Tyson Fresh Meats has introduced its new Open Prairie Natural Pork brand.
The new product line is minimally processed, contains no artificial ingredients and is from pigs raised under a strict set of criteria, which includes that the pigs used were never treated with antibiotics and the pigs used were raised on farms that did not use gestation stalls.
“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.”
“Since more consumers want to know how their foods are produced, we’re very proud to provide them with this all natural, no antibiotics ever option,” added Kent Harrison, vice president of marketing and premium programs for Tyson Fresh Meats. “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.”
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.