Meat&Poultry - October 2011 - 23

(Photo courtesy of Wright Brand)

a fair price. Participating in retailers’ in-store ads has always been a priority, but the cost associated with those ads has increased significantly and the company’s growth relied largely on word of mouth. Word-of-mouth chatter about the products spread like wildfire throughout Texas, but it could only provide a certain amount of growth. After Wright began expanding outside its core markets, it was clear that merely offering a great-tasting product would not be enough. In order to support brand growth especially beyond the borders of Texas, a program was developed to drive trial and awareness. “It is important to communicate what the brand stands for, which takes re-

search and additional creative expenses,” says Tyson’s Kristina Lambert, senior director of marketing for bacon. She says Wright Brand bacon enjoys a fanatical consumer following that fuels many of the more recent promotional campaigns. According to Chicago-based SymphonyIRI Group, annual retail sales of Wright Brand bacon are nearly $105 million, not including sales at Walmart or club stores. “The taste drives an incredible loyalty with the customers at retail and at foodservice,” says Lambert. Recent market research identified what customers valued most about Wright’s bacon, and the fi ndings are behind one

of its newest taglines: “Bigger, better bacon.” The catchphrase is splashed all over its fun-loving website and is spouted by its silky-voiced pitchman in recently released radio commercials. Wright Brand’s Hickory Smoked bacon is the mainstay offering among the five varieties available. The other varieties include applewood, peppered, maple and its new steakhouse retail offering, which began shipment to retailers last month. Traditional retailers offer Wright Brand bacon in 24-oz. packages for all varieties while its Hickory Smoked products are also available in 40- and 48-oz. sizes. The package size for its club store customers is 3.5-lb., which also includes slightly thicker-cut slices. All of the retail products feature resealable packaging. ■
We would like to hear from you – to comment on this story or to request reprints, contact us by email at meatpoultry@sosland.com.

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Meat&Poultry - October 2011

Table of Contents for the Digital Edition of Meat&Poultry - October 2011

Meat&Poultry - October 2011
Contents
Commentary - Cause for concern
Business Notes
WRIGHT BRAND BACON - Wright can’t go wrong
WRIGHT BRAND BACON - Recloseable challenges
Versatile Protein - Bacon’s on fi re!
Education - Training for tomorrow
Small Business Matters - From dream to reality
Jerky Processing - Perfect pairing
Meat Processing Operations & Engineering - The Phoenix rises
Meat Processing Operations & Engineering - Pest patrol
From the Corral - Slaughter without stunning
Names in the News
New Product Showcase
Classified Advertising
Advertisers
The Insider
Meat&Poultry - October 2011 - Meat&Poultry - October 2011
Meat&Poultry - October 2011 - 2
Meat&Poultry - October 2011 - Meat&Poultry - October 2011
Meat&Poultry - October 2011 - 2
Meat&Poultry - October 2011 - 3
Meat&Poultry - October 2011 - Contents
Meat&Poultry - October 2011 - 5
Meat&Poultry - October 2011 - 6
Meat&Poultry - October 2011 - 7
Meat&Poultry - October 2011 - Commentary - Cause for concern
Meat&Poultry - October 2011 - 9
Meat&Poultry - October 2011 - Business Notes
Meat&Poultry - October 2011 - 11
Meat&Poultry - October 2011 - 12
Meat&Poultry - October 2011 - 13
Meat&Poultry - October 2011 - 14
Meat&Poultry - October 2011 - 15
Meat&Poultry - October 2011 - 16
Meat&Poultry - October 2011 - 17
Meat&Poultry - October 2011 - WRIGHT BRAND BACON - Wright can’t go wrong
Meat&Poultry - October 2011 - 19
Meat&Poultry - October 2011 - 20
Meat&Poultry - October 2011 - 21
Meat&Poultry - October 2011 - 22
Meat&Poultry - October 2011 - 23
Meat&Poultry - October 2011 - WRIGHT BRAND BACON - Recloseable challenges
Meat&Poultry - October 2011 - 25
Meat&Poultry - October 2011 - Versatile Protein - Bacon’s on fi re!
Meat&Poultry - October 2011 - 27
Meat&Poultry - October 2011 - 28
Meat&Poultry - October 2011 - 29
Meat&Poultry - October 2011 - 30
Meat&Poultry - October 2011 - 31
Meat&Poultry - October 2011 - Education - Training for tomorrow
Meat&Poultry - October 2011 - 33
Meat&Poultry - October 2011 - 34
Meat&Poultry - October 2011 - 35
Meat&Poultry - October 2011 - 36
Meat&Poultry - October 2011 - 37
Meat&Poultry - October 2011 - 38
Meat&Poultry - October 2011 - 39
Meat&Poultry - October 2011 - 40
Meat&Poultry - October 2011 - 41
Meat&Poultry - October 2011 - 42
Meat&Poultry - October 2011 - 43
Meat&Poultry - October 2011 - 44
Meat&Poultry - October 2011 - 45
Meat&Poultry - October 2011 - 46
Meat&Poultry - October 2011 - 47
Meat&Poultry - October 2011 - 48
Meat&Poultry - October 2011 - 49
Meat&Poultry - October 2011 - 50
Meat&Poultry - October 2011 - 51
Meat&Poultry - October 2011 - 52
Meat&Poultry - October 2011 - 53
Meat&Poultry - October 2011 - 54
Meat&Poultry - October 2011 - 55
Meat&Poultry - October 2011 - 56
Meat&Poultry - October 2011 - 57
Meat&Poultry - October 2011 - Small Business Matters - From dream to reality
Meat&Poultry - October 2011 - 59
Meat&Poultry - October 2011 - 60
Meat&Poultry - October 2011 - 61
Meat&Poultry - October 2011 - 62
Meat&Poultry - October 2011 - 63
Meat&Poultry - October 2011 - Jerky Processing - Perfect pairing
Meat&Poultry - October 2011 - 65
Meat&Poultry - October 2011 - 66
Meat&Poultry - October 2011 - 67
Meat&Poultry - October 2011 - 68
Meat&Poultry - October 2011 - Meat Processing Operations & Engineering - The Phoenix rises
Meat&Poultry - October 2011 - 70
Meat&Poultry - October 2011 - 71
Meat&Poultry - October 2011 - 72
Meat&Poultry - October 2011 - 73
Meat&Poultry - October 2011 - 74
Meat&Poultry - October 2011 - 75
Meat&Poultry - October 2011 - 76
Meat&Poultry - October 2011 - 77
Meat&Poultry - October 2011 - 78
Meat&Poultry - October 2011 - 79
Meat&Poultry - October 2011 - 80
Meat&Poultry - October 2011 - 81
Meat&Poultry - October 2011 - Meat Processing Operations & Engineering - Pest patrol
Meat&Poultry - October 2011 - 83
Meat&Poultry - October 2011 - 84
Meat&Poultry - October 2011 - 85
Meat&Poultry - October 2011 - From the Corral - Slaughter without stunning
Meat&Poultry - October 2011 - 87
Meat&Poultry - October 2011 - Names in the News
Meat&Poultry - October 2011 - New Product Showcase
Meat&Poultry - October 2011 - 90
Meat&Poultry - October 2011 - 91
Meat&Poultry - October 2011 - 92
Meat&Poultry - October 2011 - Classified Advertising
Meat&Poultry - October 2011 - 94
Meat&Poultry - October 2011 - 95
Meat&Poultry - October 2011 - 96
Meat&Poultry - October 2011 - Advertisers
Meat&Poultry - October 2011 - The Insider
Meat&Poultry - October 2011 - 99
Meat&Poultry - October 2011 - 100
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