“The brand conversion supports the industry demand for a more impactful branding scheme,” said Alan Sterling, director of marketing at Wayne Farms. “We are focused on meeting the needs of food professionals in foodservice, retail and club stores. If the consumers they serve demonstrate greater brand loyalty to the Wayne Farms name, we welcome the opportunity to adapt to their needs. Our business is making their business stronger.”
The brand conversion will involve new packaging including cases and labels that feature Wayne Farms’ ‘Let's Talk Chicken’ branding. The packaging boasts two product labels for easy product identification in a warehouse, pallet or on display in a retail environment.
The brand transition will roll out in June, July and August.
Wayne Farms LLC is the sixth-largest vertically integrated poultry producer in the US with annual sales exceeding $1.9 billion.