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WAYNE FARMS INTRODUCES ALL NATURAL* LADYBIRD™ PREMIUM CHICKEN BRAND

WAYNE FARMS INTRODUCES ALL NATURAL* LADYBIRD™ PREMIUM CHICKEN BRAND

24180 LADYBIRD Fresh Boneless Skinless Chicken

Oakwood, GA (August 2019) – After a successful market entry and a round of market tests Wayne Farms LLC is launching its new brand LADYBIRD™ Premium Chicken in select Northeast locations and planning wider distribution by the end of the year.

LADYBIRD™ Premium Chicken was developed for foodservice and cash and carry customers looking to capitalize on trending preferences in the consumer marketplace while sourcing a more tender chicken product. Humanely raised** on family farms, the all natural line of fresh products are made from smaller, all-female chickens providing more consistent sizing and portion control. LADYBIRD™ chicken is aged on the bone before processing, optimizing flavor, retention of moisture, and most of all yielding better texture and tenderness.

Originally developed for a single Northeast customer, LADYBIRD™ products quickly became a regional favorite, and customer requests for larger orders prompted the company’s decision to ramp up sales and production to meet anticipated demand. “We’re market-driven and our customers are experts in their marketplace so we partnered to create a product we knew would get quick market penetration. Success told us there was a niche in the larger marketplace for LADYBIRD™ chicken,” said Clint Rivers, President and CEO of Wayne Farms LLC.

Fresh product selections include: 99% fat free super-trimmed chicken breast fillets; boneless, skinless breast fillets with rib meat; clipped tenderloins; and whole and split wings. Distributors and retail customers interested in LADYBIRD™ products can visit waynefarms.com or contact a Wayne Farms sales representative. Customers looking for LADYBIRD™ products will find them in expanding markets in the Northeast, with West Coast and national market distribution on the near horizon.

*Minimally processed. No artificial ingredients.
**Meets Wayne Farms animal welfare standards for assuring the highest level of commitment and integrity to the wellbeing of our chickens by providing quality nutrition, reliable shelter, stress-free environmental conditions, and support of natural behaviors.

About Wayne Farms LLC
Wayne Farms LLC is the seventh-largest vertically integrated poultry producer in the U.S. with annual sales exceeding $2 billion. A subsidiary of Continental Grain Company, Wayne Farms owns and operates 11 fresh and further-processed facilities throughout the Southeast, produces more than 2.6 billion pounds of poultry products each year, and employs more than 9,000 individuals. Producing products under the brand names of WAYNE FARMS® fresh and prepared chicken; PLATINUM HARVEST® premium fresh chicken; CHEF’S CRAFT® gourmet chicken; NAKED TRUTH® premium chicken; and LADYBIRD™ premium chicken, Wayne Farms has a well-known history of delivering exceptional poultry products to some of the largest industrial, institutional, and foodservice companies across America.

NAKED TRUTH® Premium Chicken Featured in Whole Foods Market

NAKED TRUTH® PREMIUM CHICKEN FEATURED IN WHOLE FOODS MARKET

bag rendering

OAKWOOD, GA. (May 2019) – Georgia-based Wayne Farms has begun distribution of its Global Animal Partnership (GAP) Step 2-rated NAKED TRUTH® Premium Chicken products in Whole Foods Market stores, expanding beyond their long time position as a manufacturing partner for some of the nation’s best-known foodservice and restaurant brands. Wayne Farms began their foray into the retail space last year with Naked Truth trial distribution in select club stores, after the company spent the previous two years retooling operations and preparing growers for entry into the welfare-certified poultry marketplace.

The distribution arrangement with Whole Foods Market puts the company’s newest premium brand squarely in the crosshairs of a growing market of consumers who want poultry products sourced from welfare-certified flocks. Four fully cooked chicken product selections, featuring both verified humane care standards and convenience of preparation, will be found in 425 Whole Foods Market Market stores’ freezer sections and include: sous vide prepared, Flame Grilled Chicken Breast Fillets; as well as Grilled Chicken Breast Chunks; Waffle Flavored Chicken Bites; and Oven Roasted Chicken Wings. According to Whole Foods, the products are unique to the category and are expected to offer consumers exciting new options, in addition to animal welfare certification.

