Farmer Focus, a disruptive brand in the chicken industry from Shenandoah Valley Organic, is updating its full line with a bold new look and packaging technology. These enhancements will serve its customers and the end consumer with enhanced transparency and quality in the growing organic chicken category.
Farmer Focus is more than a brand, it’s a mindset of flipping the traditional poultry farmer-processor model on its head. In SVO’s model, the farmers own the chickens and make more money for what they raise. This creates an environment of farmer prosperity and adds a new dimension to today’s sustainable agriculture conversation. Jeffrey Zimmerman of Cedar Ridge Farm has been raising chickens with SVO since the beginning. “We wanted to grow organic birds and have day-to-day management and housing decisions as ours rather than an integrator,” stated Zimmerman.
The packaging itself was designed based on consumer and industry feedback. The vacuum skin pack uses less plastic and offers a 360-degree view of what is inside. In addition to extended shelf life for operators, the updates offer a recyclable tray with no more absorbent pads to throw in the trash. Jefferson Heatwole, co-founder and EVP of Sales and Marketing has been working on the new packaging for over a year. “We are constantly striving to innovate and deliver the highest quality and best value organic chicken while encouraging healthy eating and social awareness. This new packaging is another step towards that goal, while also providing benefits to our retail customers.”
Shenandoah Valley Organic Chicken is both Certified Organic and Certified Humane, and its unique Farm ID code allows consumers to see the actual farm and farmer that the package they are holding came from, and read about the farmer’s story. The four-letter code can simply be entered into the Farm ID field at svorganic.com and consumers are immediately connected with the source of their dinner. “Being able to buy chicken from a company that not only embraces the organic standards, but chooses to go above and beyond those standards, is of the utmost importance to us because we believe that trust and transparency is just as crucial as the quality of the product,” added Heatwole.
Coming later in 2018, SVO will introduce additional value-added items to address the growing demand for convenience that doesn’t sacrifice quality. The new Farmer Focus packaging is on shelves now, with positive feedback from operators and consumers.