4 pounds of poultry each time they stopped. Marketing price comparisons More than two-thirds of the homemakers reported making food price comparisons often to determine best buys. About 25 per cent made comparisons only occasionally. These data indicate a strong interest in stretching the food dollar. Frequency Often Occasionally Homemakers Pre-study Post-study Pct. 74 21 Pct. 65 29 Seldom Never 4 1 6 0 To determine what meats homemakers considered high priced and did not buy often for that reason, a list of commonly used meats was given them to be circled. Beef steak was more often considered high priced and circled first, chicken breasts second, and pork chops third. Whole fryers were never considered a high priced meat, and poultry parts other than chicken breasts were seldom thought of as high priced, Table 4. 16 16 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 4. MEATS CONSIDERED EXPENSIVE BY 895 HOMEMAKERS IN THE PREAND POST-STUDY, BIRMINGHAM, ALABAMA, 1963 Meats homemakers First mention Second mention Third mention Total mentions consider Before After Before After Before After expensive No. Round steak-----------. 544 Pet. 33 Pet. 70 Pet. 53 Pet. 0 78 Pct. 0 69 Pct. 0 13 Pet. 0 34 Chicken breast Pork chops-------------Hens Chicken legs, thighs None----------------------Don't know NUMBER------ 65 4 ----------------------0 0 5 532 33 -----12 196 18 1 4 1 11 15 2 56 31 56 10 3 1 1 55 ----------------- 6 0 117 7 5 20 0 5 21 123 8 ------------ 467 290 1,632 428 14 0 0 0 0 0 0 0 0 236 110 101 1 No homemakers considered fryers an expensive meat. Consumer reaction to frozen broilers The majority of homemakers were of the opinion that there was little or no difference in food value between fresh and frozen poultry. Slightly more than one-fifth thought fresh broilers had a higher food value. Fifteen per cent indicated they did not know. Many homemakers commented on the better flavor and color of fresh poultry. Food valueHomemakers Foo vauePre-study Pct. 60 Little difference----------------------------------22 Fresh broilers have more------------------------------ 00 Frozen broilers have more-----------------18 ------- ---------------D on't know ------------ Post-study Pet. 67 21 12 Nutritional Knowledge Since it was thought that the nutritional knowledge of homemakers would influence their food buying practices, further study was made to gain insight with reference to extent. Per capita income was significantly related to the homemaker's nutritional knowledge to a high level. This was also true of homemaker's education through the high school level and through age 60. The nutritional knowledge of homemakers when related to nutritional rank or score revealed a significant upward trend in the post-study. As nutritional rank improved, so did knowledge of nutrients in poultry. Data from the pre-study were erratic, indicating less knowledge particularly as it applied to vitamin and HOMEMAKER RESPONSE TO POULTRY PROMOTION 17 mineral content of poultry. Protein content was better understood by both groups studied. There was also a close correlation between education at the higher level and per capita income at the $1,200 to $2,500 level to homemakers' nutritional knowledge of poultry, Appendix Tables 7 and 8. The homemakers between the age of 35 and 59 had a much greater knowledge of nutrition than did those under 35 and over 60 years of age, Appendix Table 9. Protein in poultry versus other meats Homemakers' ranking of the protein value in poultry to three comparable foods indicated a lack of nutritional knowledge. Most homemakers apparently plan meals on other than a nutrition basis since many had no idea about the comparative protein values of a serving of meat, dried beans, milk, and poultry either before or after the store promotion program. More homemakers in the pre-study group believed that poultry was less nutritious than other protein sources. About half of each group did not have an opinion as to relative protein values. Percentages were uniformly higher among the post-study homemakers. In the promotion program, only the nutrition information