Meat&Poultry - September 2012 - 19

A

ugust 9 marked the first-ever earnings call with analysts for

the spin-off behind them, but also a wake-up call reminding them that the real work was ahead of them. Connolly remembers thinking, “Now we’re on the clock.”

revenues are generated through retail channels while the other 25 percent is foodservice. Connolly’s plan is to grow revenues by 5 percent while increasing margins. All eyes are on the target. “Our goal is 200 basis points of even-margin expansion by the time we close out 2015,” he says. “The way we will get there is a balance of brand building, plus innovation and efficient cost management.” Pursuing the growth goals is a leadership roster whose collective business acumen is as impressive as the individual successes of each person’s track record of excellence. But perhaps most important to Connolly is the team’s motivation and energy to finally push the company and its brands over the top. Leading the innovation efforts is Sally Grimes, who was appointed chief innovation officer this past June. Most recently, she served in a senior-level marketing position with Newell Rubbermaid Inc. Grimes also spent 10 years at Kraft Foods Inc., in several marketing and brand-management positions. Connolly says Grimes brings a skill set to Hillshire that is focused on consumer marketing and innovation. Her appointment marks the first time the company has had a fully dedicated innovation group reporting directly to the CEO. The goal for innovation was quantified early on as a percent of the company’s annual revenue (approximately $4 billion), which historically has been in the 9 percent to 10 percent range. Grimes and her team have been challenged to push the needle to 13 percent to 15 percent over the next three years. “She has a crystal-clear endgame,” he says, which includes plenty of backing and empowerment throughout the leadership team.

Hillshire Brands Company, a “new” company with a long history as part of the very iconic Sara Lee Corp. During the conference call, Sean Connolly, who was appointed CEO in January, spelled out the strategy to “unleash the potential” of what was formerly Sara Lee’s North American meat business. Connolly and CFO, Maria Henry, would ultimately detail Hillshire’s fourth-quarter performance for fiscal 2012, but not before recounting the significant changes in the prior two months and not until the mission for the “new” company was restated. The well-documented spin-off saw Sara Lee’s international coffee and tea business form an independent public company, D.E. Master Blenders 1753, while its meat-based sector assumed a new name as part of a corporate, carnivorous makeover under a new leadership team with an all-meat, all-the-time mentality. June 29, 2012, marked the birth of Hillshire Brands Company as a new, independent and publicly traded fi rm that would make a symbolic debut on Wall Street (NYSE: HSH) just days later, when Connolly and his management team rang the opening bell at the New York Stock Exchange. “When we rang the bell at the stock exchange, it was really representative of a new beginning,” Connolly tells Meat&Poultry from the company’s headquarters, currently based in Downers Grove, Ill. The spin-off spanned about 18 months, filled with long hours of planning and strategizing. Ringing the NYSE opening bell was, on one hand, a celebration for Connolly and his team to put

Fix, drive, expand
As the clock ticks and the Hillshire strategy plays out, executives realize the evolution will not occur overnight. Indeed, fiscal 2013 is the transition part of a three-year plan. To fi nance some of the primary goals, which include fi xing underperforming businesses, increasing marketing, advertising and promotions and “rebuilding the innovation pipeline,” Connolly has committed to delivering $100 million in cost savings in the next three years, which included layoffs earlier this year. He characterizes the mission for fiscal ’13, ’14 and ’15 with the words: “fi x, drive and expand.” That mission also includes moving the company’s headquarters from Downers Grove back to Chicago in January, 2013.

“We are incredibly proud of the history of the old company, but we are a new company.”
The company’s longer-term goals include capitalizing on its established brands, which include Jimmy Dean, Ball Park, Hillshire Farm and State Fair, while growing and adapting some of the practices of its Aidells and Gallo Salame artisanal brands. With $4 billion in total revenues, processed meats makes up 85 percent of sales in addition to 15 percent from sales in bakery, a small category it retained after the spin-off. Three quarters of Hillshire’s

www.MeatPoultry.com • September 2012 • Meat&Poultry •

19


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Meat&Poultry - September 2012

