MEAT+POULTRY - July 2015 - 26

EMERGING MARKETS

Fortune
focused
BY M A R K G O D FR E Y | M E AT P O U LT RY@ SOSL A N D.CO M

Shuanghui
Group (aka:
WH Group)
is making
waves in
China's
evolving
meat
industry

T

he meat cases of Beijing supermarkets
have had a more colorful look about
them this summer as the Shuanghui
Group, the country's largest meat-processing
firm, has been launching a new range of pork
products targeting young affluent customers.
The company hopes the products, with
Western-style concepts and packaging inspired
by the company's newest US subsidiary,
Smithfield Foods, will improve profit margins
and keep the firm ahead of local competitors.
This year, Shuanghui has initiated what it
internally calls a "strategic adjustment" period
during which it has developed and launched an
unprecedented number of new products. "The
hope is that the new products will improve
the company's profitability," according to

Chinese consumers will soon
see some changes at the
meat case. The Shuanghui
Group is launching a new
range of Western-style
pork products.

26

MEAT+ POULTRY | 07.15 | www.meatpoultry.com

an executive in the distribution division at
Shuanghui's Beijing-based regional office.
Marketing advice and product from Smithfield
are key to the future, the executive explained.
With packaging featuring a stylized version
of the American flag, one of the most patently
American of the new product offerings launched
this spring is "Virginia-style" imported US
pork which retails at RMB19.50 (US$3.23) per
250-g (8.8-oz.) pack in supermarkets across
Beijing. This compares to RMB4 (US$0.64) per
500 g (17.6 oz.) charged for older, heat-treated
products. A new range of high-temperature
treated Shuanghui fish-flavored pork snacks
targeting infants are sold at RMB10.75 (US$1.72)
per 500-g (1 lb., 1.63-oz.) serving.
In February of this year, the firm launched 25
new product lines targeting younger consumers.
There was another round of launches in
May, and there will be another before the
Chinese New Year festival in 2016. Evidence of
marketing and product development assistance
from Smithfield could help justify the US$7.1
billion ($4.1 billion and assumed debt) price that
Shuanghui paid for the US-based firm.
A crisp new logo and marketing campaigns
have stressed the Smithfield connection.
Shuanghui, says a company sales executive,
also commissioned marketing executives to
come up with stories and imagery around



