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Hormel Foods Corporation Retains Design Plus to Manage SPAM(R) Licensing Business.

Design Plus to maximize current licensing and enhance image of brand

AUSTIN, Minn. -- Hormel Foods Corporation (NYSE:HRL), one of the nation's largest manufacturers and marketers of consumer-branded meat and food products, announced it has retained Design Plus to facilitate the licensing and merchandising of its SPAM([R]) product line. Design Plus is a full-service, licensing boutique specializing in brand building, product development and business strategy.

"Above and beyond its canned food product line, the SPAM family of products is an iconic brand recognized throughout the world as a piece of our nation's culture," said D. Scott Aakre, vice president of marketing, grocery products, Hormel Foods. "We look forward to our new partnership with Design Plus and are excited to collaborate on new ideas that strengthen the Hormel Foods' iconic brand and our image as a company of quality and innovative products."

The agreement between Hormel Foods and Design Plus is effective Jan. 1, 2007. Design Plus will be responsible for creatively enhancing the image of the family of SPAM brands for trademark purposes.

"We are so honored to be awarded with this business," said Carol Janet, co-founder and chief executive officer, Design Plus. "SPAM has such a high amount of brand awareness already. We look forward to enhancing its image and exciting consumers to encourage their connection with the American staple that is SPAM."

Hormel Foods first produced SPAM luncheon meat in 1937 in Austin, Minn. One of the first moderately priced, convenient and great-tasting food products on the market, SPAM became America's favorite luncheon meat almost immediately.

Worldwide, people enjoy celebrating SPAM as much as they enjoy eating it. In 1991, annual SPAM recipe contests were established to give cooks a chance to display their best SPAM creations at dozens of state and local fairs nationwide. Many new SPAM delicacies are prepared for the contest, including the 2002 national contest-winning recipe for a SPAM and Jam Layered Sandwich and the 2003 national contest-winning recipe for Curried SPAM and Rice.

In September 2001, the 16,500-square-foot SPAM Museum opened in Austin, Minn., celebrating the image, history and long-standing tradition of the world's favorite luncheon meat. The museum offers die-hard fans and the casually curious a wide variety of interactive SPAM exhibits and intriguing visual displays. Visitors can observe the World War II display depicting the role SPAM played in the war, test their knowledge in the SPAM Exam, enjoy past and present SPAM advertisements and participate in a simulated SPAM production line.

Each year, more than 20,000 SPAM fans are welcomed to Austin, Minn., to pay tribute to their favorite luncheon meat at SPAM Jam, the only Hormel Foods-sanctioned celebration to honor the world-famous meat in blue and yellow cans. For SPAM enthusiasts wishing to show off their loyalty at home, work or play, a catalog offers SPAM branded merchandise. Fans can purchase everything from SPAM pens and pencils to SPAM umbrellas and SPAM boxer shorts.

SPAM has become a merchandising mark, transcending canned meat and creating a cultural phenomenon. The Company opposes anyone else using a SPAM mark in order to keep others from damaging the unique associations that arise from their use.

About Hormel Foods

Hormel Foods Corporation, based in Austin, Minn., is a multinational manufacturer and marketer of consumer-branded food and meat products, many of which are among the best known and trusted in the food industry. The company leverages its extensive expertise, innovation and high competencies in pork and turkey processing and marketing to bring quality, value-added brands to the global marketplace. In each of the past eight years, Hormel Foods was named one of "The 400 Best Big Companies in America" by Forbes magazine. The company enjoys a strong reputation among consumers, retail grocers, foodservice and industrial customers for products highly regarded for quality, taste, nutrition, convenience and value. For more information, visit www.hormel.com.

About Design Plus

Design Plus is a professional boutique, headquartered in Atlanta, specializing in brand building through customized licensing programs, product development and business strategy. Design Plus offers creative solutions and specialized consulting services to brand owners, manufacturers, inventors and young entrepreneurs alike. The firm has been operating internationally since 1983 and is a member of the Licensing Industry Merchandising Association (LIMA). For more information, visit www.dplicensing.com.
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Publication:Business Wire
Date:Feb 6, 2007
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