DAKOTA DUNES | Tyson Fresh Meats debuted its new Open Prairie Natural Pork Brand in February, featuring minimally processed pork containing no artificial ingredients.
The hogs raised for the meat follow a strict set of criteria, including no antibiotics, no added hormones and freedom from gestation stalls.
Ozlem Worpel, brand manager for Dakota Dunes-based Tyson Fresh Meats, said they developed the brand to meet the growing demand for natural pork while allowing retailers to diversify their product mix and give them a competitive edge.
“From 2009 to 2013, the natural pork category increased 164 percent, and our own Consumer Monitor survey conducted in the fall of 2015 told us that the ‘No Antibiotics Ever’ and ’No Added Hormones’ product attributes have continued to increase in importance for consumers when buying meat products,” Worpel said in a statement.
Since more consumers want to know how their foods are produced, Kent Harrison, vice president of marketing at Tyson, said they are proud to provide all natural, no-antibiotics-ever-options.
He said it has been an exciting time for Tyson as of late.
"We wanted to be able to offer that choice for consumers," Harrison said. "Here in Siouxland we take care of beef and pork -- the name 'Open Prairie' was originally just for our Angus brand, but we tested it and found it was also the best name for our pork line, too."
The main point of the new pork brand was to appeal to consumers interested in meat that has not been treated with antibiotics or growth hormones, Harrison said.
"We have customers who want that choice, who want that category of natural products," he said. "It's the hallmark of the brand that's for those retailers who are concerned about animal husbandry and growth."
The Open Prairie Natural Pork program includes marketing support to help retailers build their natural pork sales.
Point-of-sale materials include a poster, large and small case dividers, rail strips, static clings, new item call-out and on-pack labels.
Additional marketing support elements include a consumer website with recipes and cooking tips, ad circular templates and key consumer insights.