http://www.meatpoultry.com

MEAT+POULTRY - July 2015

Table of Contents for the Digital Edition of MEAT+POULTRY - July 2015

MEAT+POULTRY - July 2015
Table of Contents
COMMENTARY - Getting past overtime
BUSINESS NOTES - HORMEL ACQUIRES APPLEGATE FARMS
MONOGRAM FOODS EXPANDS IN VIRGINIA
JBS TO ACQUIRE EUROPEAN POULTRY PROCESSOR, CLOSES PLANT
SMITHFIELD SELLS CAMPOFRIO INTEREST
HONEY BAKED HAM CONSOLIDATES OPERATIONS, OPENS IN JAPA
WASHINGTON - COOL’s disappearing act
COVER STORY - Raising the ‘Bar’
EMERGING MARKETS - Fortune focused
LIFERS - Perfecting production
SMALL BUSINESS MATTERS - Pricing pressures
COMPANY PROFILE - Welcome to his man cave
PACKAGING SOLUTIONS - Pushing innovation
FOOD SAFETY - Chasing Listeria
INGREDIENT ISSUES - The science of savory
FROM THE CORRAL - Driver's education
SHOWCASE
NAMES IN THE NEWS
CLASSIFIEDS
ADVERTISERS
THE INSIDER
MEAT+POULTRY - July 2015 - MEAT+POULTRY - July 2015
MEAT+POULTRY - July 2015 - 2
MEAT+POULTRY - July 2015 - FFC1
MEAT+POULTRY - July 2015 - FFC2
MEAT+POULTRY - July 2015 - 3
MEAT+POULTRY - July 2015 - Table of Contents
MEAT+POULTRY - July 2015 - 5
MEAT+POULTRY - July 2015 - 6
MEAT+POULTRY - July 2015 - 7
MEAT+POULTRY - July 2015 - COMMENTARY - Getting past overtime
MEAT+POULTRY - July 2015 - 9
MEAT+POULTRY - July 2015 - JBS TO ACQUIRE EUROPEAN POULTRY PROCESSOR, CLOSES PLANT
MEAT+POULTRY - July 2015 - SMITHFIELD SELLS CAMPOFRIO INTEREST
MEAT+POULTRY - July 2015 - HONEY BAKED HAM CONSOLIDATES OPERATIONS, OPENS IN JAPA
MEAT+POULTRY - July 2015 - 13
MEAT+POULTRY - July 2015 - WASHINGTON - COOL’s disappearing act
MEAT+POULTRY - July 2015 - 15
MEAT+POULTRY - July 2015 - 16
MEAT+POULTRY - July 2015 - COVER STORY - Raising the ‘Bar’
MEAT+POULTRY - July 2015 - 18
MEAT+POULTRY - July 2015 - 19
MEAT+POULTRY - July 2015 - 20
MEAT+POULTRY - July 2015 - 21
MEAT+POULTRY - July 2015 - 22
MEAT+POULTRY - July 2015 - 23
MEAT+POULTRY - July 2015 - 24
MEAT+POULTRY - July 2015 - 25
MEAT+POULTRY - July 2015 - EMERGING MARKETS - Fortune focused
MEAT+POULTRY - July 2015 - 27
MEAT+POULTRY - July 2015 - 28
MEAT+POULTRY - July 2015 - 29
MEAT+POULTRY - July 2015 - 30
MEAT+POULTRY - July 2015 - 31
MEAT+POULTRY - July 2015 - LIFERS - Perfecting production
MEAT+POULTRY - July 2015 - 33
MEAT+POULTRY - July 2015 - 34
MEAT+POULTRY - July 2015 - 35
MEAT+POULTRY - July 2015 - 36
MEAT+POULTRY - July 2015 - 37
MEAT+POULTRY - July 2015 - SMALL BUSINESS MATTERS - Pricing pressures
MEAT+POULTRY - July 2015 - 39
MEAT+POULTRY - July 2015 - 40
MEAT+POULTRY - July 2015 - 41
MEAT+POULTRY - July 2015 - 42
MEAT+POULTRY - July 2015 - 43
MEAT+POULTRY - July 2015 - 44
MEAT+POULTRY - July 2015 - 45
MEAT+POULTRY - July 2015 - 46
MEAT+POULTRY - July 2015 - 47
MEAT+POULTRY - July 2015 - 48
MEAT+POULTRY - July 2015 - 49
MEAT+POULTRY - July 2015 - COMPANY PROFILE - Welcome to his man cave
MEAT+POULTRY - July 2015 - 51
MEAT+POULTRY - July 2015 - 52
MEAT+POULTRY - July 2015 - 53
MEAT+POULTRY - July 2015 - 54
MEAT+POULTRY - July 2015 - 55
MEAT+POULTRY - July 2015 - 56
MEAT+POULTRY - July 2015 - 57
MEAT+POULTRY - July 2015 - 58
MEAT+POULTRY - July 2015 - 59
MEAT+POULTRY - July 2015 - 60
MEAT+POULTRY - July 2015 - 61
MEAT+POULTRY - July 2015 - PACKAGING SOLUTIONS - Pushing innovation
MEAT+POULTRY - July 2015 - 63
MEAT+POULTRY - July 2015 - 64
MEAT+POULTRY - July 2015 - 65
MEAT+POULTRY - July 2015 - 66
MEAT+POULTRY - July 2015 - FC1
MEAT+POULTRY - July 2015 - FC2
MEAT+POULTRY - July 2015 - FC3
MEAT+POULTRY - July 2015 - FC4
MEAT+POULTRY - July 2015 - FC5
MEAT+POULTRY - July 2015 - FC6
MEAT+POULTRY - July 2015 - FC7
MEAT+POULTRY - July 2015 - FC8
MEAT+POULTRY - July 2015 - 67
MEAT+POULTRY - July 2015 - 68
MEAT+POULTRY - July 2015 - 69
MEAT+POULTRY - July 2015 - FOOD SAFETY - Chasing Listeria
MEAT+POULTRY - July 2015 - 71
MEAT+POULTRY - July 2015 - 72
MEAT+POULTRY - July 2015 - 73
MEAT+POULTRY - July 2015 - 74
MEAT+POULTRY - July 2015 - 75
MEAT+POULTRY - July 2015 - INGREDIENT ISSUES - The science of savory
MEAT+POULTRY - July 2015 - 77
MEAT+POULTRY - July 2015 - 78
MEAT+POULTRY - July 2015 - 79
MEAT+POULTRY - July 2015 - 80
MEAT+POULTRY - July 2015 - 81
MEAT+POULTRY - July 2015 - 82
MEAT+POULTRY - July 2015 - 83
MEAT+POULTRY - July 2015 - 84
MEAT+POULTRY - July 2015 - 85
MEAT+POULTRY - July 2015 - FROM THE CORRAL - Driver's education
MEAT+POULTRY - July 2015 - 87
MEAT+POULTRY - July 2015 - SHOWCASE
MEAT+POULTRY - July 2015 - 89
MEAT+POULTRY - July 2015 - NAMES IN THE NEWS
MEAT+POULTRY - July 2015 - 91
MEAT+POULTRY - July 2015 - CLASSIFIEDS
MEAT+POULTRY - July 2015 - 93
MEAT+POULTRY - July 2015 - 94
MEAT+POULTRY - July 2015 - 95
MEAT+POULTRY - July 2015 - 96
MEAT+POULTRY - July 2015 - ADVERTISERS
MEAT+POULTRY - July 2015 - THE INSIDER
MEAT+POULTRY - July 2015 - 99
MEAT+POULTRY - July 2015 - 100
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