Smithfield Foods rebrands foodservice portfolio
Previously known as Smithfield Farmland, the new name is designed to leverage the corporation’s position as the world’s largest pork processor and industry leader in sustainability, and highlights the involvement and leadership that it has within the culinary community.
According to Smithfield, it has experienced significant growth in its foodservice business, prompting the decision to create a dedicated branding that represents all of the company’s culinary-focused initiatives. From establishing chef advisory boards and forming product innovation labs, to partnering with leading culinary schools, Smithfield Culinary has evolved from simply selling products to positioning culinary arts as a key cornerstone of its business model.
“Our company – a leader in pork, value-added protein specialties, and now culinary arts – is driven by those who have a passion for great food blended with insights and innovation,” said Chip Morgan, director, marketing brand strategy, Smithfield Culinary. “The new Smithfield Culinary name encapsulates all of the effort that we have put toward immersing our brand within the culinary community, resulting in better programs and services that inspire those cooking with and consuming our products.”
Through Smithfield’s innovation centres, passionate chefs, culinary partners, extensive research and development, and industry-leading commitment to sustainability, customers could expect to see a wide product portfolio that meets the taste demands of today’s evolving consumer, said the firm. Smithfield Foods’ foodservice brands, which fall within the Smithfield Culinary umbrella, include Carando, Curly’s, Eckrich, Farmland, Margherita and Smithfield.
Earlier this month, Smithfield donated US$50,000 to the Foundation for Meat & Poultry Research & Education, a non-profit research, education, and information organisation.
