Meatingplace reports the foodservice unit of Hormel Foods is launching an advertising campaign to publicize its use of high-pressure pasteurization on its deli meats.

The campaign contrasts the company’s pre-sliced HPP-treated deli meats to those sliced on premises, which can introduce listeria to the product via slicers that are not properly cleaned and sanitized.

The campaign is aimed at foodservice operators, and markets Hormel’s TrueTaste technology, stemming from the company’s use of HPP equipment installed in its plants.

The campaign is “designed to inform and educate foodservice operators of the potential food safety risks associated with deli meats,” the release says. “High-pressure pasteurization is the most effective way to eliminate dangerous foodborne pathogens such as listeria from sliced deli meats—without any compromise in flavor or texture. The technology also helps extend shelf life.”

The campaign includes print ads and a website that includes a video HPP demonstration and links to additional resources.

Now take it to the next level and advertise direclty to consumers; market food safety at retail so people can choose.