OAKWOOD, Ga. – Wayne Farms and Whole Foods Market have partnered to bring Global Animal Partnership (GAP) Step 2 rated Naked Truth chicken products to consumers. Wayne Farms has been partnering with foodservice and restaurant brands for some time, and this begins the vertically integrated poultry company’s start in the retail sector. Wayne Farms spent two years retooling operations and preparing producers for entry into the welfare-certified marketplace, and last year trial distributed Naked Truth in select club stores.
The Whole Foods deal places Wayne Farms’ newest premium brand in a market of consumers clamoring for welfare certified poultry. The freezer sections of 425 Whole Foods Market stores will carry four full cooked products featuring verified humane care standards including sous vide prepared Flame Grilled Chicken Breast Fillets, Grilled Chicken Breast Chunks, Waffle Flavored Chicken Bites and Oven Roasted Chicken Wings. Whole Foods said 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.”
“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.”
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.