Joyce Foods Inc., a provider of poultry, game and beef to chefs and restaurants across the United States, is changing the company name to Joyce Farms Inc. and simplifying its brand names under the new Joyce Farms label. The transition is underway as new labeling, packaging and boxes featuring the new name are produced. As part of the transition, the company recently launched a new website and online store.

The company's ownership, headquarters location in Winston-Salem, N.C., management, and family farms remain unchanged.

With the change, the company's well-known Ashley Farms and Tanglewood Farms poultry brands will now be called Joyce Farms' "Naked Chicken" -- referencing the company's commitment to raising poultry following a strict philosophy of never adding hormones, antibiotics, pesticides, preservatives, artificial ingredients or anything else to the poultry. Joyce Farms' "Heritage" brand will include the company's slow-growing heritage poultry breeds -- Poulet Rouge, Poussin, Capon, Pintade, Pheasant and Black Turkey -- raised using older, more traditional European farming methods, and air-chilled.

"When we see an opportunity for change that directly benefits our customers, we act on it," explains Ron Joyce, Joyce Farms' president and CEO. "For years, many customers have called us Joyce Farms, and we decided that Farms is a much better way to describe what our company truly represents. We grow our poultry on small farms using Old-World methods that produce delicious, healthy and humanely-raised poultry. The name change also makes it easier for chefs and distributors to describe, specify and order the poultry and game products they desire."