From Holsteins to Hogs

Hershey was hired to sell the product to distributors, but he admits that initially, he didn’t have much success. The company’s solution: direct marketing. “We sent samples to Fortune 500 companies—anyone in plant maintenance, the plant engineers. We came up with the name ‘Pig’ and just started inventing catchy marketing slogans around it like ‘We have more Pigs in the barn, and here’s seven to try,’” Hershey recounts. “Nobody forgot the name. It took on a life of its own.”