|The TMB's July poster campaign|
Tripe Marketing Board chairman Sir Norman Wrassle said even he was surprised by the results: "If these results are accurate, it appears tripe is now even more popular than salami and it vindicates entirely our decision to tackle anchovies and avocado head on during our summer 2014 marketing drive," he said.
This was the first time tripe had failed to appear in a list of disliked foods since 1972, Sir Norman said. He denied allegations in Offal Monthly that the TMB had 'leaned on' the survey compilers to exclude tripe from the pick-list that was offered to respondents. "It's ridiculous to suggest that we would do something like that. It's more likely that our efforts in the social media are finally starting to pay off. People are learning that you can come to not just tolerate tripe, but love it," he said.