“Conscientious consumers want to know where their food comes from, and they continue to raise the bar regarding animal welfare,” said Tom Bell, vice president and general manager of prepared foods at Wayne Farms. “They’re paying more attention to labels, and they’re opting for high quality chicken products sourced from flocks whose care has been verified by a trusted third party,” he added. “Naked Truth products are literally made to order for that consumer.”

Animal Welfare Certified
Consumer interest in animal welfare has been validated through extensive market studies, including a 2016 American Society for the Prevention of Cruelty to Animals (ASPCA) Labeling Survey1 that found:

  • 77 percent of consumers were concerned about the welfare of animals raised for food;
  • 78 percent thought there should be an objective third-party involved;
  • 67 percent of consumers would purchase welfare-certified products, even if it meant a modest price increase.

A 2018 ASPCA/Technomic study2 showed retailers responding to trends with:

  • 30 percent of supermarket decision makers interested in stocking more products specifically describing humane treatment of animals;
  • Over 70 percent of those stocking products with humane claims reported sales increasing from those products over the past three years.

“Meaningful claims are becoming the expectation”, said Diane McDade, business development manager for Global Animal Partnership (GAP). “We appreciate Wayne Farms’ commitment and ability to offer GAP Step 2 rated products on a large scale, meeting demand for the rapidly expanding market,” McDade added.

Easy Display and User Prep
All products are fully cooked, frozen, and finish easily. Packages include finishing instructions, brand story, nutritional information, and vibrant, full-color photography on gusseted bags for attractive shelf placement. UPC codes offer flexible merchandising options.

Additional claims:

  • All Natural
  • No Artificial Ingredients—including no preservatives, nitrates or nitrites
  • Farm Raised;
  • 100% Vegetarian Diet (no animal by products);
  • No Antibiotics Ever.

Individual Product Descriptions:
Flame Grilled Chicken Breast Fillets — two, five-ounce, individually wrapped chicken breast fillets with authentic grill marks and sous vide preparation to prevent dryness; 10-ounce bag, gluten free
Grilled Chicken Breast Chunks — lightly marinated in a savory broth and flame grilled; 12-ounce bag, four servings per package, gluten free
Waffle Flavored Chicken Bites — savory chicken bites lightly breaded in a sweet waffle flavored batter; 12-ounce bag, four servings per package
Oven Roasted Chicken Wings — crispy chicken wings, ready to sauce or season; 12-ounce bag, four servings per package, gluten free

Retailer Support
Wayne Farms will support the NAKED TRUTH® Premium Chicken launch with point-of-sale materials, in-store demos, social media channels, consumer care and brand website at nakedtruthchicken.com.

 

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About Wayne Farms LLC
Wayne Farms LLC is the seventh-largest vertically integrated poultry producer in the U.S. with annual sales exceeding $2 billion. A subsidiary of Continental Grain Company, Wayne Farms owns and operates 11 fresh and further-processed facilities throughout the Southeast, produces more than 2.6 billion pounds of poultry products each year, and employs more than 9,000 individuals. Producing products under the brand names of WAYNE FARMS® fresh and prepared chicken; PLATINUM HARVEST® premium fresh chicken; CHEF’S CRAFT® gourmet chicken; NAKED TRUTH® premium chicken; and LADYBIRD SELECT™ premium chicken, Wayne Farms has a well-known history of delivering exceptional poultry products to some of the largest industrial, institutional, and foodservice companies across America.

About Global Animal Partnership (GAP)
Global Animal Partnership is one of the largest animal welfare standards and labeling organizations in North America. Established in 2008, GAP impacts the welfare of over 416MM animals each year through third-party certification of more than 3,800 farms, supplying products to over 5,000 outlets. GAP believes that meaningful label claims, validated by third-party audits on every farm, are key to influencing the industry, raising consumer expectations, and creating long-lasting change for animals.

