Word: cereality
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...sold more than 200,000 tons of grain on the export market. It also agreed to supply 8,000 tons of emergency food to Uganda, where the harvest had been destroyed during the chaos of Tanzania's war against Idi Amin. When last year's cereal crop fell short by 400,000 tons, largely because farmers stopped planting, the country cut off the shipments to Uganda after supplying only 80 tons, and was forced to buy heavily on international grain markets after accepting a U.S. donation of 60,000 tons. In Tanzania, the lack of modern storage facilities...
...more this year that does not involve lifting a racquet. He has lent his name to almost 60 products. Among them: tennis shoes, training devices, racquet-stringing machines, instructional video and audio cassettes, balls, ball machines and headbands. Other firms line Borg's pockets for promoting breakfast cereal, bread, soft drinks, leisure shoes and clothes, sunglasses, tanning lotion, key rings, pencils, erasers, posters, calendars, confections (a Borg candy bar is sold in Europe), blue jeans, jewelry, glucose tablets, men's cologne, liquor (in Brazil) and a Bjorn Borg doll. One year he posed with two Swedish sewing machines...
Jordan's needs are simple. He cares little about clothes, often wears the same suits until they wear out, and is almost as indifferent to food. Unable to sleep beyond 6 o'clock in the morning, he has only a bowl of cereal for breakfast. He stopped eating red meat five years ago, convinced that it is unhealthy, and sticks to fish and chicken. He hasn't been to a movie in five months, watches only news and old movies on television, seldom reads for pleasure. He spends enormous amounts of time on the telephone...
What is changing is the average age of the U.S. cereal consumer. Because of declining birth rates, the number of children 13 and under -still the most voracious breakfast-food eaters - is falling. But adults are gobbling up more cereal than ever. According to a study published by Wall Street's Drexel Burnham Lambert, the biggest increase in morning munching since 1972 is in the 19-to-49 age group. Those 50 and over have also increased their consumption. Says Arnold Langbo, president of the food products division of Kellogg, the industry leader: "Prior to the 1950s...
...marketing challenge is formidable. With after-inflation sales growing only 1% to 2% a year, cereal companies scrap hard for supermarket shelf space and advertise loudly to catch consumer attention. People switch brands as often as ten times a year, and a new brand has only six months to establish itself before losing out to a more popular competitor. Only one-third of new brands survive...