Georgia-based Wayne Farms has begun distribution of its Global Animal Partnership (GAP) Step 2-rated Naked Truth Premium Chicken products in Whole Foods Market stores, expanding beyond its longtime position as a manufacturing partner for some of the nation’s best-known foodservice and restaurant brands.
Wayne Farms began its foray into the retail space last year with Naked Truth trial distribution in select club stores, after the company spent the previous two years re-tooling operations and preparing growers for entry into the welfare-certified poultry marketplace.
The distribution arrangement with Whole Foods Market puts the company’s newest premium brand squarely in the crosshairs of a growing market of consumers who want poultry products sourced from welfare-certified flocks. Four full-cooked chicken product selections, featuring both verified humane care standards and convenience of preparation, will be found in 425 Whole Foods Market Market stores’ freezer sections and include: sous vide prepared, Flame Grilled Chicken Breast Fillets; as well as Grilled Chicken Breast Chunks; Waffle Flavored Chicken Bites; and Oven Roasted Chicken Wings. According to Whole Foods, the products are unique to the category and are expected to offer consumers exciting new options, in addition to animal welfare certification.
“Conscientious consumers want to know where their food comes from, and they continue to raise the bar regarding animal welfare,” said Tom Bell, vice president and general manager of prepared foods at Wayne Farms. “They’re paying more attention to labels, and they’re opting for high quality chicken products sourced from flocks whose care has been verified by a trusted third party,” he added. “Naked Truth products are literally made to order for that
consumer.”