1 Lake Research Partners summary of online survey designed and conducted of 1,000 American adult consumers regarding labeling of meat, eggs, and dairy products and the treatment of animals raised for food.
2 Understanding Retailers’ Animal Welfare Priorities

Wayne Farms LLC Names Kevin McDaniel as VP/General Manager

WAYNE FARMS LLC NAMES INDUSTRY VETERAN KEVIN MCDANIEL AS VP/GENERAL MANAGER OF FRESH BUSINESS UNIT

kevin mcdanielOakwood, Ga. (Feb 11, 2019) – Wayne Farms LLC has announced selection of industry veteran Kevin McDaniel as Vice President and General Manger of the company’s fresh business unit. In his new role, McDaniel assumes responsibility for all fresh processing business unit operations, including oversight of sales, production and live operations for assets across 10 complex facilities in five states. McDaniel brings a wealth of leadership expertise to the position, most recently as President of Aviagen North America and senior roles with OK Foods and Pilgrim’s Pride.

McDaniel’s former position as Wayne Farms Senior Director of Fresh Operations and his 28 years of experience makes him uniquely qualified for this role, said Clint Rivers, Wayne Farms President and CEO. “Kevin is an operations expert and proven leader who knows our business and knows our company,” said Rivers. “As we continue to grow, his insight and hands-on expertise will help us take advantage of opportunities and meet the challenges in the years ahead.”

McDaniel arrives at Wayne Farms amid significant company expansion and industry evolution, including live operations and production requirements, NAE and Naked Truth brand GAP 2 initiatives, expanded production and staffing, along with continuously changing compliance and regulatory mandates. “This is an exciting time to be coming back to Wayne Farms,” McDaniel noted. “The opportunities in front of us are things we wouldn’t have thought possible when I came into this business—and we’re positioned to take advantage of those opportunities,” said McDaniel. “I’m looking forward to helping take Wayne Farms to the next level of growth.”

During his nearly three decades in the industry, McDaniel has held several key positions with the Poultry Federation including Chairman, Vice-Chairman, Treasurer, Secretary and Board Member, and was named the 2011 Federation Industry Man of the Year. McDaniel earned a BS in Agricultural Economics degree from Stephen F. Austin State University.

About Wayne Farms LLC

Wayne Farms LLC is the seventh-largest vertically integrated poultry producer in the U.S. with annual sales exceeding $2 billion. A subsidiary of Continental Grain Company, Wayne Farms owns and operates 11 fresh and further-processed facilities throughout the Southeast, produces more than 2.6 billion pounds of poultry products each year, and employs more than 9,000 individuals. Producing products under the brand names of WAYNE FARMS® fresh and prepared chicken; PLATINUM HARVEST® premium fresh chicken; CHEF’S CRAFT® gourmet chicken; and NAKED TRUTH® premium chicken, Wayne Farms has a well-known history of delivering exceptional poultry products to some of the largest industrial, institutional, and foodservice companies across America.

Sam's Club to Distribute NAKED TRUTH® Premium Chicken

Offering Proof of Care and Convenience with GAP 2 RATED Sous Vide Product

OAKWOOD, GA. (October 2018) – Georgia-based Wayne Farms has announced that Sam’s Club stores in 19 states will begin carrying the NAKED TRUTH® Premium Chicken brand, starting this week. Kicking off the brand with fully cooked, sous vide prepared, Flame Grilled Chicken Breasts, consumers can expect superior texture, moisture, flavor, convenience, as well as Step 2 animal welfare certifications through the Global Animal Partnership (GAP). The new offering leverages Wayne Farms’ extensive track-record of success and performance in the foodservice category by bringing that knowledge to consumers who want to achieve restaurant-like results in their own homes. It’s also an excellent option for interested retail deli and foodservice customers, as well—and the company is poised to deliver a product that meets those needs.

“This product provides more than just an amazing culinary experience. It also offers responsibility, transparency, and all of the features that premium chicken products should offer,” said Tom Bell, vice president and general manager of prepared foods at Wayne Farms.

According to Bell, each individually-wrapped, fully cooked and frozen, five-ounce chicken breast fillet features authentic grill marks and sous vide preparation, making it simple to finish in a microwave, conventional oven, or sauté on a cook top, without drying out—a hallmark and key advantage of sous vide cooking. The all-natural product contains no artificial ingredients, preservatives, nitrates, nitrites or gluten.

