For Austin, the SPAM® Museum has always been a hub of community activities, from supporting families dealing with autism to hosting farmers markets and chili-tasting events. It was in the nature of the staff of the SPAM® Museum to gather people together. But suddenly, gathering together was the thing you couldn’t do.
“What can we do while people are suffering?” Lord asked herself and her staff.
In the 84 years since the “meat of 101 uses” first hit grocery shelves and went on to sell more than 9 billion cans, one truth has emerged: In times of crisis and uncertainty, people depend on the SPAM® brand. During the 2008 recession, SPAM® product sales jumped 10 percent. During the first three chaotic and fearful months of the COVID-19 pandemic, SPAM® brand sales rocketed a whopping 70 percent. Lord has an explanation. “SPAM® gives you peace of mind. It’s something you can put in the cupboard and still go eat it years later.”
In early June, as Austin’s high schools did their best to prepare virtual graduation ceremonies, the staff of the SPAM® Museum pitched in again, assembling hundreds of grab bags filled with gift certificates from local businesses, SPAM® sunglasses and assorted Hormel-brand snacks.
“It was a way to say, ‘we know your high school graduation was nothing like it was supposed to be,’ and give them some feeling of normalcy,” Lord said. Tucked among the swag were 350 letters from the senior citizens on the food delivery route, who wrote to the graduating seniors to offer congratulations, small bills and priceless advice. “Set goals with courage and confidence and follow through…go out and do yourself proud!” suggested an 86-year-old who’d graduated from Austin High in 1951. “When you face difficulty, consider saying to yourself ‘I will do this!’ It will give you strength,” urged a man who graduated from Pacelli, the local parochial school, 47 years earlier.
On January 11th, the museum finally reopened for in-person visits. But the virtual tours have proven so popular that Lord has continued them. On a recent Friday, a young SPAMbassador™ named Robin walked 10 virtual tourists around the exhibit hall, fielding their questions and gentle ribbing with humor and grace. She gave them an overview of the history of Hormel Foods and its earliest products and showed them displays on Pacific Island cultures where SPAM® products have been adopted and integrated with their traditional cuisines. And, of course, there was a showing of Monty Python’s famous 1970 comedy skit, in which the SPAM® brand is included in every menu item — to the bafflement of two new customers.
As the tour concluded, Robin gave the participants a fond farewell. “Come back anytime,” she said warmly. “You’re now part of our SPAMily™.”
