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Smithfield Foods Rebrands Foodservice Business as “Smithfield Culinary”

Smithfield Foods Rebrands Foodservice Business as “Smithfield Culinary”


SMITHFIELD, VA
Wednesday, April 3rd, 2019

Smithfield Foods is introducing a new brand for its foodservice portfolio. With Smithfield Culinary—historically recognized as Smithfield Farmland—the company hopes to leverage its position as one of the world’s largest pork processor and highlight the company’s involvement and leadership within the culinary community.

Chip Morgan, Director, Marketing Brand Strategy, Smithfield Culinary“Our company—a leader in pork, value-added protein specialties, and now culinary arts—is driven by those who have a passion for great food blended with insights and innovation,” said Chip Morgan, Director, Marketing Brand Strategy, Smithfield Culinary, in a press release. “The new Smithfield Culinary name encapsulates all of the effort that we have put toward immersing our brand within the culinary community, resulting in better programs and services that inspire those cooking with and consuming our products.”

Smithfield also noted in its press release, that the company has, throughout the last several years, experienced significant growth of its foodservice business. That growth prompted Smithfield to create a dedicated branding that represents all of the company’s culinary-focused initiatives.

Smithfield Culinary hopes to leverage its position as one of the world’s largest pork processors and highlight the company’s involvement and leadership within the culinary community

From establishing chef advisory boards and forming product innovation labs to partnering with leading culinary schools, Smithfield Culinary has evolved from simply selling products to positioning culinary arts as a key cornerstone of its business model.

Smithfield Culinary promises a wide portfolio of products aimed at meeting the demands of consumers’ changing tastes and informed by the company’s numerous innovation centers, passionate chefs, culinary partners, extensive research and development, and industry-leading commitment to sustainability. Smithfield Foods’ foodservice brands that fall within the Smithfield Culinary umbrella include Carando®, Curly’s®, Eckrich®, Farmland®, Margherita®, and Smithfield®.

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