JIMMY DEAN - DEAN DROPPED AS SPOKESMAN FOR HIS OWN SAUSAGE LINE

Country legend JIMMY DEAN has been dropped as the spokesman for the sausage company he founded more than three decades ago.

In a statement, the 75-year-old multi-millionaire says the SARA LEE CORPORATION told him last year (03) that he no longer meets the company's marketing needs for the Jimmy Dean product line.

He says, "The company told me that they were trying to attract the younger housewife, and they didn't think I was the one to do that. I think it's the dumbest thing. But you know, what do I know?"

JULIE KETAY, a spokeswoman for Sara Lee, says the company chose not to renew Dean's contract in May (03) because the "brand was going in a new direction" which demanded a shift in marketing.

She explains, "We're focusing more on the product, not the person. Our consumers want convenience and great taste."

The company will still retain rights to his name and image, but it has reduced its payments to reflect its dismissal of Dean as the line's spokesman, says Dean.