Marketing: Tuna with a Patriotic Pitch

Tuna with a Patriotic Pitch

Sorry, Charlie, but a new kind of tuna is out to draw sales away from Star- Kist and other popular brands with an unabashed appeal to patriotism. Bearing a bright red-white-and-blue label, the newcomer is American Tuna. The producer, C.H.B. Foods of Los Angeles, proclaims that its product is "the only brand of tuna packed exclusively in the continental U.S. by a national tuna company."

Tuna canning once thrived on the West Coast, but the major firms moved operations to Asia, the Caribbean and other offshore sites to take advantage of cheap labor. Also, the Japanese have been exporting tuna to...

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