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Smithfield Foods unveils ‘Smithfield Culinary’ brand

Smithfield Foods smithfield-culinary-logo.png
Significant growth of company’s foodservice business prompts decision to create dedicated branding.

Smithfield Foods Inc. announced this week the introduction of Smithfield Culinary, a new branding of the company’s foodservice portfolio. Smithfield Culinary – historically recognized as Smithfield Farmland – leverages the corporation’s position as the world’s largest pork processor and industry leader in sustainability and highlights the involvement and leadership it has within the culinary community.

Throughout the last several years, Smithfield has experienced significant growth of its foodservice business, prompting the decision to create a dedicated branding that represents all of the company’s culinary-focused initiatives. 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.

“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 of marketing brand strategy for Smithfield Culinary. “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.”

Through its innovation centers, passionate chefs, culinary partners, extensive research and development and industry-leading commitment to sustainability, Smithfield said its customers can expect to see a wide product portfolio that meets the taste demands of today’s evolving consumer. Smithfield Foods’ foodservice brands that fall within the Smithfield Culinary umbrella and deliver on quality, creativity and taste include Carando, Curly’s, Eckrich, Farmland, Margherita and Smithfield.

TAGS: Business
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