Package features include:

  • Fixed-weight, 1.875 lb. total weight, with UPC Code for flexible merchandising
  • 6 Individually wrapped breasts
  • Stand-up gusseted bag with full color photography for easy shelf placement
  • Resealable outer package
  • Brand story
  • Heating and serving suggestions
  • Nutritional Information

Animal Care Practices

NAKED TRUTH® Premium chickens are 100 percent raised on family farms in Southeast Alabama—in the heart of poultry country—on a vegetable- and grain-based diet and are never ever given antibiotics of any kind. Proof of care is provided through an independent third-party, Where Food Comes From, which audits for compliance with Global Animal Partnership (GAP) Step 2 Rated requirements. Under the program, chicken houses have:

  • Increased light intensity;
  • Enrichments to further support natural behavior;
  • Fewer chicks placed, which means less density.

Enhanced farm record keeping is one of the many features of the program, which strives for continuous improvement, and NAKED TRUTH® farms have met over 100 standards to earn and maintain Step 2 certification. Coming in 2019, chickens for the brand will be harvested using controlled atmosphere stunning to humanely render chickens unconscious, prior to processing.

Retailer and Consumer Support

Overall product sales will be supported with in-store demonstrations, point of sale promotional materials, brand website at nakedtruthchicken.com, and consumer support. Suggested retail price for the new product is $12.98.

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About NAKED TRUTH® Premium Chicken. Believably Good.

Since 2017, NAKED TRUTH® Premium Chicken has offered an all natural, quality taste experience with verified care practices behind every delicious bite. Products are Global Animal Partnership Step 2 Rated, which means added animal care practices that consumers seek around lighting, enrichments, and density in chicken houses. With no antibiotics ever and a vegetable- and grain-based diet, the brand was developed to meet the needs of conscience consumers who want to know, with 100% confidence, that there’s care and integrity behind the chicken on their plates.

About Wayne Farms LLC

Wayne Farms LLC is the seventh-largest vertically integrated poultry producer in the U.S. with annual sales exceeding $2 billion. A subsidiary of Continental Grain Company, Wayne Farms owns and operates 11 fresh and further-processed facilities throughout the Southeast, produces more than 2.6 billion pounds of poultry products each year, and employs more than 9,000 individuals. Producing products under the brand names of WAYNE FARMS® fresh and prepared chicken; PLATINUM HARVEST® premium fresh chicken; CHEF’S CRAFT® gourmet chicken; and NAKED TRUTH® premium chicken, Wayne Farms has a well-known history of delivering exceptional poultry products to some of the largest industrial, institutional, and foodservice companies across America.

About Global Animal Partnership (GAP). Improving the lives of farm animals, step-by-step™.

From the organization’s website: Since its founding in 2008, GAP has grown from a small grassroots farm animal welfare organization to now impacting over 290 million farm animals across the world. GAP is a non-profit organization of farmers, scientists, retailers, manufacturers, and animal advocates, all collaborating with a common purpose: improving farm animal welfare.

Wayne Farms announces major sponsorship of new Jackson County Multi-Use Agriculture Facility

Pendergrass, GA (June 4, 2018) –Wayne Farms LLC, a long-time supporter of Jackson County agriculture, is supporting the new Jackson County Multi-Use Agricultural Facility with a $100,000 Platinum Sponsorship. Ron Rogers, Wayne Farms Pendergrass Complex Manager, said the company’s strong ties with local farmers and the Jackson County agricultural community made the decision to sponsor the facility an easy one.

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Wayne Farms LLC Takes Product Innovation To Next Level With $4.5 Million Customer Innovation Center

Decatur, AL (February 28, 2018) – The Wayne Farms Customer Innovation Center is the recipe for customer success. The new center brings culinary concepts and manufacturing together to integrate trend-forward research and product development capabilities, expansive culinary kitchen facilities and technologically advanced meeting and workspace areas. The Customer Innovation Center is co-located with two state-of-the-industry production plants, equipped to take new products from concept to center-of-plate entrées without leaving the complex.

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