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Big Chicken
Frank Perdue is dead at 84
Date published: 4/4/2005
PERHAPS IT WAS his slightly goofy appearance. Or his somewhat squeaky voice. Or his quirky passion for perfect poultry. Whatever the reason, Frank Perdue, who died last week at age 84, breached the wall of conventional advertising and became one of the most successful CEO-spokesmen ever. The public loved him, and his impact on the poultry industry will not soon be forgotten. Raised in Salisbury, Md., in a modest home, Mr. Perdue got started with chickens when his father invested in 50 Leghorns during the 1920s. By selling eggs during hard times, the Perdues prospered, and in 1952, when Frank became CEO, the company's annual revenues were averaging $6 million. That was just the beginning. In 1968, Mr. Perdue began advertising on radio. His distinctive voice and corny humor quickly gained an audience. Before long, people up and down the East Coast knew "It takes a tough man to make a tender chicken." His marigold-fed birds flew out of the supermarkets. He was not without his detractors (PETA comes to mind), but Frank Perdue, founder of a now-$2.8 billion company, was an American original.
Date published: 4/4/2005
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