Industry News - PM

Tyson Fresh Meats launches Open Prairie Natural Pork


By Rita Jane Gabbett on 2/22/2016

Tyson Fresh Meats announced the debut of its Open Prairie Natural Pork brand, minimally processed, containing no artificial ingredients.

The company said the pork is made from pigs raised under a strict set of criteria, including no antibiotics ever, no added hormones and born from sows housed in a gestation-stall free environment. Federal regulations prohibit the use of added hormones in pork. 

“We developed this brand to meet the growing demand for natural pork, while allowing retailers to diversify their product mix and give them a competitive edge,” said Ozlem Worpel, brand manager for Tyson Fresh Meats. “From 2009-2013, the natural pork category increased 164 percent and our own Consumer Monitor survey conducted in the fall of 2015 told us that the ‘no antibiotics ever’ and ‘no added hormones’ product attributes have continued to increase in importance for consumers when buying meat products.”

“The independent pig farmers who supply us share our commitment to proper animal handling and, in order to qualify for this program, must also ensure the pigs are fed a 100-percent vegetarian diet during the growing and finishing stages,” said Kent Harrison, vice president of marketing and premium programs for Tyson Fresh Meats.

The Open Prairie Natural Pork program includes extensive marketing support to help retailers build their natural pork sales. Point-of-sale materials include a poster, large and small case dividers, rail strips, static clings, new item call-out and on-pack labels. Additional marketing support elements include a consumer website with recipes and cooking tips, ad circular templates and key consumer insights.


 
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