When we open the gate, the flood begins. It's just the thrill of a surprise. To every kid, inside that egg is something really special.

They ran out there like crazy kids to the middle of the field. They put eggs in their shirts, they stuffed their pockets with them. They take baskets, but those tip over sometimes as they're picking up eggs. It's just the thrill of the surprise.

It's basically a mad dash.

The 2006 budget is built on the assumption that NPB will collect $52 million.

None of us thought back in the 1980s that this effort to reposition pork would become the one of the most recognized advertising campaigns in America.

One of the first acts from the Pork Board was to approve funding for this in 1986. No one knew that it would become one of the five most recognized tag lines in advertising history.