that broilers were high in protein and low in calories had been stressed, Table 5. As the level of education increased, homemakers were found to have a better knowledge of the protein content of meats and how different types compared. The protein content of poultry TABLE 5. HOMEMAKERS' RANK OF POULTRY AND OTHER PROTEIN SOURCES IN MEAL PLANNING BEFORE AND AFTER PROMOTION, 933 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Comparable protein foods before and after promotion Beef Pre-study Protein value of a serving of poultry Don't know Pct. Same Pct. 38 Less Pct. 18 -44 Post-study Dried Beans Pre-study Post-study 48 46 62 -49 52 24 8 14 36 0 30 30 37 7 10 5 Pork Pre-study Post-study -57 -------------------- Milk Pre-study Post-study-. / 55 68 35 27 18 ALABAMA AGRICULTURAL EXPERIMENT STATION versus milk was better understood than poultry versus dried beans. Homemaker's opinion of poultry Data also pointed up a lack of knowledge among homemakers with reference to nutrients, other values, and general opinion of poultry. Less than half of the homemakers knew chicken to be a good source of the B vitamins. The majority thought poultry to be a good meat for weight control. Practically all homemakers were of the opinion that broilers offered a wide variety of preparation. Only a third considered poultry as a typical meat for a family of high income. A significant improvement was observed in the post-study, which indicated a change could be made. The educational level of homemakers was significantly related to nutritional knowledge and their general opinion of poultry at a high level. In the pre-study homemakers' knowledge of the B vitamins increased from 22 per cent to 51 per cent according to levels of education. Post-study data showed an increase of 16 per cent to 58 per cent. Poultry as a weight control meat was also better understood by homemakers in the higher educational levels, ranging from 61 per cent to 98 per cent in the pre-study and 44 to 95 per cent in the post-study. Information had been given homemakers during the in-store promotion program about poultry having high nutrition value and low calories. A highly significant difference was observed in homemakers' opinion of broilers as a good meat choice between the pre- and post-study of high income families. In the pre-study disagreement increased with education from 52 per cent to 78 per cent. Data from the post-study ranged from 28 per cent disagreement in the lower educational level to 52 per cent in the second level and down again to 29 per cent among homemakers of high education who considered poultry a good meat choice for high income families. Data indicate that some of the homemakers remembered information given at the point of sale, and, furthermore, that viewpoints could be changed, Appendix Table 10. Higher nutrition knowledge was also found among homemakers with a greater per capita income, Appendix Table 11. HOMEMAKER RESPONSE TO POULTRY PROMOTION 19 Opinions of poultry Broilers offer wide variety in preparation .-Poultry good in weight control Chicken good source of B-vitamins Typical meat for family of high income----- Pre-Homemaker-study Pct. 99 81 39 21 Pct. 100 81 42 43 Preferred meats on the menu Poultry is selected more often for a week day family meal than any other meat because of family preference and economy. Chicken ranked importantly as a meat selected for a church friend. Reasons given included popularity of meat and advanced preparation to which chicken lends itself. For special family meals, particularly the husbands' birthday and important business friends, beef is more often selected according to this study. Reasons given by the homemakers included widespread preference for beef among all people and ease in preparation, specifically as it applied to steak and ground beef. Furthermore, in their opinion, beef, particularly steak, was more of a prestige food, Appendix 12. An increase of 4 per cent in use of chicken for a week day meal was reported in the post-study as shown below. Meats selected week day meal Chicken Ground beef Steak Special meal Steak Roast Chicken Pre-study Pct. 32 17 15 40 17 16 Post-study Pct. 36 29 11 35 17 17 The nutritional knowledge of homemakers is related to marketing knowledge and, therefore to food purchasing practices. Those having higher scores in nutrition also had higher scores in marketing. These data indicate that nutrition education does have an effect on marketing practices. EFFECTIVENESS OF FOOD ADVERTISEMENTS Sources of greater influence on consumer food buying are food store advertisements in newspapers, and articles about foods in the food section of the newspaper. 