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Chapter 47. e pig

So, where can we look for inspiration? Which company manages to encapsulate the values of gen e? Well, we have talked to many and the one we keep coming back to is based in Tipton, Pennsylvania. Call them up and, as you wait to be put through, you won't be listening to the three tenors or some other classical selection. "Kiss a pig, hug a swine, some of them are good friends of mine. I'm specifically prone to Hampshire porkers ..." Not Elgar or Mozart, but Ray Stevens's "Kiss a pig". If you're lucky, as you approach the third verse, Ray may be cut off in his porcine prime. "Welcome to New Pig," says company president and CEO Nino Vella. "Do you like the music?"

Whatever your views on the relative merits of Mozart and Ray Stevens, the New Pig Corporation has to be taken seriously — with over 300 employees and 1998 sales of $77 million, New Pig is continuing to grow at a healthy annual rate of 10 per cent. But not that seriously. After all, its cafeteria for employees is called the Pig Trough and its catalogue is known to one and all as the Pigalog. Chairman and co-founder Ben Stapelfeld simply observes: "There is not a market in the world where people don't like to laugh and have fun or be treated as important customers."


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