However, the lumberjacks many people think of today are not the typical axe throwing, wood chopping or crosscut sawing burly men of the logging world, rather, they are now typically spotted in a fitted flannel and trendy lace-up boots with freshly trimmed beards to match: the lumbersexuals.
As part of the Dinty Moore® brand campaign to bring back the true lumberjack, Hormel Foods went to the depths of Minnesota in search of a team of lumbersexuals to transform into real lumberjacks and, ultimately, compete in a professional lumberjack competition this summer. The brand is partnering with STIHL® TIMBERSPORTS® and professional lumberjack Adrian Flygt to train the lumbersexuals in core areas of logging and forestry, giving them the necessary skills to walk, talk and compete like a lumberjack.
“We’re thrilled to partner with STIHL® TIMBERSPORTS® and expose fans of Dinty Moore® stew to the rigorous, disciplined and exciting journey of becoming a lumberjack,” said Nicole M. Austinson, Dinty Moore®brand manager at Hormel Foods. “The lumberjack spirit has been a part of our brand from the beginning, starting with our animated character that appeared on our product labels and in our ads, so it seemed fitting to become a part of this great competition and salute our heritage.”
With the official lumberjack training completed this spring, the lumbersexual team—Lumber Michael, Lumber Jamin, Lumber Ben, and Lumber Ian—will now move on to compete at the STIHL® TIMBERSPORTS® Series U.S. Pro and Collegiate Championships on July 15 in Chicago Southland, sponsored by the makers of Dinty Moore® beef stew. Making significant progress from when they began their transformation, these lumbersexuals are not afraid to get their hands dirty—just not their hair.
The STIHL® TIMBERSPORTS® Series—The Original Extreme Sport—pits the top lumberjack athletes from across the country in grueling and thrilling axing, sawing and chopping competitions.
“Exposing real people to the world of lumberjacking is a great opportunity for our sport, as it shows the true discipline, hard work and commitment of our athletes,” said STIHL® TIMBERSPORTS® Series Executive Producer Brad Sorgen. “What started as a small, passionate, niche sport for professional lumberjacks has grown into a sport with global popularity, so we’re excited to see if these guys have what it takes to compete.”
Introduced in 1935, Dinty Moore® beef stew is an American classic and remains the No. 1 selling canned stew in the nation. Today, from cupboard to table in minutes, Dinty Moore®canned and microwavable products are great tasting, well-balanced meals that will satisfy the whole family.
For more information about the journey to becoming a true lumberjack with the makers of Dinty Moore®beef stew, visit MooreJacks.com and join in the #MooreJacks conversation on Facebook, YouTube and Twitter.
Fans can also follow the STIHL® TIMBERSPORTS® Series U.S. Pro and Collegiate Championships event through Facebook, Twitter, Instagram and YouTube. Tickets for the Championship are complimentary, and fans can make reservations for theirs by visiting TinleyParkConventionCenter.net or calling 708-342-5485, ext. 1.
STIHL Inc. is the official underwriting sponsor of the STIHL® TIMBERSPORTS® Series. The Series airs throughout the year on ABC, and is the pinnacle event in lumberjack sports. Since 1985 the Series has grown to become the premier showcase of the decades old sport of lumberjacking with competitions held around the world.
The term TIMBERSPORTS® is a registered trademark owned by ANDREAS STIHL AG & Co. KG. and refers to the series of disciplines and competitions that are part of the STIHL® TIMBERSPORTS® Series. As such, it should not be used as a generic description of the overall sport of lumberjack sports. This trademark refers to all modifications of the term TIMBERSPORTS such as timber sports, or timbersport. The term TIMBERSPORTS should always appear in conjunction with “STIHL.”