20 ALABAMA AGRICULTURAL EXPERIMENT STATION 20 ALABAMA AGRICULTURAL EXPERIMENT Advertising media Food store ads in newspaper Articles about foods in newspaper In-store posters (colored) STATION Homemakers Pre-study Post-study Pct. Pct. 42 53 S S 13 13 18 28 Homemakers considered radio and newsletters to be most important in giving them information about the purchase of foodspecials or consumer news. Television and in-store information were also considered useful in food purchases, and to a lesser extent in food preparations and meal planning. Friends were the major source of information about food preparation through exchange of recipes. Meetings, pamphlets, magazines, and color illustrations were considered the best sources for learning meal planning. Magazines were also a source of information about meal planning and food preparation. Newspapers were considered an excellent source of all food information, Appendix Table 13. Food source information of greatest influence in food buying and order of importance to homemakers are given in Appendix 14. To determine what type of display posters are eye-catching to the homemakers, descriptions were requested. Those more often referred to included attractive appearance, ease of preparation, and appealing to appetite. Type of poster Attractive appearance ---Ease of preparation Recipes for popular foods Appeal to appetite Bright colors Animated posters ........ Variety Slogan with picture Nutritive value Low price-Homemakers Pre-study Post-study Pct. Pct. 20 7 8 18 12 7 11 18 9 8 7 6 6 3 6 28 11 7 4 4 Each homemaker was asked how she preferred to get information about food purchasing, preparation, and meal planning. Newspapers were the most frequently mentioned source of food information, followed by magazines, friends, and television, as shown at top of page 21. HOMEMAKER RESPONSE TO POULTRY PROMOTION Food information source desired Newspapers-- ----- -- -- - -- Magazines__ -- - - - - -- - - - - - - Friend s -- - - - - - - - - - - - - - - - - - - - -Television O ther Percentage 21 2 R a d io --- - - - - - - - - - - - - - - - - - - - - - - - - M eetin gs-- - - --- -- - - - - - - -- - -- - - -- - Pam phlets------------ -------- ---New sletters ------ ------------ ----In-store promotion------------------ m eans ---------------- ----- total mentions 22 17 16 14 8 7 6 6 2 2 of Of the 933 homemakers interviewed, 92 per cent mentioned newspapers as their most favored food information source. Percentages of mention of other information sources are: Food information source desired Newspapers - ----Magazines- - - - - - Friend s ---- - - - - - - - - - - - - - - - - - - - - - Television -------------- ------ ---Other ---------------------------- Percentage respondents who mentioned source 92 of --- -- ----------- -- - - -- 67 66 m eans Rad io -- - - - - - - - - - - - - - - - - - - - - - - - - - M eetings --- -- ---- ------- -- ------- ---- -- - - -- 57 31 28 - -------------- ---------- -- ------- -- ----- - -- --- 26 25 Pamphlets---------------N ew sletters --------- - ------ ------------------ In-sto re -------------------------- ------------------------- -- - 9 8 Request for more food information About one-half the homemakers had no particular desire for more food information. More homemakers in the post promotions study were interested in learning about aspects of food use, but the average homemaker was satisfied with her present habits in meal planning and food preparations, as indicated below: Food information desired No particular Food value -- ------------- ---Food selection----------------Meal planning, food preparation interest Promotion period Before After ---------------- -- All -----------------. ------ 48 22 55 16 13 12 19 10 8 28 aspects of food--- -- A significant increase of 9 per cent of the homemakers in the post- over the pre-study requested more information about food value, meal planning, food preparation and food selection. This request was more often made by the home-makers between the ages of 35 and 59, with a high school education and a per capita income of $1,200 to $2,500. 