Hormel recently produced its 5 billionth can of the popular luncheon meat. Today, it is eaten by an estimated 60 million Americans
by Larry Aylward, managing editor
"There were many jokes going around in the army...about American Spam; it tasted good, nonetheless. We had lost our most fertile, food-bearing lands-the Ukraine and the North Caucasians (during World War II). Without Spam, we wouldn't have been able to feed our army."
-Nikita Khrushchev, former Soviet Union leader, on Spam. The above was excerpted from his autobiography "Khrushchev Remembers."
Spam circles the world-literally. And as evidenced by Khrushchev's above quote, the popular luncheon meat has played a part in world events.
Hormel Foods Corp. claims it has sold enough of the popular luncheon meat cans to circle the world 12.5 times. On March 22, Hormel celebrated the production of its 5 billionth can of Spam, which is sold in 45 countries.
"Spam is one of the great assets of the company," says Joel Johnson, Hormel's president and CEO.
Spam, introduced to the world in 1937, is eaten by more than 60 million Americans who consume it at a rate of 3.8 cans per second, or 13,680 cans per hour, Hormel estimates.
"I'm not surprised with the success of Spam," says Merri Harris, a spokesperson for Austin, Minn.-based Hormel. "It's a family tradition (to eat it); just like eating grandma's home-baked chocolate cake."
Although 57 years old, Spam has been kept fresh through several line extensions, including the recent hamburger recipe promotion, "Spamburger." In 1992, Hormel also introduced Lite Spam, with 25 percent less fat and sodium; and it began marketing Less Salt/Sodium Spam in 1986.
"We've changed the product to adapt to consumers' needs," Harris told MM&T.
Not surprisingly, Spam remains Hormel's flagship brand product. Allan Krejci, Hormel's director of public relations, claims Hormel spent $13 million in 1993 on marketing the product.
"By emphasizing line extensions and convenient new ways to prepare Spam, we're inspiring more consumers to add it to their grocery shopping lists," Krejci adds.
Spam's beginning
Company founder George A. Hormel instilled an ethic of resourcefulness and innovation in his employees. It was through his philosophy that led to Spam's beginning.
In its coolers, Hormel had several pounds of pork shoulder that it didn't want to waste. Jay C. Hormel, son of George, came up with the idea to create a chopped pork shoulder and ham mixture known as Hormel Spiced Ham, the forerunner to Spam luncheon meat. The product did not require refrigeration. Still, it wasn't destined for immediate success. Other meat packers were debuting similar canned meats.
To distance itself from the competition, Hormel decided it needed a distinctive name for its product. The company offered $100 to the person who could come up with the most decorated product title.
At a New Year's Party in 1936, Kenneth Daigneau, a brother of a Hormel vice president, became $100 richer when he suggested the canned pork shoulder and ham mixture be named "Spam."
Spam during wartime
Harris points out that Spam's popularity took off during World War II when it was fed to Allied soldiers from the United States, Great Britain and Soviet Union. The U.S. government sent 100 million pounds of Spam overseas because it was "nutritious, filling and shelf-stable," according to a Hormel press release.
"In addition to the notoriety developed during World War II, the new name, easily identifiable oblong blue-and-yellow can, and high-profile consumer promotions helped separate Spam from the competition," Krejci claims.
WWII memories remain. And Spam is included in them. Harris says she recently received a unique request from a war veteran in Michigan.
"The person was having a 50-year military reunion, and he wanted to buy Spam in a large quantity to serve at the reunion," Harris adds.
Spam was also popular during the Great Depression. Harris says Hormel prides itself on that, knowing that the product was affordable to many families enduring tough economic times.
Spam is fondly recalled by a few world leaders. As a young woman, former British Prime Minister Margaret Thatcher recalled Spam as a "wartime delicacy." She says her family ate it on Christmas Day in 1943 and on Boxing Day-a British holiday celebrated the day after Christmas.
"We had friends in and I can quite vividly remember we opened a tin of Spam luncheon meat," Thatcher once told Hormel. "We had some lettuce and tomatoes and peaches, so it was Spam and salad."
In a letter to Hormel, President Dwight D. Eisenhower, a World War II hero, reminisced about Spam. Eisenhower wrote:
"I ate my share of Spam along with millions of other soldiers. I will even confess to a few unkind words about it-uttered during the strain of battle, you understand. But as former commander-in-chief, I believe I can still officially forgive you for your only sin: sending us so much of it."
Present-day politicians take a liking to the product, too. Senator Robert Byrd (D-WVa.) says he eats a Spam sandwich on white bread three times a week.
Spam in the '90s
Spam sales continue to increase. In fiscal 1992, sales increased 9 percent, and sales soared 17 percent at the end of 1993's fiscal first quarter.
Hormel attributes much of the sales increase to its Spamburger advertising campaign, which featured spots showing consumers how to prepare "the only hamburger made with ham."
Another commercial recommended that consumers "Add-A-Little Spam luncheon meat to bring heightened flavor to pizza, pasta salads and casseroles."
Harris says Spam has also benefited from "word-of-mouth" advertising.
"You can do so much with it," Harris claims. "It's such a versatile product that you'd probably be hard-pressed to find a similar product."
Spam is recognized all over the world. For example, in South Korea it is considered upscale and a popular American import.
In the United States, Spam festivals are held throughout the country. Hormel even offers a Spam cookbook, which has 72 recipes.
And Spam has become more than just breakfast, lunch and dinner. Hormel recently opened a Spam gift store in Austin. Harris says the company decided to open the store because it was being inundated with requests for Spam merchandise.
Hormel also instituted a Spam gift catalog. Patrons can order T-shirts, sweatshirts, hats, golf balls, watches and even basketball backboards with the Spam logo.
It's safe to say that George A. Hormel probably never counted on getting so much mileage out of Spam.
"It is an icon," says Johnson. "We have a lot of fun with it."