DES MOINES, IOWA – Midwestern-based retailer Hy-Vee turned its attention to pork recently with a successful “One Million Pork Tenderloins Sale” and surpassed its goal of selling 1 million tenderloins in January, according to the National Pork Board.

“It was all positive, and we had a lot of fun with it,” said Greg Frampton, assistant vice president of foodservice for Hy-Vee, which worked with the National Pork Board, Hormel Foods and the Iowa Pork Producers Association on the Pork Checkoff-supported promotion. “We surpassed our goal of selling one million tenderloins.”

Operating more than 220 retail stores in the Midwest, Hy-Vee sold pork tenderloins throughout January at all of its stores’ delis and meat cases. Hy-Vee donated a portion of the proceeds to support the Juvenile Diabetes Research Foundation to give consumers an extra incentive to purchase the tenderloins,.

Custom point-of-sale materials and advertisements drew attention to the inaugural “One Million Pork Tenderloin Sale,” which generated positive publicity for Hy-Vee, according to the N.P.B.

“Hy-Vee has become a great partner for the National Pork Board, the I.P.P.A. and our producers,” said Rob Kirchofer, retail marketing manager, central division, for the Pork Checkoff. “Their continued support of pork producers is recognized and appreciated.”