22 22 ALABAMA AGRICULTURAL EXPERIMENT STATION APPENDIX A APPENDIX TABLE 1. DISPLAY APPEALS RECALLED BY 192 HOMEMAKERS ABOUT IN-STORE BROILER PROMOTION DISPLAY, BY SUCCESSIVE MENTIONS, BIRMINGHAM, ALABAMA, 1963 Display appeals recalled Large pictures of Variety of el eal Total Totl mntins mentions mention mention Frt Scn mention hr Stretching food dollar Nutrition value (nutrition)-------_ chicken (economy)--_ recipes around Large chicken display-----------. Person giving out recipes----------------------- Low calories (nutrition)--_-- _----------Balloons hanging M iscellaneous ------------ -----N UM BER---------- -------- -- No. 96 48 45 39 33 31 23 16 66 397 Pct. 24 12 11 10 8 8 6 4 17 Pct. 33 10 6 4 2 6 8 2 29 192 Pct. 21 13 16 18 13 7 3 6 3 120 Pc. 8 18 16 12 15 13 5 6 7 85 APPENDIX TABLE 2. RELATED TO EDUCATION, OBSERVATION OF IN-STORE DISPLAY BY 192 HOMEMAKERS AS PER CAPITA INCOME, AND SOURCE OF INCOME, BIRMINGHAM, ALABAMA, 1963 FAMILY Recall display ~-I\ILII I)I\llIlUIIII Yes Vaguely*- Under 9 grades Pct. 21 47 32 Under 600 27 55 18 Education of homemaker 9,-11 US Some grad. college Pct. Pct. Pct. 34 46 45 36 36 42 18 13 30 Per capita income, dollars BS 01rInure Pct. 45 41 15 3200 or more 47 39 14 Y es----- No -----Vaguely'- - 120025006001199 2499 3199 31 49 35 47 33 42 18 23 22 Age of homemaker 25-34 35-44 4559 Under Yes------ or60r No -----Vaguely*- 36 57 7 Homemaker only 33 56 11 Source of Ha Head ol 43 40 45 48 38 32 14 23 family income Both 45 36 30 43 27 Other 27 44 Yes N o-----Vaguely'*- 36 50 14 17 19 29 Vaguely = rememhered display but not the message. HOMEMAKER RESPONSE TO POULTRY PROMOTION 23 APPENDIX TABLE 3. RELATIONSHIP OF PER CAPITA INCOME TO MARKETING KNOWLEDGE SCORE, 923 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Per capita income, dollars U nder 1,200---------------------------------1,200-2,499---------------------2,500-3,199---------------------3,200 and over---------------------------------- M arketinknwegscr Low Pct. 57 33 24 24 Medium Pct. 30 41 33 39 High Pct. 13 26 43 37 APPENDIX TABLE 4. RELATIONSHIP OF EDUCATION OF THE HOMEMAKER TO KNOWLEDGE OF INSPECTION SYMBOL, 933 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Education of homemaker' Recognized symbol Pct. 48 66 85 86 Inspection label Pct. 16 25 40 50 Meaning of symbol Meat grades inspection ?hrta no o' nw information Pct. 84 70 58 47 Under 9 grades----------------9-11 grades-----------------------High school graduate------Some college----------- Pct. 0 5 2 3 College graduate-------- 96 759 'De 78 412 3 23 19 323 NUMBER----_-------- not include 28 homemakers who gave no information on education. APPENDIX TABLE 5. RELATIONSHIP OF EDUCATION OF THE HOMEMAKER KNOWLEDGE OF MEATS GRADES, 910 HOMEMAKERS, BIRAMINGHCAM ALABAMA, 1963 TO Education of homemakers Knowledge of meat grades Under 9 gade 9-11 grdesgraduate sHigh om College or more Pct. 11 33 25 10 21 college One correct Two correct-Three correctFour Don't know-- correct-- Pct. 2 7 1 0 90 Pct. 8 15 2 0 75 Pct. 9 22 8 1 60 Pct. 15 28 17 3 37 24 24 ALABAMA AGRICULTURAL EXPERIMENT STATION APPENDIX TABLE 6. RELATIONSHIP OF INCOME SOURCE TO MAJOR FACTORS GOVERNING FOOD BUYING', 931 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Income source Male head Both Pet. Pet. Pet. 38 33 35 Family preference-----------Economy or price ------------ 22 38 34 12 27 18 Quantity or quality 0 7 7 Miscellaneous reasons------. Nutrition or diet---------------. 