“This has to be the place where the cracker crust and the tenderloin first came together,” says Jay Kerner, “so I’m claiming this as the Tenderloin Capital of the World, and we have sent of the application for a trademark so that it’s official.”

With that, Mr Kerner embarks on another re-branding campaign for St Joseph, one that could lead to another festival.

“A festival pretty much like all the other festivals, just with more tenderloins,” Kerner says.

In his newspaper The Regular Joe, Kerner writes that he could join forces with a local non-profit as well as tourism officials. He says the idea joins the city’s heritage of pork production with our history as the birthplace of the Saltine Cracker.

Last week he spent hundreds of dollars to trademark the “Tenderloin Capital” slogan.

“Once we’ve got that in hand, I’m sort of hopeful that maybe some of the non-profits might reach out that want to be involved,” Kerner says, “and maybe we can make this a fund raiser for a local non profit, but at the same time drive some business to some locally owned and operated restaurants.”