Allen Harim unveils brand initiative

by Meat&Poultry Staff
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SEAFORD, Del. – A successful bid to rebuild a brand after bankruptcy led Allen Harim Foods LLC to launch a rebranding initiative. The company announced a new logo and new vision, mission and values statements "that reflects the evolution of the company."

“Our new logo is a visual representation of the commitment and forward motion of this company,” said Steve Evans, CEO of Allen Harim. “We look forward to rolling out the new look over the coming weeks and months in every aspect of our marketing, packaging and across our facilities. We want our customers, consumers, employees and the communities in which we operate to know that Allen Harim is here for the long haul.”

Allen Harim's new logo celebrates the company’s history as Allen’s Family Foods and its future with Harim.

The Harim Group of South Korea bought the company out of bankruptcy in 2011 and spent the next two years expanding its product line along with the company's customer base. Dr. Key Lee, director of sales and marketing at Allen Harim, said the new logo “celebrates the company’s history as Allen’s Family Foods, its future with Harim, and our complete commitment to the objective of continuous improvement throughout the company.” The rebranding also led to the creation of a new mission statement — “Improve the Quality of Life and Share Happiness.”

“Our mission includes every aspect of our business, from the customer and consumer to our employees and communities,” Evans said. “We want to make the lives of everyone we touch a little better and a little happier each time. Our values of service, integrity, quality and safety are what we strive to excel at every day.

“Our company’s vision of ‘Global 1st Productivity’ means maximizing our skills in everything we do, in every aspect of the business, so that everyone, from the hatchery to growout, packaging to customer service, is an expert in their field," he added. "That kind of focus on productivity is what will drive our company forward with the best products and services in the industry.”

Seaford, Del,-based Allen Harim operates poultry processing facilities in Harbeson, Del. and Cordova, Md.; breeding operations in Liberty, NC; a hatchery in Dagsboro, Del. and a hatchery and feed mill in Seaford. The company employs 1,600 workers in the US, and more than 170 independent growers and 25 company farms across Delmarva.

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