To those who question the humorous tone of this website, let
me say this. Consumption of tripe has fallen every year since 1958 and, according
to our research, most people would
rather eat a plastic bag than eat tripe. Drastic measures were called for. We
have it on good advice that a humorous, self-deprecating tone is the way to
sell tripe. It has worked for other foods and it can work for us.
Since we launched the campaign in 2012, the number of daily visits to this website has increased by 500% and we are now in double figures. Tripe is making a comeback.We may not have the budget of our colleagues at the Potato Council or the National Beef Association but, thanks to the launch of our new publishing arm, TMB Books, we can finally make our mark. Find out what we have in store for you.
© Copyright 2012 LEB Ltd T/A The Tripe Marketing Board Photo: Bundesarchiv