6 6 2 Regular needs -----------------3 3 3 2 1 Variety ------------------------------3 NUMBER ----------------------32 540 232 Factors governing food buying Homemaker Other Pet. 31 29 20 ---------- 6 5 6 3 127 " First mention only. APPENDIX TABLE 7. NUTRITIONAL KNOWLEDGE OF HOMEMAKER RELATED TO EDUCATION, 910 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 BS or High school graduate college more Pre Post Pre Post Pre Post Pre Post Pre Post Pet. Pet. Pet. Pet. Pet. Pet. Pet. Pet. Pet. Pet. 2--------------------------48 40 35 17 17 11 7 4 1 7 3------------------------------ 17 33 .25 51 23 28 28 16 16 7 4------------------------------ 28 23 25 17 42 37 46 45 57 48 15 15 18 24 19 35 26 38 5-----------------------------7 4 Nutrition score Education of homemakers Under 9 9-11 Some APPENDIX TABLE 8. NUTRITIONAL KNOWLEDGE OF HOMEMAKER RELATED TO PER CAPITA INCOME, 924 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Nutrition score Per capita income of homemakers 2--------------3--------------4--------------5--------------APPENDIX TABLE 250 ,060 Udr 600 1,199 2,499 3,199 Pre Post Pre Post Pre Post Pre Post Pet. Pet. Pet. Pet. Pet. Pet. Pet. Pet. 69 27 30 33 18 10 6 11 19 46 23 33 20 25 20 23 27 39 39 55 37 6 18 32 6 9 15 7 23 26 19 29 ,0 or more Pre Post Pet. Pet. 10 5 27 19 48 42 15 34 9. 921 NUTRITIONAL KNOWLEDGE OF HOMEMAKER RELATED TO AGE, HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Age of homemaker Nutrition score Under 25 Pre Pet. 25-34 Post Pre Post Pet. 0 7 57 35-44 Pre Post Pet. Pet. 45-59 60 or more Pre Post Pre Post Pet. Pet. Pet. Pet. Pet. Pet. 2---------------3--------------4--------------- 33 29 24 19 17 39 14 21 35 18 22 40 8 27 41 13 24 49 16 24 33 27 19 36 13 29 37 5--------------- 14 36 25 30 20 24 14 27 18 21 4 APPENDIX TABLE 10. RELATIONSHIP OF EDUCATION TO NUTRITION AND PURCHASING KNOWLEDGE ABOUT POULTRY, 933 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Education of homemakers Under 9 grades Pre Pct. Poultry has B vitamins Don't know---A gree - - - - -- - - - -- - - Dis agree -- -- - - - - - Poultry weight control meat A gree -- - - - - - - - - Don't know Disagree------------------Broilers good meal choice high income families Disagree - ----------------Agre e -- - - - - - - - - - - - - - - - - - - D on't know --------- ------Cut-up broilers economical D isagree------------------D on't know ------------ ---Agre e .--- - - - - - - - - - - - - - - - - -Post Pct. 9-11 grades Pre Pct. Post Pct. High school graduates HOMEMAKER'S m Lata Nutritional and purchasing knowledge about poultry m Some college Pre Pct. 44 Post Pct. College grad. or .more 0 z -I 0 Pre Pct. Post Pct. 61 Pre Pct. Post Pct. N .q 76 22 2 61 84 16 0 72 26 2 65 76 24 0 57 58 39 3 38 1 85 15 0 50 6 82 16 2 37 62 1 93 48 51 1 98 42 58 0 95 0 C -"1 39 0 44 56 0 84 15 1 33 2 43 0 7 0 2 0 5 0 0 0 OI 52 26 22 41 28 39 33 53 16 31 52 26 22 43 48 9 52 19 29 45 47 8 47 39 14 56 38 6 62 29 9 63 30 7 41 73 54 5 19 8 29 55 16 Z 39 56 50 9 30 65 5 5 59 30 11 59 35 6 50 42 8 N' i14 APPENDIX TABLE 11. RELATIONSHIP OF HOMEMAKERS PER CAPITA INCOME TO NUTRITIONAL AND PURCHASING KNOWLEDGE ABOUT POULTRY, 923 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Nutritional and purchasing knowledge about poultry Under 1,200 Pre Post Pct. Pct. 70 29 1 66 31 3 99 0 1 72 27 1 51 49 0 99 1 0 Per capita income of homemakers, dollars 1,200-2,499 2,500-3,199 Pre Post Pre Post Pct. Pct. Pct. Pct. 59 38 3 58 42 0 81 19 0 100 0 0 61 36 3 91 7 2 100 0 0 48 52 0 94 6 0 99 1 0 3,200 or more Pre Post Pct. Pct. 45 52 3 89 11 0 100 0 0 56 43 1 93 7 0 100 0 0 Poultry has B vitamins Don't know--A gree -- - - - - - - - - - - - - Disagree--- ----Poultry weight control meat A gree -- - - - - - -- - - - - - Don't know--- 81 19 0 98 2 0 Disagree-- - - -- - - - -Poultry offers variety Agree -- - - - - - - - - - - - - - - - - - - - D on't know ----------------- 0 c Disagree ------------------Broilers good meal choice for high income families D isagree Agre e -- - - - - - - - - - - - - - - - - - - - Cut-up broilers economical D on't know D isagree --------------------------------- m 55 31 14 32 66 2 42 27 31 41 54 5 52 28 20 42 49 9 44 12 44 52 39 9 58 14 28 59 30 11 46 17 37 56 41 3 69 8 23 63 30 30, 13 57 58 34 8 x -vI m z ------------------D gon't know A ree -----------n~A~ ---- r Vr~~tAh -- - - - - - - - - - - - - - - - - - - - - ~~ 7 z HOMEMAKER RESPONSE TO POULTRY PROMOTION 27 HOMEMAKER RESPONSE TO POULTRY PROMOTION2 MEALS BY APPENDIX TABLE 12. MEAT CHOICES FOR SPECIFIC OCCASION 933 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 Meal occasionMeat Chicken Pre Pet. Post Pct. choice Beef roast Pre Pet. Post Pet. Pre Pet. Steak Post Pet. Week-day family meal-----. Husband's birthday-------New couple at church-----Business friend__________________ 32 36 19 113 47 44 16 9 Pork chops Pre Pet. Post Pet. 14 3 18 17 19 13 38 38 Hamhurger Pre Pet. Post Pet. 15 40 11 35 4 3 30 38 Cold cuts Pre Pet. Post Pet. Week-day family meal Husband's birthday---------New couple at church------. Business friend_________________ 9 4 4 3 4 6 2 1 17 3 10 4 29 3 16 4 13 16 19 9 17 26 19 10 APPENDIX TABLE 13. HOMEMAKERS' PREFERRED SOURCE FOR SPECIFIC INFORMATION, 933 HOMEMAKERS, BIRMINGHAM, ALABAMA, 1963 FOOD Specific food information Food information source Food cae Pet. Pear Purchase, Purchase Purchase Pina reparaMa Food prepara- Mann and prep- and meal m1eal tion and tinaration pann lnig meal planla pannngplanning Pet. Pet. Pet. Pet. Pet. Pet. Radio -________ 92 Newsletter----80 Television----50 In-store ------Friends _______ Meetings ------ 1 9 3 26 3 4 5 23 2 1 15 4 2 6 15 1 0 0 2 1 0 0 10 0 45 5 12 50 25 10 50 10 1 2 4 15 7 8 1 Pamphlets----Other ways---Magazines----Newspapers.___ 11 4 1 15 15 11 27 1 59 50 9 0 1 2 2 4 3 7 1 11 11 20 54 1 0 6 6 63 N0 APEDXTABLE 14. FOOD SOURCE INF ORMATION OF GREATERST INFLUENCE IN FOOD BIRMINGHAM, ALABAMA, 1963 BUJYING, 933 HOMEMAKERS, Food information source Most important Pct. Food source in order of importance Second most Third most Fourth most Fifth most important important important important Pct. Pct. Pct. Pct. Sixth most important Pct. Food store ads in newspaper Colorful posters in store------Articles on foods in newspaper--------------Special food ads of a single food in newspaper_. Food programs on TV---------------------Food ads on TV --------------------------Neighbors & friends-----------------------Food store displays------------------------Food ads in magazines-_____________________ 47 20 16 5 3 display Recipes distributed at store Tasting samples at store Labels on foods on P am __--______________ Food programs on radio--------------------Food ads on radio .------------------------------------------------------------ blets-~1- -- p i _r ----------------_ _-_- _1_ ~ ------- 3 2 1 1 1 0 0 0 0 0 27 11 20 10 7 5 4 5 11 2 19 13 10 12 5 5 6 6 5 2 9 7 11 13 11 9 2 0 5 6 2 0 6 2 4 1 2 1 1 0 3 4 1 2 2 9 5 5 8 2 4 7 10 17 9 12 7 3 5 6 3 5 6 0 X 2 4 5 20 10 12 5 3 2 10 4 11 F m -v x m z In OI ZI HOMEMAKER RESPONSE TO POULTRY PROMOTION 29 APPENDIX B Family Information Family characteristics in the pre- and post-surveys were similar. Differences were studied by chi-square tests and found not to be of significance. Approximately 82 per cent of the families in the study were white, and 18 per cent were Negro. Average annual income of families was $7,000 and per capita income $2,200. In almost 25 per cent of the families studied, both the homemaker and head of the household worked. The average household size was 3.4 members. The homemakers, principally under study, were in the age brackets of: 20 per cent under 34, 28 per cent 35 to 44, 36 per cent 45 to 59, and 16 per cent 60 and over. Forty-three per cent of the homemakers had a high school education, and one-third had some college work, a B.S. degree or more. Less than 10 per cent had below an eighth grade education. w 0 APPENDIX B TABLE 1. FAMILIES IN PEE- AND POST-STUDIES CLASSIFIED BY RAGE Item No. Pre-study---------------------------- -Post-study ---------------------------------------APPENDIX B TABLE 2. White Pct. 83 Negro No. 80 Total Pet. 17 18 No. 459 462 Pct. 100 100 0- 383 386 82 84 FAMILIES IN PEE- AND POST-STUDIES CLASSIFIED BY AGE OF HOMEMAKER Item Pre-study Post-study--------------- 75 ---------------63 FAMILIES IN Under 25 No. Pet. 21 5 14 3 B TABLE 25-84 No. Pct. 16 13 PRE- 85-44 No. 129 133 Pet. 28 29 No. 167 174 45-59 Pct. 36 60 No. 67 Total Pet. 15 w No. 459 Pet. 100 38 78 17 462 100 A C C APPENDIX 3. 