Iowa pork producers help with Checkoff-funded pork promotions at home and away. Recently, a dozen Iowa pork producers traveled to Sacramento, California, to grill and serve thousands of brat sandwiches during promotions leading to the "Pig Bowl," an annual football game that started in 1974 to raise money for charity.

"It's very exciting when pork producers work together in a promotion like this," said Curtis Meier, past president of the IPPA. "When pork producers get involved, they are more likely to better understand their investment in the Checkoff."

Meier and his wife Brenda were two of the dozen Iowa pork producers who helped grill and serve about 1,400 brats during two days of promotions at local grocery stores and on game day. The IPPA helped coordinate the promotion with other partners, including the National Pork Board, Raley's Supermarkets, Johnsonville Foods and Forest Glen Wines. This promotion focused on promoting both fresh pork and brats through Raley's Supermarkets, based in Sacramento.

One Raley's store manager said he sold out of Johnsonville Brats during the promotion with pork producers, even though he'd ordered an extra five cases. Another store manager said: "I did this event last year. The producers are great. Lots of my customers comment on how great it is to meet Midwest farmers who care enough to come out here and talk about their products."

John McCue, regional manager for Johnsonville Foods, said this was a first-class event from the Pork Checkoff and pork producers. "The work ethic demonstrated by the grill teams is exceptional," he said. "We are proud to be a partner. Count us in for next year."

Part of the success of this type of promotion is that the excitement can build over time. On a percentage basis, retailers in the promotion sold 28 percent more Johnsonville Sausage than during the same period a year ago and 16 percent more fresh pork than during the same time the previous year.

The teams that played in this year's Pig Bowl were Sacramento Law Enforcement, represented by the Sacramento sheriff and police departments, and the Sacramento Area Firefighters, represented by a team of firefighters from Sacramento City, Sacramento Metro, Elk Grove and Folsom Fire Departments.

Sheriff Lou Blanas of the Sacramento Sheriff's Department said, "The pork producers, with their store appearances, the Pork Checkoff with its marketing efforts and Johnsonville with the Big Taste Grill make this event one of the best sporting events in the city. Thanks to all of them from all the law enforcement and firefighter personnel in this city."

Since 1974, the annual Pig Bowl has generated more than $1.2 million for local charitable organizations, including the Shrine hospital, Easter Seals Society, Sacramento Special Olympics, Boy Scouts of America and the Sacramento Burn Center.