Cracker Barrel, Kraft reach agreement on licensed products
October 7, 2013
by Meat&Poultry Staff
LEBANON, Tenn. – Cracker Barrel Old Country Store, Inc. and Kraft Foods Group have reached an agreement that will allow Cracker Barrel to release seven products produced through a licensing agreement with Jon Morrell Food Group.
Maple and smoked bacon, spiral ham and four types of lunch meat will be sold under the CB Old Country Store brand. Cracker Barrel Old Country Store and Kraft Foods Group Brands LLC reached an agreement that allows Cracker Barrel to use the alternative logo, CB Old Country Store, to label licensed products. Kraft won a preliminary injunction against Cracker Barrel that prevented Cracker Barrel from introducing meat products to the retail marketplace under a licensing agreement with the John Morrell, a business subsidiary of Smithfield Foods Inc. Kraft Foods successfully argued that the Cracker Barrel branded meats would infringe on its trademarked Cracker Barrel brand cheeses.
“Extending our brand beyond our physical locations is an important component of our strategic plan,” said Sandra B. Cochran, president and CEO of Cracker Barrel Old Country Store. “As a leader in consumer meat products, John Morrell Food Group has earned an outstanding reputation for quality and service that is a natural fit with our Pleasing People® mission. We think the combination of strengths that our two companies consistently utilize to deliver high-quality products to our consumers will prove to be a success for our guests, retail shoppers, and our retail trading partners.”
Cracker Barrel said the licensing initiative to impact the company's financial results for fiscal 2014.