9 AND POST-STUDIES CLASSIFIED BY EDUCATION OF HOMEMAKER r- ItmUnder 9-11 High school Some college B.S. degree Item More than B.S. degree Toa Toa Pet. 100 100 mn Pre-study-----------Post-study .--------- No. 46 43 Pet. 10 10 No. 57 47 Pet. 12 10 No. 203 199 Pet. 44 44 No. 68 76 Pet. 15 17 No. 78 80 Pet. 17 18 No. 7 6 Pet. 2 1 No. 459 451 gir Z H Z APPENDIX B TABLE 4. FAMILIEs IN PEE- AND POST-STUDIES CLASSIFIED BY INCOME SOURCES Item Homemaker only Head of household only Both All other Total No. Pre-study -----------------------------Post-study ----------------------------18 14 Pet. 4 3 No. 274 269 Pet. 59 57 No. 120 110 Pct. 26 24 No. 51 77 Pct. 11 16 SIZE No. 463 470 Pct. 100 100 m m APPENDIX B TABLE 5. FAMILIES IN PEE- AND POST-STUDIES CLASSIFIED BY HOUSEHOLD z Total rn -I Item 2 Persons 3 Persons 4 Persons 5 Persons 6 Persons 7 Persons 8 or more 0 C I- No. Pre-study Post-study Pct. No. Pct. No. 92 95 --------------166 36 108 23 ------------ 23 177 38 107 APPENDIX B TABLE 6. Pct. 20 20 No. 53 54 Pct. 12 12 No. 24 25 Pct. 5 No. 9 5 Pct. 2 1 No. 9 6 Pct. 2 1 No. 461 469 Pct. 100 100 5 OI FAMILIES IN PEE- AND POST-STUDES CLASSIFIED BY PER CAPITA INCOME Item Under $600 600-899 900-1199 1200-1799 1800-2499 2500-3199 3200 and over Total 0 0 ZI No. Pct. 4 2 No. 35 33 Pct. 8 7 No. 45 30 Pct. 10 6 No. 102 111 Pct. 22 24 No. 88 106 Pct. 19 23 No. 69 79 Pct. 15 17 No. 102 97 Pct. 22 21 No. 457 467 Pet. 100 100 Pre-study -------Post-study-------- 16 11 APPENDIX B TABLE 7. FAMILIES IN PEE- AND POST-STUDIES CLASSIFIED BY FAMILY INCOME Item Ttm$2000 Pre-study-Post-study- Under 20002999 30003999 40004999 50005999 55 1279 5 6114 60007999 80009999 10,00014,999 1212 98 15,000 No inforor more mation 3 61463 2 3470100 Toa 100 iw No. Pet. No. Pet. No. Pet. No. Pet. No. Pet. No. Pet. No. Pet. No. Pet. No. Pet. No. Pet. No. Pet. 16 330646 13 324 541 10 5111 8429 17115 24 107 2553 2343 32 ALABAMA AGRICULTURAL EXPERIMENT STATION APPENDIX C Purpose of the recipe leaflet distributed to homemakers as they came to the poultry displays in the cooperating stores was to provide information and a variety of uses. Poultry was featured from the standpoint of popularity, nutrition, and economic value. Recipes selected included prize winners from a contest sponsored by the Alabama Poultry Industry Association. Given here are several of the recipes from the handout leaflet. Barbecued Chicken 2 broiler-fryer chickens halved or quartered Salt and pepper 1 can (8 oz.) tomato sauce and 1 can water 1 stick oleo 1/4 c. vinegar 2 T. lemon juice 1 T. prepared mustard 2 T. brown sugar Combine remaining ingredients Sprinkle chicken with salt and pepper. in saucepan and heat. OUTDOOR GRILL METHOD: Place chicken, skin side up, on grate set 8 to 12 inches from heat. Brush chicken with barbeue sauce. Cook slowly until tender, turning and basting occasionally. Allow 1 to 11 hours cooking time. Pieces should be fork tender. OVEN BROILER METHOD: Place chicken skin side down on foil-lined broiler pan; brush with barbecue sauce. Broil 1/2 hour on each side in 850 F. oven, brushing occasionally with barbecue sauce. Serves 4 to 8. Brunswick Stew 2 broiler-fryers, 21/2 lb. each 5 c. water 4 t. salt 21/2 c. kernel corn /2 lb. bacon, ham, or salt pork, coarsely cut 1 t. Tabasco 1/4 t. ground pepper 2 c. chopped onion 21/2 c. fresh or frozen okra 31/2 c. tomatoes 1/ t. ground thyme 1/ c. butter or margarine 3 T. flour 4 c. fresh or frozen lima beans 1 green pepper, chopped Place chickens, breast down, in large kettle. Add water and salt. Bring to boil. Skim any froth from surface. Reduce heat and simmer 45 min. or until meat is ready to come off bones. Remove bones and skin. Add all ingredients except butter or margarine, flour, and green pepper. Simmer about 1 hour, stirring occasionally to prevent sticking. Blend butter or margarine and flour. Add to stew and stir constantly until liquid is uniformly thickened. Simmer 10 min. to cook flour. Add green pepper and season to taste. Serve very hot in bowls or soup plates. Yield: 4 quarts. HOMEMAKER RESPONSE TO POULTRY PROMOTION 33 Chicken Curry 1. 