In hopes of gaining a bigger market share of chicken sold in China, Tyson Foods is targeting younger consumers.
Speaking during the Barclays Global Consumer Staples Conference on September 8, Tyson Foods President Tom Hayes said that China has historically been a tough market for the company.
Since chicken is still commonly purchased in China through live markets, many older consumers have been hesitant to purchase packaged chicken in stores. So Tyson Foods is seeking to reach consumers of the millennial generation.
Hayes described a new “marketing campaign to really go after that millennial consumer in China, that’s thinking about chicken consumption different than their parents have.”
Hayes told investors he believes the campaign is “having an impact,” and that he expects more good things for the company to come from it.
He also praised the work of the team Tyson Foods has in China, which is being led by Sally Grimes, Tyson Foods president of international and chief global growth officer.
A diversified meat, poultry and food company, Tyson Foods is headquartered in Springdale, Arkansas, and is the world’s third largest poultry company and the largest in the United States. In addition to operating in the U.S. and China, Tyson Foods also has operations in India.