Table of Contents for the Digital Edition of Meat&Poultry - September 2012

Meat&Poultry - September 2012
Table of Contents
Commentary - Corn's centrality accelerates
Business Notes - Japan to ease restrictions on US beef
Central Valley Meat back in operation
Correction
Fresh pork hinders Smithfield earnings
Higher poultry prices boost Sanderson earnings
Cargill to end third shift at Missouri turkey plant
Gestation crate mandates grow
Washington - A case for more space
Cover Story - Filling the funnel
Animal Welfare - The CRATE debate
International Trade - Going for gold
Small Business Matters - Realized potential
Packaging Solutions - Taste without waste
Bacon Use Shifts
Food Safety - The need for speed
Ingredient Solutions - Layered flavors
Corporate Profile - Going gourmet
Labor - Problems with pensions
Names in the News
New Product Showcase
Classified Advertising
Advertisers
The Insider
The Meat Ingredient Sourcebook
Table of Contents
Managing Sodium
Preventing Pathogen Proliferation
Stiff-Arming Spoilage
Creative Coatings
Buyers Guide
Suppliers
Meat&Poultry - September 2012 - Meat&Poultry - September 2012
Meat&Poultry - September 2012 - 2
Meat&Poultry - September 2012 - 3
Meat&Poultry - September 2012 - Table of Contents
Meat&Poultry - September 2012 - 5
Meat&Poultry - September 2012 - 6
Meat&Poultry - September 2012 - Commentary - Corn's centrality accelerates
Meat&Poultry - September 2012 - 8
Meat&Poultry - September 2012 - 9
Meat&Poultry - September 2012 - Correction
Meat&Poultry - September 2012 - 11
Meat&Poultry - September 2012 - Higher poultry prices boost Sanderson earnings
Meat&Poultry - September 2012 - 13
Meat&Poultry - September 2012 - Cargill to end third shift at Missouri turkey plant
Meat&Poultry - September 2012 - Gestation crate mandates grow
Meat&Poultry - September 2012 - Washington - A case for more space
Meat&Poultry - September 2012 - 17
Meat&Poultry - September 2012 - Cover Story - Filling the funnel
Meat&Poultry - September 2012 - 19
Meat&Poultry - September 2012 - 20
Meat&Poultry - September 2012 - 21
Meat&Poultry - September 2012 - 22
Meat&Poultry - September 2012 - 23
Meat&Poultry - September 2012 - 24
Meat&Poultry - September 2012 - 25
Meat&Poultry - September 2012 - 26
Meat&Poultry - September 2012 - 27
Meat&Poultry - September 2012 - Animal Welfare - The CRATE debate
Meat&Poultry - September 2012 - 29
Meat&Poultry - September 2012 - 30
Meat&Poultry - September 2012 - 31
Meat&Poultry - September 2012 - 32
Meat&Poultry - September 2012 - 33
Meat&Poultry - September 2012 - 34
Meat&Poultry - September 2012 - 35
Meat&Poultry - September 2012 - International Trade - Going for gold
Meat&Poultry - September 2012 - 37
Meat&Poultry - September 2012 - 38
Meat&Poultry - September 2012 - 39
Meat&Poultry - September 2012 - 40
Meat&Poultry - September 2012 - 41
Meat&Poultry - September 2012 - Small Business Matters - Realized potential
Meat&Poultry - September 2012 - 43
Meat&Poultry - September 2012 - 44
Meat&Poultry - September 2012 - 45
Meat&Poultry - September 2012 - 46
Meat&Poultry - September 2012 - 47
Meat&Poultry - September 2012 - 48
Meat&Poultry - September 2012 - 49
Meat&Poultry - September 2012 - Packaging Solutions - Taste without waste
Meat&Poultry - September 2012 - 51
Meat&Poultry - September 2012 - Bacon Use Shifts
Meat&Poultry - September 2012 - 53
Meat&Poultry - September 2012 - 54
Meat&Poultry - September 2012 - 55
Meat&Poultry - September 2012 - 56
Meat&Poultry - September 2012 - 57
Meat&Poultry - September 2012 - 58
Meat&Poultry - September 2012 - 59
Meat&Poultry - September 2012 - Food Safety - The need for speed
Meat&Poultry - September 2012 - 61
Meat&Poultry - September 2012 - 62
Meat&Poultry - September 2012 - 63
Meat&Poultry - September 2012 - 64
Meat&Poultry - September 2012 - 65
Meat&Poultry - September 2012 - 66
Meat&Poultry - September 2012 - 67
Meat&Poultry - September 2012 - Ingredient Solutions - Layered flavors
Meat&Poultry - September 2012 - 69
Meat&Poultry - September 2012 - 70
Meat&Poultry - September 2012 - 71
Meat&Poultry - September 2012 - 72
Meat&Poultry - September 2012 - 73
Meat&Poultry - September 2012 - 74
Meat&Poultry - September 2012 - 75
Meat&Poultry - September 2012 - Corporate Profile - Going gourmet
Meat&Poultry - September 2012 - 77
Meat&Poultry - September 2012 - 78
Meat&Poultry - September 2012 - 79
Meat&Poultry - September 2012 - Labor - Problems with pensions
Meat&Poultry - September 2012 - 81
Meat&Poultry - September 2012 - Names in the News
Meat&Poultry - September 2012 - 83
Meat&Poultry - September 2012 - New Product Showcase
Meat&Poultry - September 2012 - 85
Meat&Poultry - September 2012 - 86
Meat&Poultry - September 2012 - 87
Meat&Poultry - September 2012 - 88
Meat&Poultry - September 2012 - Classified Advertising
Meat&Poultry - September 2012 - 90
Meat&Poultry - September 2012 - 91
Meat&Poultry - September 2012 - 92
Meat&Poultry - September 2012 - Advertisers
Meat&Poultry - September 2012 - The Insider
Meat&Poultry - September 2012 - 95
Meat&Poultry - September 2012 - 96
Meat&Poultry - September 2012 - The Meat Ingredient Sourcebook
Meat&Poultry - September 2012 - 98
Meat&Poultry - September 2012 - 99
Meat&Poultry - September 2012 - 100
Meat&Poultry - September 2012 - Table of Contents
Meat&Poultry - September 2012 - Managing Sodium
Meat&Poultry - September 2012 - MIS3
Meat&Poultry - September 2012 - Preventing Pathogen Proliferation
Meat&Poultry - September 2012 - MIS5
Meat&Poultry - September 2012 - MIS6
Meat&Poultry - September 2012 - MIS7
Meat&Poultry - September 2012 - Stiff-Arming Spoilage
Meat&Poultry - September 2012 - MIS9
Meat&Poultry - September 2012 - MIS10
Meat&Poultry - September 2012 - Creative Coatings
Meat&Poultry - September 2012 - MIS12
Meat&Poultry - September 2012 - MIS13
Meat&Poultry - September 2012 - Buyers Guide
Meat&Poultry - September 2012 - MIS15
Meat&Poultry - September 2012 - Suppliers
Meat&Poultry - September 2012 - MIS17
Meat&Poultry - September 2012 - MIS18
Meat&Poultry - September 2012 - MIS19
Meat&Poultry - September 2012 - MIS20
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