2. 3. 4. chutney coconut chopped almonds or peanuts chopped green pepper 5. Hard cooked eggs (5), chopped separately 6. crumbled bacon 7. chives and green onion 8. sliced mushrooms, sauteed in oleo One 5-lb. chicken - cook with celery and onion, cool in stock. Remove meat from bone. Chop 4 medium onions, brown in 5 T. oil, add 5 T. flour and cook until light brown. Add 1 qt. chick stock, 1/4 c. raisins, 1 c. crushed pineapple, 1/2 lemon and simmer 15 min. Add /2 c. light cream, 2 to 4 T. curry powder moistened to paste with cold water. Add chicken cut into bite-size pieces, salt. Simmer to cream consistency. Serve with rice and condiments as listed above. Chicken Pie 3 cups boiled chicken cut in small pieces 4 hard cooked eggs 1 can cream mushroom soup % can water 1/ cut grated cheese 1/2 t. salt '/ t. pepper 1 recipe biscuits Roll biscuit dough one-half inch thick, cut biscuits 1 inch in diameter. Bake 7 min. at 425 ° F. Using 9 X 9 X 2 glass baking dish, place one-half chicken in bottom of dish. Top with sliced eggs, and place remaining chicken on the eggs. Mix other ingredients together, pour over meat and eggs. Cover with miniature biscuits. Bake in 325 ° oven until biscuits are golden brown. Pie can be stored in refrigerator and baked later. (Left-over turkey may be used in the place of chicken.) Chicken Tetrazzini 3 c. diced chicken or turkey cooked 1/2 c. sliced canned mushrooms '/2 c. thinly sliced onions 1/ c. butter or margarine 1/4 c. flour 2 c. broth or bouillon 1 c. light cream 1 t. salt 1/ t. pepper 1/2 t. poultry seasoning 8 oz. package spaghetti or noodles, cooked and drained /2 c. shredded aged cheese Brown mushrooms and onions in butter lightly. Stir in flour, add broth and cream. Add salt, pepper, and poultry seasoning. Cook, stirring frequently until mixture boils. Place a layer of cooked spaghetti in a buttered 2-quart casserole. Cover with a layer of diced chicken or turkey and layer of sauce. Repeat. Finish with a layer of spaghetti. Sprinkle cheese on top. Bake in 400 oven for 20 min. or until bubbly. Yield: 6 servings. 34 ALABAMA 34 ALABAMA AGRICULTURAL EXPERIMENT STATION Country Captain AGRICULTURAL EXPERIMENT STATION 8 chicken breasts or 2 fryers Sauce: c. fat or salad oil 2 medium onions, diced 2 green peppers, minced 2 No. 2 cans tomatoes 1/ c. water 1 T. Worcestershire sauce 1 T. brown sugar 1/4 c. parsley, chopped 2 t. curry powder 1 t. dry mustard 1 clove garlic 1/ c. currants Flour and brown chicken. Place in casserole or baking pan. Make sauce by sauteing onions and green peppers in oil or fat. Add all other ingredients, salt to taste, and cook mixture until smooth. Pour over chicken and cook in 350' oven until tender (about 1 hr.). About 15 minutes before serving add currants. Serve chicken and sauce over rice. Serves 8. Fried Chicken Supreme 8 medium chicken breasts or 2 fryers, cut into serving pieces Flour 1/ t. red pepper Cooking oil to almost cover chickens 1/ t. onion salt 1/ t. salt Season chicken with salt, red pepper, and onion salt. Flour well. Heat oil in electric fry pan to 4000 F. Place pieces of chicken in oil and brown well on all sides. Drain on paper towels, pour off oil, reduce heat to 3000 F. and replace chicken. Cover lid and bake 30 to 40 minutes. Serves 8. Lemon Broiled Chicken 1 3-lb. broiler-fryer cut in serving pieces Salt, pepper, and paprika Juice of 1/ lemon 2 t. salad oil 1 t. tarragon Sprinkle chicken with salt, pepper, and paprika. Line broiler pan with aluminum foil. Turn temperature control to moderate (3500 F.) and broil 3 to 4 inches from heat, or set control for "broil" and place broiler pan 7 to 8 inches from heat. Place chicken, skin side down, on pan. Combine lemon juice, salad oil, and tarragon; brush 1/ mixture over chicken. Broil 30 minutes, brushing occasionally with pan drippings. Turn chicken and brush with remaining lemon-herb mixture. Broil 15 to 30 minutes longer, brushing occasionally. To test for doneness, pieces should be fork-tender. Yield: 6 servings.