Wayne-Sanderson rebranding focusing on unity, future goals

Wayne-Sanderson Farms has unveiled a new brand identity and logo following the recent merger of two leading U.S. poultry companies

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Wayne-Sanderson Farms has unveiled a new brand identity and logo following the recent merger of two leading U.S. poultry companies. 

The combined company’s new identifying mark was designed to resonate the shared values and business objectives of what is the third-largest poultry producer in the nation.

 “It’s an exciting time for our company, our employees and our customers,” Clint Rivers, Wayne-Sanderson Farms president and CEO said in a press release. “Bringing two of the best companies in the business together positions us for more sustainable operations, more competitive opportunities and long-term growth for our employees and our business. Our new brand reflects that ambition.”

The new mark is a strong departure from the legacy logos of both former companies, creatively constructed to reflect their evolution into a unified, cohesive operation with mutual principles and ideals, the company announced. Retaining the equity both companies have built over decades of reputation-building operation was central to the development of the new company brand.  

“Poultry is in everything we do,” said Rivers. “While this rebranding is a big change, our core values and mission haven’t changed. This new logo portrays who we are as a team and what we bring to the market.”

 Prior to the merger, both companies held strong market share in distinct categories. Wayne Farms focused on restaurant and foodservice segments while Sanderson Farms enjoyed a strong retail presence. With the integration, Wayne-Sanderson Farms is now positioned to give customers and consumers alike a wide range of product choices by taking advantage of the respective strengths and assets of both companies.

The merger between the two poultry producers was finalized on July 22, nearly a year after the intent to combine the two companies was announced. Continental Grain Company, which was the owner of Wayne Farms, and Cargill entered into a joint venture to acquire Sanderson Farms. Wayne-Sanderson Farms is headquartered in Oakwood, Georgia.

Prior to the merger, Sanderson Farms was the third-largest poultry producer in the country, while Wayne Farms ranked seventh.

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